Microsoft Ads

Microsoft Advertising Enhances Google Import Tool with Major Updates for Holiday Season

October 30, 2024 at 5:45:14 AM

TL;DR Microsoft Advertising has enhanced its Google Import feature with three new options: Quick Import for single Google Ads accounts, Smart Import for multiple accounts with customizable settings, and Advanced Import for maximum customization. Key considerations include maintaining bid and budget consistency, location targeting adjustments, and essential setup requirements like UET and conversion tracking. Results show time savings and better click-through rates.

Microsoft Advertising Enhances Google Import Tool with Major Updates for Holiday Season

Microsoft Advertising has rolled out significant improvements to its Google Import feature, introducing three distinct import options and expanded functionality just in time for the holiday shopping season.

Three New Import Options

Quick Import

Fastest way to import campaigns
Ideal for single Google Ads account users
No Google Merchant Center required
Simple sign-in process with automated setup

Smart Import

Designed for multiple Google Ads accounts
Includes Google Merchant Center integration
Customizable import scheduling
Adjustable notification preferences
Fine-tuning options for bids, budgets, and campaign status

Advanced Import

Maximum customization capabilities
Complete control over campaign elements
Detailed selection of specific campaigns and ad groups
Comprehensive import options including:
- Audience lists
- Targeting settings
- Ad extensions
- Feeds
- Custom scheduling options

Important Technical Considerations

Bids and Budgets

Maintains consistency with Google Ads settings
Automatic adjustments only for minimum requirement compliance
No unauthorized changes to bids or budgets

Location Targeting

Matches imported locations to Microsoft Advertising targets
Expands unsupported locations to nearby locales
Optional opt-out available for location expansion

Campaign Management

Regular status checks recommended
Modifiable import schedules
Detailed import logs available
Schedule management through Scheduled imports section

Essential Setup Requirements

Universal Event Tracking (UET) implementation required
Conversion goals tracking setup needed
Merchant Center integration available through separate import process

Proven Results

British Gas case study showed:

Weekly time savings of two hours
44% increase in click-through rates
Improved cross-platform campaign optimization

The enhanced import tool supports a comprehensive range of campaign types, including Performance Max, Video Ads, Demand Gen, Display, Shopping Campaigns, and Conversion Goals, making it a valuable tool for advertisers during the holiday season.