The Evolution of Microsoft Advertising Sign-In
Microsoft has modernized its authentication experience to align with current security standards and user expectations. The transition from traditional username and password combinations to more secure, streamlined authentication methods reflects Microsoft's commitment to protecting advertiser accounts while improving the overall user experience.
From Bing Ads to Microsoft Advertising
The platform formerly known as Bing Ads is now Microsoft Advertising, and this name change came with important changes to how advertisers access their accounts. All advertisers now use their Microsoft Account credentials to sign in, which provides a unified authentication system across Microsoft's ecosystem of products and services. This integration means that the same credentials you use for Outlook, Microsoft 365, or other Microsoft services will work for accessing your advertising account.
The move to Microsoft Account authentication brought several benefits, including enhanced security through multi-factor authentication requirements, simplified password management for users who already have Microsoft accounts, and a more consistent experience across Microsoft's product lineup. For advertisers who previously had separate credentials for Bing Ads, the transition required updating their sign-in processes, but the result is a more secure and convenient system. Our digital marketing experts can help navigate these platform transitions seamlessly.
As Microsoft continues to invest in Bing's search capabilities, the advertising platform has become increasingly important for reaching audiences across Microsoft's search network. The authentication improvements align with broader efforts to enhance the overall advertising experience.
Multi-Factor Authentication Requirements
Since June 2022, Microsoft has required multi-factor authentication for Bing Ads accounts. This security measure adds an extra layer of protection beyond the traditional username and password combination. When you sign in to your Microsoft Advertising account, you'll need to verify your identity through a second factor, which could be a code sent to your phone, an authentication app, or a hardware security key. Microsoft's OAuth documentation confirms this requirement.
Multi-factor authentication significantly reduces the risk of unauthorized access to your advertising account. Even if someone manages to obtain your password, they would still need access to your second factor to complete the sign-in process. This requirement applies to all users accessing Microsoft Advertising accounts, regardless of their role within the organization.
For organizations running multiple digital campaigns across different platforms, understanding these authentication best practices helps maintain secure access while minimizing workflow disruptions.
Understanding User Roles and Permissions
Microsoft Advertising offers a structured approach to user management through its role-based access control system. Understanding these roles is crucial for advertisers who need to grant appropriate access to team members, agency partners, or other stakeholders. Leadsie's comprehensive access guide provides detailed documentation on these roles.
For agencies running A/B testing experiments across client accounts, proper user role assignment ensures campaign managers have the access they need while maintaining security protocols.
Super Admin Role
The Super Admin role represents the highest level of access within a Microsoft Advertising account. Super Admins have complete control over all aspects of the account, including the ability to add and remove users, modify billing information, and access all advertising campaigns and reports. The person who initially creates the Microsoft Advertising account is automatically assigned the Super Admin role.
Super Admins can invite other users to the account and assign them appropriate roles based on their responsibilities. This includes the ability to promote other users to Super Admin status or remove existing Super Admins from the account. Given the extensive powers associated with this role, organizations should carefully consider who receives Super Admin access and implement appropriate internal controls. Proper user role management practices ensures that each team member has appropriate access levels while maintaining account security across your digital marketing infrastructure.
Standard User Role
Standard Users have broad access to manage advertising campaigns and perform many account operations, but they cannot modify billing information or change user roles. This role is appropriate for most team members who need to create, modify, and optimize campaigns but shouldn't have access to financial controls or user management functions.
Standard Users can view account performance data, create and edit campaigns, manage ad groups and keywords, and access reporting tools. They can also invite other Standard Users, Advertiser Campaign Managers, and Viewers to selected accounts, making this role suitable for team leads who need to manage smaller groups of advertisers.
Advertiser Campaign Manager Role
The Advertiser Campaign Manager role provides focused access specifically for campaign management without broader account administrative capabilities. Users with this role can add, edit, and delete campaigns within their assigned accounts, but they cannot access billing information or modify account settings.
This role is designed for specialists who focus primarily on campaign optimization and management. They can make changes to bidding strategies, ad copy, targeting options, and other campaign-level settings, but they remain restricted from financial operations or user management functions.
Viewer Role
The Viewer role provides read-only access to account data and reports. Users with this role can view campaign performance, access analytics and reporting tools, and review account settings, but they cannot make any changes to campaigns or account configurations.
The Viewer role is appropriate for stakeholders who need to monitor performance or review reports without requiring the ability to make changes. This includes executives who want to track campaign results, analysts who need access to data for their reports, or external auditors reviewing advertising spend.
Key considerations for agencies and partners
Manager Accounts
Agencies use manager accounts to link to multiple client advertiser accounts efficiently.
Access Requests
Clients receive and manage access requests through their account interface.
30-Day Response Window
Access requests expire after 30 days if no action is taken.
Granular Permissions
Control exactly which accounts and access levels each user receives.
Frequently Asked Questions
What is the difference between Bing Ads and Microsoft Advertising?
Bing Ads has been rebranded as Microsoft Advertising. The functionality remains the same, but advertisers now use Microsoft Account credentials to sign in.
Is multi-factor authentication mandatory for Microsoft Advertising?
Yes, multi-factor authentication has been required for all Microsoft Advertising accounts since June 2022.
How do I find my Microsoft Advertising account number?
Click on the account name at the top of the page when signed in. A dropdown will show your advertising accounts with their 10-digit account numbers.
How long do access requests remain valid?
Access requests expire after 30 days if the recipient takes no action.
Can I use the same Microsoft Account for multiple advertiser accounts?
Yes, a single Microsoft Account can be granted access to multiple advertiser accounts through manager account linking.