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Top Tips: Importing Bing Campaigns from Google Ads

Importing your PPC campaigns from your Google Ads to Microsoft Advertising accounts can be a quick and easy way to duplicate your campaigns and expand your reach to a new audience on the Bing Search Network.

According to (2020), Bing – the search engine from Microsoft – held an 9.7 percent share of the search market in the United Kingdom (UK) as of June 2020. Bing saw an overall gain in market share over the past 12 months, having held a 6.85 percent share of the market in November 2018. Whilst this percentage may seem small, it is second to Google, who as the most visited site in the world, generates 3.5 billion searches every day.

And of course, the Bing Search Network is growing as many people often use Bing without knowing. Microsoft own a huge range of software, products and services, and of course they all integrate with Bing: LinkedIn, Xbox, Microsoft Office, Outlook, Word, Excel, Teams, Skype, and many more:

In addition to this, Bing has a significant presence in voice search, not only Cortana through the Windows 10 taskbar, but Amazon’s Alexa and the new Facebook Portal’s voice assistant are also powered by Bing.

Of course for many advertisers there is a need to present on Google, but the competition on Bing is much lower as many businesses underestimate the power of Microsoft Advertising, and with this comes less competition, this means that those advertising on the Bing Search Network often benefit from:

  • Almost a 50% higher ad click through rate (CTR) than Google
  • An average cost per click (CPC) which is 33% lower than on Google
  • The average cost to acquire a customer (CPA) being about 30% lower on Bing than on Google

(Source: Wordstream, 2019)

So, we know why, but how should we duplicate our Google campaigns in the Microsoft account? There are elements when importing your campaigns that need careful consideration, and this ‘quick and easy’ way can lead to expensive mistakes if you’re not careful.

Here are our top tips for you to keep in mind when importing your campaigns which will drastically improve the performance:

  1. Carefully review the import options

There are a lot, but they are all really important elements that you need to consider carefully based on your advertising requirements. Our top tip here is to click on ‘show advanced options’ to allow you to identify many more campaign settings you need to consider:

  • Location targeting

This is a big one if you have specific target areas as the geographic settings in Google and Microsoft vary. When importing your campaign if you were targeting specific locations in Google, the chances are in your Microsoft account, these will have been ignored. Microsoft struggles to translate the detail to their system, so always check your location setting and ensure that you are not targeting areas you cannot service and therefore wasting your PPC budget. This can often happen if you are targeting a radius of a postcode as opposed to a specific Location.

Once the campaign is running, check your user location reports regularly to ensure that your settings are correct and also add negative locations where needed.

  • Bid adjustments

If your Google campaigns have bid adjustments based on your audience, schedule or device preference, you may well want to reconsider these and remove them from your Microsoft campaigns. From data collected (Wordstream, 2019), we see that Bing reaches a very different audience to that on Google in the US, and this of course is likely to translate into similar behaviour here in the UK, this being:

  • Slightly more mature, averaging 45 years old (vs the US average of 38)
  • More educated, with 50% having some college degree, and 17% with an advanced degree
  • More affluent, with a third having a household income over $100k. The average Bing searcher spends 35% more when shopping online than through Google.
  • More likely to be married (46%) and have children at home (30%)

This is also why we don’t recommend importing changes you make in Google into the Microsoft adverting platform as you start to optimise. After the initial import, we recommend that you then optimise campaigns in Google and Microsoft separately, and based on the data in each platform.

  • Campaign, keyword & ad group bids

It is often not necessary to bid so aggressively like you do with Google Ads as there should be fewer competitors advertising on Bing, you may want to leave this to run and test, but if budgets are a concern then certainly look at reducing your bids.

  • Negative keywords

If you are using account or campaign level negative keyword lists, these may not have imported correctly so always check this. Remember when optimising to check your Bing search terms separately – Microsoft Advertising doesn’t have the option to add negative keywords in broad match type, only phrase and exact, so this means your adverts may appear for irrelevant searches.

  • URL tracking codes

If you are tracking codes within the URL of your landing pages these will need to be adjusted to reflect the true attribution source of your conversion goals.

Our preferred option when it comes to tracking is to use Google Tag Manager which is free and allows you to manage all your website tags without editing code. We know that for many business owners without in house technical resources this can be really challenging to get right, so if you would like to discuss tracking with our technical experts then get in touch.

  • Additional ad extensions

Microsoft Advertising offers you the option to add additional ad extensions, there are some really simple ones to apply like the Action Extension and the Image Extension that will increase the size and prominence of your adverts, use them, as many as you can that apply to your business as this will really help to improve the your performance of your campaigns.

The Microsoft Advertising platform is a great tool for achieving your business goals at a lower cost than with Google and can be a real asset to your PPC activity. If you would like to discuss ways to incorporate this into your digital marketing strategy, then our PPC experts at Key Principles are on hand to help. Get in touch and we can arrange a call, or why not request a free audit of your campaigns if you are already running, but not seeing the results from your Microsoft campaigns.

If you have any questions, or would like a free consultation then get in touch:


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