Microsoft Advertising (Bing)
Microsoft Advertising (formerly Bing Ads) lets you reach users of Bing, Yahoo, and DuckDuckGo search engines. Sembot manages Microsoft Advertising campaigns through the same interface as Google — campaigns on both platforms are created and managed from a single place in the system.
Table of Contents
Configuration differences vs. Google
Available campaign types
| Campaign type | Microsoft Advertising | |
|---|---|---|
| Search campaign | ✅ | ✅ |
| Shopping campaign | ✅ | ✅ |
| Performance Max | ✅ | ❌ |
| DSA campaign | ✅ | ❌ |
Performance Max and DSA campaigns are available for Google only.
Microsoft Advertising-specific fields
When selecting the Microsoft Advertising channel in the Configuration step, the following fields are visible:
| Field | Description |
|---|---|
| Microsoft Advertising connection in project | Authorized OAuth connection to a Microsoft account |
| Merchant Account | Merchant Center account linked to the Shopping campaign |
| Country of sale | Target country for the campaign (default: Poland) |
| Show ads on YouTube, Gmail, and Discover | Toggle — optional reach extension beyond the Bing network |
Wizard steps — what is the same, what is different
The Microsoft Advertising campaign configuration steps are identical to Google for a given type:
- Search campaign (Bing) — same steps as Google Search: Configuration → Budget & strategy → Products → Keywords → Segmentation → Templates → Goals → Sync
- Shopping campaign (Bing) — same steps as Google Shopping: Configuration → Budget & strategy → Products → Segmentation → Goals → Sync
The only difference is in the Configuration section — connection fields as shown in the table above.
Bidding strategies
Microsoft Advertising supports the same bidding strategies as Google Search and Shopping: Manual CPC, Sembot CPC, Target ROAS, Maximize clicks, and other strategies available for a given campaign type.
Managing from one place
Campaign list
Sembot displays Google and Microsoft Advertising campaigns in a single shared campaign list (section Campaigns → Campaigns). Each campaign is labeled with its channel and type. From the list, you can do the following for both platforms:
- Start sync — push the campaign to the platform
- Stop sync — pause the campaign
- Restart sync — retry a failed sync
- Check status (Draft, Sync in progress, Synced, Sync error)
Microsoft Advertising reports
Microsoft Advertising campaign results are available in the Marketing Channels → Microsoft Advertising section. Available report views:
| View | What it shows |
|---|---|
| Campaigns | Campaign-level results (clicks, cost, conversions, ROAS) |
| Ad groups | Ad group-level results |
| Keywords | Performance of individual keywords |
| Search terms | Actual user queries that triggered ads |
| Shopping ads | Product results in Shopping campaigns (e-commerce only) |
Each view supports:
- selecting a Connection and optional filtering by Campaign ID
- date range and Data aggregation: daily / weekly / monthly
- Comparison with the previous period or previous year
- a chart and table with detailed data
Creating a Microsoft Advertising account from within Sembot
If you don't have a Microsoft Advertising account yet, you can create one directly from Sembot (Connections → Create Microsoft Advertising account). The wizard will guide you through filling in your company and account details, then send an activation email with a link from Microsoft.