Copying from Google Ads to Microsoft Advertising destination

Daily budget:

• When needed, the new Search Ads 360 converts daily budget to the currency of the destination client.
• If the daily budget is below the Microsoft Advertising minimum value ($0.05 USD), the new Search Ads 360 sets the daily budget to the Microsoft Advertising minimum value.
• If the daily budget is below the Microsoft Advertising minimum value and is a shared budget, the new Search Ads 360 sets the daily budget to the Microsoft Advertising minimum value and then pauses the destination campaign.

Ad rotation:

• Microsoft Advertising doesn’t support campaign level ad rotation.
• The new Search Ads 360 copies the source campaign’s ad rotation selection to each ad group in the destination Microsoft Advertising campaign.

Campaigns in Microsoft Advertising don’t specify start and end dates:

• The new Search Ads 360 copies the start and end dates specified in the source campaign to each ad group in the destination Microsoft Advertising campaign.
• If the start date in the source campaign is in the past, the new Search Ads 360 uses today's date in the destination campaign, or tomorrow’s date if the campaign is a flighted budget campaign.

The new Search Ads 360 copies the location target from the source campaign if mapping of the same specificity is provided by Microsoft Advertising. If the same mapping isn’t provided, the new Search Ads 360 pauses the destination campaign and doesn’t copy the location target.

Location targets:

• Country
• Region
• City

Note that the new Search Ads 360 doesn’t copy metro targets to Microsoft Advertising campaigns.

For the other types of location targets, the new Search Ads 360 changes the geo codes used by Google Ads into the equivalent geo codes used by Microsoft Advertising whenever possible. When Microsoft Advertising doesn't have an equivalent geo code, the action Search Ads 360 takes depends on whether the code is used to include or exclude the target.

Inclusive targeting: If a Google Ads code would cause the Microsoft Advertising campaign to include a larger area than the source Google Ads campaign, the new Search Ads 360 doesn’t copy the code. The new Search Ads 360 pauses the Microsoft Advertising campaign and outputs a message in the “Bulk actions” page.

If a Google Ads code would cause the Microsoft Advertising campaign to include a smaller area than the source Google Ads campaign, the new Search Ads 360 copies the code and outputs a message in the “Bulk actions” page. The new Search Ads 360 doesn’t pause the Microsoft Advertising campaign.

Exclusive targeting: If a Google Ads code would cause the Microsoft Advertising campaign to exclude a smaller area than the source Google Ads campaign, the new Search Ads 360 doesn’t copy the code. The new Search Ads 360 pauses the Microsoft Advertising campaign and outputs a message in the “Bulk actions” page.

If a Google Ads code would cause the Microsoft Advertising campaign to exclude a larger area than the source Google Ads campaign, the new Search Ads 360 copies the code and outputs a message in the “Bulk actions” page. The new Search Ads 360 doesn’t pause the Microsoft Advertising campaign.

The new Search Ads 360 copies the source campaign’s language target to the destination campaign if the language is supported by Microsoft Advertising. If the language isn’t supported, the new Search Ads 360 pauses the destination campaign and doesn’t copy the language target.

Campaigns in Microsoft Advertising don’t specify a language target. Instead, the new Search Ads 360 copies the language target specified in the source campaign to each ad group in the destination Microsoft Advertising campaign.

If you copy a Google Ads campaign that targets multiple languages to Microsoft Advertising client accounts, the new Search Ads 360 chooses one of those languages and specifies it for each ad group in a Microsoft Advertising campaign, and pauses the campaign. It isn't possible to specify or predict which language the new Search Ads 360 chooses. You can manually change the language of the destination campaign.

If the source campaign is opted out of the Google Display Network, the new Search Ads 360 sets the Microsoft Audience Network bid adjustment to -100%.

If the source campaign is opted into the Google Display Network, the new Search Ads 360 sets the Microsoft Audience Network bid adjustment to the default 0%.

Mobile bid adjustment

Note that Microsoft Advertising mobile device bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes.

