Import campaigns directly from Google Ads

Import campaigns directly from Google Ads

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

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

Import from Google Adsexpando image
  1. At the top of the page, click Import Campaigns and then click Import from Google Ads. (Or from the global menu at the top of the page, click Import and then click Import from Google Ads.)
  2. If you have imported from Google Ads in the past 90 days, you will see a table that shows you the Date/Time and Google Ads 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 Ads sign-in information, click Sign in. Having trouble signing into Google Ads? Please contact support.
  5. Select if you want to import all existing and new campaigns from your Google Ads account or specific campaigns and ad groups in that account. Then click Continue.
  6. Under Choose Import Options, do the following:
    • Choose the appropriate options for What to import, Bids and budgets, and Other options.
    • You can delete items that have been removed from your Google Ads account by clicking What to import and selecting Delete items that have been removed from your Google Ads account. Please note that removed Google Ads items will be deleted along with their associated sub-items. For example, if you previously removed a Google Ads campaign, its ads groups, ads, and keywords will also be deleted during this import. Ad extensions removed in Google Ads will not be deleted in Microsoft Advertising during this import.
  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 Ads accounts into the same Microsoft Advertising, 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 Ads import seamlessly into Microsoft Advertising. However, there are items that we recommend you review after your import to make sure your campaigns are set up the way you want.

Bids and budgetsexpando image

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

Microsoft Advertising has different minimum bid and budget requirements than Google Ads. To help you import all of your data quickly, we will, by default, raise any bids and budgets that are too low to meet our minimums. During import setup, you can opt out of these increases, but we won’t import campaigns that are below the default minimums.

Targeting optionsexpando image

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

Microsoft Advertising does not use broad match negative keywords. If you have set up broad match negative keywords in Google Ads, those will be treated as phrase match negative keywords when importing to Microsoft Advertising. 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 Microsoft Advertising quality score, take a look at Quality score in depth.

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

  • Microsoft Advertising does not use your Google Ads sign-in information for any purpose other than the import process.
  • If you exceed the limits when importing your campaigns from Google Ads, 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 Microsoft Advertising users are currently unable to import campaigns directly from Google Ads. If you have Google 2-step verification, you need to create an application-specific password for Microsoft Advertising. If you're still unable to import directly after several attempts, follow the steps to import campaigns using an import file.
  • The update count reports all existing items that are fetched from Google Ads. 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 Microsoft Advertising. It may be lower than the update count as it excludes items that do not have updates.
  • It is highly recommended that you import a single Google Ads account to a single Microsoft Advertising account. Importing multiple accounts to a single one increases the risk of maxing out your account-level keyword limits.
  • Please note that Microsoft Advertising only imports the first 3 custom parameters per item from Google Ads. For example, if your ad group has 5 custom parameters, the first 3 custom paramters will be imported, and the last 2 will not.

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