Bing PPC Imported, 5 things to double check

Things to check after importing your ads from Google to Bing Adcenter. A little checklist for those importing adwords into bing ads adcenter.

1. Day and time settings. They default to the campaign level settings for all ad groups. Ours were originally set for M-F / 8am to 9pm EST. After the import to Ad center they were defaulted to all days and times. This would have cost us hundreds of dollars in lost spend on days we don’t serve customers.

Important to note on here that Bing ads do not have the full flexibility of Google Ad words in allowing you to pick the exact hours. Bing breaks the day into 6 time slots (ex:7am-11am) and you check or uncheck the ones that should apply. They opted for simpler interface in exchange for some forfeited precision.

2. Devices. After importing campaigns from Google to Bing the setting in your new Bing Campaigns will be all devices. Today’s sample for me was an industrial product (parts store) and thusly I want to turn off mobile devices. If this affects you, make sure to check it.

3. Keyword match types? Modified broad match does now work in Bing which is great news. In the past you may have heard that this type of keyword match “EX: +blue fuzzy +widgets” would be converted to “blue fuzzy widgets” on import. This is no longer the case. Also the Exact match negatives will also be valid in Bing. Hats off to Bing on keeping up with what Google has proven people like.

4. Lower your bids. If you have been happy with the locations you have 2,3,4th etc, you will find you do not need to bid as much to achieve the same spot. If you want the number one spot you shouldn’t have to worry about this since your final cost will be based on the guy in the #2 spot anyway. The facts are there, you can get comparable position with a lower PPC bid on Bing.

5. Broad match negative keywords. Google uses em, Bing does not. If you relied on some of these to block entire niches or segments of searches you need to add some more. Bing converts them to “phrase match”. It will require you coming up with alot more variations to cover the same amount of blocking. This one is important and will cost you money if not looked into. Also this will cause a dip in your CTR as your ads show on less than relevant results.

From Bing: “Bing Ads does not use broad match negative keywords. If you have set up broad match negative keywords in Google, those will be treated as phrase match negative keywords when importing to Bing Ads.”

BONUS: One free character! Google allows (title,body,url) 25, 70, and 35 in most languages. Bing gives you 25, 71 and 35. Useless perhaps but true.

About author

Todd Kron

of Sellaholics is a veteran of Analytics, PPC, Display, video, UX, conversion optimization, affiliate programs, web design and web programming since 2002. My background includes affiliate sales to 6 figures, director of a web design agency, and currently the digital manager for a leading energy company located in Huntersville, NC. From search to sale 1000 different ways is my background. Sellaholics is a Google Partner Agency.

  • Eric Barnes

    Thanks for the list. This definitely helped avoid a few mistakes.

    Just one minor point. In Adwords the “Broad Negatives” aren’t truly broad, they are actually phrase match. So this would not affect bing