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Campaigns and ad groups — along with importing campaigns from other search engines — make it easy to organize, manage and monitor your search advertising with Bing Ads, as well as run campaigns from other search advertising tools.

Structuring Bing Ads campaigns and ad groups

Think of the structure of your advertising as a family tree. At the very top of the tree is your Customer, under which your Accounts act as the container, or parents, of your Campaigns (children). There can be multiple campaigns in your account. Similarly, Campaigns are the containers of your ad groups. You can have multiple ad groups in each campaign. Ad Groups are the containers of ad extensions, targets and keywords. You can have multiple ads and keywords in each Ad Group.

Left diagram showing a path from company, to account, to three campaigns with separate budgets/Right diagram showing a path from campaign, to ad groups, to ads, to keywords.

Within this structure, you can build your advertising campaigns any way you wish. For example, you can align them with how you manage your advertising budget, service offerings or the product category organization from your e-commerce website. This will help you easily identify the relationship between the ad dollars you spend and the results found by using Bing Ads reporting tools.

Campaign organization

Campaign creation is an exciting process. Bing Ads has developed a workflow to reflect changes in new features like ad extensions, bidding options, and targeting enhancements. The platform provides you with all the tools to set up a strong campaign quickly. 

The first task in campaign creation is establishing a business goal to guide your campaign’s creation. Once you’re in the site, you will be asked to select your marketing goal for your new campaign. This goal will be used to recommend different features or different defaults to get your campaigns off to the right start. Regardless of whether you seek conversions for your website or if you want phone calls to your business, your campaign will have access to all the newest features.

Create a campaign 

Shortcuts to other campaign setup tools are also on the set up page: tools like Keyword Planner, File Import, and Google Import will be looked at in length later.

Your next step is to target specific locations you want your ads to appear. For example, you will now manage your radius targets in the same view that you manage your other locations.

The third step is targeting the right searchers using tailored keyword suggestions. For each suggestion, you will be able to see how popular, how costly, and how competitive each keyword is. Your keywords are automatically grouped into ad groups based on relevance.

By organizing your keywords into multiple ad groups, you can better target your ad copy and your bids to the different sets of search queries you want to show up for.

Note: These suggestions can even be based on a URL from your website.

Next, you need to include high-value features to your ads. The newest Bing Ad Extensions make your ads more eye-catching to searchers and can help boost clicks and conversions on your ads.

With campaign creation, you have access to the library of ad extensions we will look at further in depth later. Instead of being limited to only one ad for your entire campaign, you can now set up multiple ads and easily manage them all in one page.

The last step is setting your budget and bidding options. Based on your campaign creation, Bing Ads will provide performance estimates on what your campaign’s clicks, impressions, spend, and avg. position might be.

Basics of importing campaigns

Compatibility between search advertising platforms is important. If you already have campaigns in other online advertising programs, you can import them to Bing Ads, saving you the trouble of having to set them up from scratch. For example, you can import directly from your Google AdWords account, or you can create an import file and upload it to Bing Ads.

There are two easy ways to get your campaigns quickly over to Bing Ads: one, import using Bing Ads Editor with a spreadsheet, or two, import using only your AdWords login and password credentials – no spreadsheets needed.

Import from Google AdWords

The Google Import tool allows advertisers to import 4 million keywords plus ads. You can also import 1 million ad group product partitions and 2 million negative keywords (ad group level and campaign level combined).

You can do this with just three easy clicks:

1.      Sign in to Bing Ads.

2.      Click Import from Google AdWords.

3.      Follow the steps to import your campaigns.

Import Google AdWords


Another option is to import Google AdWords using Bing Ads Editor. Simply Click Import from Google, and finish by following the steps to import your campaigns.

Note: Before you begin importing campaigns from Google AdWords to Bing Ads, be sure to review Importing your campaigns: Requirements. When you're finished importing, you can view your data and have the opportunity to fix any issues.

Importing from a file

Some Bing Ads users are currently unable to import campaigns directly from Google AdWords. If you have Google 2-step verification, you need to create an application-specific password for Bing Ads. If you're still unable to import directly after several attempts, follow these steps to import campaigns using an import file:

Create a Microsoft Excel or CSV (comma-separated values) import file. You can download the import file template here. In Bing Ads, click Import Campaigns, and then click Import from file. If you have imported from a file in the past 90 days, you will see a table that tells you the Date/Time and Uploaded file.


Import file template


Another useful feature is the option to select when you want to import your AdWords data into your Bing Ads account. For example, you have the option to schedule them to appear Once, Daily, Weekly, or Monthly.


Schedule imports


The Import Summary confirms that your import has been scheduled, when it will run and how often it will sync.

Import Summary

Managing Bing Ads campaigns and ad groups

Once you've finished creating or importing your campaign, you can make changes to many of the campaign and ad group settings.

Edit campaigns: To quickly change the campaign name, status or budget, go to the Campaigns page, click the checkbox in the row of the campaign you want to change, then click the Edit dropdown followed by the Edit selected rows link. Alternatively, from the Campaigns page, you can hover over the field in the row you wish to change and click the Pen icon. To change more advanced settings, like campaign targeting, budget options and exclusions, go to the Campaigns page, click the name of the campaign, and click the Settings link.

Edit ad groups: To quickly change an ad group name, status, search bid or ad schedule, go to the Campaigns page, select the Ad groups tab, tick the checkbox in the row next to the ad group name, then click the Edit link followed by the Edit selected rows link. Alternatively, hover over the field you wish to change in the ad group’s row, and click the Pen icon. To change more advanced ad group settings, like the ad group targeting, ad distribution, pricing, schedule and ad rotation, click on the name of the ad group, then click the Settings link.

Google Import is evolving with you. It recognizes more locations from AdWords, and Expanded device targeting can now be imported. This allows you to get more bid adjustment flexibility and improve your return on ad spend.

When importing an AdWords campaign that contains multiple target languages, Bing Ads will select the campaign language with the largest market as your ad group target language. If none of your AdWords target languages are supported in Bing Ads, Bing Ads will flag the campaign as an error.

If you are taking advantage of the new Expanded text ads option, you will need to review whether you need to set an account-level tracking template.

To do this, select the account into which you want to import your Expanded Text Ads. The account should include the campaign and ad group specified in the import file.

From the Import menu, simply select Import from a file.

To double-check your campaign set up post-import, you can compare the Google file to be imported by cross-referencing the Bing Ads and AdWords column headers.  Ensure that all the column headers in the file match precisely to the columns in your template.


As you set up your campaigns and ad groups, or import campaigns, keep these key points in mind:

  • Align your campaigns with your business groups or products.
  • Manage your campaigns and ad groups from the Campaigns page.
  • Use goal-setting, targeting, and keyword suggestions in campaign creation.
  • Import Google AdWords campaigns.
  • Create an upload file and import it to Bing Ads.

Thanks for reading this training, Introduction to campaigns, ad groups and Import from Google AdWords. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.