Microsoft makes it easier to import Google PMax campaigns

Microsoft Advertising is rolling out a slate of updates aimed at making Performance Max campaigns easier to manage, measure, and migrate — especially for advertisers already using Google Ads.

Driving the news. Microsoft now lets advertisers import Google PMax campaigns that use new customer acquisition (NCA) goals, a feature that has been generally available in Microsoft since early this year.

The update is now live for all advertisers.

That means marketers can more easily port over campaigns designed to prioritize first-time buyers without rebuilding them from scratch.

What’s new. Microsoft says imported Google PMax campaigns with NCA goals will carry over if they don’t already exist in the advertiser’s account. Existing Microsoft NCA settings won’t be overwritten.

For audience lists:

• Google website visitor segments will convert into Microsoft remarketing lists.
• Google’s “all visitors” and “all converters” lists will map to…