When you download Microsoft Advertising Editor for Mac or Windows, you will get an intuitive and simple desktop application that streamlines your search campaign management – online or offline.
Microsoft Advertising Editor supports campaign optimisation with its Google Import functionality where you can check the status of your import, review error logs, and edit, pause or delete your import schedule.
After reading this Study Guide, you will understand how to:
- Navigate the Microsoft Advertising Editor user interface, including customisation.
- Sync Microsoft Advertising using Microsoft Advertising Editor for Mac or PC.
- Make changes in bulk and import and export campaigns.
- Create as a new campaign using copy/paste.
- Manage your Shopping Campaigns in Microsoft Advertising Editor.
- Use Google Import to optimise your campaign.
Downloading Microsoft Advertising Editor
There are two ways to download Microsoft Advertising Editor:
Microsoft Advertising Editor user interface
The Microsoft Advertising Editor user interface is divided into five parts as explained below.
The Menu and the Ribbon include a set of commands that enable you to upload (post) and download (get) data, import, research keywords and more.
The Tree view is where you select your account, campaigns or ad group that you want to work with. Details about the item selected in the tree view are displayed in the Manager pane.
The Type list contains items from your selected account, campaign or ad group. Like the Tree view items, details about the item selected from the type list are displayed in the Manager pane.
The Manager pane is a workspace for viewing and editing campaign data. You can choose whether to view campaigns, ad groups, ads or keywords here by making a selection in the left panel or depending on the Manager pane data view that you choose, by clicking a tab or selecting from a list. Use the manager pane to review individual items. If an ad is not running because of an editorial rejection, for example, you will see that in the status column.
To add, remove and resize columns in the Manager pane:
- On the right side of the Manager pane toolbar, click the column-picker icon.
- Select or deselect columns.
- You also have the option to resize columns to fit either the size of the window or the size of the content in the columns.
The Editor pane is where you bulk-edit information in campaigns, ad groups, ads and keywords. When you select more than one item in the Manager pane, the Editor pane opens automatically.
Syncing Microsoft Advertising with Microsoft Advertising Editor
To sync Microsoft Advertising Editor with Microsoft Advertising, from the Microsoft Advertising Editor page, click on your Account (or accounts), and then get your Microsoft Advertising data into the Microsoft Advertising Editor tool. Click OK.
You can also use the import tab to import campaigns from Google, Yahoo or an external file. Click Get changes each time you sign into Microsoft Advertising Editor to make sure what you are looking at is the most up-to-date information.
Now that the data is synced, you can make changes on a single account or multiple accounts at the same time. You can navigate your entire structure from the left hand Campaigns navigation panel. Use tools such as Advanced search to find specific campaign details.
Using Google Import
Google Import is a function that makes copying campaigns from Google Ads easy, as well as importing them online using Microsoft Advertising Editor.
It’s easy to use. Click Import from Google and follow the simple steps to import Google Ads campaigns.
Google Import grows with your campaign by supporting millions of keywords and ads, recognising more locations from Google Ads than ever before, supporting features like shopping campaigns, app extensions, etc. and scheduling automatic imports once, daily, weekly or monthly.
Things to know about Google Import:
When importing a Google Ads campaign that has multiple targeting languages, Microsoft Advertising will select the highest ranked language based on data collected from the Microsoft Advertising marketplace. If none of your Google Ads target languages are supported in Microsoft Advertising, the campaign will not be imported and Microsoft Advertising will flag the campaign as an error.*
When importing location targets from Google Ads to Microsoft Advertising, the location targets must match to a corresponding location. However, if a location target from Google Ads does not exist in Microsoft Advertising, campaigns targeting that location will be mapped to the parent location if matched in Microsoft Advertising. Unmatched locations are not imported but the corresponding campaigns may be active.
In order to learn how visitors are reaching your website, you will need to set parameter ‘utm_source’ to Bing for campaigns imported from Google.
Expanded device targeting will now be imported and have the same values as Google Ads, allowing you to get more bid adjustment flexibility and improve your return on ad spend. Bid modifiers range from -100% to +900% on desktop, mobile and tablet.
Watch a video about importing campaigns from Google Ads.
Exporting and importing data
When using Microsoft Advertising Editor to export data, you have the power to be selective. You can export data from entire accounts, individual campaigns or specific ad groups. You can use Microsoft Advertising Editor to import your Google Ads using Google Import.
You can export the campaign or ad group you have selected using the Export selected campaigns and ad groups option under the File menu in the top ribbon. Export all the rows in the Manager pane using the Export current view option.
Here you can choose to do the following:
- Export an entire account or only the selected campaign or ad group.
- Include or exclude additional data: targeting, negative keywords and sitelink extensions.
- Choose to work on the data immediately by selecting Open file after export.
If you don’t plan on working with the information in the Also include: section, don’t export it as it will significantly increase the file size. If you want to work on your data immediately, select Open file after export. Upon saving, the data automatically opens in an Excel workbook. Click Export, and in the Save as dialogue, specify the folder, filename and file type.
There are times, however, when you will want to edit just a few items and not run a full export. To do this, copy rows directly from the Editor grid and paste them into your Excel workbook. To select multiple rows from the grid, hold the Control key while selecting rows. Press Control-C to copy, open your Excel workbook, choose the cell where you want to insert the rows, and press Control-V to paste them.
Your data and row headers will be inserted and will be in the correct format for importing back into Microsoft Advertising Editor.
To import campaigns, go to the top ribbon, and click the Import button. From the four choices, choose Import from a file. Select a file and click Next to open the Import Wizard dialogue box.
