Bing Ads will now automatically update synched Google AdWords campaigns… but should you be doing this?

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Bing Ads will now automatically update synched Google AdWords campaigns… but should you be doing this?

Following the success of Bing Ads’ Google Import tool (which allows advertisers to import their existing Google AdWords campaigns into the Bing Ads platform), synced campaigns will now be automatically updated through a new ‘Automated Imports’ tool.

Featuring options for scheduled imports to be completed on a daily, weekly, or monthly basis, the tool will ensure advertisers will no longer need to manually update their ad copy in the Bing Ads platform. Instead, changes to your ad’s copy, keywords, extensions, and budgets will be changed automatically.

As Search Engine Land explains, other settings will continue to be automatically ‘synced’ after setting up the import. These include:

  • New ad groups
  • Negative keywords
  • Negative sites
  • Location targeting
  • Tracking templates
  • Custom parameters

An example of how the new importing feature works can be seen in the below image:

Bing Ads will now automatically update synched Google AdWords campaigns

Bing Ads will now automatically update synched Google AdWords campaigns

Image(s) source: Search Engine Land

As the above image illustrates, you can also adjust import settings in the scheduled imports summary. Advertisers are also able to pause or delete scheduled imports if needed.

The TJM take: With the new Automated Imports tool, we can see more advertisers being attracted to the Bing Ads platform. Not only is it already less competitive/more affordable than Google AdWords, but by making it easier for advertisers to import their existing AdWords campaigns, they can maintain consistency with limited time and resources.

There is a drawback, however; as it will import the whole of the account’s settings (including budgets), the tool won’t be a good fit for all synchronised campaigns.  If they can separate out this feature then they may be in for a win… it may be possible to use scripts to correct this… we will experiment and see!

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