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Bing Ads Editor Diary: How to Build Up a Quality Campaign with Speed – Part II

In Part I, I described the importance behind Bing Ads Editor’s Import and Export functions as they relate to helping you best assemble an online advertising campaign.  Remember that your campaign updates should be bookended by the following actions: 

    1. DOWNLOAD the most recent campaign data before you EXPORT it into Excel for customization.
    2. IMPORT your customized data back into Editor, and then click SYNC to ensure your changes are reflected in the live market (via Bing Ads Central Data Center- see below).

BAE Diary_With Speed Part II_Flowchart of import and exportIncorporate these two simple steps into your campaign management routine to stay updated and competitive in the market (see Things You Need to Know About Bing Ads Quality Score).  

Now, diving into Part II, how can you use the Editor’s simple Import and Export functions to actually improve sales?  Let’s take a real world example, using insight from 22 Maps That Show How Americans Speak English Totally Differently From Each Other and the below 3-step process for building up your campaign using Editor and Excel.   BAE Diary_With Speed Part II_3 Steps to Build an Ad Group With Internal Data 

I. Company A– Adding an Ad Group using Bing Ads Editor and Excel

Company A’s summer sales strategy is to customize their ad groups and keywords by regional dialect, and then target audiences accordingly.  Specifically, Company A wants to add a 2nd ad group named “Soda,” with the keyword “Soda,” to its overall “Summer Sales” campaign.  In effect, the company will have 2 campaigns – a “Pop” and a “Soda” campaign.  It can then change the targeting settings in Bing Ads so that people in Midwest America are more likely to see its “Pop” ad, and people along the West Coast more likely to see its “Soda” ad when they do online searches. 

Step 1: Export existing campaign and open it in Excel.

BAE Diary_Company A Step 1_Export Campaign

Step 2: Customize in Excel:

  • Copy/Paste to duplicate existing “pop” records
  • Change those duplicated “pop” records to “soda,” as shown below*

Now you have 2 campaigns you can import back into Editor!

BAE Diary_Company A Step 2_Excel

Step 3: Import this file back into Editor and target accordingly.  Choose from a variety of targeting options in Bing Ads to direct traffic from different regions to different ad groups.  This simple customization in Excel can help improve sales once you import it back into Editor (remember to Sync your updated campaign with central data on the server so your changes are reflected in the marketplace).

II. Company B– revising an Ad Group using Bing Ads Editor and Excel 

Company B’s strategy is to replace* the keyword “pop” with “soda,” since according to research, the term soda is more popular than pop.

Step 1: Export existing campaign and open it in Excel.

BAE Diary_Company B Step 1_Export Campaign

Step 2 - Customize in Excel:

  • Copy/Paste to duplicate existing “pop” records – you cannot just delete the row!*
  • Change those duplicated “pop” records to “soda,” as shown below

BAE Diary_Company B Step 2_Excel

*You might wonder why Company B can’t simply replace keyword: pop with soda in step 2 to avoid the deleting in step 3. This is because the keyword column is part of a set of unique identifier fields used to track keywords between Editor’s database and your exported file.  Changes to the unique identifier in Excel during this process will result in the creation of a separate, new keyword (as opposed to replacing “pop” with “soda,” in our example). The unique identify fields are: Type, Campaign, Ad Group, Keyword and Match Type.

Step 3 - Import this file back into Editor and then delete “pop” from the keyword list and ad group.

In the next diary we will go over more details of the unique identify field, but in the meantime, here are today’s takeaways:

  • DOWNLOAD your data from the back-end (Bing Ads Central Data – aka the marketplace) into Editor before you export it into Excel to ensure you’re using the same data in the front-end that exists for your campaign in the active market on the back-end (Remember, this is how it all works).  Alternatively, SYNC your updated data once you’ve re-imported your Excel changes back into Editor.
  • EXPORT your campaign data into Excel, and IMPORT it back into Editor.
  • Use Excel to add, replace, or update your Ad Groups and Keywords.
  • Be aware of the unique identifier fields while customizing exported data

Ping Jen

A Proud Member of Bing Ads Editor Team