Posted by & filed under Google Ads Tips, Microsoft Ads.

Advertisers vie to stay ahead of their competitors. Having explored the PPC scope in AdWords, the next step that most businesses prefer to take is to start advertising on Bing too. A feasible decision here is to import your already performing campaigns to Bing and get started with it. But if you thought that by importing the campaign the work is done, it is 50% of the task accomplished. It is extremely critical to do a complete audit of the campaigns before hitting the live button.

By copying the campaign’s ad going live with it advertisers might not witness the same results as AdWords delivers. In order to make sure your campaigns stand effective, run through the following components of your campaign, and then Voila you are ready!


Here is a handy checklist of the key elements to review after importing AdWords campaign to Bing Ads



1. Re-review Your Ad Copy Descriptions

Bing Ads gives an additional character with a messaging limit of 71 characters. So, there are no ‘Description 1’ and ‘Description 2’ line break specifications. You can accordingly modify your messaging to be displayed as one full sentence or split it up into 2 sentences adding a ‘.’ in between.


2. Adjust Your Campaign Bids

You just might not want to go aggressively with your bidding strategy like you did in your AdWords account. So it is a wise step to cut own on our bids at the keyword or ad group level. Pay attention to the max CPC bid that has been set.


3. Update Your Keyword And Ad Group Bids

Much like the scenario explained above, ad group level bids and keyword level bids must be updated and brought down, unlike the high bidding approach in AdWords.


4. Bring Your Daily Budget Down

Similarly, if you had earlier (i.e., in AdWords) allotted a high budget to your campaigns, the same rule might not necessarily apply here. Check your Budget settings so that it doesn’t get depleted fast if you wish to spend slow


5. Check Your Day Parting Settings

In Bing, the time is set as per the location of the user in comparison to Google’s setting the time as per the time zone of the advertiser. This difference makes it important to recheck the targeting settings done to make sure you are reaching your audience in the right time frame.


6. Make Sure The Location Ad Setting Have Been Specified 

The default location option is set for ‘Everybody’ ( i.e., people in,  showing interest or interested in your target location). You might want to set it up for people in your target location only, so don’t forget to update that change.


7. Has Your Geographic Location Been Picked

You must check if your geographic preferences have been updated as it is or altered. So, if you want your campaigns directed only to select a destination, confirm the same else it might have been set to the default option of ‘All available countries/ regions’


8. Confirm Your Negative Keyword Match Types

Bing doesn’t have the option to add the negative keywords in broad match type. So if you have imported your negative keywords with the broad match they must have automatically got converted to the default ‘phrase’ match type. You should alter that immediately.


9. Check your Negative Keyword List Association

Negative keywords added through the Shared Library to multiple campaigns might get missed during the import procedure, as the same is done at an account level. This might prove detrimental if not updated, as negative keywords play a pivotal role in routing the desired traffic to your business.


Note: We offer free negative keywords tool for Amazon Ads, Bing Ads & Google Ads with a generous free tier. Know more here 


10. Update your device bid adjustments

Unlike AdWords, Bing provides the option to make bid adjustments for both mobile and tablets. You must make use of this opportunity and raise or lower your bids accordingly.


11. Check Your Device Targeting Settings

If you had specified your device targeting in AdWords say for Mobile, then you must check the settings for the same and update it to reflect that in your campaign


12. Update Demographic Bid Adjustments

Bing’s demographic targeting lets you adjust your bids for the preferred age group or gender. If you really want to increase the chances of reaching our to your niche audience you must update these settings as well.


13. Add An Image Extension

Visuals can set your ad apart, so make use of this additional ad extension option offered by Bing. Image extension might just help you boost your clicks and visibility.


14. Update Your Sitelink Extensions

If you have a landing page that excels in comparison to the rest then you can add multiple sitelinks using the same landing page link in Bing. Unlike AdWords it is not mandatory for each sitelink to send the user to a unique landing page. You can make use of this opportunity and make a high performing landing page contribute more in driving results.


15. Update your URL tracking code

If you had a tracking code added in the destination URL in AdWords, the same needs to updated for your Bing campaigns as well. If you want to ensure a seamless flow of analytics then this change and updation is a must, like the rest.


16. Search Partner Targeting And Exclusions

First, check if the ad distribution option has been set to ‘All’ which would mean Bing’s search network as well as its search partners. With Bing helping advertisers access the Search Partners Report, you can, at a later stage or now, exclude non-performing partners from your campaign’s reach.


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