Migrating AdWords Campaigns to Bing

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Migrating AdWords Campaigns to Bing.” The following is the transcribed Streamcap from the live chat:

Q1: When do you begin to migrate AdWords campaigns to Bing Ads (beginning of project, after AdWords campaigns have data, etc)? Why?

  • After getting data from Adwords. Lots more traffic on Google. Why transfer loser campaigns to Bing? – Jeremy Brown (@JBGuru)
  • After @adwords campaigns/account has been 100% optimized & refined in order to reduce # of imports required & tagging. – Nicole Mintiens (@Tregesy)
  • I migrate initial builds as soon as they’re built and then adjust based on seperate data sets. – Heather Cooan (@HeatherCooan)
  • After AdWords campaigns have data most of the time. I use it as an up-sell once AdWords is rocking! – Brett Stevens (@BrettStevens1)
  • I’ll implement core campaigns at the beginning, but then implement more as AdWords data comes in (and proves successful). – Matt Umbro
  • I migrate @adwords campaigns to @BingAds at the beginning of a project so I can compare performance from the get-go. – Jonathan Levey (@jlevey)
  • Generally after AW campaigns have data – easier to get to critical mass in AW with higher traffic levels. But, there are differences often between what works in AW and on Bing, so important to actively manage both. – Julie Bacchini (@NeptuneMoon)
  • I like to set them up at the same time. Often the Bing customer is different, so data from adWords may not be so reliable. – Jeff Loquist (@jmloquist)
  • Usually sync changes at the beginning of a project. Updates then rely on Bing having enough data to make a decision w/o Google data. – Michelle Morgan (@michellemsem)
  • I do wait for data on non-brand campaigns for ecom accounts…those are often losers or low ROI campaigns. – Heather Cooan
    • Some products can make sense to launch with Bing. B2B definitely isn’t one. – Jeremy Brown
  • Depends. Sometimes time is of the essence so we launch both. Other times we get AW data & then transition top perf to Bing. And if it’s a competitive vertical, we launch Bing first & then port winners to Google. Bing CPCs are often lower than G. – Melissa Mackey (@Mel66)
  • Every account is different. Some have simply never tried it. Others want more volume. I recommend it to every account though. – Neil Sorenson (@iNeils)
  • Depends on client’s budget at launch, but typically start with Google. If historical Bing data exists, would see if there’s opp. – Francis Shovlin (@fmshovlin)
  • I’m told Bing & Google audiences differ. If that’s true it seems launching on both platforms would make sense if budget allows. – Katy Pit (@katypit)

Q2: What is your ideal method for importing AdWords campaigns to Bing (ie: Bing Ads Editor, manual import, etc)? Why?

  • One Copy button in Kenshoo. Very simple. – Jeremy Brown
  • Because of the time zone setting I import via the UI pause, then into Bing editor for fixing. – Heather Cooan
  • Usually Editor so I can make any necessary changes. Have used import feature before, and made changes in Editor before launch. – Francis Shovlin
  • Bing Ads Editor, usually. Bulk sheet if we’re adding complex tracking params. – Melissa Mackey
  • I use the web UI to import & make any modifications needed after. – Timothy Jensen
  • Bing Ads Editor (unless you use a Mac) because of the easy import + GA code appending feature. – Neil Sorenson
  • Generally Editor, but will then go into each campaign and manually check settings, structure, etc. – Matt Umbro
  • Acquisio tags for me, so nice. – Heather Cooan
  • I import AdWords campaigns to Bing manually because the Bing Ads Editor is not available for the Mac (yet). – Jonathan Levy
  • Bing Ads Editor – it’s still a bit wonky with the import, but it doesn’t usually take too long. – Jeff Loquist
  • Generally Editor, but will then go into each campaign and manually check settings, structure, etc. – Max Fink (@maxfink_SEM)
  • I always manual import via Excel. Best way to break out the Partner Network on Bing. Which is one of Bings best features. – Joseph Drury (@drurytheelder)
  • I use the UI, surprisingly easy to use. – Brett Stevens
  • Must admit, the Find and Replace in the UI sync is super helpful. Find google, replace with bing. – Michelle Morgan
  • I always manual import via Excel in to Marin. Then use Editor to breakout Partner and Non-Partner Traffic. – Joseph Drury

Q3: When using Bing Ads Editor to import campaigns from Google, what are some important tips advertisers should understand?

  • Targeting settings sometimes get messed up; need to manually tag for GA/analytics. – Melissa Mackey
  • Ad text could be 71 chars, not 70. And watch geo-settings – default is worldwide. – Francis Shovlin
  • Review destination URLs, targeting settings as well as keyword strategy to optimize for broad & exact in Bing. – Christina Hall (@Chrissie_Hall85)
  • AdWords radius targeting won’t pull thru to BingAds so location settings need to be updated. Always import campaigns paused. – Nicole Mintiens
  • I find that device targeting seems to always default to all devices when importing. – Matt Umbro
  • If you’re importing updates lately you’ll end up with several ads in the same ad group. Have to clean up dupes. – Heather Cooan
  • Ad length match-ups have always been an issue in Editor, with over-length being the culprit. – Jeff Loquist
  • Importing is a timesaver over manually creating, but everything needs to be verified before unpausing! Bids often different too. – Julie Bacchini

Q4: How will new incremental bidding in Bing impact your current campaigns/optimizations moving forward?

