Importing Google AdWords Campaigns Into Microsoft AdCenter

Sometimes it can feel a little too easy to dismiss Microsoft AdCenter as a PPC network. It drives far less traffic than Google AdWords, their user interface sucks, their reporting is limited, and AdCenter desktop is kind of buggy. That being said, there really isn’t another significant player in search apart from Google and Bing, and traffic you get from AdCenter could give that boost to your bottom line that you need.

I like to take digs at AdCenter because they frequently copy features previously rolled out by Google and lack a great deal of innovation with their own product. But if I were in their position I would probably do the same. Google has a fantastic platform, and most PPC advertisers have grown accustomed to what they offer. Google makes creating and maintaining a PPC account a snap, so it makes sense that Microsoft would crib a few improvements from their main competitor.

They’ve even made it incredibly easy to port PPC campaigns directly from AdWords into AdCenter. If you’re thinking of making the plunge into AdCenter PPC and you already have an active Google Account, here’s what to do:

  1. Create a Microsoft AdCenter account.
  2. Download Microsoft AdCenter Desktop.
  3. Open up your newly-created account in AdCenter Desktop.
  4. On the top menu, select Import > From Google:
    AdCenter Import From Google
  5. In the pop-up window, you’ll be prompted to enter your Google AdWords credentials:
    AdWords import login
  6. Enter your AdWords login and click “next.”
  7. On the next screen, you can choose which existing AdWords campaigns you’d like to import.

From there, it’s just a simple matter of confirming your column headers and your campaigns are imported. Easy! Alternately, you can do a bulk upload of a spreadsheet exported from AdWords, but you’ll need to make sure your spreadsheet matches AdCenter’s formatting guidelines. For more info on that, check this link.

The actual import process is pretty easy, but don’t forget that you’ll have to create some new conversion tracking code from AdCenter and paste it in the same spot as your AdWords conversion code. Also, if you have modified broad matches or other Google account elements that are unsupported by AdCenter, you may need to do some modifications from what you imported. But if you just want to clone your AdWords account into AdCenter, doing it via AdCenter Desktop is about as easy as it gets.

About Shawn Livengood

Shawn Livengood is a search engine marketing professional based in Austin, Texas. He has extensive experience managing pay-per-click ad campaigns for clients in various industries, from small home-based businesses to large international companies. You can connect with Shawn on Google+.
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