Microsoft Advertising is introducing a new feature that allows advertisers to import conversion goals from Google Ads in an effort to enhance the optimization of their campaigns. This move is aimed at streamlining cross-platform workflows and improving efficiency for marketers who use both Google and Microsoft advertising platforms.
The rollout of this feature will begin in two weeks and will gradually be available to all customers. By default, conversion targets will be imported with each import and can work with value-based bidding strategies like Peak Conversions.
To ensure that new targets can receive conversion events, Microsoft recommends setting up a UET tag with Google Tag Manager. This integration reflects the increasing competition in the ad tech space, with Microsoft striving to make its platform more appealing by simplifying processes for advertisers who heavily rely on the Google ecosystem.
The announcement of this new feature was first shared by Kirk Williams, the owner of Zato Marketing, who cautioned the PPC community about potential issues that may arise from this automatic import of conversion goals. Advertisers have the option to opt-out of using this function by unchecking the Import conversion goal feature.
Overall, the introduction of this feature by Microsoft Advertising seeks to assist advertisers in optimizing their campaigns by importing conversion goals from Google Ads. However, potential attribution issues may arise due to the differences in tracking codes between Google and Microsoft on an advertiser’s website. Advertisers are advised to proceed with caution and consider the implications of this new feature on their conversion tracking efforts.
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