In the dropdown lists above the table, select the appropriate Microsoft Advertising column header to apply to each column of your imported data. Click Import. When the import finishes, an import summary page opens. Campaign information may appear across several columns.
The New, Updated and Deleted columns, located in the View dropdown within Microsoft Advertising Editor, display how the imported data has been changed. Skipped items will not be created or updated, as they duplicate existing values or contain invalid data.
You can also create a Microsoft Excel or CSV (comma-separated values) import file. (Download the import file template here.) Click Import Campaigns, and then click Import from file. If you have imported from a file in the past 90 days, you will see a table that tells you the Date/Time and Uploaded file.
Microsoft Advertising also allows customers to use Google Import to schedule and sync imports from Google Ads campaigns automatically.
What do I need to know before using Google Import?
You can import the following from Google Ads:
- 10,000 campaigns
- 1 million ad groups
- 5 million keywords
- 4 million ads
- 2 million ad group-level and campaign level negative keywords combined
- 2 million ad group product partitions
- 200,000 all other entities combined
The following does not
get imported but is still supported by Microsoft Advertising:
- Ad group-level Sitelink Extensions
- Ad group level App Extensions
- IP exclusions.
- Campaign PC target – bid adjustment
- Campaign tablet target – bid adjustment
Optimising your campaign using Microsoft Advertising Editor & Google Import
- Look at your import error log under ‘Import schedule and history’, which shows you exactly what the import skipped due to incompatibility.
- Download the error file, make any necessary changes and re-import the file.
- Review any compatibility issues that could impact your campaign structure or performance. You will want to spend some time fine-tuning your bidding, budgeting and targeting strategies to make sure you get the most out of Microsoft Advertising.
- After running your imported campaigns for a long enough period of time to see the performance of your reach and revenue, re-evaluate your budget and bid strategies in Microsoft Advertising.
Learn more about what to check after importing Google Ads.
Similar to copying a Word file to modify and save as a new file, with the Microsoft Advertising Editor management tool, you can create a new campaign by copying an existing campaign from one account to another. Here’s how to do it:
In the left hand navigation, select the account containing the campaign you want to copy. In the Summary Grid, click the Campaigns tab, then find the campaign, right-click and select Copy. This campaign is now on your clipboard. In the left hand navigation, select a different account, right-click and select Paste. The entire campaign, including its properties, ad groups, ads and keywords, is now duplicated in a different account and ready for your changes.
You can copy just the shell of a campaign or ad group – including settings like language, device target, demographics and site exclusions – in order to fill it with new ads and keywords.
You can also copy just the keyword text of selected keywords, making it easier to paste them into an editor such as Microsoft Excel. Another option is to selectively paste different settings of a selected campaign or ad group.
If you only need to make changes to one or two campaigns, you no longer have to download all recent changes or your full account. You can now pick which campaigns to get and to post. Just click Get changes and then select Campaigns I select – or click Post changes and then select the campaigns you want to upload.
Multi-select in left Tree view
You can now select multiple Campaigns and Ad groups from the left Tree View pane. This will allow you to quickly filter out desired items on the grid and edit them simultaneously. Also, you can drag multiple Campaigns and Ad groups selected from the left Tree View from one account and drop them in another account.
Note: Multi-select is only supported in Microsoft Advertising Editor for Windows at this time.
Shopping Campaigns in Microsoft Advertising Editor
This feature improves your ability to quickly manage your Shopping Campaigns through Microsoft Advertising Editor. You can now create new Shopping Campaigns as well as manage product groups and Product Ads.
Managing your Shopping Campaigns through Microsoft Advertising Editor will save you time.
Just like in the user interface, you will need to establish your Merchant Centre prior to setting up campaigns.
- Efficient bulk management of Shopping Campaigns, product groups and Product Ads.
- Directly import Shopping Campaigns, product groups and Product Ads that are exported from Google AdWords.
When setting up a new campaign, you can now choose between Shopping or Search and Content campaign types.
Besides updating a product group from Import or Make Multiple Changes, you can change attributes such as Type, Bid, Destination URL directly from the edit pane.
You will be able to manage the status and promotional text of your Product Ads through Microsoft Advertising Editor.
Note: Each product group requires a corresponding product ad in order for your ads to serve.
Account-level extensions in Microsoft Advertising Editor
Associate your Callout Extensions, Sitelink Extensions, Review Extensions, Location Extensions and App Extensions at the account level in Microsoft Advertising Editor.
Benefits of adding extensions include:
- Save time Easily adopt ad extensions across all your campaigns automatically.
- Simplify management. Significantly reduce your ad extension management efforts by associating extensions once at the account level instead of several times across all your campaigns.
- Keep extensions live while changing associations. When you change associations, get an editorial status for serving extensions in nearly real time, with no impact on previous associations.
With Microsoft Advertising Editor for Mac and PC, it’s simple to manage your Microsoft Advertising campaigns in bulk. Whether you are online or offline, Microsoft Advertising Editor gives you the flexibility and control to optimise multiple campaigns anytime and anywhere, from multiple devices.
Get instructions to download Microsoft Advertising Editor for Mac or PC.
- Customise the Microsoft Advertising Editor user interface.
- Efficiently manage multiple accounts and make edits offline.
- Available for both PC and Mac.
- Create a new campaign using copy & paste and Multi-select feature for Windows.
Thanks for reading this Study Guide on Microsoft Advertising Editor. Continue studying or take the Microsoft Advertising Certified Professional exam to become certified.