The Ultimate Guide to Syncing Your Google AdWords and Bing Ads Accounts

Managing digital advertising campaigns across multiple platforms can be a challenging task. While expanding your reach is important, maintaining consistency and avoiding duplicate efforts is also crucial for success. Fortunately, Bing Ads now offers a handy solution: direct syncing with your Google AdWords account.

In this in-depth guide, I’ll explain everything you need to know about syncing your Bing and AdWords accounts. We’ll cover the set-up process, benefits of using this feature, best practices, and answer some frequently asked questions. By the end, you’ll understand how syncing can help streamline your multi-platform efforts.

Let’s get started!

Setting Up the Sync

To connect your Bing Ads and AdWords accounts for automatic syncing, follow these simple steps:

Log into your Bing Ads account and go to “Settings”.
Select the “AdWords sync” option under “Account management”.
Click the “Link AdWords account” button and authorise Bing Ads to connect with Google.
Select the campaigns, ad groups, keywords, and ads you want to sync in each direction.
Choose your sync schedule: daily, every 3 days, or weekly. Daily is recommended.

That’s it! Now any changes made in one system will automatically propagate to the other based on your scheduled sync. It’s a seamless way to coordinate campaigns across the two platforms.

Major Benefits of Syncing

There are several key advantages to syncing your Bing and AdWords accounts:

Save Time: By managing your campaigns in one place, you eliminate the need to update multiple accounts separately. This frees up time for more strategic tasks.

Stay Consistent: Syncing ensures ads, keywords, bidding, and other settings remain in lock-step across platforms. This enhances your brand message consistency.

Compare Performance: You can assess campaigns run on each network side-by-side. Did changes affect one more than the other? This aids future optimisation decisions.

Experiment easily: delay a sync to run a campaign variation on one site first before propagating. Then compare results to see what performs best.

Centralised Reporting: Pull consolidated performance stats on keywords, ads, and more in a single Bing Ads interface. Simplifies analysis.

In general, syncing reduces errors, saves money on duplicated efforts, and helps refine future campaigns based on cross-network data—major advantages for any multi-platform strategy.

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Best Practices for Synced Accounts

Now that you understand the set-up and benefits, here are some tips for getting the most out of your synced Bing and AdWords accounts:

Only sync items like ads, keywords, etc. that directly correlate 1:1 between platforms.
Pause campaigns or ad groups you don’t want synced on certain schedules (e.g. tests).
Allow 24-48 hours for initial sync to complete before making changes.
Review and verify all campaign settings match your intentions post-sync.
Consider “pausing” underperforming keywords in one system temporarily.
Analyse merged keyword and campaign reports regularly for optimisation insights.
Adjust daily budgets and bids individually if needed for each network.
Communicate sync schedules to team to avoid conflicts with changes.

Proper planning and oversight of your synced accounts will maximise effectiveness and minimise issues down the road.

FAQs About Syncing

Here are some frequently asked questions about syncing Bing Ads and AdWords accounts:

Q: Can I sync campaign budgets and bids between accounts?

A: No, you’ll need to set bids and budgets for each account individually based on each network’s metrics and pricing. The sync only propagates verbatim settings.

Q: What happens if I make conflicting changes on both sides?

A: The last change made will always take precedence during a sync. It’s best to avoid simultaneous editing and review settings carefully post-sync.

Q: Can I sync specific campaigns only and leave others separate?

A: Yes, you can selectively choose at the campaign, ad group, keyword, and ad level which items sync in each direction.Great for A/B testing!

Q: How do I pause the sync if I need to make major changes?

A: Just disconnect the accounts in your Bing Ads settings. Make changes, then reconnect later to resync everything as desired.

Q: What types of accounts and campaigns can be synced?

A: All standard text ad campaigns across Search, Display, and Shopping campaigns can be synced currently.

I hope these help explain the ins and outs of syncing your accounts. Please let me know if you have any other questions!

Key Takeaways

To summarise some of the main benefits of syncing your Google AdWords and Bing Ads accounts:

It saves huge amounts of time by eliminating duplicative effort in managing ads separately
Keeps your messaging and branding consistent across multiple platforms
Allows easy A/B testing and experimentation by delaying syncs between accounts
Provides a single dashboard to analyse combined campaign performance stats
When set up properly, syncing reduces errors and helps refine your cross-platform strategy

Give account syncing a try. I’m confident you’ll find great value in streamlining your multi-network campaign management this way. Let me know if you have any other PPC questions!