Are Bing Ads catching up with Google Ads?
Just in the last few days, Bing has rolled out Expanded Text Ads and a more comprehensive campaign setup workflow that provides performance estimates along the way. And finally this week, Bing Ads announced the global release of Shared Budgets.
As in Google Ads (formerly known as Google AdWords), Shared Budgets let you assign one budget to multiple campaigns. Why would you want to do this? Well, say you have a fixed budget of $1,000 a week to spend on Bing Ads campaigns. After allocating budgets to individual campaigns, you may find at the end of the week that some campaigns tapped out their budgets and could have spent more, while other campaigns had budget to spare.
With Shared Budgets, all campaigns, or a subset of campaigns, can have a single budget that will get doled out automatically to the campaigns that need it.
Do note that Shared Budgets is not supported by Import or Google Sync at this time. That means if you import updates from Google Ads for an existing campaign in Bing Ads that uses a Shared Budget, the campaign budget won’t get updated. Bing Ads says it’s working on that integration for early 2017.