All about Multi-platform

Multi-platform provides you with a one-stop shop to manage your social network presence and search and social marketing.

We'll no longer support Smart Campaigns with Multi-platform as of Wednesday, June 19, 2024. If you'd like more information, please contact Support.

Having an online presence and interacting with your customers is critical in today's market. But with so many different social networks and ad platforms out there, it can get overwhelming to manage it all. Multi-platform is a Microsoft Advertising feature available in Smart Campaigns to manage your search advertising and social media presence across platforms all in one place. Multi-platform is free to use when you set up a Smart Campaign with us. You only pay when someone clicks your ad.

With Multi-platform, you can:

  • Run search ads. Run search ad campaigns on Microsoft Advertising and Google Ads.
  • Run social ads. Run social ad campaigns on Facebook and Instagram.
  • Run audience ads. Run audience ad campaigns on the Microsoft Audience Network (Microsoft Edge, MSN,, and more).


    Not everyone has the option to run audience ads yet. If you don't, don't worry—it's coming soon!

  • Interact with customers. Publish content, like, and reply to comments on Facebook, Instagram, and LinkedIn.
  • Analyze reports. Review key metrics like impressions, engagements, and audience growth from one place.
  • Create campaigns quickly. Set advertising goals to increase online visits, physical visitors, or calls to your business.
  • Automate ad content. Create a few ads, then watch as AI creates additional ones for you to optimize your campaign performance.
  • Optimize your ROI with AI. Your budget is automatically distributed across channels to get the best return on your investment. Please note, these estimates are based on performance data and are not a guarantee of future performance.
  • Leverage AI-powered campaign management. Set your budget, targeting, and advertising goals, create a few ads, and let Microsoft's AI help with the rest. There's no keyword or bid management needed!
  • Connect your ads with relevant searches. Keyword themes are words or phrases that help match your ads with online searches; online search phrases are generated by your potential customers when they use a search engine to find a product or service. The right keyword themes can put your ads in front of people looking for your business - and the right online search phrases can help your customers find you.
  • Zero in on your target audience. Search advertising isn't just about finding the right search queries. It's about finding your target audience. Audience targeting allows you to set up specific criteria, such as age, gender, or location. This determines which customers can see your ads. This means your ads will be shown to customers you've determined are more likely to buy what you're selling.

Get to know your account options

If you already have Multi-platform (via Smart mode), then you can create new Expert mode accounts.

From the side menu, select Upgrade to Expert mode.

Note: If you decide to create new Expert mode accounts, you'll be able to access your Multi-platform account. However, you'll be unable to merge information between Multi-platform (via Smart mode) and Expert mode accounts. This means that all Multi-platform information (including all campaigns, coupons, data, promo codes, etc.) won't switch over to Expert mode. Learn more about the difference between Smart mode and Expert mode.

Expert accounts give you more control over Microsoft Advertising campaign management and reporting, including additional ad types, audience targeting, conversion goals, and performance reports. You can also import from Google Ads and Facebook Ads in an Expert account. However, Expert accounts don't support management of social networks or showing ads in other platforms such as Google, Facebook, and Instagram.

The accounts overview has customizable tiles that show how all of your accounts are doing at once, as well as which tasks will improve performance. From the top menu, select Tools > Accounts.

You can set up billing -including prepay options-for Smart and Expert mode accounts. Please note that Smart accounts do not support monthly invoices. From the top menu, select Tools > Billing&Payments.

You can invite new users and manage permissions. From the top menu, select Tools > Account access.

Account map gives you a full view of how your accounts are organized on the Microsoft Advertising platform. From the top menu, select Tools > Account map.

You can edit account settings such as display language, contact information, and email preferences. From the top menu, select Tools > Preferences.

Learn more

Please see the following articles to learn more about Multi-platform.

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