What to check after importing from AdWords

What to check after importing from AdWords

Most of the information in your campaigns is included when you import it from AdWords. Here's a list of what gets imported, as well as some exceptions.

If you're already using Google AdWords, you can save a lot of time by importing your AdWords campaigns directly into Bing Ads. Remember that not all information will be imported, but that doesn't mean that it's not supported within Bing Ads. So, after you import, be sure to review your campaigns to make sure everything is good to go and add the missing information back to your campaigns.

Items you should check after import

Some specific situations require special attention during import. If you are importing any of the items below, make sure to review the following information.

Ad group target languageexpando image

In Google AdWords, campaigns can have multiple target languages but in Bing Ads, there can only be one target language per ad group. When an AdWords campaign has multiple targeting languages, Bing Ads will select the highest ranked language based on data collected from the Bing Ads marketplace. For example, if your campaign is targeting English, French, and German, English will be selected because of the three languages, it has the most impressions. You can find all the supported languages listed below. If none of the languages targeted in AdWords are in the list, the campaign will not be imported and will be flagged with the error message: “Unsupported target languages.”

Bing Ads supports the following ad group ad languages:

  • English
  • Traditional Chinese
  • German
  • French
  • Spanish
  • Portuguese
  • Italian
  • Dutch
  • Swedish
  • Norwegian
  • Danish
  • Finnish
Bids and budgetsexpando image

Both Bing Ads and Google AdWords offer you the ability to limit your campaign spend on a daily basis. In Bing Ads, a monthly budget is also an option. Once imported, you can choose to set your budget at a monthly rate.

Bing Ads has different minimum bid and budget requirements than Google AdWords. To help you import all of your data quickly, we will, by default, raise any bids and budgets that are too low to meet the Bing Ads minimums. Keep in the mind that while you can opt out of these increases during import setup, the campaigns that don’t meet these minimums won’t get imported.

Shared budgets in Bing Ads are not updated when importing from Google AdWords in the Bing Ads Editor. Please use the Bing Ads web application to import Shared Budgets from Google.

Negative keywordsexpando image

Bing Ads does not use broad match negative keywords. If you have set up broad match negative keywords in Google, those will be treated as phrase match negative keywords when importing to Bing Ads. To find out where you can review the location options, see How to add keywords that won't trigger my ads (Negative keywords).

Ad distribution (Network)expando image

Ad distribution is where on the Internet you want your ads to show. Bing Ads has the search network, content network, or both, and when a Google AdWords ad group is imported it is mapped in the following ways:

If the type is Search Network with Display Select, we set it to Both. If the type is Display Network only, we set it to Content. If we are not able to determine from type, we check the networks:

  • If the network is Google Search and Display Network, we set it to Both.
  • If the network is Google Display Network, we set it to Content.
  • If the network is Google Search Network, we set it to Search.
To learn more, see About ad distribution.

Desktop target bid adjustmentexpando image

Google AdWords allows -100% to +900%. Bing Ads allows 0% to +900%. Google AdWords negative bids will be imported as 0%.

CPA bidding expando image

Bing Ads doesn't have CPA (cost-per-acquisition) bidding. When a CPA bid is imported from Google AdWords, Bing Ads changes the CPA bid to a CPC (cost-per-click) bid. If you use CPA bidding in Google AdWords, we recommend that you review your ad group bids after importing.

Location targeting expando image

Bing Ads matches your Google Ad Words location targets to corresponding locations. However, if a location target from Google AdWords does not exist in Bing Ads, campaigns targeting to those locations will be mapped to the parent location in Bing Ads. For example, let’s say you have a campaign in Google AdWords whose location target is set to the city of Cafelândia in the State of Paraná, Brazil. This city isn’t directly mapped in Bing Ads, so when importing this location target, Bing Ads will map it to the parent location, the state of Parana.

How do I know which location targets got mapped to a parent location?

After importing location targets, you'll see the "Import Summary." If you have any items with issues from importing, you can download your import errors to a spreadsheet. Each location that gets mapped to the parent location will be indicated with a warning in the downloaded spreadsheet. You can then decide to keep the parent location, or update or delete the location.

Shopping campaigns expando image

Shopping campaigns are only available in the United States, United Kingdom, France, and Germany, and cannot be imported for other countries. Before you import your Google AdWords Shopping campaign ads and product groups into Bing Ads Shopping campaigns, make sure to create a Bing Merchant Center store. Then, when you import, you must link your store to the incoming Shopping campaign.

