Mind boost: 1 minute.
Have you ever heard of how easy it is to import your Google AdWords Campaigns into Bing ads? Yepp. Me too. Campaigns are easy to import but a hell to organize and adapt to Bing ads. There are a lot of things you need to consider after you have imported the campaigns, adgroups or keywords into Bing ads and in this post I’m going to give you 5 tips.
1. Ad Groups language
The interface of Bing ads is similar to Google AdWords and you don’t need to configure the Campaigns settings after importing. But my first obstacle and something I noticed the day after was that from the Adgroup level the target language setting had changed from swedish to english, which means that my ads wasn’t enable because they were in swedish. So the first thing you need to do after importing is to change the language for every adgroup. You do this in Bing Editor interface. Beware, this is such a mess. Also this is only if you are not advertising in English.
2. Chrome issues in Bing Ads
One thing I also noticed is that Bing ads manager don’t work well with chrome and it was by a coincidence when chatting with Bing when a operator said that four of my Ads were not approved by Bing. I didn’t see this because I was sitting in chrome. The problem was solved after I sign into the account using IE. So always use IE when working with Bing ads.
3. Capital letters in headline
After I switched to IE I saw why the four ads was not approved. This was due to Bing ads doesn’t only approve capital letters in the headline. E.g You can’t use the headline “CRM” but to get around this trouble you can write “CRM for business”. Bing is a bit cranky with this but it works fine if you add lowercase aswell.
4. Conversion tracking
This is not news. You need to setup new conversion tracking in Bing ads. You can do this by using Google Tag Manager. For me this was simple because I use the same tags for Bing Ads as I do for Google AdWords. The goals are approved by Bing within 24 hours. And really, it is exactly 24 hours.
5. Ad Extensions
As in Google AdWords you have the opportunity to use Ad Extensions in Bing ads.
The Ad Extensions which are imported is Sitelinks. I had to modify every sitelink to make it adaptable to Bing. I recommend you to do the same. The disadvantage is that you can’t copy an existing sitelink if you e.g want to make sitelinks for mobile.
I really recommend trying out the Image extensions to display your brand and products even more.
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