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Campaigns and ad groups — along with importing campaigns from other search engines — make it easy to organize, manage and monitor your search advertising with Bing Ads, as well as run campaigns from other search advertising tools. Google Import makes copying campaigns from Google Ads easy, helping you reach more customers instantly.

This overview explains how campaigns and ad groups work to help you execute marketing strategies that get better results.

After reading this Study guide, you will understand how to:

  • Structure your Bing Ads campaigns and ad groups 
  • Organize your accounts
  • Use the Google Import tool to import Google Ads
  • Create limits for accounts, campaigns, and ad groups 

Structuring Bing Ads campaigns and ad groups

Bing Ads has four levels of organization: customer, accounts, campaigns, and ad groups.

A customer contains one or more accounts. A customer has a customer ID, which is associated with your business name and your address. At the customer level, at least one person is designated as the Super Admin. Super Admins have administrative access to all accounts.

Accounts contain one or more campaigns and include information about currency, time zone, whether you want to pay in advance (prepay) or pay later (postpay), your form of payment (primary payment method), and the people who have access to each account (users).

Campaigns contain one or more ad groups, which share a campaign budget. Campaign types include Search, Shopping and Dynamic Search Ads. See targeting searches automatically with Dynamic Search Ads and Create product ads in a shopping campaign for more information.

Ad groups contain one or more closely related ads and the keywords associated with those ads.

Left diagram showing a path from company, to account, to three campaigns with separate budgets/Right diagram showing a path from campaign, to ad groups, to ads, to keywords.

Create a new ad group

Learn about ad groups and how to create ad groups to organize your campaigns by specific products or services that you offer. Ad groups are the best way to organize your campaigns by specific products or services that you offer. An ad group contains a set of keywords and ads that are related to a common theme. Not only do they make it easier to manage related ads and keywords, well-organized ad groups make your ads more relevant to users’ searches. 

For example, Sarah owns a toy store and wants to create ads to highlight specials she will be offering. She could create different ad groups for “electronics for kids” and “riding toys,” which will each contain different sets of keywords and ads. When she wants to make adjustments to these ads, she can easily make changes to all the ads in a given ad group simultaneously.

Ad group structure

Learn more about how to create and edit a new ad group.

Organizing your accounts and campaigns

When you sign up for Bing Ads, you will be given a customer ID and your first account will be created. You can create additional accounts at any time. Generally, one account is all you will need. However, you might want to set up separate accounts if you:

  • Have more than one business
  • Want to market your products in multiple countries and languages
  • Are an agency managing accounts for other businesses
Here are some suggestions on organizing your account:
  • A good place to look when you are organizing your ad groups is at the structure of your website, since it already reflects how you organize and sell your products.
  • Are you a Google Ads customer? If so, the organization of your advertising campaign is essentially the same, except in Bing Ads you can have multiple accounts under one customer.

The following is an example to illustrate a customer with multiple accounts.


Example organization
 

Basics of importing campaigns

Compatibility between search advertising platforms is important. If you already have campaigns in other online advertising programs, you can import them to Bing Ads, saving you the trouble of having to set them up from scratch. For example, you can import directly from your Google Ads account, or you can create an import file and upload it to Bing Ads.

There are two easy ways to get your campaigns quickly over to Bing Ads: one, import using Bing Ads Editor with a spreadsheet, or two, import using only your Google Ads login and password credentials – no spreadsheets needed.

Import from Google Ads

The Google Import tool allows advertisers to import 5 million keywords plus 4 million ads. You can also import 3 million ad group product partitions and 2 million negative keywords (ad group level and campaign level combined).

You can do this by following three steps. First, sign in to Bing Ads. Then click Import from Google Ads. Follow the steps to import your campaigns.

Import Google AdWords

(Another option is to import Google Ads using Bing Ads Editor. Simply Click Import from Google, and finish by following the steps to import your campaigns.)

Import Google AdWords

You can decide if you’d like to import all existing and new campaigns from Google Ads or just specific campaigns.

Import new items at a more granular level when you click Show advanced options. Select particular items to import, including new entities like negative keyword lists.

Determine which targeting settings and ad extensions you’d like to import, including importing In-market Audiences through “Audience targets.”

Watch this step-by-step video demonstration to learn how to import campaigns from Google Ads to Bing Ads.

Note: Before you begin importing campaigns from Google Ads to Bing Ads, be sure to review Importing your campaigns: Requirements. When you're finished importing, you can view your data and will have the opportunity to fix any issues.

You can import from Google Ads:

  • 10 thousand 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

Things to know about Google Impor

Sign-in information

Bing Ads does not save your Google Ads sign-in information or use that information for any purpose other than the import process.

