Google Shopping dominates the product advertising landscape, but Microsoft Shopping (formerly Bing Shopping) offers a valuable alternative that many e-commerce advertisers overlook. With lower competition, cheaper clicks, and a unique audience demographic, Microsoft can deliver strong returns alongside your Google campaigns.
This guide compares both platforms across reach, costs, audience, features, and setup. We'll help you decide whether to expand to Microsoft Shopping and how to allocate budget between the two.
Platform Overview
Google Shopping
Google Shopping displays product ads across Google Search, the Shopping tab, Google Images, and partner sites. It's the dominant platform for product advertising:
- Search market share: ~92% globally (varies by region)
- Monthly searches: 8.5+ billion
- Feed management: Google Merchant Center
- Campaign types: Standard Shopping, Performance Max
- Audience: Broad demographic, skews younger, high mobile usage
Microsoft Shopping
Microsoft Shopping (formerly Bing Shopping) shows product ads on Bing, Yahoo, DuckDuckGo, and partner sites through the Microsoft Search Network:
- Search market share: ~6-8% globally (higher in US/UK)
- Monthly searches: 900+ million
- Feed management: Microsoft Merchant Center
- Campaign types: Standard Shopping, Smart Shopping
- Audience: Older, higher income, more desktop, includes Yahoo/DuckDuckGo users
Key Insight
Microsoft's smaller market share doesn't mean low value. Its audience often has higher purchasing power, and lower competition typically means 20-40% lower CPCs than Google for the same products.
Head-to-Head Comparison
Reach & Volume
| Metric | Google Shopping | Microsoft Shopping |
|---|---|---|
| Global search share | ~92% | ~6-8% |
| US search share | ~88% | ~9% |
| UK search share | ~93% | ~4% |
| Monthly searches | 8.5+ billion | 900+ million |
| Search partners | Various partner sites | Yahoo, DuckDuckGo, AOL |
Winner: Google Shopping for raw volume. But remember: Microsoft's 900 million monthly searches is still substantial, and those users are often unreachable through Google.
Costs & Competition
| Factor | Google Shopping | Microsoft Shopping |
|---|---|---|
| Average CPC | Higher (category dependent) | 20-40% lower typically |
| Advertiser competition | Very high | Lower |
| Impression share opportunity | Often limited by budget | Easier to capture share |
| Bid pressure | Constant upward pressure | More stable |
Winner: Microsoft Shopping for cost efficiency. Lower competition directly translates to cheaper clicks and often better ROAS. Industry benchmarks from Wordstream consistently show lower CPCs on the Microsoft Search Network across most verticals.
Audience Demographics
| Demographic | Google Shopping | Microsoft Shopping |
|---|---|---|
| Age skew | Younger (18-44 dominant) | Older (35-64 dominant) |
| Household income | Broad distribution | Higher average income |
| Device usage | Heavy mobile | More desktop/laptop |
| Education level | Broad distribution | Higher average education |
| User origin | Intentional Google users | Windows defaults, privacy-focused (DuckDuckGo) |
Winner: Depends on your target. Google reaches more young consumers. Microsoft reaches older, higher-income users who may have more disposable income for purchases.
Why Microsoft Skews Older
Microsoft's audience isn't older because of preference - it's often because Bing is the default search on Windows devices and Internet Explorer/Edge. Many workplace computers use Microsoft defaults. This creates an audience that's valuable for B2B products and professional services.
Features & Capabilities
| Feature | Google Shopping | Microsoft Shopping |
|---|---|---|
| Import from Google | N/A | Yes - campaigns + feed |
| Performance Max | Yes (advanced) | Limited version |
| Smart bidding options | Full suite | Most options available |
| Audience targeting | Extensive | Improving (LinkedIn integration) |
| Feed requirements | Google Merchant Center | Microsoft Merchant Center (accepts Google format) |
| Reporting depth | Very detailed | Comparable |
Winner: Google Shopping for cutting-edge features. But Microsoft has closed the gap significantly and offers a key advantage: easy import from Google.
When to Use Each Platform
Focus on Google Shopping When:
- You need maximum volume: Only Google can deliver the scale for rapid growth
- You're targeting younger consumers: Google dominates the under-35 demographic
- Mobile is critical: Mobile shopping behavior is more Google-centric
- You want the latest features: Google releases new capabilities first
- Your capacity is limited: Better to master one platform than spread thin
Add Microsoft Shopping When:
- You want incremental reach: Microsoft users often don't use Google
- You're targeting older/professional audiences: Microsoft's demographic is valuable for certain products
- You want lower CPCs: Less competition means better efficiency
- Google ROAS is declining: Diversification can stabilize overall performance
- You have products with high margins: Lower volume but better efficiency can still be profitable
- B2B products: Workplace defaults make Microsoft valuable for business purchases
Run Both Platforms When:
- You've maximized Google: High impression share, strong ROAS, ready to expand
- You have capacity: Team can manage both effectively
- You want comprehensive coverage: Reach all potential customers regardless of their search engine
- Your products appeal broadly: Both demographics are relevant
Reality Check
Most e-commerce advertisers should test Microsoft Shopping. The setup cost is minimal (import from Google), the audience is valuable, and CPCs are lower. The only reasons to skip it are capacity constraints or products that truly don't fit the Microsoft demographic.
