Bing Ads is introducing a more streamlined mechanism called 'Multi-Linking'. This feature allows advertisers to Manage Multiple Accounts easier.

Rolling out all users worldwide, the system allows advertisers to link other accounts without having to classify itself as an agency. With the ability to control how many accounts are linked, Bing allows advertisers to have up to five managing entities.

As for the interface, Bing updates it to reflect which account has access, with 'unlink' option next to each entity.

There is also a 'Change who pays' option to facilitate billing changes.

The billing responsibility can be moved between entities with no pausing of the account necessary.

Multi-Linking however, doesn't support unlinking from the entity that originally created an account.

So for example, if an advertiser creates an account for a client, the advertiser cannot be unlinked from the client side.

"Multi-Linking does not support unlinking an account from the customer that created it. If an agency created your account from their own customer account, that agency will remain linked to it," explained Bing on its blog post.

From the image above, advertisers can see all customers with access to the account. They can ulink any managing customer from the account directly in the access section, or take over billing responsibility for accounts at any time

The Multi-Linking feature is aimed to end frustrations regarding managing Multiple Accounts and roadblock that could occur when one account wants to be transitioned from one agency to another.

The update simply makes things easier for users to attach and manage multiple accounts, and have the ability to run reports across all accounts.

Bing in introducing Multi-Linking is iMicrosoft's first strategy to provide agencies the ability to manage multiple accounts.

Multi-Linking will be rolling out over the next several weeks worldwide.