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Shopify and Microsoft collaborate to help merchants reach more customers

Microsoft has announced a new Shopify partnership that will provide merchants with access to its Search Network and Audience Network through the Channel app.

Today, Microsoft announced a new Shopify partnership that will provide merchants with access to more customers through the updated Microsoft Channel app in Shopify.

The updated Channel app, which is currently available to merchants in the United States and Canada, allows advertisers to use both the Microsoft Search Network and the Microsoft Audience Network.

Products are then automatically eligible to appear as Product Listings in the Microsoft Bing Shopping tab and the Microsoft Start Shopping tab.

“To significantly expand the reach of their brands and products across Microsoft Search Network and Microsoft Audience Network, merchants can create new ad campaigns and view their marketing performance through real-time reports in their Shopify store.”

Bolar also revealed that the Buy Now buttons will be added to Product Ads and Product Listings “soon” to provide shoppers with a quick checkout option directly from the ad experience. There was no mention of a timetable for the rollout.

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These are the most recent in a series of Microsoft Advertising updates aimed at engaging consumers and expanding advertiser reach.

Multimedia ads were introduced in July as a new responsive ad format that appears on Bing.com search pages, either at the top of the SERP or on the right rail.

The Target Impression Share strategy, Dynamic Location, and other automated ad extensions, product conversion goals tracking for Shopping Campaigns, and other features were released in August.

In September, we received a pilot program for video ads on the Microsoft audience network, vertical-based product ads in the United States and the United Kingdom, and the addition of “Inline Appeals” to the Microsoft Merchant Center.

Shopify has made its own advancements, such as the introduction of Shopify Markets, a centralized hub for managing cross-border sales, and the addition of Facebook Pay as a checkout option (in the U.S.).

Thanks to a June update that made Shopify store robots.txt files editable, Shopify merchants now have more control over SEO for their store.

Bolar said of the updated Microsoft Channel app in Shopify,

“The onboarding is simple, allowing merchants to quickly connect with shopping offerings that showcase their products using free and paid listings.”

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