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What gets imported from Google Ads?

What gets imported from Google Ads?

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.

If you're already using Google Ads, you can save a lot of time by importing your Google Ads campaigns directly into Microsoft Advertising. Keep in mind, though, that not all information will be imported, but that doesn't mean that it's not supported in Microsoft Advertising! 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.

What gets imported and what doesn't get imported from Google Ads?

What gets imported?expando 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.

Search & content campaigns

Entity Attributes What you need to know
Campaign 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 Microsoft Advertising 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 group Campaign name
Ad group name Microsoft Advertising allows 128 characters. Google Ads allows 255 characters.
Status
Start date The date that you import the campaign.
End date This is set to never during import.
Medium
  • 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 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.
Search bid
Content bid
Language Flattened from Google Ads campaign. If there are multiple languages, we select the one with the maximum market share.
Native bid adjustment
Tracking template
Custom parameters
Keyword 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 Microsoft Advertising allows 128 characters. Google Ads allows 255 characters.
Param1
Param2
Param3
Final URL
Final mobile URL
Tracking template
Custom parameters
Text ad Campaign name
Ad group name Microsoft Advertising allows 128 characters. Google Ads allows 255 characters.
Status
Title
Text Google Ads 2 descriptions are merged into one in Microsoft Advertising. We don't import ad customizers.
Display URL
Final URL
Final mobile URL
Tracking template
Custom parameters
Device preference
Product ad Campaign name
Ad group name Microsoft Advertising allows 128 characters. Google Ads allows 255 characters.
Status
Promotion
Campaign-level Call Extensions Campaign name
Phone number
Country code
Is call only
Is call tracking enabled
Require toll free tracking number
Device preference
Campaign-level Location Extensions 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 Extensions Campaign name
Display text
Order
Description1
Description2
Device preference
Final URL
Mobile final URL
Tracking template
Custom parameters
Campaign-level Callout Extensions Campaign name
Text
Ad group-level Callout Extensions Campaign name
Ad group name
Text
Campaign-level Review Extensions Campaign name
Text
Source
URL
Is exact
Ad group-level Review Extensions Campaign name
Ad group name
Text
Source
URL
Is exact
Campaign and ad group website exclusions Placement URL Microsoft Advertising allows 2,500 website exclusions. Google Ads allows 10,000 website exclusions.
Campaign and ad group negative keywords Match type Broad match will be imported as phase match.
Keyword text
Campaign location targets 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 targets Location If Google Ads location can't be mapped, we will show an error during import.
Campaign radius targets Radius location
Campaign ad scheduling From hour
From minutes
To hour
To minutes
Bid adjustment On Par Range: -90% to +900%
Campaign mobile target Bid adjustment Google Ads allows -100% to +900%. Microsoft Advertising and Microsoft Advertising Editor allows -90% to +300% and -100% means opt out.
Campaign tablet target Bid adjustment Google Ads allows -100% to +900%. Microsoft Advertising Editor allows -20% to +300%.

Microsoft Shopping Campaigns

Entity Attributes What you need to know
Ad group product partitions Campaign name
Ad group name
Ad group name Microsoft Advertising allows 128 characters. Google Ads allows 255 characters.
Status
Is excluded
Parent node Id
Product condition
Product value
Bid
Tracking template
Custom parameters
Product scope campaign criterion 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
What doesn't get imported but is still supported by Microsoft Advertising?expando image
  • Negative keywords libraries
  • Ad group-level Sitelink Extensions
  • Ad group-level App Extensions
  • IP exclusions
  • Campaign PC target - bid adjustment. Microsoft Advertising Editor doesn't import this at this time.
  • Campaign tablet target - bid adjustment

What you need to know

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 Ads, campaigns can have multiple target languages but in Microsoft Advertising, there can only be one target language per ad group. When a Google Ads campaign has multiple targeting languages, Microsoft Advertising will select the highest ranked supported language based on ad impressions. If none of the languages targeted in Google Ads is in the list below, the campaign will not be imported and will be flagged with the error message: “Unsupported target languages.”

Microsoft Advertising supports the following ad group ad languages:

  • English
  • Traditional Chinese
  • German
  • French
  • Spanish
  • Portuguese
  • Italian
  • Dutch
  • Swedish
  • Norwegian
  • Danish
  • Finnish
Automated rules expando image

Automated rules are not imported from Google Ads. You will need to re-create your rules in Microsoft Advertising.

CPA bidding expando image

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

Location targeting expando image

When importing location targets from Google Ads to Microsoft Advertising, the location targets must match to a corresponding location. However, if a location target from Google Ads does not exist in Microsoft Advertising, campaigns targeting to those locations will mapped to the parent location in Microsoft Advertising. For example, let’s say you have a campaign in Google Ads whose location target is set to the city of Cafelandia in the State of Parana, Brazil. This city isn’t directly mapped in Microsoft Advertising, so when importing this location target, Microsoft Advertising 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, 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 Ads Shopping campaign ads and product groups into Microsoft Advertising Shopping campaigns, make sure to create a Microsoft 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 Ads catalog, make sure the catalog has valid data in the Country of sale field. Microsoft Advertising 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.

Expanded Text Ads expando image

If you are part of the Microsoft Advertising Expanded Text Ads preview and you import your campaigns fromGoogle Ads, your Expanded Text Ads will be imported into Microsoft Advertising. Here are a few things you should know:

Attributes What you need to know
Ad group name Microsoft Advertising allows 128 characters. Google Ads allows 255 characters.
Title part 1 Microsoft Advertising and Google Ads allow 30 characters. Google Ads calls this headline 1.
Title part 2 Microsoft Advertising and Google Ads allow 30 characters. Google Ads calls this headline 2.
Description Microsoft Advertising and Google Ads allow 80 characters.
Path 1 Microsoft Advertising and Google Ads allow 15 characters.
Path 2 Microsoft Advertising and Google Ads allow 15 characters.
Final URL Microsoft Advertising 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.
Important

Please note that the list above is not a comprehensive list of imported items. Microsoft Advertising imports all the data needed to manage your campaigns and aims to provide the best experience for you.

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