Decreasing bids by 100% will disable mobile bids.

Tablet bid adjustment

Note that Microsoft Advertising tablet device bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes.

Decreasing bids by 100% will disable tablet bids.

Desktop bid adjustment

Note that Microsoft Advertising desktop bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes.

Decreasing bids by 100% will disable desktop bids.

If the label exists in the destination account, the new Search Ads 360 applies the label to the destination campaign.

If the label doesn’t exist in the destination account, the new Search Ads 360 creates the label in the destination account then applies it to the destination campaign.

Status

If you change the status of a source campaign to “Removed” , it isn’t updated in the destination. You’re required to manually set the destination campaign to “Removed”.

Sitelinks

Google Ads' account-level asset setting isn't copied to Microsoft Advertising. Instead, the sitelink is applied to the campaign. You can manually convert the sitelinks into account-level sitelinks.

Mobile bid adjustment

Note that Microsoft Advertising mobile device bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes.

Decreasing bids by 100% will disable mobile bids.

Tablet bid adjustment

Note that Microsoft Advertising mobile device bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes.

Decreasing bids by 100% will disable mobile bids.

Desktop bid adjustment

Note that Microsoft Advertising desktop bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes.

Decreasing bids by 100% will disable desktop bids.

Age bid adjustment

Note that the new Search Ads 360 matches the following age group bid adjustments between Google Ads and Microsoft Advertising:

• Google Ads age group of 35-44 matches to Microsoft Advertising age group of 35-49
• Google Ads age group of 55-64 matches to Microsoft Advertising age group of 50-64

If the source campaign’s age group bid adjustment is 45-54, the new Search Ads 360 pauses the destination campaign and doesn’t copy the age bid adjustment.

If the source campaign has age exclusions, the new Search Ads 360 doesn’t copy the age exclusions and keeps the destination campaign’s age bid adjustment at the default 0%.

If the label exists in the destination account, the new Search Ads 360 applies the label to the destination ad group.

If the label doesn’t exist in the destination account, the new Search Ads 360 creates the label in the destination account then applies it to the destination ad group.

Text

Microsoft Advertising and Google Ads have slightly different rules for determining whether keywords are duplicates. For example, “shoe” and “Shoe” (initial-capped) are considered to be duplicates in Microsoft Advertising but not in Google Ads.

As a result, you may see errors after a copy operation regarding duplicate keywords in Microsoft Advertising. When this occurs, one of the duplicate keywords will be successfully trafficked to Microsoft Advertising, but the others won’t appear in the client account.

Minimum bid

When needed, the new Search Ads 360 converts minimum bid to the currency of the destination campaign.

If the minimum bid is below the Microsoft Advertising minimum value ($0.05 USD), the new Search Ads 360 sets the minimum bid to the Microsoft Advertising minimum value.

Maximum bid

When needed, the new Search Ads 360 converts minimum bid to the currency of the destination campaign.

If the maximum bid is below the Microsoft Advertising minimum value ($0.05 USD), the new Search Ads 360 sets the maximum bid to the Microsoft Advertising minimum value.

If the label exists in the destination account, the new Search Ads 360 applies the label to the destination keyword.

If the label doesn’t exist in the destination account, the new Search Ads 360 creates the label in the destination account then applies it to the destination keyword.

Landing page URL

If the Google Ads keyword doesn't specify a landing page URL, the new keyword in the destination campaign won’t have a landing page URL, just like the original.

Match type

For any broad-match negative keywords, the new Search Ads 360 changes the match type to phrase in Microsoft Advertising.

Match type

For any broad-match negative keywords, the new Search Ads 360 changes the match type to phrase in Microsoft Advertising.

Status

Microsoft Advertising doesn’t support paused assets. The new Search Ads 360 won’t copy any paused assets to the destination campaign.

Status

Microsoft Advertising doesn’t support paused assets. The new Search Ads 360 won’t copy any paused assets to the destination campaign.