What gets imported

What gets imported

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

Now that you’ve imported your campaigns from Google Ads, you can check the status of your import, review error logs, and edit, pause, or delete your import schedule. Keep in mind that not all information will be imported, but that doesn’t mean 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 distribution (Network)expando image

Ad distribution is where you want your ads to show. When a Google Ads ad group is imported, it is mapped in the following ways:

  • If the network is the Search and Display Network, we set it to Search.
  • If the network is the Display Network, we do not import it.
  • If the network is the Google Search Network, we set it to Search.
To learn more, see About ad distribution.
Note

  • If the network is the Google Search Network, and Include search partners is selected, then Bing will target all search networks. (Bing, AOL, and Yahoo search and syndicated search partners)
  • Syndicated search is only available in certain countries. To learn more, see What is the search network?.

Important

After June 30, 2017, Bing Ads will stop serving ads on the content network.

Age and gender targeting expando image

By importing your age and gender targeting, you can reach customers who’re likely to be within the demographic range you choose. Bing Ads matches most of your Google Ads age and gender targets, however, there are a few differences that you can review in the tables below.

Google Ads age groups Bing Ads age groups
18-24 18-24
25-34 25-34
35-44 35-49
55-64 50-64
65+ 65+
Unknown Not imported
Google Ads gender groups Bing Ads gender groups
Male Male
Female Female
Unknown Not imported
Important

The Google Ads age group of 45-54 will not be imported into Bing Ads.

Audience targetingexpando image
Important
  • Not everyone has this feature yet. If you don’t, don’t worry. It's coming soon!
  • Audience targeting only supports in-market audiences.

In-market audiences are curated lists of customers who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services. You can choose to import of all your Google Ads in-market audiences and their corresponding associations to Bing Ads. However, please review the following scenarios as they could affect your import.

Importing an individual in-market audience that doesn’t exist in Bing Ads

When you import a specific in-market audience that doesn’t exist in Bing Ads, all its associations are mapped to its parent audience. For example, let’s say you want to import an ad group with one audience, “Apparel & Accessories/Bow ties.” Since “Bow ties” is not supported by Bing Ads, all associations with “Bowties” would be mapped to its parent audience, “Apparel & Accessories,” instead.

Importing multiple in-market audiences

When you import multiple associations that are mapped to the same in-market audience, only associations with the direct audience are imported. For example, let’s say you want to import an ad group with two audience associations:

  • The first association is with “Apparel & Accessories.”
  • The second association is with “Apparel & Accessories/Bow ties.”

Only the ad group’s first association will be imported because it can be mapped directly to the audience, “Apparel & Accessories.” The ad group’s other association will not be imported.

Importing multiple in-market audiences with no direct associations

When you import multiple associations that are mapped to the same in-market audience, and there are no direct associations available, then only the association that is active and has the highest bid boost will be imported and mapped to its parent audience. For example, let’s say you want to import an ad group with three audience associations, all of which are not available in Bing Ads:

  • The first association is with “Apparel & Accessories/Bow ties,” is active, and has a 20% bid boost.
  • The second association is with “Apparel & Accessories/Belts,” is active, and has a 10% bid boost.
  • The third association is with “Apparel & Accessories/Bracelets,” is paused, and has a 30% bid boost.

Only the ad group’s first association will be imported because out of all the active associations, it has the highest bid boost. The ad group’s other two associations will not be imported.

How do I know which in-market audience associations were mapped to their parent audiences?expando image
After your import completes, you can see in-market audience associations and their parent audiences under Import Summary on the Import Campaigns page. Please note that if there were any issues with the import, the Logs table will include an error file to review, as well as the settings that were in effect at the time of the import.
What happens to existing in-market associations if an audience becomes available in Bing Ads?expando image
When a Google Ads audience becomes available in Bing Ads, Bing Ads will update its associations automatically when you re-import. For example, let’s say you have an ad group in Google Ads associated with the audience “Apparel & Accessories/Bow ties.” Since “Bow ties” is an audience not yet supported by Bing, its associations will be mapped to its parent audience, “Apparel & Accessories.” However, when “Bow ties” becomes available, Bing Ads will delete the existing association, “Apparel & Accessories” and create a new association, “Apparel & Accessories/ Bow ties.”
Bids and budgetsexpando image

Both Bing Ads and Google Ads offer you the ability to limit your campaign spend on a daily basis.

