Microsoft Advertising features in Search Ads 360

Last updated August 21, 2019
Bing Ads has changed its name to Microsoft Advertising. We've updated the help center to refer to "Microsoft Advertising" instead of "Bing Ads." Learn more about the new brand name.

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

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
  • Remarketing lists

    Remarketing lists you create in Microsoft Advertising—including lists you create as part of cross-channel remarketing—do not appear in Search Ads 360. Any targeting or optimization you specify in Microsoft Advertising will be applied by Microsoft Advertising when your ads are served, but Search Ads 360 cannot report performance data for Microsoft Advertising remarketing lists.

    If you use Google in-market audiences in your campaigns, you can use the Microsoft Advertising Import from Google Ads feature to copy those campaigns over to Microsoft Advertising to make management easier. Learn more about what gets importedby the Microsoft Advertising feature.

  • Website exclusions

Bid automation

  • Enhanced CPC
  • 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.

Was this helpful?
How can we improve it?