It’s about as easy to import a Google Adwords campaign into Bing Ads as it is to set up a new Google Adwords account. And that should be enough to set off warning bells…
Fair play to the guys at Bing who have clearly spent a lot of time and money making it as easy as possible to import a campaign – the interface is pretty user-friendly and as long as your Adwords campaign is well-organised and not littered with errors the process should be fairly straightforward. In fact the hardest part is creating a Bing Ads account in the first place (if you need one) – you have to create a Microsoft Live Account first, and they could make the customer journey here much more fluid – clicking confirmation links that don’t take you to the correct place & differently designed-landing pages are just a couple of issues you run into when doing this.
I haven’t had to import a campaign from Adwords to Bing for a few years, so to make sure I did everything correctly I called Bing for help. I directly asked them whether there were any key elements of campaign settings that did not get transferred over when you import a campaign from Adwords. They assured me that all settings like locations, bids, ad text, urls etc were transferred exactly, but that I should go through and ‘double-check’ everything ‘just in case’.
It’s a good job I did. I logged into BingAds, set the campaigns live and was amazed to find that all of my ‘Search Only’ Adwords campaigns were now set to show on Bing’s search AND content (display) network. I went to settings to change this but I couldn’t find an on/off switch, so I called Bing again.
Bing asked me whether I had many Ad Groups. Hundreds, I replied. Apparently the only way to turn off the content network is to do it individually for each ad group. Unless you have the offline BingAds Editor, which is a little daunting for your average small business marketing guy who wants to get his campaigns up and get on with running his business.
Fair play to Bing, they offered to use the Editor to turn the content network off for me – and this was done over the phone in about 2 minutes. But just like the default ‘your ads will show on all devices’ setting in Adwords, this danger is not obvious to people who import their Adwords accounts. I feel this is a deliberate tactic from Bing – it’s misleading and can lead to extra, unwanted spend which I’m guessing is what they want. I’m glad they sorted it out quickly, but they need to find a way to keep ‘Search Only’ Adwords campaigns off the content network in BingAds, or at least provide a large warning sign that this is going to happen when you import.
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