MacAdam Lea
By MacAdam Lea | SEM | May 25, 2016

Importing Campaigns: Google AdWords To Bing Ads

Have you been running successful AdWords campaigns for a while now? Are you starting to see diminishing returns on your ad spend? Do you wish there was a way to take all of your successful AdWords campaigns and test them out on a search engine other than Google? If you answered yes to any/all of the above questions, then it may be time for you to import your Google AdWords campaigns over to Bing Ads.

Bing Ads is Microsoft’s version of Google AdWords, and it works almost exactly the same. You’ve got a full range of campaign options, from general Search Network to Shopping Campaigns, and Bing even has its own Ad Editor for managing your bid adjustments. It doesn’t come with the full suite of Google’s Analytics tools since Bing isn’t a Google product, but you can get around this problem with smart UTM tagging. Bing also tends to have less competition, which results in a lower average cost per click and higher conversion rates. For a more detailed breakdown of AdWords vs Bing Ads check out my blog on Online Advertising Options.

The best thing about Bing is that it gives us an option to import campaigns directly from Google AdWords. This means that you don’t have to start from scratch if you want to advertise on Bing – you can simply import your already-successful AdWords campaigns and test out how they perform in a new environment.

What you’ll need:

  1. An active AdWords account
  2. An active Bing Ads account
  3. At least one AdWords Campaign to import to Bing Ads
  4. Updated billing information for both accounts

To start the import process just follow the steps below:

Step 1: Click “Import From Google AdWords”

Step 1

There is a button at the top that says “Import From Google AdWords”. Go ahead and click that button. It will prompt you to sign into your Google AdWords account:


Step 2: Sign Into Google AdWords

Step 2

Enter your username and password for Google AdWords and choose the campaigns that you want to import. Click “Continue” and until you reach this page:

Step 3: Review Import Settings

Step 3

You’ll want to double check your location targeting after the import process. It works better now, but in the past Bing would sometimes get confused about Google’s radius targeting and just let the ads show anywhere in the US/world. Once you’ve reviewed your import settings click “Import”:

Step 4: Review Errors

Step 4

Sometimes Bing will run into things it doesn’t understand during the import process, and it will ask you to resolve any incompatibility issues. Bing will often notice errors within campaigns/ad groups that were paused in AdWords, so not all of the errors that show up are going to be relevant. Once you’ve reviewed the errors click “Import” one last time:

Step 5: Double Check Location Targeting

Check Location Settings

Once everything has been imported it’s good to look through the newly imported campaigns and check for anything that looks off, especially the location targeting. The import process isn’t perfect, and whenever Google makes a big change it takes Bing a little while to catch up. Once you’ve reviewed everything, all that’s left to do is to let the new Bing Campaigns start spending. Remember to check back in on your Bing Campaigns weekly just like you would for any AdWords Campaign, and compare ROI for both in Google Analytics to determine the best use of ad spend.

If you’re struggling to build out campaigns or set up conversion tracking, check out some of our other blogs for a more detailed run-down of how to set up campaigns in AdWords and Bing, or contact us and we’ll get your campaigns whipped into shape right away.

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