Compared with Google Ads, Microsoft Advertising's account setup process is simpler and the review is more relaxed. Many teams can complete the entire process from registration to the launch of the first advertisement within one day. But simplicity does not mean there are no pitfalls. If some key options in the account setting stage are set incorrectly, it will be troublesome to change them later, and may even directly affect the advertising effect.
Preparations before account setup
Necessary materials: corporate email (corporate domain name email is recommended); corporate website (landing page needs to be accessible normally); payment method (credit card, supports Visa/MasterCard). It is recommended to prepare at the same time: an existing Google Ads account (can be imported directly); a list of target market keywords.
Step 1: Create a Microsoft Advertising account
Visit ads. microsoft. com and select Business Account, which supports multi-user management permissions and is suitable for team collaboration.
Step 2: Key account settings (non-modifiable items)
Account time zone:Choose the time zone of your target market, not your company's time zone. For the United States, select Eastern Time; for the United Kingdom, select GMT.Once set, the time zone cannot be modified.
Account currency:Choose your billing currency.Currency cannot be modified either.
Payment method:Postpayment and prepayment are supported. New accounts usually start with a down payment.
Step Three: Install UET Tracking Code
UET is Microsoft Advertising's conversion tracking system, equivalent to Google's Global Site Tag or Meta's Pixel.
Installation steps: Enter the tool in the background → UET tag → Create tag → Install the code into the < head> area of the website (all pages) → Set specific conversion goals. Without UET, there is no conversion data and Smart Bidding cannot optimize. Install UET first, and then start the official launch. Reference:What to do if Bing ads are out of volume: System troubleshooting guide
Step 4: Create your first campaign
Import from Google Ads (recommended):Tools → Import Campaign → Import from Google Ads. Imported content includes campaign settings, keywords, ad copy, and bids. Need to manually check after importing: bid adjustment (Bing market price can usually be reduced by 20-30%); ad copy character restrictions; excluded keywords.
Geo-targeting:Select your target market region clearly, not globally.
Bid strategy:For new accounts, use manual CPC first, starting from -50/day, and consider switching to the target CPA after accumulating more than 30 conversions. Reference:How to structure Bing advertising account
Common new account questions
Slow ad review: Manual review of Microsoft ads is common, it takes 1-2 working days, just wait normally. Very little traffic: It is normal for a new account to have low initial traffic, and a 2-3 week familiarization period is required. If there is still no display volume after 2 weeks, please refer to:What should I do if my Bing ads are out of volume?
Summary
The key is: the time zone and currency should be set during account setup (cannot be modified); UET should be installed before official launch; if you have a Google Ads account, import it directly; new accounts should be given a 2-3 week familiarization period.SeaSeek provides Microsoft Advertising agency service, welcomeMake an appointment for a free evaluation.
