Bing Ads Automated Imports: A Gift To Handle With Care
January 27, 2017
We as digital marketers work hard! Full-time PPC work is exactly that—a full-time commitment. Between outlining strategy, identifying expansion opportunities, defining audiences, adjusting bids and monitoring budgets and performance across various media, it can be hard to stay on top of every optimization in every platform for every client (whew! I’m out of breath just reading that). Once again, the developers at Bing Ads are working hard to make our PPC lives easier, most recently by introducing Automated Imports from AdWords.
#BingAds is working to make our #PPC lives easier with new Automated Imports from #AdWords. Click To Tweet
Bings Ads Google Imports have been around since 2013, but previously required users to log in to the platform and initiate each import manually. Automated Imports will allow for scheduling of monthly, weekly, or daily updates—in essence, telling Bing Ads to check for changes in Adwords and update each Bing Ads counterpart accordingly. Options for Automated Imports remain the same as a standard one-time Google Import.
Once advertisers have defined the criteria for an Automated Import, they can choose how frequently the rule should run. Automated Imports can also be scheduled as non-recurring events to take place at a future date and time.
Although the Automated Imports feature may seem a simple update, it can save considerable time for those whose Bing Ads accounts closely mirror Adwords. Rather than optimizing two sets of budgets, bids, and targeting, advertisers can unearth some much-needed spare time (because who doesn’t wish they had more time in a day?).
However, with all the praise for Automated Imports, there are a few cautions to go with it.
- Advertisers should, first and foremost, be aware that not everything in Adwords ports perfectly into Bing Ads. For a full list of what does and does not copy, and what to check after importing, see this post.
- Advertisers should test a non-recurring Google Import with the desired settings before allowing Automated Imports to run unmonitored. Ensure that everything you need to be carried over (and nothing that you don’t need) is working as anticipated.
- Advertisers should also remember that Bing Ads performance may frequently differ from Adwords, due to differences in demographics and user behavior. Not every change, expansion or optimization in Adwords will necessarily generate the same results in Bing Ads.
We are eager to hear if any of you frequently use the Google Import feature in Bing Ads, and how you feel about this new option to automate and schedule recurring updates. Share your thoughts with us on Twitter and let us know whether or not you’ll be testing Automated Imports for yourself.
Browse By Category
Faster, Easier Mobile Lead Generation with Social Lead Ads
Explore how lead ads work, what effects they can have on mobile conversion rates and next steps for rolling out campaigns across social channels.
What the State of PPC Report Reveals for 2018
This year we had a great turnout of responses and some mind-blowing insights to share with you. Join Hanapin's President Jeff Allen as he walks through what we found in our State of PPC Report for 2017-2018 and where the industry is going.
Bing Ads Content Data To Be Deleted
Bing Ads is Deleting Content Data. What you should know and do before-hand.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
What Will 2018 Hold for Social?
In this webinar, join AdStage’s JD Prater and Hanapin’s Steve Burnett as they look into the next year and show you what to look forward to in the social advertising world.
Why Brand Ad Campaigns Are Important
Explore reasons why you should consistently bid on your brand name and gain more real estate in search results for branded searches.
How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure
Part 1 of 2 in Shopping structures for PPC accounts. Learn how to organize your PLA campaigns using a tiered prioritization strategy.