If you will be using an existing Google AdWords catalog, make sure the catalog has valid data in the Country of sale field. Bing Ads supports the following countries for this field:

  • United States
  • United Kingdom
  • France
  • Germany
  • Australia

URL Tracking - utm_source Parameter expando image

If your AdWords campaign uses the utm_source parameter, the value for that parameter is likely "Google," "AdWords," or a close variant such as "googleshopping" or "AdwordsIndia." These values will be replaced by "bing."

For example, http://www.example.com/?utm_source=google will be imported as http://www.example.com/?utm_source=bing.

This will prevent your imported campaigns from reporting incorrect source information.

Items that can’t be imported but can be re-created using Big Ads
  • Automated rules
  • Negative keywords libraries
  • Age and Gender Target
  • Ad-group-level Sitelink Extensions
  • Ad-group-level App Extensions
  • Ad-group-level Location Extensions
  • Ad-group-level Call Ad Extensions
  • Remarketing lists and associations
  • IP exclusions
Important
  • Please note that the list above is not a comprehensive list of imported items. Bing Ads imports all the data needed to manage your campaigns and aims to provide the best experience for you.
  • You can now import from Google AdWords:
    • 4 million keywords and ads combined
    • 2 million ad group-level and campaign-level negative keywords combined
    • 2 million ad group product partitions
    • 200,000 all other entities combined
Detailed list of the entities and attributes importedexpando image

When importing your campaigns, there are a lot of different pieces of information that gets imported. At a high-level, you know your campaigns, ad groups, and keywords are some of the items that get imported. But let's break it down further, to the entity and attribute levels.

Main entities imported for Search & content campaigns:

Campaignexpando image
  • Campaign name
  • Budget amount
  • Budget type
  • Bid strategy:
    Enhanced CPC or Manual CPC are imported. Maximize Clicks, Target CPA, and Target ROAS are not available in Bing Ads so campaigns with these bid strategies or any other bid strategies are set to Manual CPC when imported.
  • Status
  • Tracking template
  • Custom parameters
  • Time zone:
    When you import a campaign for the first time, the time zone at account level is used. After that, the time zone doesn’t change.
  • Campaign type
  • Sales country
Ad groupexpando image
  • Campaign name
  • Ad group name:
    Bing Ads allows 128 characters. Google AdWords allows 255 characters.
  • Status
  • Start date:
    The date that you import the campaign.
  • End date:
    This is set to never during import.
  • Medium (Ad distribution): If the type is Search Network with Display Select, we set medium to Mixed. If the type is Display Network only, we set medium to Content.
    If we are not able to determine from type, we check the Networks:
    • If the network is Google Search and Display Network, we set medium to Mixed.
    • If the network is Google Display Network, we set medium to Content.
    • If the network is Google Search Network, the medium is set to Search.
  • Bid strategy:
    Ad groups will use the campaign’s bid strategy. If the ad group is explicitly set to Manual CPC, then it will be imported with Manual CPC.
  • Pricing model
  • Ad rotation:
    Flattened from Google AdWords campaign:
    • Optimize For Clicks and Optimize for Conversions is mapped to Optimized For Clicks.
    • Rotate evenly and Rotate indefinitely is mapped to Rotate Evenly.
    • Start and End date are not imported.
  • Search bid
  • Content bid
  • Language:
    Flattened from Google AdWords campaign. If there are multiple languages, we select the one with the maximum market share.
  • Native bid adjustment
  • Tracking template
  • Custom parameters
Keywordexpando image
  • Keyword text
  • Match type:
    When you import a campaign for the first time, the match type is imported. After that, the match type is not updated.
  • Bid
  • Bid strategy:
    Keywords will use the ad group’s bid strategy. If the keyword is explicitly set to Manual CPC, then it will be imported with Manual CPC.
  • Status
  • Campaign name
  • Ad group name:
    Bing Ads allows 128 characters. Google AdWords allows 255 characters.
  • Param1
  • Param2
  • Param3
  • Final URL
  • Final mobile URL
  • Tracking template
  • Custom parameters
Standard text adexpando image
  • Campaign name
  • Ad group name:
    Bing Ads allows 128 characters. Google AdWords allows 255 characters.
  • Status
  • Title
  • Text:
    Google AdWords 2 descriptions are merged into one in Bing Ads. We don't import ad customizers.
  • Display URL
  • Final URL
  • Final mobile URL
  • Tracking template
  • Custom parameters
  • Device preference
Expanded text adexpando image
  • Ad group name:
    Bing Ads allows 128 characters. Google AdWords allows 255 characters.
  • Title part 1:
    Bing Ads and Google AdWords allow 30 characters. Google AdWords calls this headline 1.
  • Title part 2:
    Bing Ads and Google AdWords allow 30 characters. Google AdWords calls this headline 2.
  • Description:
    Bing Ads and Google AdWords allow 80 characters.
  • Path 1:
    Bing Ads and Google AdWords allow 15 characters.
  • Path 2:
    Bing Ads and Google AdWords allow 15 characters.
  • Final URL:
    Bing Ads has a 35 character maximum limit for the host in URL. For example, if the URL is http://www.edu.bing.co.uk/pages/one, then the host is www.edu.bing.co.uk and it can’t be more than 35 characters. Google AdWords allows more than 35 characters for the host in URL.
Product adexpando image
  • Campaign name
  • Ad group name:
    Bing Ads allows 128 characters. Google AdWords allows 255 characters.
  • Status
  • Promotion

