How do advertisers migrate their existing Bing Ads campaigns to a third-party bid management platform?

Migrating your existing Bing Ads (Microsoft Advertising) campaigns to a third-party bid management platform (like Search Ads 360, Marin, Skai, or Adobe Advertising Cloud) involves a strategic process to ensure data integrity, campaign continuity, and optimized performance. Here's a step-by-step guide:

🔄 1. Choose the Right Platform
Start by selecting a platform that:

Integrates seamlessly with Microsoft Advertising.

Supports your ad formats, audience strategies, and reporting needs.

Aligns with your goals (e.g., automation, cross-channel management, attribution).

Popular choices:

Search Ads 360 (SA360)

Skai (formerly Kenshoo)

Marin Software

Adobe Advertising Cloud

📦 2. Audit and Clean Up Your Current Bing Ads Account
Before the migration:

Pause underperforming campaigns or ad groups.

Remove redundant keywords and outdated creatives.

Review tracking templates, URLs, and negative keywords.

🧠 This helps avoid carrying over "clutter" and ensures a cleaner migration.

🧩 3. Link Microsoft Advertising with the Bid Management Platform
Each platform has its own way of connecting:

Use API integrations or OAuth tokens to authorize access.

Link your Bing Ads account using account-level credentials or MCC access.

Enable auto-syncing to pull in historical data (often 30–90 days by default).

🛡� Ensure data permissions are properly set for read/write access.

📋 4. Import Existing Campaigns
Most platforms allow you to import existing Bing Ads campaigns directly:

Choose which accounts, campaigns, or ad groups to bring in.

Select the historical lookback window (for smart bidding algorithms).

Map tracking templates and conversion goals accurately.

Tip: Keep a backup or export of your campaign data from Bing Ads before importing.

🛠� 5. Configure Tracking and Attribution
Implement the platform's tracking tags (in addition to UET if necessary).

Set up conversion goals to align with your business KPIs.

Confirm proper URL tagging for attribution and reporting.

💡 Some platforms offer auto-tagging for ease of setup.

⚙️ 6. Activate Bidding Strategies
Once data has synced:

Assign campaigns to bidding portfolios or strategies.

Choose bidding goals (e.g., maximize conversions, ROAS, target CPA).

Set constraints like bid limits, budgets, and pacing controls.

🚀 Start with a test portfolio before applying changes account-wide.

🧪 7. Run in Parallel (Optional but Recommended)
To minimize risk:

Run current campaigns as-is in Microsoft Ads while shadowing them in the platform.

Compare platform recommendations vs. native Bing suggestions.

Test a subset of campaigns with automated bidding before scaling.

📊 8. Monitor Performance Closely
After activation:

Watch for significant changes in spend, CPCs, or conversions.

Review logs to ensure bid updates are syncing correctly.

Check for alerts or errors in both the platform and Bing Ads UI.

📅 Do this daily for the first week and then weekly as confidence grows.

🔁 9. Optimize and Scale
Refine portfolio structures and goal settings as needed.

Incorporate cross-channel data if managing other platforms (e.g., Google Ads).

Use the platform's advanced features (e.g., budget forecasting, dynamic creatives).

✅ Final Tips:
Document your pre- and post-migration metrics for comparison.

Communicate with your account reps (from both Microsoft and the platform provider).

Keep all stakeholders informed during the rollout.