Import campaigns directly from AdWords

Import campaigns directly from AdWords

You can import entire campaigns - complete with their original ad groups, ads, keywords, and negative keywords - into Bing Ads from Google AdWords. Import campaign

If you already are using Google AdWords to advertise on Google, you can import these campaigns into Bing Ads so that you can run the same ads on Bing. This is an easy way to expand your online advertising reach.

Import from AdWordsexpando image
  1. In Bing Ads, click Import Campaigns, and then click Import from Google AdWords.
  2. If you have imported from Google AdWords in the past 90 days, you will see a table that shows you the Date/Time and AdWords account that was imported along with:
    Column NameDescription
    Summary Shows how many entities were imported successfully and how many had errors. Click the ellipsis ellipse to see details.
    ActionsIf you had errors, you will see a link to download the error file which you can review.
  3. Click Sign in to Google.
  4. Enter your Google sign-in information, click Sign in.
  5. Select the Google campaigns you want to import, then click Continue.
  6. Under Choose Import Options, do the following:
    • Choose the appropriate options for What to import, Bids and budgets, Landing page URLs, Tracking templates, Ad extensions, and Bing Merchant Center.
    • Choose if you want to delete ad groups and campaigns from Bing Ads that you have already deleted from AdWords under Cleanup. Once you remove these campaigns or ad groups from Bing Ads, any associated ads or keywords will also be deleted. Note: Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
  7. Optional: Under Schedule Imports, click When and then set the schedule you want, which can be Once, Daily, Weekly, or Monthly.
  8. Click Import or if you want to set a schedule, click Schedule.
  9. Review the Import summary to see what entities were newly added or updated, or couldn't be imported (skipped).
  10. If you want to review the details of the campaigns and make changes, click View imported campaigns.
  11. If you want to sync multiple Google AdWords accounts into the same Bing Ads, treat each Ad Words account as a separate import. It is recommended that you wait at least a 2-hour time difference between each import to insure their completion.

Few key items to check after import

Most items from Google AdWords import seamlessly into Bing Ads but there are a few items we recommend you review after import to make sure your Bing Ads campaigns are set up the way you want.

Bids and budgetsexpando image

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

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. During import setup, you can opt out of these increases, but Bing Ads won’t import campaigns that are below the default minimums.

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Targeting options, such as location targeting and time of day targeting, are significantly different in each platform. You definitely will want to review your targeting settings in each platform. The settings used in one product will very likely not be appropriate for the other product. To learn more, see How can I get my ads in front of my customers?

Negative keywordsexpando image

Bing Ads does not use broad match negative keywords. If you have set up broad match negative keywords in Google AdWords, 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).

Quality score is another area that can be different. The means of determining your quality score, and how it is used in determining the performance of your keywords and ads are different between the products. As you examine your quality score in one product and determine ways to optimize, realize those same optimization strategies might not be applicable in the other product. To learn more about the Bing Ads quality score, take a look at Quality score in depth.

For a full list of what does and doesn't get imported from Google AdWords, see What gets imported

  • Bing Ads does not save your Google AdWords sign-in information or use that information for any purpose other than the import process.
  • If you exceed the limits when importing your campaigns from Google AdWords, try importing your campaigns in groups. This will ensure that you don't exceed the maximum limits for import.
  • If you want to learn the limits for accounts, campaigns, and ad groups, see How should I organize my accounts and campaigns?
  • Some Bing Ads users are currently unable to import campaigns directly from AdWords. If you have Google 2-step verification, you need to create an application-specific password for Bing Ads. If you're still unable to import directly after several attempts, follow the steps to import campaigns using an import file.
  • Shared budgets in Bing Ads are not updated when importing from Google AdWords in the Bing Ads Editor. Please use the Bing Ads to import Shared Budgets from Google.
  • The update count reports all existing items that are fetched from Google AdWords. It may be higher than the actual number of updates because it includes items that may not have been updated since the previous import.
  • Change history reports the actual number of updates in Bing Ads. It may be lower than the update count as it excludes items that do not have updates.

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