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Copilot in Microsoft Advertising Platform

Copilot is your AI-powered assistant in Microsoft Advertising. It helps you get answers, generate assets and create ads, troubleshoot issues, and analyze performance—all in natural language. Whether you're new to advertising or managing complex campaigns, Copilot can save you time and help you make smarter decisions.

Note

This article explains how Copilot in Microsoft Advertising can assist you with your campaigns, which is different from Microsoft Copilot. For information about advertising in Microsoft Copilot, see About Ads in Copilot.

How do I access Copilot in Microsoft Advertising Platform?

Copilot is at your fingertips whenever you need it in the Microsoft Advertising Platform. From the top right, select Copilot Copilot to start a chat, or use the search box located in the top center of the platform to find what you're looking for faster.

Not sure how to prompt? Copilot will offer you pre-populated prompt starters based on where you are in the platform, so you can easily start the conversation with it. Select View Prompts in the Copilot chat pane to browse the entire collection of prompt starters. You can also save your prompts for faster access later.

Here are a few examples of prompts you might see:

  • How do I create a campaign?
  • What bid strategies can I use?
  • What are the ad types I can create?
  • What are the best reports to track and improve performance?
  • How can I see what changes were made in my account?
  • How can I see what keywords triggered my ad?

Want to have a conversation about a specific campaign or ad group?

You can use the slash (/) within Copilot chat or select the plus sign (+) at the bottom left of the chat to choose which campaign or ad group you want to inquire about. For example, you might ask Copilot: “What are the latest impressions and clicks of the /2025_Holiday_Campaign?” or “What's the performance of my +Holiday_Ad_Group?”

What you can do with Copilot

Copilot in Microsoft Advertising Platform combines generative AI and account insights to assist you across the key areas below.

  • Ad creation and asset generation

    For more information about using Copilot to assist you with ad creation and asset generation, please see this help topic: Using generative AI to improve campaigns and find the answers you need.

  • Diagnostics

    • Identify account and billing issues and ad delivery blockers across your account, campaigns, ad groups, ads, keywords, and UET and conversion tracking with actionable suggestions to fix issues and improve performance.

    • Select the prompt starter Diagnose and review campaign delivery blockers in the Copilot chat pane. Then:

      1. Choose a campaign for troubleshooting or let Copilot auto-select the one you're viewing.
      2. Select Confirm to run the diagnostics.
      3. Review issues grouped by account, billing, campaign, ad groups, keywords, and ads.
      4. Expand each section for details and links to fix the issue.
      5. Copilot will ask, Did Copilot resolve your issue? If it didn't, you can reach Support by selecting No, connect with a Microsoft Advertising Expert.

    • You can also ask specific campaign, ad delivery, or billing-related questions in the Copilot chat, such as:

      • Are my ads live?
      • Why is my campaign not receiving any impressions?
      • Why is my campaign not receiving any clicks?
      • Why is my campaign not spending?
      • Why can't I add a payment method?
      • What is my account's billing type?
      • Is [specific payment method] supported for my account?
      • What is the estimated tax for my account?
      • What is my account balance?
      • How much is my current billing threshold?
      • When was my last transaction?
      • What is my remaining prepaid balance?
      • Am I eligible for monthly invoicing?
      • Can you give me a coupon?

    • If you're a Super Admin, Copilot can show a full billing readout including:

      • Account name
      • Account number
      • Account type
      • Account creation date
      • Business address
      • Time zone
      • Payment option on the account
      • Bill-to customer name
      • Account currency
      • Account status
      • Is billing paused on the account

    • You can directly select an inactive UET tag or conversion tracking from the dashboard and select 'Troubleshoot' to access the diagnostics and then follow the Copilot instructions to walk thru the troubleshooting steps; or ask specific conversion tracking questions in the Copilot chat, such as:

      • How do I set up UET?
      • Why does my conversion goal have no conversions?
      • Is my UET installed correctly?
      • Can you test my conversion goal [conversion goal name]?
      • Why doesn't my UET tag work?
      • Why isn't my conversion tracking working?

    Note

    Copilot cannot yet make changes to your account or perform other actions on your behalf.

  • Real-time support

    • Ask questions about Microsoft Advertising features and get instant answers.
    • Get direct links to relevant pages in the platform and help articles.
    • Use natural language to explore campaign options, billing methods, and more.
    • Connect with a Microsoft Advertising Expert when you're looking for other solutions (your chat history is shared with them for a seamless transition).
    • Review chats you've had previously (up to 18 months) and resume them to ask follow-up questions.
    • Rename chats and delete unwanted ones for improved archive management.

  • Performance insights

    • Make faster, data-driven decisions by leveraging AI-generated insights and summaries.

    • Compare campaigns, ad groups, ads, and keywords using metrics like impressions, clicks, conversions, and ROAS.

    • View trend analysis and performance across time periods.

    • Identify what's causing spikes or drops in your performance.

    • You can access Copilot-generated performance insights in several ways:

      • From the campaign grid or Overview page, select Summarize to get a quick performance snapshot.
      • In the Copilot chat, enter a question about your performance.
      • In the Copilot chat panel, select the Performance summary prompt starter for a quick performance snapshot.

    • Ask questions like:

      • How has my CTR changed this month?
      • Which campaign has the best ROAS?
      • Compare Campaign A and Campaign B by conversions.
      • What are my top-performing keywords this month?
      • Why did my impressions drop for Campaign A last month?

    • Performance snapshots

      Copilot can generate quick summaries of your account or campaign performance. Each snapshot reflects the parameters set in your report, such as the date range and campaign filters. The snapshot includes a breakdown of performance across key metrics, along with an AI-generated summary of performance trends. To get started, try asking:

      • Give me a snapshot of clicks, impressions, and conversions for Campaign B.
      • How did Campaign A perform last week?
      • Show me a performance summary for my account this month.
      • Summarize performance for all campaigns running in October.

