When Search Ads 360 creates new campaigns, ad groups, ads, keywords, and negative keywords as part of a copy operation, only some of the settings are copied from the source campaign, as described below. (See the list of settings you can update in existing copies.)
If the destination engine account doesn't already contain a campaign with the same name, Search Ads 360 creates a new campaign and copies the settings listed below.
Some Google Ads settings may have different names or require Search Ads 360 to make adjustments in the destination campaign.
| Google Ads source | Microsoft Advertising destination campaign settings |
|---|---|
|
Name |
Name |
|
Daily budget |
Daily budget:
|
|
Ad delivery method |
Budget type |
|
Start date and End date |
Campaigns in Microsoft Advertising do not specify start and end dates:
|
|
Keyword matching |
Not applicable to Microsoft Advertising campaigns. |
|
Location targets |
Note that Search Ads 360 does not copy metro targets to Microsoft Advertising campaigns. For the other types of location targets, 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 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, Search Ads 360 does not copy the code. Search Ads 360 pauses the Microsoft Advertising campaign and outputs a message in the result bulksheet. If a Google Ads code would cause the Microsoft Advertising campaign to include a smaller area than the source Google Ads campaign, Search Ads 360 copies the code and outputs a message in the result bulksheet. Search Ads 360 does not 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, Search Ads 360 does not copy the code. Search Ads 360 pauses the Microsoft Advertising campaign and outputs a message in the result bulksheet. If a Google Ads code would cause the Microsoft Advertising campaign to exclude a larger area than the source Google Ads campaign, Search Ads 360 copies the code and outputs a message in the result bulksheet. Search Ads 360 does not pause the Microsoft Advertising campaign. Search Ads 360 only copies location targets into new campaigns. Search Ads 360 does not update location targets in any existing campaign copies. |
|
Languages |
Campaigns in Microsoft Advertising do not specify a language target. Instead, 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 engine accounts, 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 Search Ads 360 chooses. You can manually change the language of the destination campaign.
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Network |
Not applicable to Microsoft Advertising campaigns. |
|
Mobile bid adjustment |
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 will need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable mobile bids. |
| Tablet bid adjustment |
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 will need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable mobile bids. |
| Desktop bid adjustment |
Desktop 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 will need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable mobile bids.
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|
URL Template |
URL Template |
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Status |
Status
If you change the status of a source campaign to Removed, it isn’t updated in the destination. You are required to manually set the destination campaign to removed.
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Sitelinks |
Sitelinks Google Ads' account-level extension 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.
|
The following settings are not copied to the destination campaign:
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Bid strategy
-
Labels
- Custom parameters
Search Ads 360 cannot view or manage custom parameters in this type of engine account. If you sign into the engine and add custom parameters, you can successfully sync the item into Search Ads 360, but Search Ads 360 ignores the custom parameters you created. The engine will apply the custom parameters when it serves an ad. - Final URL Suffix
You can manually copy parameters from a Final URL Suffix to a URL Template in the destination campaign.
- Ad rotation
If the destination campaign doesn't already contain an ad group with the same name as a source ad group, Search Ads 360 creates a new ad group and copies settings listed below.
Some Google Ads settings may have different names or require Search Ads 360 to make adjustments in the destination ad group.
| Google Ads source | Microsoft Advertising destination ad group settings |
|---|---|
|
Name |
Name |
|
Default search CPC |
Search bid |
|
Mobile bid adjustment |
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 will need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable mobile bids. |
| Tablet bid adjustment |
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 will need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable mobile bids. |
| Desktop bid adjustment | Not applicable to Microsoft Advertising ad groups. |
|
URL Template |
URL Template |
|
Sitelinks |
Sitelinks |
The following settings are not copied to the destination ad group:
-
Bid strategy
-
Labels
- Custom parameters
Search Ads 360 cannot view or manage custom parameters in this type of engine account. If you sign into the engine and add custom parameters, you can successfully sync the item into Search Ads 360, but Search Ads 360 ignores the custom parameters you created. The engine will apply the custom parameters when it serves an ad. - Final URL Suffix
You can manually copy parameters from a Final URL Suffix to a URL Template in the destination campaign.
