There was a time when one could hardly import his/her site’s settings in case he/she planned to switch the ad partner. If you were working on Google Adwords, you had to optimize it accordingly and then if you thought of trying your hands on Bing Ads, you had to start all over again. It was just too much of a job for PPC practitioners.
However, then came the blessed feature called “Import from Google AdWords” within Bing Ads which has helped thousands of PPC experts all over the world who don’t have much time for their campaign. What’s interesting is that, though your work has been
reduced to great levels through this feature, you still have to make a few additional optimizations that are unique for Bing Ads so that you get the most ROI. Following are some common mistakes that people make while importing:
1. “Time of Day Targeting” works in a same way as on Google – While for AdWords, day-parting is specified by the advertiser and is based on the time zones they’ve mentioned beforehand, on Bing Ads, ad scheduling is simply based on the locale of that person who is viewing your ad. This is an extremely handy feature and can be extremely useful for accounts which span various time zones.
2. Ignoring the advantage of key targeting options – Bing Ads tend to offer a demographic targeting for the search network for both – campaign and the ad group. Moreover, with additional transparency provided by Bing Ads, if you are not reviewing search partner performance periodically, it would definitely be considered a mistake. This can help you to eliminate poor performers and save your precious money on them.
3. Forgetting to change the source in URL tracking code – Although it seems quite an obvious thing to do, however, it is missed frequently by people. There are chances that the destination URLs you’ve just transferred are still tagged with their AdWords UTM code. This code helps you track your campaigns for analytic reports. However, if you do not change this UTM code for Bing Ads, you are bound to screw your analytic results which can lead to inaccuracies.
4. Refraining from optimizing your ads fully – PPC experts often complain about the per-line limit of 71-character limit in Google AdWords which does not exist in Bing Ads. This implies that ads can look strikingly different from each other. So, after you import, it’s always a good option to preview your important ads in their different formats so as to ensure that they are read well.
5. Ignoring your negative keyword lists – While Google AdWords enables broad match of the negative keywords, Bing Ads do not provide any such option. This implies that you’ll need to simply elongate your lists further so as to cover these keywords which have been blocked by your broad match in AdWords. Also make sure that you review your Negative Keyword Conflict report after importing so as to ensure that everything is working properly.
These subtle nuances between these two platforms can make a huge difference in your advertising performance. Starting with the right foot from the beginning will remove a lot of risks and therefore ensure that your Bing Ads campaign is well supported.