We'll import your Google Ads Performance Max campaigns as smart shopping campaigns or search campaigns. If you added a Merchant Center account during Google Ads campaign creation, we'll import your Performance Max campaigns as smart shopping campaigns; but, without a Merchant Center account, we'll import them as search campaigns. Learn more about how we import Performance Max campaigns.
Now that you've imported your campaigns from Google Ads, you can check the status of your import, review error logs, and edit, pause, or delete your import schedule. Keep in mind that not all information will be imported, but that doesn't mean it's not supported within 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.
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 distribution is where you want your ads to show. When a Google Ads ad group is imported, it is mapped in the following ways:
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.
Google Ads age groups | Microsoft Advertising age groups |
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18-24 | 18-24 |
25-34 | 25-34 |
35-44 | 35-49 |
55-64 | 50-64 |
65+ | 65+ |
Unknown | Not imported |
Google Ads gender groups | Microsoft Advertising gender groups |
---|---|
Male | Male |
Female | Female |
Unknown | Not imported |
The Google Ads age group of 45-54 will not be imported into Microsoft Advertising.
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.
Please note that any audience list that has the following attributes, will not be imported from Google Ads:
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:
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Lists of the following type:
Any membership duration that is greater than 180 days will be lowered to 180 days during import. |
YouTube vistors | N/A | All lists |
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:
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.
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:
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.
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:
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.
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.
Please note that the import option Update bids and bid strategies is now split into Update bids and Update bid strategies. Even with this change, your original bid settings will remain the same. You can review the Bids and budgets section of your import options to customize your settings at anytime.
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.
Currency |
Search campaign
minimum bid |
Shopping campaign
minimum bid |
Search and shopping campaigns
minimum daily budget |
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Argentine Peso (ARS) | 0.05 | 0.05 | 0.05 |
Australian Dollar (AUD) | 0.01 | 0.01 | 0.05 |
Thai Baht (THB) | 0.14 | 0.14 | 2.00 |
Brazilian real (BRL) | 0.01 | 0.01 | 0.10 |
Canadian dollar (CAD) | 0.05 | 0.01 | 0.05 |
Chilean peso (CLP) | 5.10 | 5.10 | 5.10 |
Colombian peso (COP) | 18.05 | 18.05 | 18.05 |
Danish krone (DKK) | 0.06 | 0.06 | 0.06 |
Euro (EUR) | 0.05 | 0.01 (France, Germany, Spain, Switzerland, Austria, Belgium, Netherlands, Italy, and Sweden only) | 0.05 |
Hong Kong dollar (HKD) | 1.00 | 1.00 | 1.00 |
Indian rupee (INR) | 0.50 | 0.01 | 0.82 |
Indonesian rupiah (IDR) | 35.00 | 35.00 | 480.00 |
Malaysian ringgit (MYR) | 0.01 | 0.01 | 0.15 |
Mexican peso (MXN) | 0.14 | 0.14 | 0.14 |
New Taiwan dollar (TWD) | 0.01 | 0.01 | 100.00 |
New Zealand dollar (NZD) | 0.01 | 0.01 | 0.05 |
Norwegian krone (NOK) | 0.06 | 0.06 | 0.06 |
Peruvian nuevo sol (PEN) | 0.03 | 0.03 | 0.03 |
Philippine peso (PHP) | 0.20 | 0.20 | 2.00 |
Polish Zloty (PLN) | 0.01 | 0.01 | 0.10 |
Pound sterling (GBP) | 0.05 | 0.01 | 0.05 |
Singapore dollar (SGD) | 0.01 | 0.01 | 0.11 |
Swedish krona (SEK) | 0.07 | 0.07 | 0.07 |
Swiss franc (CHF) | 0.05 | 0.05 | 0.05 |
South African Rand (ZAR) | 0.01 | 0.01 | 0.10 |
Turkish Lira (TRY) | 1 | 1 | 10 |
U.S. dollar (USD) | 0.05 | 0.01 | 0.05 |
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.
Please note that the import option Update bids and bid strategies is now split into Update bids and Update bid strategies. All new and scheduled imports have the Update bid strategies option enabled by default. To opt out, uncheck Update bid strategies under Bids and budgets in your import options.
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.
For the list of countries/regions dynamic search ads are currently available in, and for more information about how to create dynamic search ads, please see Dynamic search ads.
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.
Asset-based feeds importIf 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:
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:
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.
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.
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.
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:
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:
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.