If a destination ad group doesn't already contain an expanded text ad with the same name as the source ad group, Search Ads creates a new ad. For Google Ads settings that aren't available in Microsoft Advertising—or that are available under different names—Search Ads 360 makes adjustments as described below.
Any expanded text ads in the source ad group are copied into the destination as expanded text ads.
The copy operation doesn't copy standard text ads because Microsoft Advertising ended support for creating and editing standard text ads on July 31, 2017.
Microsoft Advertising will continue to serve standard text ads and Search Ads 360 will continue to report metrics for your standard text ads.
Soon, you’ll no longer be able to create or edit expanded text ads in your Google Ads, Microsoft Advertising, and Yahoo! Japan Ads campaigns. The engines will continue to serve expanded text ads, and you'll still see reports on their performance going forward.
We strongly encourage you to transition to responsive search ads in your campaigns and ad builder and inventory management templates.
- Learn more about this change to expanded text ads in the Google Ads Help Center.
- Learn more about this change to expanded text ads in the Microsoft Advertising Blog.
- Learn more about this change to expanded text ads in the Yahoo! Japan Ads Help Center.
- Learn more about this change to ad builder and inventory management templates in the Search Ads 360 Help Center.
Expanded text ads
| Google Ads source | Microsoft Advertising destination expanded text ad settings |
|---|---|
|
Ad name |
Ad name |
|
Headline |
Headline |
|
Description line 1 |
Description line 1 |
|
Destination URL |
Destination URL |
|
Path 1 |
Path 1 |
| URL Template | URL Template |
|
Status |
Status |
The following settings are not copied to the destination ad:
-
Labels
- Custom parameters
Search Ads 360 cannot view or manage custom parameters in this type of engine account. If you sign into the engine and add custom parameters, you can successfully sync the item into Search Ads 360, but Search Ads 360 ignores the custom parameters you created. The engine will apply the custom parameters when it serves an ad. - Final URL Suffix
You can manually copy parameters from a Final URL Suffix to a URL Template in the destination campaign.
Duplicate ads
Duplicate ads in a Google Ads source campaign aren't copied to a Microsoft Advertising destination campaign. That is, if a Google Ads source campaign contains duplicate ads, only one of the ads is copied to the Microsoft Advertising destination campaign.
If a destination ad group doesn't already contain a keyword with the same name and match type as the source ad group, Search Ads 360 creates a new keyword and copies the settings listed below. That is, if the destination ad group doesn't already have the exact same keyword, Search Ads 360 will create a new keyword in the destination ad group.
| Google Ads source | Microsoft Advertising destination keyword settings |
|---|---|
|
Text |
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 will not appear in the engine account. |
|
Match type |
Match type |
|
Minimum bid |
Minimum bid |
|
Maximum bid |
Maximum bid |
|
URL Template |
URL Template |
|
Landing page URL |
Landing page URL |
|
URL parameters |
URL parameters |
|
Status |
Status |
The following settings are not copied to the destination keyword:
-
Bid strategy
-
Labels
-
Membership in a landing page test
- Custom parameters
Search Ads 360 cannot view or manage custom parameters in this type of engine account. If you sign into the engine and add custom parameters, you can successfully sync the item into Search Ads 360, but Search Ads 360 ignores the custom parameters you created. The engine will apply the custom parameters when it serves an ad. - Final URL Suffix
You can manually copy parameters from a Final URL Suffix to a URL Template in the destination campaign.
If a destination campaign or ad group doesn't already contain a negative keyword with the same name (and match type in Google Ads) as the source, Search Ads 360 creates a new negative keyword and Search Ads 360 copies the settings listed below.
Because Microsoft Advertising does not support negative keywords with the broad match type, Search Ads 360 does not copy them into Microsoft Advertising campaigns or ad groups. Instead, the match type for broad-match negative keywords is changed to phrase when copying to Microsoft Advertising. Search Ads 360 does include negative keywords with the broad match type when copying to Google Ads.
| Google Ads source | Microsoft Advertising destination |
|---|---|
|
Text |
Text |
|
Match type |
Match type For any broad-match negative keywords, Search Ads changes the match type to phrase in Microsoft Advertising. |
|
Status |
Status |