Microsoft's new Feed Label allows grouping products, simplifies cross-country advertising

It seems like Microsoft is on a spree to release products and introduce new features. The latest in the series is Feed Labels, an upcoming feature in Microsoft Advertising that lets you group products across different feeds using a common attribute, be it category, brand or language.

For instance, if you sell products across different countries, simply create a Feed Label and apply it to all the concerned feeds.

Now, when you create a campaign and choose the pre-set Feed Label, the system will run ads that showcase products across the feeds that are a part of it.

Also, based on the chosen Feed Label, the system will automatically identify the feeds from the selected Merchant Center stores to be included in the ad campaign. Though, the option to showcase all products in a single campaign is also available.

In the official blog post, Microsoft confirms that the Feed Labels feature will start rolling out by mid-March 2024, and all advertisers should have access to it by the end of the month.

Remember, Feed Labels are different from Custom labels. Microsoft, in the official blog post, explains it as,

Custom labels are useful for creating granular bid strategies and reporting within a campaign, while feed labels are useful for creating broad targeting strategies across multiple feeds and campaigns.

Feed Labels will help advertisers take their minds off the trivial things and let them focus on creating ideas for campaigns. At least, that’s our initial impression of the feature. For a first-hand review, we will have to wait for the official rollout later this month.

Also, Microsoft’s release of Performance Max on the advertising platform will help you leverage the capabilities of AI for effective campaign management.

What’s your initial impression of Feed Labels? Share with our readers in the comments section.