Google Ads and Microsoft Advertising have always been the mirror image of search engine marketing. In general, Google is the innovator and Microsoft follows a few months later with similar updates. While there are some differences between the two, many advertisers set up their ad accounts in a similar way. With this in mind, Microsoft Ads allows you to connect to your Google Account, which gives you the ability to transfer your Google search structure to their platform. This saves an enormous amount of time, since no campaigns have to be imported individually from Excel files. Below is a foolproof guide on this transfer process, as well as some tips on how to get the most out of your transfer.

Get started with transferring a Google Ads account to Microsoft Ads

  • Go to the Microsoft Ads UI and go to the account that the transfer is required to
  • Select "Create Campaign".
  • In the "Research and other tools" section on the right, select "Import from Google AdWords" (find out about Microsoft's times – this is Google Ads).
  • Select the Google Account that you need the transfer from
  • Select "Next"
  • Your next choice is either to import everything that is in Google or to import specific campaigns / ad groups. The latter is used 95% of the time for most digital advertisers
    1. Make sure "Show paused campaigns and ad groups" is selected under the list of campaigns to see everything in your account
  • Select "Next"

The detailed steps you can't miss when submitting your Google campaign to Microsoft ads

Now we are in the more detailed stages of the transfer process. Advertisers must pay close attention to the changes that Microsoft Ads is allowed to make to their transferred campaigns / ad groups.

The first section, “What to Import,” has two advanced options to expand that deal with importing and updating existing items. Please note these 2 additional dropdowns as they can make your life easier later.

  • For the first advanced options drop-down, "Items Not Previously Imported into Microsoft Advertising," I generally selected all but one of the selectors I picked: Negative Keyword Lists. This is because Google and Microsoft Ads have slightly different settings for these lists. Instead of importing these, I'll manually upload them later.

Transfer Google Ads to Microsoft Ads. Choose what to import

  • For the second drop-down menu for advanced options, "Updates to Existing Items", I'll keep the same settings as above and remove the selection for negative keyword lists.
  • If you go to Bids and Budgets, you have the option here to either increase all of your bid and budget minimums to match the Microsoft Ads minimums, or you can manually override your Google preferences.

Transfer Google Ads to Microsoft Ads Bids and Budget Settings

  • Next we have the "Other Options" section which will save you the most of your time during the transfer process
    1. The core of this section is finding and replacing in your LPs, tracking templates, and campaign naming conventions. If you use "Google" in your tracking or naming conventions, you can find "Google" and replace it with "Microsoft" or "Bing".

Transfer Google Ads to Microsoft Ads. More search and replace options

  • Starting with Landing Page URLs and Tracking Templates, this section allows you to automatically update aspects of your URLs using Find and Replace
  • "Campaign Options" allows updates with the same name.
    1. But there are also some particularly important selectors
      1. The most important thing is to select "Stop Newly Imported Campaigns" so that the campaign does not start without your final checks.
    2. The next two important selectors relate to a previously paused campaign or ad. Select both "Include paused campaigns when importing new items" and "Include paused ads when importing new ads" to make sure anything you want to transfer works even if it's paused in Google.
  • Select "Next"
  • Finally the schedule. Most of the time, advertisers choose to start now. However, the options are available to complete the transfer at the time of your choosing.

That's it! The transfer process is designed to make life easier and to help advertisers save time with structures they have already set up on the Google page. The biggest piece of advice you can get from this process is to take your time and read through all of the setting selectors as you work through the sections. A few wrong choices can unbalance the entire transfer and send you back to step 1.


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