  • Probably not a big changes. Seems similar to Google. Curious what % of people they have age data for. – Jeremy Brown
  • Honestly, all the bid modifiers on both networks give me a headache. Like idea of granular control, bit of a beast to manage. – Julie Bacchini

Q5: When migrating, how does your use of match type differ between Google and Bing (if it does at all)?

  • I mostly use broad & exact on bing but definitely make sure to incorporate phrase as well. – Christina Hall
  • With lower volume, I’m more likely to use broad/BMM where I might not on Google. – Timothy Jensen
  • I generally experiment with straight broad match more in Bing, especially for terms that I know get little traffic in Google. – Matt Umbro
  • For growth clients, use a bit more broad match on Bing since volume lower. But have to watch. – Jeremy Brown
  • Broad match is a little less scary on Bing. I *never* use regular broad on Google. – Melissa Mackey
  • When migrating, I try to keep the same account structure as well as match types for keywords. – Jonathan Levey
  • I always double check negs, not all of them seem to import. Otherwise I leave them until I have data specific to the channel. – Heather Cooan
  • Not since Bing started using match types closely related to AdWords. – James Svoboda (@Realicity)
  • I also tend to see higher CTRs in Bing…as long as con rate stays consistent I tend to be more liberal with match type. – Matt Umbro
  • I agree about it being easier to experiment with broader match types on Bing without things quickly getting out of control. – Julie Bacchini
  • Usually able to go with more broad, if anything to capture more traffic. – Elizabeth Marsten (@ebkendo)

Q6: Do you believe Bing will continue to duplicate AdWords features in an effort to have more advertisers migrate campaigns? Why?

  • Yes, they’ve shown that pattern recently. Although glad to see them innovating some unique features like KW distribution graph. – Timothy Jensen
  • They duplicate but also look for ways to differentiate. I like the differentiators more than the duplicating. – Bryant Garvin
  • Yes. It’s a CRO fundamental. Keeping things simple improves conversions. The’re improving their advertiser sign-ups by doing so. – James Svoboda
  • I see availability of parody features, but I am confident that @BingAds will continue to provide more control to advertisers. – Heather Cooan
  • Yes, im sure they would continue the same… they dont have any other option though. – Manoj Pandey (@_MAN0J)
  • Yes, but Bing still moves slowly. Instead of Scroogled ads, focus on getting your version of PLAs out sooner. – Jeremy Brown
  • Yes…Except for Enhanced Campaigns! – Jonathan Levey
  • Control is now their differentiator but the ease of parody is a huge driver of platform use. – Heather Cooan
  • Yes so importing is as easy as possible. Hope they work on some cool stuff of their own though! – Julie Bacchini
  • I think Bing also realizes that advertisers like the AdWords features and it is in their best interest to provide as well. – Matt Umbro
  • I hope that Bing will come up w/ new features. But I think their features need to be similar to AdWords to be competitive. – Christina Hall
  • Yes, people don’t want to learn 2 sets of anything. They like efficiency. And might possibly be impatient. – Elizabeth Marsten
  • They will because they’ve had to come so far to level the field. Ultimate success will depend on the differences. – Cleofe Betancourt (@cleofe)
  • Bing will need to provide better tools to help keep parity for those who want it but who also need unique params. – Max Fink
  • Customer feedback is the primary driver of updates, parity is oftentimes a coincidence and not a target we’re aiming for. – Bing Ads (@BingAds)
  • They’ll definitely keep copying Google where it makes sense, and also offering stuff Google doesn’t e.g. DEVICE TARGETING. – Melissa Mackey


More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Bing Ads (@BingAds)
• Brett Stevens (@BrettStevens1)
• Christina Hall (@Chrissie_Hall85)
• Cleofe Betancourt (@cleofe)
• Elizabeth Marsten (@ebkendo)
• Francis Shovlin (@fmshovlin)
• Heather Cooan (@HeatherCooan)
• Jeff Loquist (@jmloquist)
• Jeremy Brown (@JBGuru)
• Jonathan Levey (@jlevey)
• Joseph Drury (@drurytheelder)
• Julie Bacchini (@NeptuneMoon)
• Katy Pit (@katypit)
• Max Fink (@maxfink_SEM)
• Melissa Mackey (@Mel66)
• Michelle Morgan (@michellemsem)
• Neil Sorenson (@iNeils)
• Nicole Mintiens (@Tregesy)

Migrating Streamcaps to PPCChat.co

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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2 Responses to Migrating AdWords Campaigns to Bing

  1. Tyler says:

    Awesome tips from your experts, thanks for posting this chat. We’ve id’d several landmines to avoid when transferring from AdWords to Bing Ads – http://www.iteratemarketing.com/import-adwords-campaigns-to-bing-ads/

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