With hierarchies, you can scale Microsoft Advertising to meet the demands of your business, no matter its size. This feature allows you to create and arrange your Microsoft Advertising accounts so that they match the structure of your company, just like an org chart. Start with just one account and build up from there into a hierarchy of parent and subsidiary accounts.
This feature is geared towards agencies and large businesses to allow for easier and more centralized management of campaigns, users, access, and billing.
When you sign up for a Microsoft Advertising account for the first time, you're technically getting two accounts in one:
These two account types are complementary, meaning that you can't have a manager account without at least one account, and you can't have an account without a manager account. Both work in harmony to provide the flexibility you need to build a hierarchy, from the simple to the complex. So, whether you're a mom-and-pop shop or a global ad agency, we've got you covered.
A standard manager account can have up to six accounts (though advertisers who meet certain criteria and spend minimums are entitled to more accounts). Most small businesses have and need only one account. Why do you need both a manager account and an account? In a word: scale.
For example, imagine that you manage advertising for a large conglomerate. You want to create a nested account structure using manager accounts that reflect how your company is organized, with each layer nested under one another from top to bottom. Here's how you could order your setup:
Each of those manager accounts has control over those below it. Each manager account can also have up to six accounts under it.
As a central folder, a manager account allows you to share important items—such as users, user roles, payment methods, and campaign resources like Universal Event Tracking (UET) tags and remarketing lists—across multiple accounts. And as you add accounts, you're able to leverage the manager account's central folder, thereby saving you time and effort by eliminating duplicate data entry.
When you go to the account level, you're freed to focus on campaign management within that space. Accounts are home to campaigns, ad groups, keywords, and budgets. The settings for accounts can also be customized to the needs of a marketplace. You can specify things such as an account's currency, time zone, and payment setting, which could all be different from account to account. You'll find this flexibility useful if, for example, your business targets customers in Canada, Mexico, and the United States, and you must track campaign performance by country and pay for advertising in different currencies.
The account selector at the top of each Microsoft Advertising page helps you hop to any account you manage. Click the account selector to see all accounts in your hierarchy structure. You might need to click the arrow at the side of a manager account to show the accounts it manages. When you click any account in the selector, the data and information shown on Microsoft Advertising updates to reflect and apply to only the account you've selected.
Day to day, you'll work mostly within an account as you monitor and refine your campaigns. Occasionally, you may need to update a payment method or to add a user, both of which are managed in the overall manager account. Once you sign in to Microsoft Advertising, you'll be able to access both your manager account and your account. You won't need to sign in and out to go from one to the other.
Although you'll have a unique number for both a manager account and an account, you won't need to memorize either number, because they're listed in Microsoft Advertising in both the Accounts dashboard page and the account selector at the top of each page. Both types of numbers serve a specific purpose.
Use a manager account number to:
Use an account number to:
If you've already linked to all accounts within someone else's manager account, you can now gain greater control by linking to that manager account by upgrading to a hierarchy.
To link to a manager account or to one or more accounts under a manager account, you will need the manager account number or account numbers of any account you want to link to. It's easiest to get that number from the account owner.
Now that you can link previously separate manager accounts, you can take advantage of expanding the sharing scope of items within the shared library. You can create new and share existing UET tags and remarketing lists across accounts to simplify the management of conversion tracking and audiences.
From the top menu, select Tools > UET tag, where you can see all the UET tags available for the manager account you've selected.
The Manage tag scope pane will open where you can check and uncheck the accounts in your hierarchy that you want to use this tag. Keep in mind that the UET tag's owner can't be unchecked.
From the top menu, select Tools > Audiences. There, you can see all the remarketing lists available for the manager account you've selected.
A pane will open where you can check and uncheck the accounts in your hierarchy that you want to use this remarketing list. Keep in mind that neither the remarketing list's owner nor the account created under that manager account can be unchecked.