How to convert a Google Ads account to a Bing Ads account.
This article was written and published in January 2021.
With the current back and forth between Google and the Australian Federal Government regarding the News Media Bargaining Code I wanted to take a moment to explain how to convert a Google Ads account over to a Bing Ads account.
What’s the primary reason for doing this? So that those who have spent years building up effective accounts in house on Google Ads don’t have to start from scratch with a new platform.
There are essentially two ways of doing this. The first is the more technical method and consists of downloading an entire account in one go as an excel file. This includes all settings and all campaigns for the entire history of the account.
As this method requires downloading software and is more complex, we (the agency) are happy to provide this service for free for anyone inhouse or self-managing a Google Ads account who is concerned about what may happen next.
The second method is to use the Bing Ads (Microsoft advertising) import function. This will allow you to essentially scrape your account across from one platform to the other but does come with some headaches you will need to manage.
Steps to import your account:
1: Log into your account and tap on “Import Campaigns” from the top menu.
2: Select “Import from Google AdWords”.
3: Sign in to Google and enter your Google credentials.
4: Select the campaigns you would like to import and click “Continue”.
(We strongly suggest checking all of them as we are doing this to clone the whole account.)
5: At the “Choose Import Options” section, again select everything.
6: With Cleanup you will need to select your own options. Take care as you could end up running ads in Bing that you have already terminated in Google Ads.
7: As this is a one-off, intended to act as a security backstop, I do not suggest setting an import schedule – but it’s up to you.
8: Hit Import!
Once your Google Ads campaigns are in the new Bing account, I would absolutely suggest pausing them and just for the sake of it, I would hold off from giving your new account access to your billing details.
You now have a clone of your Google Ads account in a second platform that should you ever need to you can activate at will.
A word of warning to the new Bing advertiser. It may look like google ads and it may smell like Google Ads but the Bing Ads (Microsoft Advertising) platform does have a few subtle differences that you should get up to speed with. If in the coming weeks and months the worst does happen and you need to convert over to Bing, having completed these steps in advance will prevent you from needing to build your account from scratch again.
Let me or the team know if you have any questions!
I’ve worked in Advertising & Digital since I graduated from university in 2010. I spent 2 and half years working for Google in the UK where I fell in love with digital and creative work. I now run a great team here in Sydney doing great work.
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