What gets imported from Google Ads

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 Google Search Network, we set it to Search.

By importing your demographics targeting, you can reach customers who likely fall within the demographic range you choose. Note that Microsoft Advertising only imports age and gender targeting, not parental status or household income targeting.

Microsoft Advertising matches most of your Google Ads demographics targets; however, there are a few differences that you can review in the tables below.

Audiences are groups of potential customers that you can target. By importing your audiences from Google Ads, you can boost your campaign performance by reaching people browsing your website through Bing.

Audience targeting: FAQ

Which audience types can I import from Google Ads?

Note

Please note that any audience list that has the following attributes, will not be imported from Google Ads:

• Remarketing list created in Google Analytics

Below are lists without those attributes.

Google Ads audience type	What gets imported	What doesn't get imported
Affinity	N/A	All lists
App users	N/A	All lists
Combined lists:	Lists that use AND, OR, and NOT conditions	Lists that only use the NOT condition
Customer lists	N/A	All lists
Detailed Demographics	N/A	All lists
In-market	All lists	N/A
Similar audiences	Similar to website visitors lists (also called rule-based remarketing lists) that Microsoft Advertising supports	Similar to lists that are not based on website visitors (such as customer lists)
Website visitors (also called rule-based remarketing list)	Lists of the following type: Vistors of a page Vistors of a page who also visited another page Vistors of a page who did not visit another page	Lists of the following type: Visitors of a page during specific dates Visitors of a page with specific tags Created using parameters that are not supported in Microsoft Advertising (for example, type and category ID) Specific date-based Any membership duration that is greater than 180 days will be lowered to 180 days during import.
YouTube vistors	N/A	All lists

What happens when I import an individual in-market audience that doesn't exist in Microsoft Advertising?

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

What happens when I import 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 or campaign with two audience associations:

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

Only the ad group or campaign's first association will be imported because it can be mapped directly to the audience, “Apparel & Accessories.” The ad group or campaign'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 or campaign with three audience associations, all of which are not available in Microsoft Advertising:

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

What happens when I import 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 or campaign with three audience associations, all of which are not available in Microsoft Advertising:

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

How do I know which in-market audience associations were mapped to their parent audiences?

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 Microsoft Advertising?

When a Google Ads audience becomes available in Microsoft Advertising, we 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, Microsoft Advertising will delete the existing association, “Apparel & Accessories” and create a new association, “Apparel & Accessories/ Bow ties.”

How do I associate a UET tag?

A Universal Event Tracking (UET) tag records what customers do on your website and sends that information to Microsoft Advertising. If you're importing remarketing lists or other audiences, you'll need to associate a specific UET tag with each. If you don't have a UET tag in Microsoft Advertising yet, we will create one for you if you select this option.

1. When customizing import options, under UET tag, select Associate the following UET tag with any remarketing list, audience, or conversion goal that has not previously imported into Microsoft Advertising.
2. Select an existing UET tag or create a new tag.
3. If you are creating a tag, enter the Tag name and Tag description.

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, any bids or budgets that are too low will be raised to meet our 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.

Minimum bids and budgets

Currency mismatch

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. If you set up an account and need to change the currency, you will need to set up a new account. If you have campaigns, ad groups, ads, and settings in the old account, then you will want to export them from the old account and import them into the new one.

Some bid strategies are not supported in Microsoft Advertising. In these instances, your audience campaign bid strategy will default to manual CPC and all other campaign bid strategies will default to enhanced CPC. In each instance, bids will be set to an amount we recommend. Please note that you can update these bids after you import them to Microsoft Advertising.

If you don't choose customizations, we won't import negative bid modifiers for desktop targets (except modifiers set to -100%). Using -100% effectively opts you out of displaying your ads on desktops.

You can choose customizations to change the default option and import negative bid modifiers.

Dynamic search ads provide a streamlined, low-touch way to make sure customers searching on the Microsoft Search Network find your products or services.

Mixed mode campaigns from Google Ads are campaigns that contain both dynamic search ads and other types (e.g., expanded text ads). If you're in a market where dynamic search ads are not yet supported by Microsoft Advertising we will only import other ad types into Standard ad groups. Once dynamic search ads are available in your market, we will import dynamic search ads into Dynamic ad groups and other ad types into Standard ad groups. Both ad group types will be created in search campaigns.

