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More Details on How Bing Ads Will Support Importing of AdWords Enhanced Campaigns

In April I wrote a blog post which described our intention to continue to support advertisers importing their search ads campaigns from Google AdWords into Bing Ads as AdWords’ transitions to Enhanced Campaigns. Today’s blog post will go into some detail on the changes we will be making to Bing Ads to enable interoperability with enhanced campaigns along with timelines for the delivery of this functionality.

Mobile Device Preference on Ads and New Dynamic Text for Destination URLs

A key aspect of enhanced campaigns is that AdWords has eliminated device targeting at the ad group and campaign level with a notion of device preference on ads. An ad can either be marked as supporting All devices or only Mobile devices.  

We plan to add support for device preference on ads as well. However we will also continue to support device targeting at the campaign and ad group level.  After this change, you will continue to be able to create specific campaigns or ad groups that target one or more of the following

  • Desktops and Laptops
  • Smartphones and other mobile devices with full browsers
  • Tablets

Figure 1: Illustrative image showing device preference on ads in the Bing Ads web site

With the move to discourage the creation of device specific campaigns in AdWords, advertisers now need a way to provide destination URLs for both the PC and mobile versions of their website in one ad. The recommended way to address this in AdWords is described in the blog post, New ValueTrack parameters for enhanced campaigns: managing keyword level URLs by device, which is excerpted below

Let’s say you want to send mobile users to "m.example.com/widgets," and desktop and tablet users to "www.example.com/widgets" for the keyword “widgets.”  In this scenario you could set the destination URL for this keyword to:

      {ifmobile:m.example.com/widgets}{ifnotmobile:www.example.com/widgets}



For the keyword “widgets”, let’s say you have assigned an internal keyword id of “df32” for desktops and tablets and “df33” for mobile devices. You can set the keyword-level destination URL to:

      www.example.com/widgets?kwid={ifnotmobile:df32}{ifmobile:df33}

Then, if the user clicks from a desktop or tablet, the landing page is:

      www.example.com/widgets?kwid=df32

and for a mobile click:

      www.example.com/widgets?kwid=df33

In Bing Ads, we will also be increasing our list of dynamic text supported for destination URLs to include ifmobile and ifnotmobile variables to ensure that when importing campaigns from AdWords we will be able to differentiate your mobile destination URLs from your desktop or tablet targeted websites.

It should be noted that we currently do not support these variables and any AdWords enhanced campaigns that are imported into Bing Ads today that use these variables will be considered to have invalid destination URLs today.

Changes to Bid Adjustments

The change we are making to bid adjustments are significant enough that they deserved their own blog post. The aforementioned blog post describes how you will be able to specify negative bid adjustments, use higher bid ranges (maximum of 300% for device targets and 900% for others) and take advantage of more granular bid adjustment percentages instead of only being able to only adjust bids in increments of 10%.

When these new bid adjustment features are rolled out across Bing Ads, bid adjustments will be imported correctly from Google AdWords campaigns as opposed to being ignored as they are today.

Ad Extensions at the Ad Group Level: Site-Link Extensions

A final change is the ability to specify ad extensions on an ad group that override the ad extensions associated with the campaign. In our initial release in the fall, this functionality will be available for site link extensions and more ad extensions will support this capability over time.

Recap and Timeline

To summarize, as part of our goal to continue to further interoperability between Bing Ads and Google AdWords we will add the following features to Bing Ads by the end of the 3rd quarter of 2013

1.)    We will be adding the notion of device preference to ads. This will indicate that an ad prefers to be shown on mobile devices. In addition, we will continue to support device targeting at the campaign and ad group level.

2.)    New variable for dynamic text for destination URLs will be added. Specifically you will be able to use {ifmobile} and {ifnotmobile} to specify what destination URL to use depending on whether the user is on a mobile device or not.

3.)    We will be making significant changes to bid adjustments including adding support for negative bid adjustments, more granular bid adjustments, increased ranges for bid adjustments and introduction of bid adjustments for device targets. These changes are discussed in detail in last week’s blog post.

4.)    Site link extensions can be created on an ad group which override the site link extensions associated with the campaign. This will be the only ad extension that will support this functionality in the near future.  

With these changes advertisers have full control as to whether to continue with the ability to target specific device categories that have been the hallmark of search marketing for years or to utilize the enhanced campaigns model in Bing Ads.

There is a corresponding post on the Bing Ads API blog which goes into some detail in how these changes will be surfaced in the Bing Ads API.

Thanks for reading this far and being a great customer of Bing Ads. We will continue to work hard to maximize your ROI and earn your business.

Dare Obasanjo

Program Manager, Bing Ads Platform