The “Import from Google AdWords” feature within Bing Ads has proven to be a blessing to many a time-crunched PPC practitioner. However, its simplicity belies the fact that there are a few additional optimizations — some unique to Bing Ads — that could help ensure you’re getting the most ROAS (return on ad spends) from your campaigns.
Taking just a little more time to make a few extra tweaks can be absolutely worth it — not just for your bottom line, but also to avoid costly errors.
Here are five common mistakes when porting campaigns over:
On AdWords, dayparting is based solely on the time zone specified by the advertiser (and can’t be changed) when setting up the account. Bing Ads’ ad scheduling is based on the location of the person viewing your ad.
This means if you set up your campaign to serve ads from 9 a.m. to 5 p.m., it will show across the country — PST, CST or EST — between the hours of 9 a.m. and 5 p.m. for the searcher, even if you meant 9 a.m. to 5 p.m. EST. This is a handy feature, especially for accounts that span multiple time zones, as it helps avoid any calculation errors between time zones.
Be careful to adjust the ad scheduling settings from the newly imported campaigns to more accurately reflect the right times for your ads to show.
Here are some further optimization opportunities you have with Bing:
a. Demographic targeting within search:
Bing Ads offers demographic targeting within the search network, at both the campaign and ad group level, that allow you to set bid modifiers ranging from -90 percent to +900 percent, based on age and gender.
Find it under the advanced targeting options section in Settings:
b. Search partner targeting:
With the additional transparency into search partners provided by Bing Ads, it would be a mistake not to review search partner performance reports every few weeks after the import in order to weed out poor performers and save money.
Poor performers can be blocked via the website exclusions option under campaign settings.
c. Device targeting:
Unlike Google AdWords, Bing Ads provides control over tablets and smartphones separately, offering specific bid modifiers for each. Tablet modifiers range from -20 percent to +300 percent, while smartphone modifiers range from -90 percent to +300 percent.
Not taking advantage of these device targeting options could mean wasted ad spend.
While it may seem perfectly obvious, it’s surprising how frequently something like this gets missed.
Chances are, the newly transferred destination URLs are tagged with AdWords-specific UTM code to allow your analytics tool to track those campaigns. If you don’t change the UTM code to reflect the new source, you can skew your analytics results and cause reporting inaccuracies.
There are a couple of easy ways to keep your attribution data accurate. First, at the time of the import, use the “Edit ad and keyword destination URLs” feature to update the tagging. Alternatively, as a catchall, enable the auto-tagging setting within your account with a simple click of the mouse. It’s truly something that takes less than 30 seconds to do.
Under the Accounts & Billing section, you’ll find the option to enable Auto-Tagging:
Then simply choose the “Replace all existing tags” option (or choose the option to append the tags as needed).
If you use another tagging system within your URLs, it’s still critical to make sure you manually update the source to reflect Bing Ads.
a. 71-character format checks:
The per-line limit in AdWords doesn’t exist in Bing Ads, which uses a longer 71-character limit. This means ads can look different from one to the other.
Following your import, preview some of your most important ads in different formats to ensure they still read well. It’s worth adding in some ad copy A/B tests, as well, to find the messaging that fits this slightly different format.
b. Sitelink extensions functionality:
While in AdWords, each Sitelink must have a unique URL, Bing Ads poses no such restrictions. If you have a landing page that converts like a dream, you could still link to it via the different Sitelinks (provided they all made sense and had the relevant information on the page).
Thus, you could enjoy both the extra real estate in the SERPs and a high conversion rate.
While AdWords allows broad match negative keywords, Bing Ads does not. The negative broad match keywords imported will have been automatically converted to phrase match.
This could mean that you’ll need to expand these lists further to cover some of the keywords that would have been blocked by a broad match negative in AdWords. It’s worth keeping an eye on the search terms report to check and see if you need to add negative keywords as phrase or exact match.
The Negative Keyword Conflict report would be handy to run in the days following an import, in order to ensure that all is in proper working order and no valuable terms are getting blocked.
The subtle nuances between the two platforms can make quite a difference to advertising performance. Getting started on the right foot removes a lot of risk and ensures your Bing Ads campaigns are well supported.
Have you found other strategies or tactics that have helped make your import from Google AdWords more successful? Please do share in the comments below.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
If you have a bride who is blushing about the idea of surprising her groom with a peek into her passionate side, shooting boudoir shots may be just what she needs. This new trend among brides is a sure fire way to get the groom fired up for the wedding day.
Boudoir wedding photography involves the bride wearing a lot less than her wedding gown. In fact, it usually involves her wearing what she plans on having on underneath the wedding gown, or is saving for the wedding night. These are risqué shots that take a sensitive photographer with a keen eye for detail to pull off in a sexy, yet classy way.
How is Boudoir Photography Presented?
Boudoir photography for a wedding gift is not meant to be X-rated, but rather to give the groom the impression of what is to come. The bride to be is either wearing very little, or nothing at all, yet not really revealing anything at all. Think along the lines of keeping them interested by not showing too much too soon. This is known as implied nudes to professional photographers and takes a bit of finesse to be pulled off to perfection.
What Should the Bride to Be Wear?
You should encourage the bride to bring along a few sexy outfits to try out in different colors. Tell her to pick clothes that make her feel sexy. This will help in getting her to look sexy in print. She should also bring along a friend to make things more comfortable for her. Get her to read some naughty erotica on Market of Pleasure before she starts the shoot.
Posing the Bride
Classic boudoir posing is done on a bed, but with a wedding shoot you could make it look like she is preparing for the big day. Shoot from a number of different angles to ensure that you are getting a great picture of her best assets.
Props can also help in pulling the story along. Pose her on a bed, or in front of a mirror as if she is preparing for her night of passion. Subtle details like a blindfold and a tube of lubricant in the background will help in putting the pieces of the story together. If she is willing to be a bit more risqué, you can even have her holding a tube of lube while slightly smiling at the camera.
With a safe and comfortable environment to shoot in, a wedding photographer can expand his business with this type of photography. By being tasteful and discreet, blushing brides will be banging down the door to create an album that makes their groom appreciate that walk down the aisle before it even happens.