If you import dynamic search ads containing display URL paths that exceed 15 characters, the paths will be dropped. The rest of the ad, including the URL without the excessive paths, will stay the same.

If you want to import your asset-based feeds from Google Ads into Microsoft Advertising, we'll automatically convert your asset-based feed into dynamic search ads' page feeds. There are three ways this might happen:

• Importing a new asset-based feed: We'll import this as a regular page feed. Your page feed's name will remain the same as your Google Ads' AssetSet name.
• Importing an existing page feed that is being migrated within Google Ads to an asset-based feed with the same name:
  • If you keep the legacy page feed association, we'll merge the feed items from both feeds and then import using the name of the legacy page feed.
  • If you remove the legacy page feed association, we'll make sure your Microsoft Advertising page feed is consistent with your new Google Ads' asset-based feed.
• Importing an existing page feed that is being migrated within Google Ads to an asset-based feed with a different name:
  • If you keep the legacy page feed association, we'll import both your Google Ads' page feed and asset-based feed as two different page feeds into Microsoft Advertising, retaining each of their associated feed names. Both feeds will be associated with your campaign.
  • If you remove the legacy page feed association, we'll import your Google Ads' asset-based feed as a new page feed into Microsoft Advertising and associate it with your campaign. Any association between your legacy page feed and your campaign will be removed.

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 we support and ad group languages are automatically set to Use the campaign settings.

Microsoft Advertising supports the following ad languages:

• Albanian
• Bosnian
• Bulgarian
• Croatian
• Czech
• Danish
• Dutch
• English
• Estonian
• Finnish
• French
• German
• Greek
• Hungarian
• Icelandic
• Italian
• Latvian
• Lithuanian
• Macedonian
• Maltese
• Norwegian
• Polish
• Portuguese
• Romanian
• Serbian
• Slovak
• Slovenian
• Spanish
• Swedish
• Traditional Chinese
• Turkish

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 Microsoft Advertising 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 we don'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.”

When you import your Google Ads campaigns, we take the imported location targets and automatically match them to the same location targets in Microsoft Advertising. However, there may be location targets (such as smaller cities) in Google Ads that we don't support. When this happens, we automatically expand the target so that it can be mapped to a nearby locale (such as a state, region, or a province) per Google Ads geographic data. If both the focused and expanded location targets are unsupported by Microsoft Advertising, neither will be imported.

For example, let's say you have a campaign in Google Ads whose location target is set to an unsupported city A in the state/region/province B. In this scenario, we will automatically map it to the supported parent location, state/region/province B. If both city A and state/region/province B are unsupported by Microsoft Advertising, neither location targets will be imported.

Opt out of expanding your location targets

Please note that by selecting this option, unsupported location targets will not be imported, however, your campaigns will continue to serve worldwide without location targeting.

Pause campaigns containing only unsupported location targets immediately after importing

Please note that if you select this option, and a campaign contains both supported and unsupported location targets, the campaign will not be paused, and supported location targets will continue to serve.

Review your imported location targets

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 Microsoft Advertising will be updated.
• Negative keywords from both Microsoft Advertising and Google Ads will be merged.
• Microsoft Advertising associations will be overwritten by any current Google Ads associations.

Before you import your Google shopping campaigns 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 catalog, make sure the catalog has valid data in the Country of sale field. Microsoft Advertising supports the following countries/regions for this field:

• Albania
• Andorra
• Argentina
• Aruba
• Australia
• Austria
• Bahamas
• Bangladesh
• Belgium
• Bolivia
• Bosnia and Herzegovina
• Brazil
• Brunei
• Bulgaria
• Canada
• Cayman Islands
• Chile
• Colombia
• Costa Rica
• Croatia
• Cyprus
• Czech Republic
• Denmark
• Dominica
• Dominican Republic
• Ecuador
• El Salvador
• Estonia
• Fiji
• Finland
• France
• French Guiana
• French Polynesia
• Germany
• Greece
• Guam
• Guatemala
• Guyana
• Haiti
• Honduras
• Hungary
• Iceland
• India
• Indonesia
• Ireland
• Italy
• Latvia
• Liechtenstein
• Lithuania
• Luxembourg
• Malaysia
• Maldives
• Malta
• Martinique
• Mexico
• Monaco
• Mongolia
• Montenegro
• Montserrat
• Nepal
• Netherlands
• New Caledonia
• New Zealand
• North Macedonia
• Norway
• Panama
• Papua New Guinea
• Paraguay
• Peru
• Philippines
• Poland
• Portugal
• Puerto Rico
• Romania
• San Marino
• Serbia
• Singapore
• Slovakia
• Slovenia
• Spain
• South Africa
• Sri Lanka
• Sweden
• Switzerland
• Thailand
• Trinidad and Tobago
• Turkey
• United Kingdom
• United States
• Uruguay
• Vatican City
• Venezuela
• Vietnam

