Campaigns and ad groups – along with importing campaigns from other search engines – make it easy to organise, manage and monitor your search advertising with Bing Ads, as well as run campaigns from other search advertising tools.

Basics of campaigns and ad groups

Think of the structure of your advertising as a family tree. At the top of the tree are Accounts, which act as the container, or parents, of campaigns (children). There can be multiple campaigns in your account. Similarly, Campaigns are the containers of your ad groups. You can have multiple ad groups in each campaign. Ad Groups are the containers of ads and keywords. You can have multiple ads and keywords in each Ad Group.

The structure of your advertising account as a family tree.

Within this structure, you can build your advertising campaigns any way you want to. For example, you can align them with how you manage your advertising budget. This will help you easily identify the relationship between the pounds that you spend and the results found by using Bing Ads reporting tools..

Campaign organisation

A campaign usually centres around one theme or objective. For example, if a travel company sells Caribbean cruises, half term trips and scuba diving packages, it would not want to create one campaign to advertise all three products. Just as you wouldn’t want to mix and match the accounting and logistics of each holiday package, you wouldn’t want to mix and match the ads, keywords and budgeting of all three products. Instead, you would want to set up three campaigns so each would have its own budget allocation, ad groups, ads, keywords and targeting parameters. Aligning your campaigns to your business organisation is a best practice for billing clarity and performance optimisation.

Importing campaigns

If you have advertising campaigns with other search engines, or old campaigns that you’ve exported and saved as CSV/Excel files, Bing Ads makes it easy to import these external campaigns into your Bing Ads account. The import feature will save you a lot of time and effort as you extend or expand your search advertising initiatives with Bing Ads.

Basics of importing campaigns

The easy-to-use campaign import wizard, and Google AdWords import, are two tools that allow you to bulk import your campaign, ad group, ad and keyword data into Bing Ads. Get ready for importing into Bing Ads in one of two ways:

  1. Create your import file by exporting data from Google.
  2. Download and fill out an import template.

Importing from Google AdWords

Advertisers that have an existing Google AdWords account will choose the Import from Google AdWords feature by clicking the Import Campaigns link in the top navigation bar. Then, click through the wizard steps, selecting the campaigns that you would like to import. When you have finished, you can easily review the campaigns that you have imported. Keep in mind that some of your data might have been skipped or modified during the import because of differences between Bing Ads and Google AdWords. Take a look at What gets imported from AdWords? to learn more.

Importing from a file

Access the Import from file wizard by way of the Import Campaigns link in the top navigation bar. You can import either a Microsoft Excel or comma-separated values (CSV) file. The wizard will walk you through all the steps necessary to import your file.

Managing campaigns and ad groups

When you've finished creating or importing your campaign, you can make changes to many of the campaign and ad group settings.

  • Edit campaigns: To change the campaign name, status or budget quickly, go to the Campaigns page, click the checkbox in the row of the campaign that you want to change, then click the Edit drop-down menu followed by the Edit selected rows link. Alternatively, from the Campaigns page, you can hover over the field in the row that you wish to change and click the Pen icon. To change more advanced settings, such as campaign targeting, budget options and exclusions, go to the Campaigns page, click the name of the campaign and click the Settings link.
  • Edit ad groups: To change an ad group name, status, search bid or ad schedule quickly, go to the Campaigns page, select the Ad groups tab, tick the checkbox in the row next to the ad group name, then click the Edit link followed by the Edit selected rows link. Alternatively, hover over the field that you wish to change in the ad group’s row, and click the Pen icon. To change more advanced ad group settings, like the ad group targeting, ad distribution, pricing, schedule and ad rotation, click on the name of the ad group and then click the Settings link.
  • Tracking changes: When importing a Google Ad campaign, you can review changes or disparities and make additional updates, then import the files back using the Editor’s File Import function (Import/From a custom spreadsheet).


As you set up your campaigns and ad groups, or import campaigns, keep these key points in mind:

  • Use descriptive names to organise your ads and keywords.
  • Align your campaigns with your business groups or products.
  • Manage your campaigns and ad groups quickly from the Campaigns page tabs.
  • Use the campaign import wizard to import AdWords campaigns, or campaigns on file.

Thank you for reading this training, Introduction to Campaigns and Ad Groups and Importing Campaigns. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note that features mentioned in this training may not be available in your market.