Import Campaigns to Microsoft (Bing) from Google

We typically like to introduce Microsoft Ads once our Google Ads campaigns are starting to operate efficiently. This is because Microsoft makes it very simple to transfer campaigns from Google Ads.  

  1. From the global menu at the top of the page, select Import and then select Import from Google Ads.
  2. Select Sign in to Google and follow the prompts to give Microsoft Advertising permission to import campaigns from your Google Ads account.
  3. Under Choose accounts, select the account that you want to import from Google Ads and then select Next.
  4. Select Customize your import if you want to choose which items are imported, adjust bids, bid strategies, and budgets, associate UET tags, and more.

Some things to note: 

  • If you have manual UTMs on your Google Ads, be sure to customize your import by having Microsoft replace any mention of "google" with "bing" - this should only affect your utm_source unless you are mentioning Google in your ads for a particular reason. 
  • Microsoft can be finicky with Smart/Dynamic campaign types. We suggest selecting the option to convert all campaigns & ads to normal text ads. 

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