Bing Ads has different minimum bid and budget requirements than Google Ads. To help you import all of your data quickly, we will raise any bids and budgets that are too low to meet the Bing Ads minimums. These minimums can be found in the table below. Keep in the mind that while you can opt out of these increases during the 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 Ads in Bing Ads Editor. Please use the Bing Ads to import Shared Budgets from Google Ads.

Minimum bids and budgets

Currency Search campaign

minimum bid

Shopping campaign

minimum bid

Search and shopping campaigns

minimum budget

Argentine Peso (ARS) 0.05 0.01 0.05
Australian Dollar (AUD) 0.01 0.01 0.05
Thai Baht (THB) 0.14 0.01 2.00
Venezuelan bolivar fuerte (VEF) 0.05 0.01 0.05
Brazilian real (BRL) 0.01 0.01 0.10
Canadian dollar (CAD) 0.05 0.01 0.05
Chilean peso (CLP) 5.10 1.00 5.10
Colombian peso (COP) 18.05 1.00 18.05
Danish krone (DKK) 0.06 0.01 0.06
Euro (EUR) 0.05 0.01 0.05
Hong Kong dollar (HKD) 1.00 0.01 1.00
Indian rupee (INR) 0.50 0.01 0.82
Malaysian ringgit (MYR) 0.01 0.01 0.15
Mexican peso (MXN) 0.14 0.01 0.14
New Taiwan dollar (TWD) 0.01 0.01 100.00
New Zealand dollar (NZD) 0.01 0.01 0.05
Norwegian krone (NOK) 0.06 0.01 0.06
Peruvian nuevo sol (PEN) 0.03 0.01 0.03
Philippine peso (PHP) 0.20 0.01 2.00
Indonesian rupiah (IDR) 35.00 1.00 480.00
Singapore dollar (SGD) 0.01 0.01 0.11
Swedish krona (SEK) 0.07 0.01 0.07
Swiss franc (CHF) 0.05 0.01 0.05
Pound sterling (GBP) 0.05 0.01 0.05
U.S. dollar (USD) 0.05 0.01 0.05
Bid strategies expando image

Some bid strategies are not supported in Bing Ads. For unsupported bid strategies, your campaign bid strategy will be set to Enhanced CPC.

Enhanced CPC: This bid strategy is not available for Shopping Campaigns in Australia, India, and Canada. For these campaigns, the campaign bid strategy will be set to Manual.

Maximize Clicks: This bid strategy is available only to advertisers in Australia, Canada, France, Germany, India, Italy, Netherlands, Spain, Sweden, Switzerland, United Kingdom, and United States. For all other countries, the bid strategy will be set to Enhanced CPC.

Maximize Conversions: This bid strategy is available only for campaigns targeting Australia, Canada, France, Germany, United Kingdom, and United States. Furthermore, these campaigns must have at least 15 conversions in the last 30 days. If your campaign is targeting outside these countries/regions or does not have the minimum conversion history, then the bid strategy will be set to Enhanced CPC.

Target CPA: This bid strategy is available only for campaigns targeting Australia, Canada, France, Germany, United Kingdom, and United States. Furthermore, these campaigns must have at least 15 conversions in the last 30 days. If your campaign is targeting outside these countries/regions or if the campaign does not have the minimum conversion history, then the bid strategy will be set to Enhanced CPC and bids for this campaign will not be imported from Google Ads. Bing Ads will apply the minimum bid to your keywords. You can learn more about which minimum bids apply to you by reviewing Bids and budgets above.

Dynamic search adsexpando image
Important

This feature is currently available in France, Germany, the United Kingdom, and the United States.

