This is certainly not the most important PPC blog post you’ll read this week. It might be the most trivial.

However, there is something that’s been bothering me for some time that I need to vent about…especially since I experienced it three times in the past month.

I’ve begun working for some new clients, and part of the onboarding process is getting access to their AdCenter account. The client “invites” me to AdCenter, and I get an email that looks like this:

bing ads invitation

I create my own login email and password. I then get an email “Welcoming” me to Bing Ads.

bing ads welcome

I am now able to login and access the AdCenter UI.

Now, how many people reading this post who manage paid search accounts professionally work extensively in the AdCenter UI?

None. Of course not. The AdCenter UI is not designed for productive professional use.  We all use Bing Ads Editor, which, though certainly inferior to AdWords Editor, is still reasonably functional.

So, I go to Bing Ads Editor and login with my email and password…and it doesn’t work.

Why? Because you need a user name to login to Bing Ads Editor, not an email address.

Did I have an option to create a user name during the login creation process? Nope.

So what do I have to do? Call AdCenter Tech Support.

Are those folks nice and helpful? Sure. But after making me verify a whole bunch of account information and putting me on hold a few times, they change my email address login to a “proper” login that allows me to use Bing Ads Editor. Cost:  15-20 minutes of my time plus an unknown expense to Microsoft to deal with my issue.

Do I have this problem with Google? Nope. I can login to AdWords Editor with my email address.

The last time I went through this process and called AdCenter, I spent 20 minutes with AdCenter tech support before being told that they couldn’t help me.


The account in question had a Yahoo Rep.

Did they know who that person was?


I had to reach out to our Yahoo agency rep, who had to find out the relevant Yahoo account rep, who I had to email directly with the problem I described above, who then had to spend their time fixing my problem, which was administrative, not strategic in nature.

I see a very simple solution to this problem:

1)       During account creation, allow user names to be created that are compatible with Bing Ads  Editor.

2)       Allow Bing Ads Editor to accept email addresses as logins.

3)      Both #1 and #2.

WTF AdCenter.  :-)

– Todd Mintz, Sr. Search Account Manager


  1. Terry Whalen April 23rd, 2013

    The new-user onboarding process seems about par for the course for Bing. Bing Ads Editor is usable – but it’s pretty awful, too. How about its penchant for never remembering which columns and column order you’ve set up? The list of inanities is so, so large – it’s absurd.

    But on the good side, Bing Ads has really improved – it used to be so, so much worse!

  2. Todd Mintz April 23rd, 2013

    AdCenter WTF (my new blog post): #ppcchat

  3. Jeb April 23rd, 2013

    Okay… I was always always wondering if i’m alone in encountering these impractical issues with Adcenter, since all buzz creators in the industry were all enthusiastic about Bing Ads and how great it is, let’s be honest and hard, Bing you need to start taking care of your customers.

    Redo the UI – Completely!

    Fire all your customer service reps.

    enable your UI to fit my screen.

    Remember the tabs i selected.

    And the list goes on and on…

    Are you finding yourself in the same position?

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Todd Mintz
Todd Mintz, who has been with 3Q Digital since March 2011, has worked in search engine marketing since 2000 and has used Google AdWords since it began. He also is very visible in the SEM social media space and is a curator/contributor at MarketingLand. He was one of the founding members of SEMpdx (Portland’s Search Engine Marketing Group), is a current board member, and writes regularly on their blog.