Ok, so far it seems to need to be:

1. in .xls format (not the newer xlsx)

2. it imports the first sheet which needs to be named "Sheet 1"

3. The column headers working for me so far seem to be:

I'll use this same col header for each adgroup going down the page.

(but it does seem to add an extra campaign called "Campaign" with one empty adgroup called "Ad Group"  but this can be easily deleted.

Does this seem to follow anyone elses experience?  Or is there a format guide anywhere?

Hello Honda750,

If you are trying to import a file. Using the import/export function. What i would suggest is to:

1. Download your account into the adCenter Desktop
2. Export the Account/Campaign/Adgroup (suggest using a .csv format)
3. Open up the spread sheet (Notice the Columns Headers)
4. Add the Keywords in the specific Ad Groups (Some Headers may be left blank)
5. Save the File
6. Press Import
7. Select the File
8. Import the File

Hopefully this will help. If you would like Please Contact Support and anyone will be able to walk you through import and export in the adCenter Desktop Tool.

United States:
Telephone:  (800) 518-5689 6:00am-18:00pm PST
Easy Assist Remote Desktop Assistance:  (866) 783-1045
Email: https://support.adcenter.msn.com/eform.aspx?productKey=adcenterss&ct=eformts

United Kingdom:
Telephone:  0800 633 5915 08:00 – 18:00
Email: https://support.adcenter.msn.com/eform.aspx?productKey=adcenterss&ct=eformts

Canada Support:
Telephone: (800) 985-4671 6:00am-18:00pm PST
Email: https://support.adcenter.msn.com/eform.aspx?productKey=adcenterss&ct=eformts

Singapore Support:
Telephone: (800) 518-5689 9:00 am – 11:00 am SST
Email: https://support.adcenter.msn.com/eform.aspx?productKey=adcenterss&ct=eformts

Thank you,
MS adCenter Support

Thanks - that was such an obvious solution I wish I had thought of it - just export a current campaign and see how it gets formatted in XL  :)