Microsoft Advertising is introducing a solution within Google Import that allows advertisers to replicate Google Performance Max ad campaigns.
Microsoft releases import capability for Performance Max campaigns that use Merchant Center. Microsoft will import campaigns such as Smart Shopping campaigns and local inventory ads.
Microsoft is working on a solution to import other Performance Max campaigns that don’t use Merchant Center, prioritizing search campaigns.
Here’s more information about the import tool, how import mapping works, and how to set it up.
Set the maximum ad performance import in Microsoft
Google Performance Max Ads to Microsoft Smart Shopping Campaigns works as follows:
- Campaign: Campaign settings as they are from Performance Max campaigns will be imported into Smart Shopping campaigns.
- Ad group name: Asset group names will be mapped to ad group names; However, text and image assets will not be imported.
- product range: List groups from Performance Max campaigns will be mapped as they are to product groups in Smart Shopping campaigns / Local inventory campaigns.
- Product ads: Product ads will be generated automatically, matching the day’s experience.
Importing a Maximize Conversions bid strategy for Shopping campaigns is not supported by Microsoft.
Microsoft Advertising Performance Max import checklist
To ensure the best experience for importing Google Performance Max campaigns as Shopping campaigns from Microsoft Advertising, Microsoft recommends using the following checklist:
- Complete the Merchant Center store setup within Microsoft.
- Set a realistic goal for return on advertising spend (ROAS).
- Ensure that UET and conversion tracking are set up accurately.
- If you are targeting multiple countries, make sure there is a feed for each market used by the campaigns (Country/Territory of Sale setting).
- Revitalize any paused campaigns that were intentionally imported.
- Check feed disapprovals and promptly remedy feed formatting issues and product disapprovals.
See Microsoft Full blog post For more details about the import process.
Featured image: ECO LENS / Shutterstock
