Expand Your New Store's Paid Marketing Campaigns at a Lower Cost by Importing Campaigns to Bing

Expand Your New Store's Paid Marketing Campaigns at a Lower Cost by Importing Campaigns to Bing

If you’ve just bought a new eCommerce business, you likely did so because you’ve crunched the numbers and recognized it as profitable while also noticing ways to grow your business.

Too often, those behind a successful startup end up wearing blinders with regards to certain options for growth, which opens the doors of opportunity to new owners (such as yourself!). If your eCommerce business isn’t already using Bing Ads instead of (or in addition to) Google Adwords — you might be missing out.

To do this, you’ll need to understand the advantages of Bing Ads over Google Adwords, know how to set up a Bing Ads campaign, brush up on advanced methods to manage pay-per-click (PPC) campaigns, and learn how to import campaigns from AdWords.

One of the largest advantages of using Bing Ads is that the average ad has a 33.5% cheaper cost-per-click (CPC), and Bing reportedly has a 34% higher click-through-rate (CTR). The market segments associated with this higher CTR are connected to shopping and financial services search verticles (due to Yahoo and MSN financial reporting).

Though there are plenty of ways for you to start making adjustments to your newly acquired eCommerce business, launching a Bing Ads campaign can be a relatively cheap, effective way to improve brand awareness and revenue.

Bing Advertising Versus Google Adwords

The basic premise behind each platform is the exact same: they allow you to conduct PPC advertising to reach specific audiences, drive traffic, and increase your revenue.

Google Ads (formerly known as Google Adwords) offers both the Search Network, where you can create text ads to appear on the search engine results page, and the Display Network, which allows you to create targeted display ads to appear on many websites throughout the internet.

Bing Ads, owned by Microsoft, works on three different search engines: AOL, Yahoo, and Bing. When you advertise via one platform, you’re actually ending up on all three.

The primary advantage of Adwords is that Google has an estimated 60% of the global search engine market on lockdown. So how many people use Bing? According to a Paid Search Trends report for the second quarter of 2018, Bing market share climbed to 27% of overall search impression volume. The significantly larger reach of Google can be especially important to your business if you’re targeting a small geographic area or very small niche markets.

Additionally, there are 5.4 billion monthly searches conducted on the Bing Network. And, more importantly, Bing Ads reach 63 million users that you can’t get to with Google AdWords alone.

Though there will be a higher search volume and more potential clients viewing your ads through Google AdWords, you may be able to achieve a better ad position and lower CPC when using Bing Ads, which makes it all a balancing act.

The bottom line is that though it’s important to understand the comparative strengths of Bing Ads versus Google AdWords, the reality is that you’ll most likely want to use them in conjunction with one another.

Importing Your AdWords Campaigns to Bing Ads

Importing to Bing

In mid-2018, Bing introduced a new toolbox of features for you to import Google AdWords to Bing Ads. As a result, if the ecommerce business you’ve recently purchased already has AdWords campaigns set up, you can take advantage of importer features to migrate those ads to Bing Ads.

According to Search Engine Journal, you can now import the following from Google AdWords to Bing Ads:

  • 10 thousand campaigns
  • 1 million ad groups
  • 5 million keywords
  • 4 million ads
  • 2 million ad group-level and campaign-level negative keywords combined
  • 2 million ad group product partitions
  • 200,000 all other entities combined
  • 500,000 targets

You will also be able to import gender and age targeting, as well as negative keyword lists. You’re probably familiar with Google’s Keyword Planner tool — Bing also has their own Bing keyword tool — the Bing Ads Intelligence tool.

Bing Ads Intelligence tool

The import process is now pretty straightforward.

From your Bing Ads login, click “Import Campaigns,” and then click “Import from Google Ads”. After that, you’ll need to sign into your Google account and access your Google Ads.

Then, select the Google Ads campaigns you want to import, and click “Continue.”

At this point, you’ll need to decide what you want to import, such as the bids and budgets, landing page URLs, tracking templates, ad extensions, and Bing Merchant Center.

Avoid These Pitfalls When Importing Bing Ads

Bing importing view 2

There are five major mistakes you can make without even realizing it when going from Google AdWords to Bing Ads:

  • Assuming “Time of Day Targeting” works the same way as on Google (you’re dealing with different audiences)
  • Not taking advantage of key targeting options
  • Not updating the source in the URL tracking code
  • Not fully optimizing your ads (keeping in mind differences between Google Ads and Bing, like character count limits and Sitelink extensions)
  • Not reviewing your negative keyword lists

Set Up Your a New Bing Ads Campaign

Instead of importing Google AdWords campaigns, you might decide to simply start from scratch when putting together your first Bing Ads campaign. If that’s the case, it’s going to be important that you understand how to effectively set up a new Bing Ads campaign.

