Roll-Out Of Bing Ads’ Microsoft Account Requirement Ruffles Feathers

bing-ads-new-240pxLast week, Microsoft issued a second announcement that it would be transitioning Bing Ads account logins to Microsoft accounts — currently used to access Hotmail, Messenger, SkyDrive, Windows Phone, Xbox LIVE, or services.

Today, some users who clicked “Remind me later”  and opted to login with their existing credentials got “Login Fail Error” notices and had to back out of the account and reload the page to login successfully. The #ppcchat hashtag on Twitter lit up with users trying to get advice on handling the errors and to air grievances about the change.

bing ads microsoft loginMicrosoft did announce the change on the Bing Ads blog, and I may have missed other warnings, but I don’t recall seeing notices about it on the Bing Ads sign-in page, within accounts or in Bing Ads editor.

Rolling out new login requirements is a huge change, and coupled with login errors on the cusp of the holiday sales season, the move could potentially affect Bing Ads’ user activity over these next crucial months. The new login requirements are being implemented for security — two-step verification which is becoming standard — and simplified sign on across Microsoft accounts. However, introducing this in Q4 poses hurdles at what is the busiest time of the year for most account holders.

When Is This Change Final?

The option to click “Remind me later” will be removed at the end of 2013. Microsoft accounts will be required for all users at some point in the first half of 2014.

So start thinking now about how your company will handle the new account requirements. If you have more than one Bing Ads user name, you’ll need separate Microsoft accounts for each. Here’s a link to the FAQ.

Related Topics: Channel: SEM | Microsoft | Microsoft: Bing Ads | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Bryant Garvin

    one thing that was always an issue with a Microsoft account was using it for the Bing Ads desktop editor. You always had to use a “normal” login name in order to actualy get into editor. Hopefully Microsoft finally makes everything work smoothly because this is exactly why search marketers and especially amateurs are turned off of Bing.

  • Matt Van Wagner

    I don’t see this as a big deal. Its a one-time, 5 minute fix for each acct. We’ve been required to do this for AdWords for a long, long time. It’s not like we have to rewrite all our ads, ad extensions, change our device targeting, figure out and implement a goofy bid multiplier system – we just need to take 5 minutes to create a Microsoft account.

  • Keith Penn

    I’ve been under the impression the option to click “Remind me later” and the time Microsoft accounts are required already passed… guess not? Maybe they exaggerated the urgency from “do it this year” to “do it this week” on their blog:

  • Lisa Sanner

    I confirmed you can use one Microsoft account for a Bing MCC for login through the UI. But to Bryant’s point, that likely will not play well with Desktop Editor. So if you use that rather than a 3rd party platform, you’ll need a microsoft account for each Bing Ads account.

  • Sam Mazaheri

    Bing Enhanced Logins™

  • timeswhat

    It sure would be no big deal if it actually worked properly. The problem is it’s giving errors left and right and I’ve had to go though 3-4 pages every single time I’ve logged in which is a pain. That’s the issue for me.

  • Dare Obasanjo

    Bing Ads Editor now supports Microsoft account sign in. This is covered on our just published FAQ on the Microsoft account transition at

  • Dare Obasanjo

    It isn’t required until next year but we started encouraging people to do it this week. Sorry if this was confusing messaging. We’ll be more careful about such messaging in the future.

  • Dare Obasanjo

    Microsoft accounts work with the latest version of Bing Ads Editor. Also Bing Ads allows users to manage multiple accounts if they are added to the account via the Accounts & Billing -> Users -> invite User option in the web UI so you don’t need one per account.

  • Jami Broom

    This is complete bullshit. Bing stopped running my clients’ ads because I didn’t create a new username for all of them yet. I can’t get into my client accounts and I can’t call or chat with customer service because I am not in the US at the moment. What idiots! Go ahead and stop running the ads and lose out on all that money!

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