Marketing 3 min read

Google Import Helps Move Google Ad Campaigns to Microsoft Ads

Lori Butcher /

Lori Butcher /

Using Google Import to move your campaign into Microsoft Ad is not as complicated as you may think. Here are the things to note.

You’ve spent days — maybe even weeks — optimizing your search campaigns in your Google ad account.

Along with the account structure, you optimized the bidding strategies as well as the rules. You even dedicated extra hours to adjusting your audience and retargeting until everything looks perfect.

There’s just one question: how can you replicate these optimizations on your Microsoft Ad account? That’s where the Google Import comes in.

What is Google Import?

Google Import is a feature within Microsoft Advertising that allows publishers to move their Google Ad Campaigns to Bing.

It essentially allows you to mirrors the changes you’ve made in your Google Ads account in Microsoft Advertising. That way, they won’t have to start the optimization process from scratch.

You don’t need a spreadsheet to import your Google Ads campaign into Bing Ads.

Instead, sign in to your Google Ads account to begin and click “Import” on the Google Ads dashboard. Then, follow the steps to import your campaigns.

It’s essential to note the difference between Google Ads and Bing Ads before attempting to move your campaign. With that, you can make adjustments to make the import as seamless as possible.

Here are things to consider.

Four Things to Note When Using Google Import

Outlined below are four differences between Google Ads and Microsoft Advertising.

1. Target Location

Your location target in Google Ads must match the ones in Bing Ads. However, if a location target doesn’t exist on Bing Ads, it’ll map the campaign to a nearby “parent” location.

2. Target Language

In Google Ads, publishers can select multiple targetting languages. Thanks to this option, your ads can feature the language of the potential customers you wish to reach.

Bing Ads, on the other hand, doesn’t offer this option. Instead, it chooses the highest-ranked language based on data from the Bing Ads marketplace.

That means your campaign won’t import if you write your ads in target languages that Bing doesn’t support.

3. Device Targetting

Since Bing supports the same values as Google, you can easily import expanded device targetting.

Expectedly, this feature gives marketers more flexibility to adjust bids, and ultimately improve the ROI on ad spend. Currently, bid modifiers range from -100% to +900 percent for desktop and mobile devices.

4. Campaign Tracking

Knowing exactly how visitors are reaching your website is an essential part of online marketing.

It’s easy to access this information. You simply have to set up the parameter “utm_source” to Bing for the campaigns you’ve imported from Google.

Final Word On Using Google Import

Google Import is working to meet the demands of Microsoft Advertising.

For instance, it now offers compatibility with new features like app extensions and shopping campaigns. Also, there’s support for larger accounts.

However, there’s still plenty of room for improvement.

Some features don’t get imported even though Bing Ads support them. These include IP exclusions, Ad group-level Sitelink Extension, Campaign tablet target – bid adjustment, among others.

With that said, Google Import may still be one of the easiest ways to maximize your investment in search campaigns.

Read More: Microsoft Advertising Adds new Features to Shopping Campaign

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Sumbo Bello

Sumbo Bello is a creative writer who enjoys creating data-driven content for news sites. In his spare time, he plays basketball and listens to Coldplay.

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