Importing from Google Ads Without Wasting Budget
Don't just import and forget - adjust bids, pause underperformers, and leverage Microsoft-specific features for better results.
Why This Matters
Blind imports from Google often waste budget because Microsoft has different user behavior, lower volume, and unique features. A optimized import can outperform Google on ROI.
How To Implement
1. Only import proven campaigns - skip experiments and low performers.
2. Increase bids by 15-20% initially - Microsoft CPCs are often lower but volumes require competitive bids.
3. Add LinkedIn Profile Targeting immediately for B2B campaigns.
4. Enable Microsoft Audience Network selectively - test it separately.
5. Set up scheduled imports (weekly) to sync keyword additions.
6. Exclude mobile if your site isn't optimized - Microsoft desktop converts better.
7. Add Microsoft-specific extensions like Action Extensions.
Pro Tip
Create a 'Microsoft Only' campaign for testing features Google doesn't have, like LinkedIn targeting or different audience combinations.
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