You can now import from Google Ads:
Whether this is your first time or you're re-importing an existing campaign, it's important to keep track of all the items that are either transferred or updated, and which ones are simply left untouched. To make it easier for you, please refer to the list below to see which items get brought over during your initial import as well as which items Microsoft Advertising updates when you repeat the process.
Items | Imported from Google Ads | Updated during re-import |
---|---|---|
Campaign name: Campaign names in Microsoft Advertising are not case-sensitive. If you import or re-import campaigns named “Coffee Sales” and “coffee sales” from Google Ads, you will see an error for a duplicate campaign name. However, if you import a campaign named “Coffee Sales” under an account that already contains a campaign named “coffee sales”, we recognize them as the same, and will update accordingly. |
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Campaign labels |
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Budget amount |
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Budget type |
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Bid strategy: Some bid strategies are not supported in Microsoft Advertising. For unsupported bid strategies, your campaign bid strategy will be set to Enhanced CPC and bids will be set to an amount we recommend. Please note that you can update these bids after you import them to Microsoft Advertising. |
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Start/End date: Please note that Google Ads supports start and end dates at the campaign-level, while Microsoft Advertising supports them only at the ad group-level. That means that the imported campaign level date range will override the existing ad group date range in Microsoft Advertising. Also note that if the end date has passed for a campaign that you import, the end date for ad groups in the campaign will be set to January 1, 2050. |
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Status |
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Tracking template |
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Custom parameters |
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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. |
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Campaign type |
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Sales country |
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Items | Imported from Google Ads | Updated during re-import |
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Ad group name: Ad group names in Microsoft Advertising are not case-sensitive. If you import or re-import ad groups named “Coffee Sales” and “coffee sales” from Google Ads, you will see an error for a duplicate ad group name. However, if you import a campaign named “Coffee Sales” under a campaign that already contains an ad group named “coffee sales”, we recognize them as the same, and will update accordingly. |
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Ad group labels |
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Status |
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Start/End date: Please note that Google Ads supports start and end dates at the campaign-level, while Microsoft Advertising supports them only at the ad group-level. That means that the imported campaign level date range will override the existing ad group date range in Microsoft Advertising. Also note that if the end date has passed for a campaign that you import, the end date for ad groups in the campaign will be set to January 1, 2050. |
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Medium (ad distribution): 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:
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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. |
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Pricing model |
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Ad rotation: Flattened from Google Ads campaign.
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Bid |
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Language: Flattened from Google Ads campaign. If there are multiple languages, we select the one with the maximum market share. |
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Native bid adjustment |
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Tracking template |
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Custom parameters |
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Items | Imported from Google Ads | Updated during re-import |
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Keyword text |
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Match type: When you import a campaign for the first time, the match type is imported. After that, the match type is not updated.
Please note: All broad match modifier keywords for search ads now serve as broad match keywords instead of phrase match. For more information about keyword match types, see What are keyword match types, and how do I use them? |
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Bid |
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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. |
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Status |
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Param1 |
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Param2 |
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Param3 |
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Final URL |
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Final mobile URL |
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Tracking template |
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Custom parameters |
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Microsoft Advertising no longer supports importing standard text ads from Google Ads. However, if you imported standard text ads before August 3rd, 2017 and choose to re-import them, we will import status changes (Pause/Unpause) from Google Ads.
Items | Imported from Google Ads | Updated during re-import |
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Title part 1: Microsoft Advertising and Google Ads allow 30 characters. Google Ads calls this headline 1. |
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Title part 2: Microsoft Advertising and Google Ads allow 30 characters. Google Ads calls this headline 2. |
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Title part 3: Microsoft Advertising and Google Ads allow 30 characters. Google Ads calls this headline 3. |
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Description: Microsoft Advertising and Google Ads allow 90 characters. |
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Description 2: Microsoft Advertising and Google Ads allow 90 characters. |
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Path 1: Microsoft Advertising and Google Ads allow 15 characters. |
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Path 2: Microsoft Advertising and Google Ads allow 15 characters. |
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URL custom parameters |
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Tracking template |
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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. |
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Ad labels |
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If expanded text ads missing from your import, be sure to select Ad customizer feeds under the Feeds section of your import options. Then try your import again.