Bing Ads does not currently support dynamic search ads in the same campaigns as other ad types (Expanded Text Ads and/or standard text ads). Therefore, when you import a mixed mode campaign from Google Ads, Bing Ads must decide which ads to import.

Dynamic search ads are only available to advertisers in France, Germany, the United Kingdom, and the United States. If you’re in one of these markets, we will only import dynamic search ads. If you’re not in one of these markets, then we will only import Expanded Text Ads and/or standard text ads. If you’re in a market that supports dynamic search ads but only want to import Expanded Text Ads and/or standard text ads from mixed mode campaigns, check Import mixed mode campaigns as search ad campaigns under your import options.

Learn more about dynamic search ads.
Language targetingexpando image

Campaign and ad group languages

Targeting multiple languages allows you to have different ad groups in the same campaign show ads on websites in different languages. During an import, campaign languages are set to the Google Ads’ target languages that Bing Ads supports and ad group languages are automatically set to Use the campaign settings.

Bing Ads supports the following ad languages:

Danish Italian
Dutch Norwegian
English Portuguese
Finnish Spanish
French Swedish
German Traditional Chinese

If you’d like to opt out of target language updates during a re-import, simply uncheck Campaign and ad group languages in your import options. Please note that if you import target languages from Google Ads but your Bing Ads campaigns don’t have any, all supported targeted languages will still be imported regardless of whether or not you opted out of target language updates. If Bing Ads doesn’t support any of the targeted languages you imported from Google Ads, your campaign will not import and be flagged with the error message: “Unsupported target languages.”

Location targeting expando image

Bing Ads matches your Google Ads location targets to corresponding locations. However, if a location target from Google Ads 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 Ads 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. Please note that if none of your location targets were imported, your campaign will continue to serve without any location targeting.

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.

Negative keyword listsexpando image

You can use negative keywords or keyword phrases to help prevent your ad from being displayed when a search query or other input contains your keywords but is irrelevant to your landing page content. With a shared negative keyword list, you can apply entire lists of negative keywords to multiple campaigns and make changes across campaigns by editing a single list. When the checkbox next to Negative keyword list under Choose Import Options is selected, the following will occur:

  • All negative keyword lists from Google Ads will be imported. Negative keyword lists with identical names in Bing Ads will be updated.
  • Negative keywords from both Bing Ads and Google Ads will be merged.
  • Bing Ads associations will be overwritten by any current Google Ads associations.

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 Shopping Campaigns into Bing 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 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 Google Ads campaign uses the utm_source parameter, the value for that parameter is likely "Google," "GoogleAds," or a close variant such as "googleshopping" or "GoogleAdsIndia." 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 Bing Ads

  • Account-level App Extensions
  • Ad group-level Sitelink Extensions
  • Ad group-level App Extensions
  • Ad group-level Location Extensions
  • Ad group-level Call Extensions
  • Automated rules
  • IP exclusions
  • Remarketing lists and associations
Note

You can now import from Google Ads:

  • 20 thousand campaigns
  • 10 million ad groups
  • 20 million keywords
  • 20 million ads
  • 5.5 million ad group-level and campaign-level negative keywords combined
  • 10 million ad group product partitions
  • 200,000 all other entities combined
  • 3 million targets

Detailed list of imported and updated items

Whether this is your first time or you’re re-importing an existing campaign, it’s important to keep track of all the items that are either transferred or updated, and which ones are simply left untouched. To make it easier for you, please refer to the list below to see which items get brought over during your initial import as well as which items Bing Ads updates when you repeat the process.

Note

Please note that the list below 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.

