Learn the difference between campaigns and ad groups, and see how to import campaigns from Google or set up new campaigns.
- [Instructor] You can manage Bing Ads from its online interface, from the Bing Ads Editor, or even tools like Marin Software for agencies. You could also Import Campaigns from other search engines and then use that information in Bing so there's no need to duplicate the work that you've already done. Despite all these options and the clear structure that you can monitor with ease, Bing created the Campaigns and Ad Groups. You can use the analogy of a family tree to describe the structure of your advertising in Bing Ads.
The tree starts out with Accounts which is the container or the parent directory of your Campaigns and then one Account can contain multiple Campaigns. Then, of course, Campaigns are the container for different Ad Groups so multiple Ad Groups can appear in each Campaign. And then finally, Ad Groups are the containers of Ads and Keywords and you can have multiple Ads and Keywords in an Ad Group. Your management team will certainly find this useful, especially for KPI auditing.
Now usually a Campaign would focus on one product or service so if you're a large Medical Center you would have one Campaign for dental implants, another Campaign for physiotherapy, and another Campaign for counseling. If you try to create one Campaign to cover all three services things could get a little messy and not specific enough to your audience. The benefit of setting up three separate Campaigns are pretty clear, each Campaign can have a different budget allocation so you can prioritize the promotion of certain services and hold back on others.
You could also apply targeting criteria for each campaign. And you can create highly relevant ad copy for each service, rather than one generic message covering all of your services. And then, of course, you can use keywords that are highly relevant for each of the campaigns. Perhaps, the most important benefit of separate campaigns is that you can measure the performance of each campaign through the sales that it generated and this way you can also use highly descriptive names for each campaign to keep things tidy.
Chances are that you or your client is already working with other campaigns so you'd like to import the data to use the campaigns in Bing Ads which is really easy to do. Bing has two tools, namely, the Campaign Import Wizard and Google Import. Both tools will enable you to bulk import your Campaign, Ad Group, and Keyword data into Bing Ads. Taking care of an import can be done in two ways. You can create an import file by exporting data from Google or you can download and fill out an import template so let's head over to the Bing Ads interface and see how this is done.
I'm logged into the Bing Ads Account now and I'd like to import from Google since I have an existing Google AdWords Account. So in whichever view you are you just scroll up to the top bar, there where it says Import Campaigns. So click on that and it gives you two choices, so we got to select the first choice which says, Import from Google AdWords and now you're going to have to sign into your Google AdWords Account. If you see here, there's a button for that so just click on Sign in to Google and select your account in Google.
Make sure that you've signed into it and once that is done you can just click on Continue. However, in this case, I don't want to Import all of my existing campaigns, I just want to select one, so I'm going to click on Import specific campaign and let's say it is my Affiliates Campaign that I would like to Import, so I'm selecting just that one. Now, I click on Continue and I just have to go through the Options here to see if there's anything that I would like to omit or if I'd like to Import all the Options as they appear, so you can work through that in your own time.
And then once you're ready you will just click on Import. Now this might take a little while depending on the amount of data, of course, that you're importing so you'll give Bing Ads just a few seconds to work through that. Right now if we scroll down to the bottom of it we can click on Viewe imported campaigns and it will be available in Bing Ads alongside all of your other Campaigns. Now, at this point in time, you're looking only at the campaign that has been imported and it's pretty easy to make changes to it at an Ad Group level so you can click on Ad Groups and you'll be able to find the Ad Group that has just been imported.
Now if we never get through the interface and we go up and we click on Ad Groups itself, I'll just click on Campaigns first, and then again on Ad Groups itself, then you should find that all of your Ad Groups are now available, not just the one that you've imported. Now another option is to import the file so let's repeat the steps that we've just done. We scroll up, we click on Import Campaigns, and the second option is Import from file but here you can see that Bing will specify some file types that will be acceptable.
And this might be data that you've exported previously from Google. So once you've got the file ready you can just click on Choose File, and you can just add it, and you will click on Continue, and Bing will then take you through the exact same process that you went earlier. So I'd like to encourage you to do this yourself and once you've Imported the Campaigns just head over to the Campaigns tab again and then you can make edits to the Campaigns that you've just imported and just test them and make sure that you are happy with everything as it's been imported from AdWords.
- Identify the steps required to create a Bing account.
- Recognize the essentials of navigating the Bing interface.
- Explore the steps to setting up billing practices on Bing.
- Examine the basics of campaigns, ad groups, and importing campaigns on Bing.
- Recognize how to estimate traffic and set bids on Bing.
- Identify the fundamentals of effective ad writing on Bing.
- Examine the essential components of Bing Ads policies.
- Determine how to utilize dynamic text ads.