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.
