Over the past year, I have begun to notice a significant increase in traffic coming to our websites from Bing and Yahoo. Although I am personally not a fan of either search engine, it is obvious that there is an increasing number of those who are. Below are some charts pulled from Google Analytics showing the dramatic increase in Bing and Yahoo search traffic to our website.
The chart above shows over a 212% increase in Bing search traffic from last year to this year.
The chart above shows over a 114% increase in Yahoo search traffic from last year to this year.
I have been dabbling with Bing Ads for the past year, running a few paid ads on Bing and Yahoo, but this data shows that I would be missing significant opportunities if I continued to virtually ignore this demographic. After realizing Bing Ads were going to be a necessary evil, I begrudgingly transferred several of my campaigns and a percentage of my PPC budget over to Bing Ads.
Being Google AdWords certified, and spending a good bit of my time in AdWords, I am extremely comfortable working in the AdWords interface as well as in AdWords Editor. So naturally, I drug my feet a bit when it came to learning Bing Ads and transferring content back and forth between the two. Google does a great job of providing a plethora of resources on using AdWords including the Learning Center, their YouTube channel and more, but there just isn’t the same amount of information out there for Bing Ads just yet. I’m going to make your life a little easier, and give you step-by-step instructions on the easiest way to transfer campaigns from AdWords to Bing Ads and the tools you’ll need to do so.
If you aren’t already using them, you’ll need to download the latest versions of Google AdWords Editor (the current version is 9.7.1) and Microsoft adCenter Desktop (the current version is 8.1). The most recent update to adCenter Desktop has made the tool much more user friendly and easy to learn. They are both free downloads which can be found at the following links:
If you’re launching AdWords Editor for the first time, all you have to do is log in with your AdWords Username and Password and it will automatically download all your campaigns, settings and associated data.
To export a campaign from AdWords Editor to adCenter Desktop follow the instructions below.
- In Editor: File > Export Spreadsheet (CSV) > Export Selected Campaigns and AdGroups…
If you don’t have a ton of inactive campaigns, and want to transfer all your AdWords Campaigns into Microsoft adCenter, choose “Export Whole Account…” However, our company has been using AdWords since 2006 and there is no reason for me to transfer the hundreds of old and inactive campaigns to adCenter, so I prefer to individually select which campaigns and AdGroups to export. You might also want to test a few select campaigns before transferring all your active campaigns to adCenter.
- Toggle the Campaigns and adGroups you would like to transfer to adCenter and select OK.
You’ll then receive a dialogue box asking where you would like to save the spreadsheet. Choose an easy to find and memorable location, save it, and you’re ready to move onto adCenter.
- Open Microsoft adCenter Desktop and on the Home tab select Import > Import from Google
When the Import Wizard opens, toggle “Import from a file”, choose browse, find where you saved the spreadsheet you exported from AdWords Editor select Open, and then in the Import Wizard select Next.
- You’ll then be taken to a dialogue box in the Import Wizard that allows you to map each column in your spreadsheet to the appropriate label in adCenter. It does a pretty good job of matching the correct labels, but you’ll want to double check everything is mapped correctly. Once you’re finished checking all your columns, select Next.
After the Import is complete, close the dialogue box and you’re up and running.
Now you’re ready to start advertising on Bing and Yahoo. Although Bing Ads has not been my favorite advertising tool by any means, they’ve made some great improvements lately to the usability and ease of both the interface and the Desktop Editor, so you should be a pro in no time. Good luck!