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How To Transfer Google Campaigns to Microsoft Ads



how to transfer google campaigns to microsoft ads

Google Ads and Microsoft Advertising have always been near mirror images of each other when it comes to search engine marketing. Generally, Google is the innovator and Microsoft follows along with similar updates a few months later. Even though there are some differences between the two, many advertisers set up their ad accounts in similar manners. Considering this fact, Microsoft Ads allows for a connection to your Google account which creates the ability to transfer your Google search structure over into their platform. This is a massive time-saver knowing one does not need to import campaigns from Excel files individually. Below is a foolproof guide to this transfer process and it includes a few tips to get the most out of your transfer.

The First Steps To Transfer A Google Ads Account Into Microsoft Ads

  • Enter the Microsoft Ads UI and go the account where the transfer is needed
  • Select “create a campaign”
  • In the research and other tools section on the right, select “Import from Google Adwords” (catch up with the times Microsoft – it’s Google Ads)
  • Select the Google account you need the transfer from
  • Select “Continue”
  • Your next selection is either importing everything existing in Google or specific campaigns/ad groups. The latter will be used 95% of the time for most digital advertisers
    1. Make sure “show paused campaigns and ad groups” are selected below the list of campaigns to see everything in your account
  • Select “Continue”
import google ads to microsoft ads choose your campaigns

The Detailed Steps You Cannot Afford To Overlook When Transferring Your Google Campaign Into Microsoft Ads

Now we are at the more detailed stages of the transfer process. Here, advertisers must pay close attention to the changes that they will allow Microsoft Ads to make to their transferred campaigns/ad groups.

The first section “What to Import” has 2 advanced options to expand which deal with the import and updates to existing items. Please pay attention to these 2 additional drop downs as they can make your life easier down the road.

  • For the first advanced option dropdown, “Items not previously imported into Microsoft Advertising” I generally have all but one of the selectors chosen: negative keyword lists. This is due to Google and Microsoft Ads having slightly different settings for those lists. Instead of importing those, I manually upload them later.
transfer google ads to microsoft ads choose what to import
  • For the second advanced option dropdown, “Updates to existing items”, I keep the same settings as above and remove the selection for negative keyword lists.
  • Moving down to “Bids and Budgets”, here you have the option to either increase all of your bid and budget minimums to match the Microsoft Ads minimums or you can manually override your presets from Google.
transfer google ads to microsoft ads bids and budget settings
  • Next, we have the “Other Options” section which is where you can save the most time during the transfer process
    1. The gist of this section is “find and replace” across your LPs, tracking templates, and campaign naming conventions. If you use “google” in your tracking or naming conventions, you can find and replace “google” with “microsoft” or “bing”
transfer google ads to microsoft ads other options for find and replace
  • Starting with “Landing Page URLs” and “Tracking Templates” you can use this section to automatically update aspects of your URLs via find and replace
  • “Campaign Options” allows for the same name updates.
    1. But it also has a few extra crucial selectors
      1. The most important being to select “Pause newly imported campaigns” so that the campaign does not start serving without your final checks.
    2. The next 2 important selectors involve previous paused campaigns or ads. Select both “Include paused campaigns when importing new items” and “Include paused ads when importing new ads” to ensure that everything you want to transfer over does, even if it’s paused in Google.
  • Select “Continue”
  • Finally, the schedule. Most of the time advertisers will choose to run now. However, the options exist to run the transfer at the time of your choosing.

That’s it! The transfer process is meant to make life easier and help advertisers save time with structures that they already have in place on the Google side of things. The biggest piece of advice to draw from this process is to take your time and read through all of the settings selectors as you work down the sections. A few wrong selections can throw the entire transfer out of balance and send you back to step 1.

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This Week in Search News: Simple and Easy-to-Read Update



This Week in Search News: Simple and Easy-to-Read Update

Here’s what happened in the world of Google and search engines this week:

1. Google’s June 2024 Spam Update

Google finished rolling out its June 2024 spam update over a period of seven days. This update aims to reduce spammy content in search results.

2. Changes to Google Search Interface

Google has removed the continuous scroll feature for search results. Instead, it’s back to the old system of pages.

3. New Features and Tests

  • Link Cards: Google is testing link cards at the top of AI-generated overviews.
  • Health Overviews: There are more AI-generated health overviews showing up in search results.
  • Local Panels: Google is testing AI overviews in local information panels.

4. Search Rankings and Quality

  • Improving Rankings: Google said it can improve its search ranking system but will only do so on a large scale.
  • Measuring Quality: Google’s Elizabeth Tucker shared how they measure search quality.

5. Advice for Content Creators

  • Brand Names in Reviews: Google advises not to avoid mentioning brand names in review content.
  • Fixing 404 Pages: Google explained when it’s important to fix 404 error pages.

6. New Search Features in Google Chrome

Google Chrome for mobile devices has added several new search features to enhance user experience.

7. New Tests and Features in Google Search

  • Credit Card Widget: Google is testing a new widget for credit card information in search results.
  • Sliding Search Results: When making a new search query, the results might slide to the right.

8. Bing’s New Feature

Bing is now using AI to write “People Also Ask” questions in search results.

9. Local Search Ranking Factors

Menu items and popular times might be factors that influence local search rankings on Google.

10. Google Ads Updates

  • Query Matching and Brand Controls: Google Ads updated its query matching and brand controls, and advertisers are happy with these changes.
  • Lead Credits: Google will automate lead credits for Local Service Ads. Google says this is a good change, but some advertisers are worried.
  • tROAS Insights Box: Google Ads is testing a new insights box for tROAS (Target Return on Ad Spend) in Performance Max and Standard Shopping campaigns.
  • WordPress Tag Code: There is a new conversion code for Google Ads on WordPress sites.

