Microsoft Advertising is rolling out Supplemental Feeds globally, giving merchants a faster, more flexible way to update product details without re-uploading entire catalogs.
Driving the news:
- Advertisers can now update fields like titles, descriptions, labels, sizes, colors, or promotion IDs independently of their main feed.
- Supplemental data always overrides primary feed data, and clearing it requires uploading empty fields or deleting the feed.
- Only one supplemental feed can be applied per language and feed label/country of sale combination.
- Uploads can be done manually in Merchant Center, via FTP/SFTP, or URL download.
Why we care. For retailers heading into peak season, accurate and up-to-date product data is critical. Supplemental Feeds aim to cut the manual effort, reduce errors, and keep listings competitive when shoppers are most active.
Zoom out. Supplemental Feeds headlined a broader wave of updates from Microsoft Ads, including:
- Performance Max enhancements with new budget forecasts, asset-group-level reporting, and customer acquisition goal options.
- Bulk bid editing for Lodging campaigns, enabling faster property group management.
- UET Consent Signal reporting, offering clearer compliance insights.
- MFA-free inventory across Monetize, Invest, and Curate, eliminating “Made for Advertising” content from the marketplace.
The bottom line. Supplemental Feeds and the broader update package show Microsoft leaning into efficiency, transparency, and quality control — giving advertisers fresh tools to sharpen campaigns before the holiday rush.
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Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.