Language

When importing an Ads campaign that has multiple targeting languages, Bing Ads will select the highest ranked language based on data collected from the Bing Ads marketplace. If none of your Google Ads target languages are supported in Bing Ads, the campaign will not be imported and Bing Ads will flag the campaign as an error. Stay tuned; multiple language targeting parity with Google Ads is coming soon!

Location

When importing location targets from Google Ads to Bing Ads, the location targets must match to a corresponding location. However, if a location target from Google Ads does not exist in Bing Ads, campaigns targeting those locations will be mapped to the parent location if matched. Unmatched locations are not imported, but the corresponding campaigns may be active.

Device targeting

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.

The following is a chart comparing the Import feature between Bing Ads and Google Ads:

Import file template

Importing from a file

Some Bing Ads users are currently unable to import campaigns directly from Google Ads. If you have Google 2-step verification, you need to create an application-specific password for Bing Ads. If you're still unable to import directly after several attempts, follow these steps to import campaigns using an import file:

Create a Microsoft Excel or CSV (comma-separated values) import file. You can download the import file template here. In Bing Ads, 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.

 

Import file template

Another useful feature is the option to select when you want to import your Google Ads data into your Bing Ads account. Select whether you want to import now, once at a later date and time, or on a recurring basis (Daily, Weekly or Monthly). Give your import a name, and decide how you want to be notified of the import and any possible changes/errors.

Schedule imports

Review your import, when it was created, and when you have it scheduled to run. Select Edit to make changes to the import or click Run now to have the import process run immediately. Go over previous imports that have run in the last 90 days.

The Import Summary confirms that your import has been scheduled, when it will run and how often it will sync.

Some specific situations require special attention during import. There are also some items that you will need to re-create using Bing Ads, such as Automated rules, Ad-group-level Sitelink Extensions, Ad-group-level App Extensions, Ad-group-level Location Extensions, Ad-group-level Call Ad Extensions, Remarketing lists and associations, and IP exclusions.

Read more about items you should check after import.

Limits for accounts, campaigns, and ad groups

There are the limits on the number of items you can have at each level. This information can be useful in organizing your advertising campaigns, particularly if you plan on importing from Google Ads.

This level... Can contain up to...

Customer

  • 15 users
  • 6 accounts
  • 50,000,000 keywords

Accounts

  • 10,000 campaigns
  • 5,000,000 keywords (and product targets combined)
  • 5 million negative keywords
  • 20 negative keyword lists (max. 5,000 keywords per list)
  • 200,000 Sitelink Extensions
  • 150,000 Ad Extensions (excluding Sitelink Extensions)

Campaigns

  • 20,000 ad groups
  • 20,000 negative keywords
  • 10,000 location targets
  • 5,000 shared negative keywords
  • 2,500 website exclusions
  • 100 IP exclusions
  • 1 Call Extension
  • 20 Sitelink Extensions
  • 6 Image Extensions

Ad groups

  • 100 ads, including text or product
  • 20,000 keywords (and product targets combined)
  • 20,000 negative keywords
  • 10,000 location targets
  • 6 Image Extensions

Managing Bing Ads campaigns and ad groups

Once you've finished creating or importing your campaign, you can make changes to many of the campaign and ad group settings.

Edit campaigns: To quickly change the campaign name, status or budget, go to the Campaigns page, click the checkbox in the row of the campaign you want to change, then click the Edit dropdown followed by the Edit selected rows link.

Alternatively, from the Campaigns page, you can hover over the field in the row you wish to change and click the Pen icon. To change more advanced settings, like campaign targeting, budget options and exclusions, go to the Campaigns page, click the name of the campaign, and click the Settings link.

Edit ad groups: To quickly change an ad group name, status, search bid or ad schedule, go to the Campaigns page, select the Ad groups tab, tick the checkbox in the row next to the ad group name, then click the Edit link followed by the Edit selected rows link.

Alternatively, hover over the field you wish to change in the ad group’s row, and click the Pen icon. To change more advanced ad group settings, like the ad group targeting, ad distribution, pricing, schedule and ad rotation, click on the name of the ad group, then click the Settings link.

When importing Google Ads campaign that contains multiple target languages, Bing Ads will select the campaign language with the largest market as your ad group target language. If none of your Google Ads target languages are supported in Bing Ads, Bing Ads will flag the campaign as an error.

If you are taking advantage of the new Expanded text ads option, you will need to review whether you need to set an account-level tracking template. To do this, select the account into which you want to import your Expanded Text Ads. The account should include the campaign and ad group specified in the import file.

Summary

As you set up your campaigns and ad groups, or import campaigns, keep these key points in mind:

  • Align your campaigns with your business groups or products.
  • Manage your campaigns and ad groups from the Campaigns page.
  • Take advantage of the Google Import tool to import Google Ads campaigns.
  • Create an upload file and import it to Bing Ads.

Thanks for reading this Study guide, Introduction to campaigns, ad groups and Import from Google Ads. Continue studying or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this Study guide may not be available in your market.