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.
Select Advanced import if you want to choose which items are imported, adjust bids, bid strategies, and budgets, associate UET tags, and more.
If you don't require customizations, then you can enter the import name, set the schedule, and then select Start import to finish the setup. We'll fine-tune the import settings and automate the schedule so that your campaigns do their best on Microsoft Advertising.
If you selected Advanced import in the steps above, you can choose which items are imported, adjust bids, bid strategies, and budgets, associate UET tags, and more.
Under Which campaigns and ad groups do you want to import?, select the campaigns and ad groups that you wish to import from Google Ads and then select Next. If you select all ad groups in a campaign, but the Show paused ad groups check box is not selected, we will only import active ad groups in the campaign. Select Show paused ad groups to import all active and paused ad groups in the campaign.
If the currencies you set for your Google Ads and Microsoft Advertising account do not match, you can either convert your currency data to match Microsoft Advertising or opt out. If you choose to opt out, you can manually adjust your bids and budgets using the import options or after your import is complete.
Under Choose which items to import and the options to set for them, choose the items that you want to import and customize. You can delete items that have been removed from your Google Ads account by selecting What to import and selecting Delete items that have been removed from your Google Ads account. Then select Next.
Enter the import name, set the schedule, and then select Save to finish the setup.
If you leave the schedule set to Auto we'll automate the schedule to best optimize your campaigns in Microsoft Advertising.
On Import schedule & history page, you can run the import again, modify the import schedule, and review logs to see what entities were newly added, updated, or couldn’t be imported. From the global menu, select Import > Import schedule & history.
Under Choose import options, choose the items that you want to import and customize. You can delete items that have been removed from your Google Ads account by selecting What to import and selecting Delete items that have been removed from your Google Ads account. Then, select Continue.
Enter the import name, set the schedule and then select Schedule or Import to finish the setup.
On the Import schedule & history page, you can run the import again, modify the import schedule, and review logs to see what entities were newly added, updated, or couldn’t be imported. From the global menu, select Import > Import schedule & history.
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.
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, by default, we will 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 options, such as location targeting and time of day targeting, are significantly different in each platform. You will definitely 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?
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 and quality impact in depth.
For a full list of what does and doesn't get imported from Google Ads, see What gets imported from Google Ads