Main entities imported and updated for search content campaigns:

Campaignexpando image
Items Imported from Google Ads Updated during re-import
Campaign name green check mark green check mark
Campaign labels green check mark green check mark
Budget amount green check mark green check mark
Budget type green check mark green check mark
Bid strategy: Manual CPC, Enhanced CPC, Maximize Clicks, and Target CPA are imported. Target ROAS is not available in Bing Ads, so campaigns with this bid strategy or any other bid strategy are set to Enhanced CPC when imported. green check mark green check mark
Start/End date: Please note that Google Ads supports start and end dates at the campaign level, while Bing Ads supports them only at the ad group level. That means that the start and end dates you import will override the existing ones in your ad groups. If you import a campaign that is already past its end date, it’s status will be set to Paused. Not everyone has this feature yet. If you don’t, don’t worry. It's coming soon! green check mark green check mark
Status green check mark green check mark
Tracking template green check mark green check mark
Custom parameters: Please note that Bing Ads only imports your campaigns' first 3 custom parameters green check mark green check mark
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. green check mark
Campaign type green check mark green check mark
Sales country green check mark green check mark
Ad groupexpando image
Note

Existing ad groups and campaigns will be updated if the original items were created by Bing Ads import after March 21, 2016. Otherwise, new ones will be created. Please note that during the import process, if an Google Ads campaign’s name matches an existing Bing Ads campaign’s name, the two will be merged.

Items Imported from Google Ads Updated during re-import
Ad group name: green check mark green check mark
Ad group labels green check mark green check mark
Status green check mark green check mark
Start/End date: Please note that Google Ads supports start and end dates at the campaign level, while Bing Ads supports them only at the ad group level. That means that the start and end dates you import will override the existing ones in your ad groups. If you import a campaign that is already past its end date, it’s status will be set to Paused. Not everyone has this feature yet. If you don’t, don’t worry. It's coming soon! green check mark green check mark
Medium (ad distribution): Ad distribution is where you want your ads to show. When a Google Ads ad group is imported, it is mapped in the following ways:
  • If the network is the Search and Display Network, we set it to Search.
  • If the network is the Display Network, we do not import it.
  • If the network is the Google Search Network, we set it to Search.
green check mark green check mark
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. green check mark green check mark
Pricing model green check mark green check mark
Ad rotation: Flattened from Google Ads 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.
green check mark
Bid green check mark
Language: Flattened from Google Ads campaign. If there are multiple languages, we select the one with the maximum market share. green check mark green check mark
Native bid adjustment green check mark
Tracking template green check mark green check mark
Custom parameters: Please note that Bing Ads only imports your ad group’s first 3 custom parameters green check mark green check mark
Keywordexpando image
Items Imported from Google Ads Updated during re-import
Keyword text green check mark green check mark
Match type: When you import a campaign for the first time, the match type is imported. After that, the match type is not updated. green check mark
Bid green check mark green check mark
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. green check mark green check mark
Status green check mark green check mark
Param1 green check mark
Param2 green check mark
Param3 green check mark
Final URL green check mark green check mark
Final mobile URL green check mark
Tracking template green check mark green check mark
Custom parameters: Please note that Bing Ads only imports your keyword’s first 3 custom parameters green check mark green check mark
Standard text adexpando image
Note

Bing Ads no longer supports importing standard text ads from Google Ads. However, if you imported standard text ads before August 3rd, 2017 and choose to re-import them, Bing Ads will import status changes (Pause/Unpause) from Google Ads.

