Account Bingification for Dummies Part 3 How to prepare your Adwords Account for the Bingification Process

You can save yourself a lot of time and effort by addressing some fundamental differences between Google and Bing before you Import the account into adCenter.

In this section you will 

• Remove exact match negatives from the Google sheet
• Address problems caused by the Google broad match modifier

Removing Exact Match Negatives.

In Google Adwords you can apply broad and exact matches to negative keywords in the same way as normal ones. As adCenter handles keywords differently these “exact match” keywords can restrict the account, costing you impressions, clicks and conversions. Combat this problem by deleting the exact match keywords before you convert the account.

1. Export your Google Account to Excel from Google Adwords.

2. Open your Google Account in Microsoft Excel “Add Filters” to the top row in Excel. This will allow you to filter your columns quickly and easily.

3. Filter “Negative Match Type” to include ONLY “Exact Negative”.

4. Delete all unfiltered rows.

Dealing with the Broad Match Modifiers

Google use an advanced broad matching system by adding a modifier (+) in front of keywords. This modifier tells Adwords to allow closely related keywords to the keyword following it (so “+full” will allow “fully” and “fullest” etc.). Since adCenter doesn’t allow this modifier you will want to add in extra keywords to cover the ones absent in the Google Sheet because of the modifier.

1. Select Key Word column and Click “Find & Select” on the “Home” Ribbon. Enter a “+” Sign in the “Find What” box that appears and click “Find Next". This will allow you to find all the modified keywords.

2. Select the row and duplicate it by selecting the row, right clicking and hitting “copy” then select the row again, right click and hit “insert copied cells”.

3. In your new row add in words that relate to your modified word that would have been covered with Google’s Broad matching modifier including:

• Singular/plural forms
• Abbreviations and acronyms
• Stemmings (like "floor" and "flooring")

6. Copy as many rows as you need to fill out the missing keywords.

7. When you have finished hit “Find Next” to move to the next modified keyword.

Once you are done you will need to delete the + modifier symbol to make your keywords operate properly. Simply select your keywords column again, hit the replace button, enter the (+) symbol in the “Find” box and leave the “Replace” box blank. Hit “Replace All” and relax as all the work is done for you.

Now your account is ready to be imported into adCenter.

Previous parts can be found here:

Account Bingification for Dummies Part 1

Account Bingification for Dummies Part 2

Check back soon to see how to apply the finishing touches to your new Bingified adCenter account.

Thanks for reading!

Charlie

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