Google Ads Conversions Import Feature Coming to Microsoft Ads

16 June 2023

Mathew Walters
Paid Marketing

Google Ads Conversions Import Feature Coming to Microsoft Ads

Yes, you read that right! Microsoft Advertising is set to introduce a new feature that allows you to import conversion goals directly from Google Ads. This upcoming integration is designed to enhance the optimisation and efficiency of your advertising campaigns across both platforms.

The initial rollout may impact bid strategies due to the imported conversion goals. Microsoft recommends pausing any ongoing Google Ads imports for the next few weeks to mitigate potential performance issues. Once the rollout is complete, you can carefully re-enable the import feature and decide whether to include conversion goal imports.

What to Expect from the new Microsoft Ads Feature

Microsoft Advertising's new feature for importing conversion goals from Google Ads brings several key benefits and processes to be aware of. Don’t panic! Here's what you can expect.

Maintaining Existing Goals

Your current conversion goals and UET (Universal Event Tracking) tags within Microsoft Advertising will remain unchanged. This means that any new imports from Google Ads will be added alongside your existing setup, ensuring continuity and consistency in your tracking and reporting.

Activation of Scheduled Imports

Microsoft Advertising will begin automatically incorporating your Google Ads conversion goals for users with active scheduled imports in two weeks. This automation is part of the process to streamline your workflow and ensure that your campaign data is up-to-date across both platforms without any manual intervention.

Setting Up UET Tags

To make the most of this new feature, it is essential to have a UET tag configured via Google Tag Manager. This setup is crucial for accurately tracking imported conversion events. Properly configuring UET tags ensures that your conversion tracking remains precise and reliable, giving you valuable insights into the performance of your advertising campaigns.

Important Considerations for the Microsoft Ads Feature

As you prepare for the new feature, here are some important considerations to keep in mind.

Value-Based Bid Strategies

Campaigns that are utilising value-based bid strategies, such as Max Conversions, will seamlessly continue to use these strategies with the newly imported conversion data. This integration ensures that your campaigns remain optimised based on the most current data, allowing you to maintain high performance and efficiency across your advertising efforts.

Option to Opt-Out

If you prefer not to import conversion goals immediately, you can pause your scheduled imports within the next two weeks. Microsoft Advertising will notify you when the feature goes live, giving you the flexibility to opt out initially. You can resume imports later if desired, providing you with control over when and how you integrate this new functionality into your campaigns.

What our PPC Specialists think about the Microsoft Ads update

Mathew Walters: "I like this a lot as it saves time in the tracking setup, and best of all makes it easier for everybody to do! Even for you business owners who already have Ads running. I just hope this somehow improves smart bidding in Bing now."

Jan: "There will be some issues to start no doubt, but in the long run, I think this will be a good move."

Nathalie: "Excited to let our clients know. I manage many accounts across Bing and am interested in seeing how this affects the machine learning phase."

Support with Microsoft Ads

We understand that keeping up with the latest updates in advertising platforms can be overwhelming, don't worry, you're not alone! Our PPC services are here to support you through every step of the process. Whether you need help setting up your UET tags or optimising your campaigns with the new conversion data, our team of experts is ready to assist. Contact us today to learn more about how we can help you maximise your advertising efforts.