If I Fail the Bing Exam How Long Before I Can Take It Again?

You've spent a lot of time creating and optimizing your search campaigns. Endless hours in your Google Ads business relationship optimizing account structure, optimizing bidding strategies and rules, adjusting your audiences and targeting, writing and rewriting ad copy. What most your Microsoft Advertising account? Have yous spent as much time honing that PPC account? I go it from my days managing a search agency – there isn't enough fourth dimension in the twenty-four hour period to practise everything that needs to be done beyond multiple platforms. You don't accept time to reinvent the wheel (over and over and again) across platforms. But now, you don't have to.

You can utilize Google Import, a feature within Microsoft Ad, to move your Google Ad campaigns to Bing without starting from scratch. It'due south like mirroring the changes you've fabricated in your Google Ads account in Microsoft Advertising.

Google Import offers the flexibility to import your Google Ads account directly into Microsoft Advertising either through a file or by signing into your Google Ads account —  no spreadsheets needed. Yous tin choose what you want to import — ane or a few campaigns or everything you've created, or fifty-fifty only recently updated items. You can at present import up to v million keywords and 4 million ads and tin can choose the frequency — import once, or fix-up automatic imports on a daily basis.

Import is easy

It's easier than you probably thought. Here's how you exercise it:

1. Click "Import" from within the Google Ads dashboard.

2. Follow the simple steps to import your campaigns.

Earlier you become started, it's important to understand a few differences betwixt the platforms, these are areas you're going to want to keep an center on during the import and conform settings then execute your Google Ads import seamlessly. Hither are four cardinal differences between the two ad platforms to sentinel for:

• Target languages: In Google Ads, you can choose multiple targeting languages so your ads feature the language of the potential customers you wish to reach. When y'all import your Google Ads, Bing Ads chooses the highest-ranked language according to data from the Bing Ads market place. If your ads are written in target languages that Bing doesn't support, your campaign won't import and you lot'll go an fault. Not to worry: Multiple linguistic communication targeting parity with Google Ads is coming soon.
• Target locations: The location targets you've chosen for your Google Ads must match location targets in Bing Ads. If a location target doesn't be in Bing Ads, those campaigns will be mapped to a nearby "parent" location. For example, I alive in Duvall, Washington a teeny-tiny suburb exterior Redmond which is outside of Seattle. If a entrada were targeting Duvall in Google Ads it may be mapped to the "wider Seattle expanse" or "Redmond" which is the nearest metropolis. In some cases, locations that can't be matched won't be imported, even if the campaigns are agile in other locations.

Information technology'due south like shooting fish in a barrel to check imported location targets in the Import Summary, at which point you can make up one's mind whether to keep or alter the supported target locations, or delete the target location altogether.

• Campaign Tracking: It's helpful to know how visitors are reaching your website. To go this information, you'll demand to set up the parameter "utm_source" to Bing for the campaigns yous've imported from Google. And, it'southward piece of cake to do — this help page explains how.
• Device targeting: Skilful news here — you can now import expanded device targeting. Bing Ads supports the aforementioned values equally Google Ads, which ways you have more flexibility to adjust bids and improve your ROI on ad spend. Today, bid modifiers range from -100% to +900% for desktop, smartphones and tablets.

In addition to knowing these key differences, at that place are a few things yous should exercise before you exercise your beginning import.

Your pre-import checklist

Your pre-import checklist is going to be equally every bit of import as your post import checklist. When you initially get-go with existing campaigns to import, I'd recommend yous "import into new account(s)." This will limit errors and reduce complexity. Keep the old campaign ID running for a few weeks, to ensure coverage.

• Import campaigns on "paused" status, and then you tin make post-import updates later the import is consummate.
• If you are using DSA tracking templates, make certain the find and replace option is selecting for "Tracking Templates" not simply the last URLs.
• If you are using target CPA in Google the imported bids will come up across as $0.05 and you'll need to manually update the bid amount post-import.
• Confirm shared negative list sizes AND names. All negative keywords lists will be imported. Lists with identical names across Google Ads and Microsoft Advertisement will be updated and merged. If a unmarried negative keyword list contains more than five,000 words, I'd recommend splitting them out into multiple lists to reduce errors.