Ad extensions imported for Search & content campaigns:

Campaign-level Call Extensionsexpando image
  • Campaign name
  • Phone number
  • Country code
  • Is call only
  • Is call tracking enabled
  • Require toll free tracking number
  • Device preference
Campaign-level Location Extensionsexpando image
  • Campaign name
  • Company name
  • Street address
  • Street address2
  • City name
  • Province code
  • Postal code
  • Country code
  • Phone number
  • Latitude
  • Longitude
  • Map icon:
    We set to empty string during import.
Campaign-level Sitelink Extensionsexpando image
  • Campaign name
  • Display text
  • Order
  • Description1
  • Description2
  • Device preference
  • Final URL
  • Mobile final URL
  • Tracking template
  • Custom parameters
Ad group-level Callout Extensionsexpando image
  • Campaign name
  • Ad group name
  • Text
Campaign-level Review Extensionsexpando image
  • Campaign name
  • Text
  • Source
  • URL
  • Is exact
Ad group-level Review Extensionsexpando image
  • Campaign name
  • Ad group name
  • Text
  • Source
  • URL
  • Is exact

Targeting and exclusions imported for Search & content campaigns:

Campaign and ad group website exclusionsexpando image
  • Placement URL:
    Bing Ads allows 2,500 website exclusions. Google AdWords allows 10,000 website exclusions.
Campaign and ad group negative keywordsexpando image
  • Match type:
    Broad match will be imported as phase match.
  • Keyword text
Campaign location targetsexpando image
  • Location:
    If Google AdWords location can't be mapped, we use the parent location and show a warning during import. If there is no parent location, we will show an error during import.
  • Bid adjustment
Campaign negative location targetsexpando image
  • Location
    If Google AdWords location can't be mapped, we will show an error during import.
Campaign radius targetsexpando image
  • Radius location
Campaign ad schedulingexpando image
  • From hour
  • From minutes
  • To hour
  • To minutes
  • Bid adjustment:
    On Par Range: -90% to +900%
Campaign desktop targetexpando image
  • Bid adjustment:
    Google AdWords allows -100% to +900%. Bing Ads allows 0% to +900%. Google AdWords negative bids will be imported as 0%.
Campaign tablet targetexpando image
  • Bid adjustment:
    Google AdWords allows -100% to +900%. Bing Ads allows -100% to +900% and -100% means opt out.
Campaign mobile targetexpando image
  • Bid adjustment:
    Google AdWords allows -100% to +900%. Bing Ads allows -100% to +900% and -100% means opt out.

Main entities imported for Bing Shopping Campaigns:

Ad group product partitionsexpando image
  • Campaign name
  • Ad group name:
    Bing Ads allows 128 characters. Google AdWords allows 255 characters.
  • Status
  • Is excluded
  • Parent node Id
  • Product condition
  • Product value
  • Bid
  • Tracking template
  • Custom parameters
Product scope campaign criterionexpando image
  • Campaign name
  • Product condition 1
  • Product value 1
  • Product condition 2
  • Product value 2
  • Product condition 3
  • Product value 3
  • Product condition 4
  • Product value 4
  • Product condition 5
  • Product value 5
  • Product condition 6
  • Product value 6
  • Product condition 7
  • Product value 7

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