Microsoft Advertising (Bing)
Table of Contents
- Requirements and Connection Process
- Supported Campaign Types
- Differences vs. Google Ads — What to Watch Out For
Requirements and Connection Process
Prerequisites
- An active Microsoft Advertising account (formerly Bing Ads).
- The user authorizing the connection must have access to the account at the Super Admin or Standard User level.
- A Microsoft account (@outlook.com, @hotmail.com, or a corporate Microsoft Entra ID account) linked to Microsoft Advertising.
Connection Steps
- Go to Workspace Settings → Connections → Microsoft Advertising, then click Connect Account.
- Sembot will redirect you to the Microsoft login page. Sign in with the account linked to Microsoft Advertising.
- On the consent screen, click Accept to grant Sembot access to your advertising account.
- After returning to Sembot, go to the Connections tab in the side menu, select the appropriate advertising account from the list, and click Save.
Manager Accounts (Agency) If your Microsoft Advertising account is an agency account managing multiple clients, all available client accounts will appear in the list. Select the appropriate client account you want to connect to the project.
Supported Campaign Types
Sembot supports the following Microsoft Advertising campaign types:
| Campaign Type | Description |
|---|---|
| Search | Text ads in Bing, Yahoo, and Microsoft partner network search results. |
| Shopping | Product campaigns (Microsoft Shopping Campaigns) based on a product feed from Microsoft Merchant Center. |
Differences vs. Google Ads — What to Watch Out For
Microsoft Advertising is a platform similar to Google Ads, but there are several important differences worth knowing when working in Sembot.
Account Structure
In Microsoft Advertising, there is an additional level between the account and the campaign — a Customer contains one or more advertising accounts (Account). When connecting to Sembot, you select a specific advertising account, not the customer level.
Terminology
Some terms differ between platforms:
| Google Ads | Microsoft Advertising |
|---|---|
| Campaign | Campaign |
| Ad Group | Ad Group |
| Keyword | Keyword |
| Customer ID | Account Number |
| MCC | Agency / Manager Account |
| Google Merchant Center | Microsoft Merchant Center |
Advertising Network
Microsoft Advertising ads appear across a network that includes Bing, Yahoo, MSN, and the partner network — the reach is smaller than Google's, but the user demographics can differ (often older users with higher income).
Data Synchronization
The data synchronization frequency with Microsoft Advertising may differ from synchronization with Google Ads — check the current settings in the Connections tab.