Setting Up Microsoft Shopping from Google
Microsoft makes it easy to replicate your Google setup. Here's how:
Step 1: Create Microsoft Advertising Account
Go to ads.microsoft.com and create an account. You can sign in with Microsoft, Google, or Facebook credentials.
Step 2: Import from Google Ads
- In Microsoft Advertising, go to Import > Import from Google Ads
- Sign in to your Google account and authorize access
- Select the campaigns you want to import (including Shopping campaigns)
- Review import settings: bids, budgets, targeting
- Choose to import once or schedule recurring imports
The import copies campaign structure, product groups, bids, and most settings. You can adjust bids during import (e.g., reduce by 20% to account for lower competition).
Step 3: Set Up Microsoft Merchant Center
- Create a Microsoft Merchant Center store
- You can import your Google product feed directly (same format)
- Or set up automatic feed sync from your e-commerce platform
- Verify your website and configure shipping/tax settings
Step 4: Link Accounts and Launch
- Link Microsoft Merchant Center to Microsoft Advertising
- Ensure products are approved (usually faster than Google)
- Review imported campaigns and enable them
- Set appropriate budgets (start with 10-15% of your Google Shopping budget)
Pro Tip
Use scheduled imports to keep Microsoft campaigns synced with Google changes. This saves management time while maintaining consistency. You can still make Microsoft-specific adjustments that won't be overwritten.
Budget Allocation Strategy
How should you split budget between Google and Microsoft?
Starting Point
- Google Shopping: 85-90% of Shopping budget
- Microsoft Shopping: 10-15% of Shopping budget
This roughly reflects market share. Start here and adjust based on performance.
Optimizing Allocation
After 4-6 weeks of data:
- If Microsoft ROAS > Google ROAS: Consider increasing Microsoft allocation
- If Microsoft can't spend its budget: Reduce allocation or expand targeting
- If Microsoft CPA is lower: Shift more budget to Microsoft
- If Microsoft volume is insufficient: Keep allocation proportional to capture available demand
Common Allocation Scenarios
| Scenario | Recommended Split |
|---|---|
| Maximum volume priority | Google 95% / Microsoft 5% |
| Balanced approach | Google 85% / Microsoft 15% |
| Microsoft outperforming | Google 75% / Microsoft 25% |
| B2B/Professional products | Google 70% / Microsoft 30% |
Frequently Asked Questions
What is the difference between Google Shopping and Microsoft Shopping?
Google Shopping reaches approximately 92% of search users globally through Google Search, while Microsoft Shopping (formerly Bing Shopping) reaches about 6-8% through Bing, Yahoo, and DuckDuckGo. Google has more volume but higher competition and CPCs. Microsoft typically has lower CPCs, an older and higher-income demographic, and less competition.
Is Microsoft Shopping worth it for e-commerce?
Yes, for most e-commerce businesses. Microsoft Shopping often delivers 20-40% lower CPCs than Google, reaches a valuable demographic (older, higher income, desktop users), and can provide incremental conversions. The lower volume is offset by better efficiency for many advertisers, making it worth testing alongside Google.
Can I use my Google Shopping feed for Microsoft Shopping?
Yes. Microsoft Merchant Center accepts Google Shopping feed formats, making migration straightforward. You can also use Microsoft's Import from Google feature to automatically sync campaigns, feed settings, and product data from Google Merchant Center and Google Ads.
What percentage of budget should go to Microsoft Shopping?
Most advertisers allocate 10-20% of their Shopping budget to Microsoft, roughly proportional to its search market share. However, if Microsoft is delivering better ROAS than Google, consider increasing allocation. Test with a small budget first, then scale based on performance.
Should I run both Google Shopping and Microsoft Shopping?
Yes, running both is generally recommended. Microsoft Shopping reaches users who don't use Google, often at lower costs. The setup effort is minimal if you import from Google. Unless your product category performs poorly on Microsoft or your team lacks capacity to manage both, there's little downside to testing it.
Conclusion
Google Shopping and Microsoft Shopping aren't competitors you must choose between - they're complementary channels that reach different audiences:
- Google Shopping delivers volume, cutting-edge features, and reach to younger consumers
- Microsoft Shopping provides efficiency, lower CPCs, and access to an older, higher-income demographic
- Running both maximizes your total addressable market and diversifies your advertising risk
For most e-commerce businesses, the question isn't "Google or Microsoft?" but "How do I allocate between them?" Start with Google as your primary platform, add Microsoft to capture incremental demand, and optimize allocation based on performance data.
The low barrier to entry (easy import from Google) and potential for better efficiency make Microsoft Shopping worth testing for virtually any advertiser already running Google Shopping campaigns.