Join Joseph Kerschbaum for an in-depth discussion in this video Importing Google campaigns into Bing, part of Bing Ads Essential Training (2014).
- So the previous lessons, we've been walking through the manual process of setting up a Bing Ads account. However, I'm sure probably most of you are already running Google AdWords accounts and you just want to migrate those over into Bing. This isn't a problem. Bing tries to make the process of moving from Google into Bing as painless as possible, so they've made it pretty simple. You can upload campaigns within the Bing Ads web interface or you can actually use their Bing desktop editor. Either option is fine, but for the sake of speed and quick quality assurance, I actually prefer to use the desktop editor.
First, let's export a campaign out of Google AdWords and then we'll upload it into your Bing Ads account. Go into your AdWords editor application, which I'm sure you already have because your running a Google AdWords account. Go ahead and select the campaign you want to export. Just click on File>Export Spreadsheet, and choose "Export current campaign". Go ahead and save that file to the desktop. This screen is just a detail of what you just exported out of your account. Go ahead and close. Now, let's switch over to Bing Ads editor. Now you want to upload the campaign you just exported out of Google.
Go ahead and click on "Import", and click, "From Google". As I've mentioned, Bing has made this process pretty simple. You can actually sign directly into your Google account from here. Generally I export the file out of Google, and upload it into Bing, so that's what I'm going to do. I've saved the file to my desktop, and it's right here, so I'm going to select this right there, and then click "Next". Here you'll see the data field map. This is a fancy way of saying Bing is matching all of its parameters to Google. You can see here on this on the top row we're matching Campaign Daily Budget to Campaign Daily Budget, Network to Network, Languages to Languages, and so on and so forth.
Generally these are correct, however though if there are any errors you'll find them when you upload it. Go ahead and click "Import". This page is a summary showing you everything you just imported into your account. We did one campaign, nine ad groups, 18 text ads, nine keywords, because we only have single keyword ad groups, and one location targeting. Go ahead and click "Close". And here is the campaign we just uploaded, Search US Alpha Dried-fruit, and you can see all of the ad groups are uploaded, all of the keywords, and all of the text ads.
Importing your campaigns from Google is just that easy. Now of course, you should go through every campaign and every ad group to make sure everything looks correct, and there are no errors. and that's what we're going to cover in the next lesson, some common errors that you'll find in your uploads, but right now, that's all it takes. You're done uploading your campaigns from Google into Bing Ads.
The course begins with an overview of Bing Ads and the search landscape, and then PPC expert Joseph Kerschbaum guides viewers through creating an account and placing ads with Bing Ads and across the Yahoo! Bing Network.
The course then explores best practices for organizing campaigns and ad groups and appropriately matching keywords. Joseph includes tutorials on setting bids and budgets, writing effective ads, and launching and testing variants. Plus, learn how to import AdWords campaigns, measure the performance of your ads, and address important Quality Score issues.
- Comparing Bing and Google
- Creating your account
- Setting up billing
- Choosing ad outlets
- Organizing campaigns and ad groups
- Creating new campaigns
- Setting up campaign budgets
- Setting keyword bids
- Writing effective text ads
- Importing campaigns from AdWords
- Tracking ad performance
- Understanding Quality Score
- Running reports