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Welcome to the help center for Search Ads 360, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the Search Ads 360 product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Microsoft Advertising features in Search Ads 360

Last updated May 17, 2022
Microsoft Advertising allows customers the option to sign in with a work account. Search Ads 360 supports signing in to a Microsoft Advertising account with either a personal Microsoft account or a work account.
 
If you switch from a personal account to a work account, you must reauthorize Search Ads 360 to access your Microsoft Advertising account to avoid functionality issues.

The following lists the Microsoft Advertising features that Search Ads 360 supports, unsupported features, and any available workarounds.

Learn more about Microsoft Advertising.

Supported Microsoft Advertising features

Campaigns

Ad groups

Ads

Extensions

Keywords

URL management

Targeting and bid adjustments

Bid automation

  • Apply a Search Ads 360 bid strategy from campaign settings.

Reporting

Unsupported Microsoft Advertising features

Campaigns

  • Unsupported campaign settings:
    • Multiplicative bid adjustments (+-1% increments)
    • Campaign-specific timezones
    • Shared budgets 
      In Search Ads 360, an error will occur if you edit the budget of a campaign that is using a shared budget. Edit shared budgets in Microsoft Advertising only.

Ad groups

  • Network selection:
    • All search networks (Bing and syndicated search partners)
    • Bing (owned and operated) only
    • Bing syndicated search partners only
  • Pricing model
  • Shared targeting (a feature that is available only through the Bing Ads API)

Ads

Extensions

  • App extensions
  • Automated extensions
  • Callout extensions
  • Call extensions
  • Image extensions
  • Location extensions
  • Review extensions
  • Structured snippet extensions

Keywords

  • Shared negative keywords

Targeting

  • Age and gender
  • Day of the week/time of day
  • Radius targeting
  • Geographic targeting options that let you target customers in a specific location or customers who search for information about a location
  • Website exclusions

Bid automation

  • Enhanced CPC
    Microsoft Advertising announced that starting on April 5, 2021, any new Microsoft Advertising campaigns created will no longer have the option of Manual CPC. By April 30, 2021, any Microsoft Advertising campaigns not yet using Enhanced CPC (eCPC) will be automatically migrated by Microsoft Advertising.
  • Maximize Clicks
  • Maximize Conversions
  • Target CPA

URL management

  • Custom parameters

    While Search Ads 360 uses one of the available custom parameters to uniquely identify keywords and ads, you cannot view or manage Microsoft Advertising custom parameters from Search Ads 360. If you sign into Microsoft Advertising and add custom parameters for a keyword or ad, you can successfully sync the item into Search Ads 360, but Search Ads 360 ignores the custom parameters you created. Microsoft Advertising will apply the custom parameters when it serves an ad.

Reporting

Next steps

Create a Microsoft Advertising engine account in Search Ads 360.

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