Importing Google Ads Campaigns to Microsoft

Microsoft wants your money. So they made it incredibly easy to move your money from Google to Bing. The Google Import tool is fantastic, but you need to uncheck a few boxes.

The Process

1. Microsoft Ads → Import → Import from Google Ads.
2. Sign in.
3. Select Account → Select Campaigns.

The Trap (What to Uncheck)

Do NOT just click "Next, Next, Finish." You must review the "Import Settings":

1. Bids: Uncheck "Update bids and bid strategies." Microsoft traffic is cheaper. If you import your $50 Google Bids, you will overpay on Bing. Lower them by 50%.
2. Budgets: Uncheck "Update budgets." Microsoft has less volume. If you import a $1,000/day budget, it might try to spend it on low-quality partners.
3. Negative Keywords: DO import these. They are universal.

The Schedule

Set it to Auto-Import: Daily, but Selected Attributes Only.

• Sync: Ad Copy, New Keywords, Negatives.
• Don't Sync: Bids, Budgets.

Summary

The Import tool is a cloning machine. But don't clone your prices. Bargain hunt on Bing.