Two Is Better Than One: Importing AdWords Campaigns into Bing

By Blaine Anderson | Mar 28, 2013
More Articles by Blaine

“Two is better than one.”

That seems to be the common logic these days. And it’s true…to an extent. If you’re the one simply enjoying the benefits of those two Somethings, then great! But what if you’re the person responsible for creating those two Somethings? Or what if having two of those Somethings causes some type of pain or stress?

"Why, yes, Pippen! I would love a second long as you make it for me, and it doesn't give me indigestion."

“Why, yes, Pippen! I would love a second breakfast…as long as you make it for me, and it doesn’t give me indigestion.”

The same question holds true for the PPC world. Google and Bing, the two big players in the search engine market, each have their own advertising interfaces. Naturally, you want ads in front of everyone who could possibly be interested in your business, so you follow the “two-is-better-than-one” philosophy and decide to launch campaigns on both interfaces. You quickly realize that the two interfaces are just different enough to make things difficult.

That’s how I felt too! That is, until I discovered that you can import Campaigns from AdWords in to Bing Editor! It’s a simple, 3-step process that saves a ton of time.

1) Create your Campaigns in AdWords

Go ahead and do everything in AdWords. Create your campaigns, keywords, ads, everything. The more complete your campaigns are, the quicker the import process will be.

2) Start the Import Process

Open Bing Editor and look at the main navigation bar at the top. Click “Import” and it will open a drop-down menu of choices. Pick “Google” and enter your Google AdWords login credentials.

Bing Ads Editor Navigation Bar

If you manage multiple accounts, it will ask you to pick the account from which you’ll be importing campaigns. Then, it will ask you if you want to import all campaigns, or just a few that you select.

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Click “Next” and then choose which aspects you would like imported. In this step, you can add parameters to the ends of your ads’ destination URLs if you want to. Finally, click “Import.”

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3) Verify Campaign Settings

This step is the main reason for importing into Bing Ads Editor, and not directly into Bing Ads. While Bing Ads and Google AdWords are very similar, they are different enough to make some Campaign attributes not transfer well. For example, broad location targets like states or countries seem to transfer just fine, but radius targeting does not, so make sure the location targeting is correct for each Campaign. Also, in Google AdWords you manage start and end dates at the Campaign level; for Bing Ads, this is done at the ad group level. So, if you have Campaigns that are only supposed to run for a specific period of time, you will want to make sure they are scheduled to start and end when they are supposed to.

Once you have verified that all of your Campaigns settings are correct, sync with Bing Ads, and you’re ready to roll! Now sit back, relax, and enjoy the benefits of reaching more of your target market on the search engines they use. And while you’re doing that, feel free to reach out to me on Twitter! @BlaineAAnderson

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