Expanded Text Adsexpando image
Items Imported from Google Ads Updated during re-import
Title part 1: Bing Ads and Google Ads allow 30 characters.Google Ads calls this headline 1. green check mark green check mark
Title part 2: Bing Ads and Google Ads allow 30 characters.Google Ads calls this headline 2. green check mark green check mark
Description: Bing Ads and Google Ads allow 80 characters. green check mark
Path 1: Bing Ads and Google Ads allow 15 characters. green check mark green check mark
Path 2: Bing Ads and Google Ads allow 15 characters. green check mark green check mark
URL custom parameters: Please note that Bing Ads only imports your Expanded Text Ads' first 3 custom parameters green check mark green check mark
Tracking template green check mark green check mark
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 Ads allows more than 35 characters for the host in URL. green check mark green check mark
Ad labels green check mark green check mark
Product adexpando image
Items Imported from Google Ads Updated during re-import
Status green check mark
Promotion green check mark
Ad labels green check mark green check mark
Labelexpando image
Items Imported from Google Ads Updated during re-import
Label name green check mark green check mark
Label color green check mark green check mark
Label description green check mark green check mark
Ad extensions imported for search and content campaigns: By appropriately selecting the Import new items and the Ad extension options, you can choose to import your ad extensions, update your ad extensions during a re-import, or leave them untouched.
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
  • Start date
  • End date
  • Schedule
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.
  • Start date
  • End date
  • Schedule
Campaign-level Sitelink Extensionsexpando image
  • Campaign name
  • Display text
  • Order
  • Description1
  • Description2
  • Device preference
  • Final URL
  • Mobile final URL
  • Tracking template
  • Custom parameters: Please note that Bing Ads only imports your Campaign-level Sitelink Extensions' first 3 custom parameters
  • Start date
  • End date
  • Schedule
Campaign-level Callout Extensionsexpando image
  • Campaign name
  • Text
  • Start date
  • End date
  • Schedule
Ad group-level Callout Extensionsexpando image
  • Campaign name
  • Ad group name
  • Text
  • Start date
  • End date
  • Schedule
Campaign-level Review Extensionsexpando image
  • Campaign name
  • Text
  • Source
  • URL
  • Is exact
  • Start date
  • End date
  • Schedule
Ad group-level Review Extensionsexpando image
  • Campaign name
  • Ad group name
  • Text
  • Source
  • URL
  • Is exact
  • Start date
  • End date
  • Schedule
Campaign-level Structured Snippet Extensionsexpando image
  • Campaign name
  • Header
  • Values
  • Start date
  • End date
  • Schedule
Ad group-level Structured Snippet Extensionsexpando image
  • Campaign name
  • Ad group name
  • Header
  • Values
  • Start date
  • End date
  • Schedule

Notes
  • Checking both Import changes to existing items and Ad extensions boxes will import new Ad extensions, and existing ad extensions will be overwritten.
  • Checking Import changes to existing items and unchecking Ad extensions will import new ad extensions, and existing ad extensions will not be overwritten.
  • Unchecking Import changes to existing items, and checking Ad extensions, new ad extensions will not be imported, and existing ad extensions will be overwritten.
  • Unchecking both Import changes to existing items and Ad extensions, no ad extensions will be added or overwritten.

Targeting and exclusions imported for campaigns: By appropriately selecting the Import new items and the Targeting options, you can choose to import targeting, update targeting during a re-import, or leave them untouched. Follow these detailed guidelines for additional help customizing your import experience:

Campaign and ad group website exclusionsexpando image
  • Campaign placement exclusions:
    To import campaign placement exclusions from Google Ads select Website exclusions in your Advanced Import Options.
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 Ads 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 Ads 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 tablet targetexpando image
  • Bid adjustment:
    Google Ads allows -100% to +900%. Bing Ads allows -100% to +900% and -100% means opt out.
Campaign mobile targetexpando image
  • Bid adjustment:
    Google Ads allows -100% to +900%. Bing Ads allows -100% to +900% and -100% means opt out.
Notes
  • Checking both Import changes to existing items and Targeting boxes will import new targeting in campaigns and ad groups, and existing targeting in campaigns and ad groups will be overwritten.
  • Checking Import changes to existing items and unchecking Targeting will import new targeting in campaigns and ad groups, and existing targeting in campaigns and ad groups will not be overwritten.
  • Unchecking Import changes to existing items, and checking Targeting, new targeting in campaigns and ad groups will not be imported, and existing targeting in campaigns and ad groups will be overwritten.
  • Unchecking both Import changes to existing items and Targeting, no targeting in campaigns and ad groups will be added or overwritten.

Main entities imported for Bing Shopping Campaigns:

Ad group product partitionsexpando image
  • Campaign name
  • Ad group name:
    Bing Ads allows 128 characters. Google Ads allows 255 characters.
  • Status
  • Is excluded
  • Parent node Id
  • Product condition
  • Product value
  • Bid
  • Tracking template
  • Custom parameters: Please note that Bing Ads only imports your ad group partitions' first 3 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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