To get started, go to the Bing Ads editor: the “Campaigns” page and click “Create Campaign.”

At this point, you’ll want to select the appropriate goal. By setting your goal at the getgo, Bing is able to make more useful suggestions as you move forward with designing the campaign.

Once your goal is selected, the creation wizard will take you through a four-step process.

The first step is to establish your campaign settings. This includes the name, budget, language, where in the world you want your ads to appear, and your target audience in those locations.

The second step is selecting the ad group and keywords for your campaign.

Bing explains that “campaigns are made up of ad groups, and ad groups are made up of sets of tightly-related keywords. Keywords are the words or phrases people search on when looking for a product or service”.

At this point, you’ll enter the URL of your website so that Bing Ads can crawl it, searching for ad group and keyword suggestions. To get additional suggestions for keywords or phrases, you can enter a relevant URL that isn’t yours (like a competitor’s). For example, if you sell Rebecca shoes, you could also enter the URL for a company that sells Nike shoes.

If you want to enter keywords manually, there’s a place available for you to do that.

During this stage of the process, you might also want to consider adding a new ad group. Having separate ad groups allows you to better target certain markets. For example, if you’ve just bought the company Thuggies, your list of keywords for the kids Thuggies (long hoodies) is probably going to be different than the shark-patterned onesie for adults. Basically, new ad groups allow you to better control your targeting.

The third step is creating the ads for the campaign itself—if you’ve not decided to import them directly from Google AdWords. There are various types of Bing Ads you can put into place, from dynamic search ads and product ads, to app install ads and standard text ads.

At this point, you’ll also be able to use ad extensions, which is additional information about your business that you can include in your ads (also imported from Google Ads). Bing will feature ad extensions that are most relevant to the campaign goal, which you set at the beginning of the process.

The final step, step four, is dealing with budgeting and bidding.

Here, you can make adjustments to the budget you set in the first step to see how it is predicted to impact your campaign's performance. During this step, you’ll also need to set your bid strategy. These strategies can be anything from enhancing CPC and maximizing clicks to maximizing conversions and targeting CPA. CPCs tend to vary on Bing, but you can lower your CPCs by testing the waters to see how low you can go. Just note that Bing requires a minimum bid.

Bing & Google Ads PPC Campaign Tips

Bing Ads Overview

In a world where more and more customers are making purchases large and small on mobile devices, it’s increasingly important for PPC campaigns to be designed to specifically target these devices.

You can tailor messages based on mobile searches with calls-to-action that encourage searchers to call a phone number instead of visiting a website. Along these lines, you’ll also want to include call extensions: these are the clickable phone numbers that appear on a mobile search.

If the business you recently bought has a brick-and-mortar element to it — as in it doesn’t exist solely in the eCommerce universe — you will want to consider a very tight geotargeting ad campaign for mobile devices.

If you’re feeling a bit pushier when promoting the products or services of your newly acquired dream business, you can always go with the tried-and-true countdown timer. You can have sales end in days, hours, or minutes — it’s up to you. Even if it’s not the right tool at this time for your ad campaign, it’s good to remember that you have it in your toolbox.

You’re also going to want to be careful with how you use negative keywords, which will tell Bing Ads not to show your ad on any pages that contain these words. Note that it’s very easy to develop a list of negative keywords that actually block your reach to users who are part of your target market simply because a lot of websites use counterexamples in their text.

You’ll need to be aware of keyword conflicts, which is when your keywords are dialing in on viable display spots only to be bumped because of negative keywords blocking the site.

Final Thoughts: Don’t Let Your New Business Miss Out — Use Bing Ads

If you have recently acquired an eCommerce business, such as Bowzer Box, Lava Lunch, or Snorkeling Warrior, part of your job is going to be understanding what marketing strategies were implemented to get to this point. You’ll realize that the previous owners had enough on their plate that they weren’t able to optimize many aspects of the business — especially on the marketing side.

By reviewing existing Google AdWords campaigns (if applicable), you can decide how best to migrate those ads to Bing Ads. Of course, Bing Ads only has access to a fraction of the search volume provided by Google AdWords. However, the lower CPCs simply can’t be overlooked. Regardless, when you start a new account, you’ll likely be able to experiment with a free Bing ads coupon.


Have more questions about how to optimize traffic, conversion rates, and workflow for your new eCommerce business? Share your thoughts in the comments and we’ll help you find some answers!

Maddy OsmanMaddy Osman is an SEO Content Strategist who works with clients like AAA, Automattic, Kinsta, and Sprout Social. Her background in WordPress web design contributes to a well-rounded understanding of SEO and how to connect brands to relevant search prospects. Learn more about her process and experience on her website and read her latest articles on Twitter: @MaddyOsman.

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