How is Bing Ads different from Google Adwords?

If you're already a Google user, you'll find that you're already familiar the PPC campaign structure used in Bing Ads, as well as many of the key features and tools used to create and manage your PPC campaign. In fact, you can easily import much of your Google campaign directly into Bing Ads (for directions on how to do this, take a look at How to import a campaign from AdWords or other programs).

Whether you choose to import your campaigns or create them from scratch, there are a few differences between Bing Ads and Google that you should know about. Here's a short list of things to be aware of as you get started.