These updates highlight how Google and other search engines are continuously evolving to improve user experience and provide better advertising tools.

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Exploring the Evolution of Language Translation: A Comparative Analysis of AI Chatbots and Google Translate




A Comparative Analysis of AI Chatbots and Google Translate

According to an article on PCMag, while Google Translate makes translating sentences into over 100 languages easy, regular users acknowledge that there’s still room for improvement.

In theory, large language models (LLMs) such as ChatGPT are expected to bring about a new era in language translation. These models consume vast amounts of text-based training data and real-time feedback from users worldwide, enabling them to quickly learn to generate coherent, human-like sentences in a wide range of languages.

However, despite the anticipation that ChatGPT would revolutionize translation, previous experiences have shown that such expectations are often inaccurate, posing challenges for translation accuracy. To put these claims to the test, PCMag conducted a blind test, asking fluent speakers of eight non-English languages to evaluate the translation results from various AI services.

The test compared ChatGPT (both the free and paid versions) to Google Translate, as well as to other competing chatbots such as Microsoft Copilot and Google Gemini. The evaluation involved comparing the translation quality for two test paragraphs across different languages, including Polish, French, Korean, Spanish, Arabic, Tagalog, and Amharic.

In the first test conducted in June 2023, participants consistently favored AI chatbots over Google Translate. ChatGPT, Google Bard (now Gemini), and Microsoft Bing outperformed Google Translate, with ChatGPT receiving the highest praise. ChatGPT demonstrated superior performance in converting colloquialisms, while Google Translate often provided literal translations that lacked cultural nuance.

For instance, ChatGPT accurately translated colloquial expressions like “blow off steam,” whereas Google Translate produced more literal translations that failed to resonate across cultures. Participants appreciated ChatGPT’s ability to maintain consistent levels of formality and its consideration of gender options in translations.

The success of AI chatbots like ChatGPT can be attributed to reinforcement learning with human feedback (RLHF), which allows these models to learn from human preferences and produce culturally appropriate translations, particularly for non-native speakers. However, it’s essential to note that while AI chatbots outperformed Google Translate, they still had limitations and occasional inaccuracies.

In a subsequent test, PCMag evaluated different versions of ChatGPT, including the free and paid versions, as well as language-specific AI agents from OpenAI’s GPTStore. The paid version of ChatGPT, known as ChatGPT Plus, consistently delivered the best translations across various languages. However, Google Translate also showed improvement, performing surprisingly well compared to previous tests.

Overall, while ChatGPT Plus emerged as the preferred choice for translation, Google Translate demonstrated notable improvement, challenging the notion that AI chatbots are always superior to traditional translation tools.


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Google Implements Stricter Guidelines for Mass Email Senders to Gmail Users



1280x924 gmail

Beginning in April, Gmail senders bombarding users with unwanted mass emails will encounter a surge in message rejections unless they comply with the freshly minted Gmail email sender protocols, Google cautions.

Fresh Guidelines for Dispatching Mass Emails to Gmail Inboxes In an elucidative piece featured on Forbes, it was highlighted that novel regulations are being ushered in to shield Gmail users from the deluge of unsolicited mass emails. Initially, there were reports surfacing about certain marketers receiving error notifications pertaining to messages dispatched to Gmail accounts. Nonetheless, a Google representative clarified that these specific errors, denoted as 550-5.7.56, weren’t novel but rather stemmed from existing authentication prerequisites.

Moreover, Google has verified that commencing from April, they will initiate “the rejection of a portion of non-compliant email traffic, progressively escalating the rejection rate over time.” Google elaborates that, for instance, if 75% of the traffic adheres to the new email sender authentication criteria, then a portion of the remaining non-conforming 25% will face rejection. The exact proportion remains undisclosed. Google does assert that the implementation of the new regulations will be executed in a “step-by-step fashion.”

This cautious and methodical strategy seems to have already kicked off, with transient errors affecting a “fraction of their non-compliant email traffic” coming into play this month. Additionally, Google stipulates that bulk senders will be granted until June 1 to integrate “one-click unsubscribe” in all commercial or promotional correspondence.

Exclusively Personal Gmail Accounts Subject to Rejection These alterations exclusively affect bulk emails dispatched to personal Gmail accounts. Entities sending out mass emails, specifically those transmitting a minimum of 5,000 messages daily to Gmail accounts, will be mandated to authenticate outgoing emails and “refrain from dispatching unsolicited emails.” The 5,000 message threshold is tabulated based on emails transmitted from the same principal domain, irrespective of the employment of subdomains. Once the threshold is met, the domain is categorized as a permanent bulk sender.

These guidelines do not extend to communications directed at Google Workspace accounts, although all senders, including those utilizing Google Workspace, are required to adhere to the updated criteria.

Augmented Security and Enhanced Oversight for Gmail Users A Google spokesperson emphasized that these requisites are being rolled out to “fortify sender-side security and augment user control over inbox contents even further.” For the recipient, this translates to heightened trust in the authenticity of the email sender, thus mitigating the risk of falling prey to phishing attempts, a tactic frequently exploited by malevolent entities capitalizing on authentication vulnerabilities. “If anything,” the spokesperson concludes, “meeting these stipulations should facilitate senders in reaching their intended recipients more efficiently, with reduced risks of spoofing and hijacking by malicious actors.”

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