Items | Imported from Google Ads | Updated during re-import |
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Status |
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Promotion |
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Ad labels |
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Items | Imported from Google Ads | Updated during re-import |
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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. |
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Headlines: Both text and pin position will be imported. |
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Path: Microsoft Advertising and Google Ads allow 15 characters. |
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Descriptions |
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Mobile URL |
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Tracking template |
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Final URL suffix |
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Custom parameters |
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Please note there is a limit of three enabled responsive search ads per ad group. If you're having trouble importing responsive search ads from Google Ads:
Items | Imported from Google Ads | Updated during re-import |
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Label name |
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Label color |
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Label description |
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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.
What is your import goal? | What import options should I choose? |
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Import new labels and update existing ones. | Check Labels under both Items not previously imported into Microsoft Advertising and Updates to existing items. |
Import new labels and ignore updating existing ones. | Check Labels under Items not previously imported into Microsoft Advertising. Uncheck Labels under Updates to existing items. |
Ignore new labels and import updates to existing ones. | Check Labels under Updates to existing items. Uncheck Labels under Items not previously imported into Microsoft Advertising. |
Ignore both new labels and updates to existing ones. | Uncheck Labels under both Items not previously imported into Microsoft Advertising and Updates to existing items. |
Please note that if you've removed labels in Google Ads and then select Labels under Updates to existing items, those labels will be deleted during the import.
Items | Imported from Google Ads | Updated during re-import |
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Feed name |
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Feed attribute (name and type) |
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Please note that ad customizer feeds can only be imported at the account level, not at the campaign or ad group levels.
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.
What is your import goal? | What import options should I choose? |
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Import new ad extensions and update existing ones. | Check Ad extensions under both Items not previously imported into Microsoft Advertising and Updates to existing items. |
Import new ad extensions and ignore updating existing ones. | Check Ad extensions under Items not previously imported into Microsoft Advertising. Uncheck Ad extensions under Updates to existing items. |
Ignore new ad extensions and import updates to existing ones. | Check Ad extensions under Updates to existing items. Uncheck Ad extensions under Items not previously imported into Microsoft Advertising. |
Ignore both ad extensions and updates to existing ones. | Uncheck Ad extensions under both Items not previously imported into Microsoft Advertising and Updates to existing items. |
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.
What is your import goal? | What import options should I choose? |
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Import new campaign and ad group targets and update existing ones. | Check Targeting under both Items not previously imported into Microsoft Advertising and Updates to existing items. |
Import new campaign and ad group targets and ignore updating existing ones. | Check Targeting under Items not previously imported into Microsoft Advertising. Uncheck Targeting under Updates to existing items. |
Ignore new campaign and ad group targets and import updates to existing ones. | Check Targeting under Updates to existing items. Uncheck Targeting under Items not previously imported into Microsoft Advertising. |
Ignore both new campaign and ad group targets and updates to existing ones. | Uncheck Targeting under both Items not previously imported into Microsoft Advertising and Updates to existing items. |
Please note that an update in Google Ads is treated as deleting the previous target and adding a new target. If you select Targeting under Updates to existing items, and if the targets were updated or removed in Google Ads, then those targets will be deleted from Microsoft Advertising during the import.
When you import your Google Ads Performance Max campaigns, we'll automatically match them to either smart shopping campaigns or search campaigns. This is based on whether you included a Merchant Center account during your Google Ads campaign creation. With a Merchant Center account, we'll import your Performance Max campaigns as smart shopping campaigns; and without a Merchant Center account, we'll import them as search campaigns.
Microsoft Advertising matches most of your Google Ads Performance Max campaigns items; however, there are a few differences you can review in the table below:
Google Ads | Microsoft Advertising: Smart shopping campaigns | Microsoft Advertising: Search campaigns |
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Asset groups | Ad groups | Dynamic ad groups |
Asset groups—Assets:
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Your assets will not be imported yet. Don't worry—import for these items is coming soon! |
Your image ads will be imported as multimedia ads and your text ads will be imported as dynamic search ads and.
Your video ads will not be imported yet. Don't worry—import for this item is coming soon! |
Audience signals | Your audience signals will not be imported yet. Don't worry—import for this item is coming soon! | Your audience signals will not be imported yet. Don't worry—import for this item is coming soon! |
Bid strategy:
Learn more about bid strategies |
Your Max conversions will not be imported yet. Don't worry—import for this item is coming soon! Note: We'll import your Max conversion values. |
We support all bid strategies, except for Max conversion value.
Don't worry—your Maximize conversion value will be imported as Target ROAS with a default value of 200%. |
Final URL expansion | Your Final URL expansions will not be imported yet. Don't worry—import for this item is coming soon! | We'll use auto target to cover your final URL expansion. |
Listing groups | Product groups | Not applicable |