URL tracking allows you to find out how people got to your website by adding tracking parameters in Microsoft Advertising and then using a third-party tracking tool or service to analyze the data. You should check tracking templates, custom parameters, final URL suffix, utm_source, and other settings to ensure accurate reporting.

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.

Items	Imported from Google Ads	Updated during re-import
Label name
Label color
Label description

Choosing the appropriate import options can determine which items get imported to Microsoft Advertising for the first time, updated from a previous import, or left untouched. Below, you can review both your import goals and the options you must choose to achieve them.

• App platform
• App store ID
• App version
• Display text
• Destination URL
• Device preference
• Schedule

• End date
• Media
• Schedule
• Start date

• Currency code
• Discount modifier
• Final URL suffix
• Language
• Money amount off
• Occasion
• Orders over amount
• Percent off
• Promotion code
• Promotion item
• Promotion end date
• Promotion start date

• App platform
• App store ID
• App version
• Display text
• Destination URL
• Device preference
• Schedule

• 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 name
• Text
• Start date
• End date
• Schedule

• End date
• Media
• Schedule
• Start date

• 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 name
• Price feed type
• Price qualifier
• Language
• Currency
• Item headers: Up to the first 8 are imported.
• Item descriptions: Up to first 8 are imported.
• Item prices: Up to the first 8 are imported.
• Item final URLs: Up to first 8 are imported.
• Item final mobile URLs: Up to the first 8 are imported.
• Custom parameters
• Start date
• End date
• Schedule

• Currency code
• Discount modifier
• Final URL suffix
• Language
• Money amount off
• Occasion
• Orders over amount
• Percent off
• Promotion code
• Promotion item
• Promotion end date
• Promotion start date

• Campaign name
• Display text
• Description1
• Description2
• Device preference
• Final URL
• Mobile final URL
• Tracking template
• Custom parameters: Up to the first 3 are imported.
• Start date
• End date
• Schedule

• Campaign name
• Header
• Values
• Start date
• End date
• Schedule

• App platform
• App store ID
• App version
• Display text
• Destination URL
• Device preference
• Schedule

• Campaign name
• Ad group name
• Text
• Start date
• End date
• Schedule

• End date
• Media
• Schedule
• Start date

• Currency code
• Discount modifier
• Final URL suffix
• Language
• Money amount off
• Occasion
• Orders over amount
• Percent off
• Promotion code
• Promotion item
• Promotion end date
• Promotion start date

• Campaign name
• Ad group name
• Display text
• Description1
• Description2
• Device preference
• Final URL
• Mobile final URL
• Tracking template
• Custom parameters
• Start date
• End date
• Schedule

• Campaign name
• Ad group name
• Header
• Values
• Start date
• End date
• Schedule

• From hour
• From minutes
• To hour
• To minutes
• Bid adjustment:
  On Par Range: -90% to +900%

• Match type:
  Broad match will be imported as phase match.
• Keyword text

• Campaign placement exclusions:
  To import campaign placement exclusions from Google Ads select Website exclusions in your Advanced Import Options.

• 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, an error will appear during import.
• Bid adjustment

• Bid adjustment:
  Google Ads allows -100% to +900%. Microsoft Advertising allows -100% to +900% and -100% means opt out.

• Location
  If Google Ads location can't be mapped, an error message will appear during import.

• Radius location

• Campaign name
• Ad group name
• Status
• Is excluded
• Parent node Id
• Product condition
• Product value
• Bid
• Tracking template
• Custom parameters

• 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