Your post-import checklist

Once you've completed your beginning Google Import, cheque to ensure the post-obit settings are correct (additional information nearly these items tin can be found here):

• Advertising distribution: Bing Ads only supports in-marketplace audiences. You lot'll need to manually transfer custom and remarketing lists from Google Ads.
• Age and gender targeting: Historic period and gender targeting enables you lot to accomplish customers within a specific demographic historic period range. Although Bing Ads supports most of the age and gender targets supported by Google Ads in that location are a few differences. For example, the Google Ads age group of 45-54 is not supported past Bing Ads. Make sure your targets are assigned to an appropriate age grouping.
• Audience targeting: It'due south possible to import of all your Google Ads in-market place audiences and their corresponding associations to Microsoft Advertising. Simply if an in-market audition doesn't be in Microsoft Advertizement, it will exist mapped to a "parent audience." There are additional considerations when importing multiple in-market audiences.
• Bids and budgets: Microsoft Advertising has dissimilar minimum bid and budget requirements than Google Ads. For instance, a U.South. shopping entrada has a minimum bid of a penny in Bing Ads, whereas in Google Ads it's a nickel. To help you import all of your data quickly, any bids are budgets that are besides low will be raised to run across our minimums. Campaigns that don't meet the minimums won't be imported. Check to be certain your bids are set according to your requirements.
• Bid strategies: If a bid strategy you have in identify on Google Ads isn't supported on Bing Ads, Bing Ads will automatically set it to Enhanced CPC, and bids will be set to an amount that Microsoft Advertising recommends. Even so, you can update the bids to your specifications after the import.
• Dynamic search ads: Bing only supports dynamic search ads in the U.South., France and Germany. For other markets, Bing Ads only imports Expanded or Standard Text Ads.
• Negative keyword lists: Y'all can use negative keywords to preclude your ad from being displayed in the search results when a query that contains your keywords is irrelevant to the content on your landing page. All of the negative keywords y'all set in Google Ads will exist imported. Check to make certain your negative keywords are correct.
• Shopping campaigns: This feature is only supported in the U.South., Uk, French republic and Deutschland. Before the import, brand certain you have a Microsoft Merchant Heart store set, then link the store to the incoming shopping entrada.
• Targeting options: Targeting options, such as location targeting and time of mean solar day targeting, are significantly different in each platform. Be sure to review your targeting settings in each platform.

There are some features that don't get imported but are however supported by Bing Ads:

• Ad grouping-level Sitelink Extensions
• Ad grouping-level app extensions
• IP exclusions
• Campaign PC target – bid adjustment
• Campaign tablet target – bid adjustment

You lot can always go back and set up these parameters after the Google Import is complete.

Saving fourth dimension

Google Import is evolving to meet the needs of Microsoft Advertising customers, supporting larger accounts and offering compatibility with new features such as shopping campaigns and app extensions. We're calculation target locations to sync more than closely with Google Ads, and users can even schedule automatic imports on a daily, weekly or monthly cadence. That fashion, everything you do on Google Ads tin can be hands imported, saving you time and making information technology easier to keep upward with all of the projects you're working on. Google Import is the all-time way to maximize the investment you've made in creating search campaigns.

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Opinions expressed in this article are those of the invitee writer and non necessarily Search Engine Land. Staff authors are listed here.

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Nearly The Writer

​Christi Olson is a Search Evangelist at Microsoft in Seattle, Washington. For over a decade Christi has been a student and practitioner of SEM. Prior to joining the Bing Ads team inside Microsoft, Christi worked in marketing both in-firm and at agencies at Bespeak It, Expedia, Harry & David, and Microsoft (MSN, Bing, Windows). When she's not geeking out about search and digital marketing she can exist found with her husband at ACUO crossfit and running races beyond the PacificNW, brewing and trying to detect the perfect beer, and going for lots of walks with their 2 schnauzers and pug.

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Source: https://searchengineland.com/doing-a-google-import-into-bing-ads-heres-what-you-need-to-know-330078

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