How to convert a Google AdWords campaign to MSN AdCenter


You know that classic ThinkGeek t-shirt 'Go away or I will replace you with a very small shell script'? Well I think replacing grunt work with work done by a computer is a fantastic thing.

Converting a spreadsheet from the format output by AdWords to the format required by MSN AdCenter is a classic example of such a task - and I probably should have automated it the first time I had to do it. I have only just got round to it, however, but we are happy to be able to present (as far as we know) the only automatic Google AdWords to MSN AdCenter converter.

We have made this available for download for only £29.99


We hope this makes your job easier. If you have any questions or comments, we'd love to hear them - please email us at and let us know what you would like to see next!

If you find that in addition to the technical details of converting campaigns, you are also in need of strategic advice or ongoing campaign management, we also offer PPC management services.


##Differences between Google AdWords and MSN AdCenter

In a lot of ways, Microsoft's AdCenter offering has a lot to recommend it (I have written before about my support for an AdCenter qualification and pretty much my only frustration which is with the interface). It would be massively helped by an easy to use equivalent of the AdWords Editor (most of the software that allows the management of campaigns across multiple platforms is relatively expensive), but the traffic that is available is very high quality in our experience.

Conversion rates can be much higher than equivalent AdWords campaigns. Traffic has traditionally been much lower (often too low to make it worthwhile in the UK) but the volume is enough to make it worthwhile in many markets in the US. Given the conversion benefits, it would be nice for many advertisers if the introduction of Microsoft Vista were to lead to an increased market share for MSN / Live search (especially in the UK).

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About the author
Will Critchlow

Will Critchlow

Will founded Distilled with Duncan in 2005. Since then, he has consulted with some of the world’s largest organisations and most famous websites, spoken at most major industry events and regularly appeared in local and national press. For the...   read more