    • Deeper insights with performance comparisons

      Want to dig deeper? Copilot makes it easy to analyze performance across campaigns, ad groups, ads, asset groups, and keywords using the key comparison types below. You can start with entity comparisons to see how different elements perform or use trend analysis to track changes in key metrics over time. Campaign type comparisons help you understand which formats are most effective. Copilot also highlights top and bottom performers, so you know what's working and what needs attention. With period-over-period (PoP) comparisons, you can measure performance changes across different time frames. Here's how you can use each performance comparison:

      • Compare by campaign type

        Evaluate the effectiveness of different campaign types to guide your strategic planning and budget allocation. To get started, try asking:

        • How does Campaign A compare to Campaign B in terms of conversions?
        • How does the CPA for Campaign type A compare to Campaign type B in the last 30 days?

      • Compare different entities

        Compare campaigns, ad groups, ads, and keywords to see which elements are performing best. To get started, try asking:

        • How do video ad A and image ad B compare in terms of conversions?
        • Which ad group has a better click-through rate: Ad Group X or Ad Group Y?
        • Which keyword is generating more impressions: Keyword X or Keyword Y?

      • Identify top and low performers

        Quickly pinpoint which campaigns, ad groups, asset groups, ads, or keywords are driving the most value or underperforming. To get started, try asking:

        • Can you show me which asset group is the top performer?
        • What are the top five keywords for my account based on impressions?
        • Which campaigns are the lowest performers in my account?

      • Compare period-over-period (PoP)

        PoP comparisons allow you to evaluate performance changes across different time periods. To get started, try asking:

        • Compare my account's ad spend from this quarter to the previous one.
        • Has my return on ad spend improved since we optimized the campaign last month?
        • How has my click-through rate changed between this week and the previous week?

      • Analyze performance trends

        Use this to examine how key metrics—such as impressions, clicks, conversions, and click-through rate—change over time. To get started, try asking:

        • How has my campaign performance trended over the last 30 days?
        • How has my conversion rate changed over the last few weeks?
        • What are some key performance trends for my account this month?

      • Diagnose shifts in performance

        Copilot can help explain why your performance changed between two time periods. It identifies what changed, and which campaigns, ad groups, ads, or keywords contributed most to the changes. It also pinpoints likely reasons, such as budget changes, bid adjustments, or delivery issues. To get the most accurate results, it's important to enter two time periods and a performance metric (such as clicks, impressions, or spend). If you only provide one time period, Copilot will compare it to the previous time period by default. To get started, try asking:

        • What caused the increase in impressions last week compared to the week before?
        • What changed in my campaign performance between January and February?
        • Why did clicks decrease in Q2 compared to Q1?
        • Why did my clicks drop from February to March?
        • Why did spend go up this month compared to last month?

    • Performance shift root cause analysis

      Copilot can help you uncover spikes and drops behind your campaign performance, so you know what to optimize. Try asking:

      • Why did my campaign performance drop suddenly?
      • What caused the increase in my cost per conversion this week?
      • Can you analyze what changed in my account that affected performance?
      • Why are my impressions declining compared to last month?
      • What factors are contributing to my drop in click-through rate?"

Smart query writing: How to ask good questions

Best practices

  • Ask detailed and specific questions with a clear goal. “Compare Campaign A and B by ROAS” is better than "Compare campaigns."

  • Helpful keywords to start your prompt:

    • Summarize...
    • Compare...
    • Show trends of...

  • Use the slash (/) to reference specific campaigns and ad groups.

  • Use Microsoft Advertising terminology: "Keyword Planner," "conversion rate," etc.

  • Ask follow-up questions to refine answers.

  • Use the three suggested follow-up questions that appear below Copilot's response.

  • Verify details of the response when unclear.

  • Clear the chat if you don't want Copilot to recall earlier queries.

  • Rephrase your query when Copilot is not providing the ideal response.

Responsible use of AI

  • Transparency

    Copilot uses large language models trained on public and licensed content. It doesn't access private or confidential data.

  • Privacy and data use

    Input may be used to improve performance but is handled securely. Avoid entering sensitive personal or business information.

  • Verification and judgement

    Always verify important outputs and use your judgment. AI should support but not replace human insight.

Frequently asked questions

  • What is Copilot in Microsoft Advertising Platform?

    Copilot in Microsoft Advertising Platform is your AI assistant for advertising. It combines natural language and generative AI to provide quick, relevant answers about how to use Microsoft Advertising's features, and can also help answer specific questions about your account and campaign. Additionally, Copilot in Microsoft Advertising Platform leverages generative AI to make campaign creation, management, and optimization easier. See Using generative AI to improve campaigns and find the answers you need for more information.

  • What can Copilot in Microsoft Advertising Platform do?

    Copilot can help you with these four capabilities:

    • Answer your questions in real time or connect you with a Microsoft Advertising Expert for a seamless transition.
    • Diagnose issues with your account, campaign, and billing and tell you how to fix them.
    • Showcase your campaign performance in summary or comparison.
    • Assist you in ad creation and asset generation. For more information, please visit Using generative AI to improve campaigns and find the answers you need.

    For more information, see What you can do with Copilot in Microsoft Advertising Platform.

  • Can I chat with a live Microsoft Advertising Expert?

    Yes. When you activate the chat, you will begin your conversation with Copilot in Microsoft Advertising Platform to provide real-time support. Additionally, you always have the ability to chat with a live Microsoft Advertising Expert and they will seamlessly pick up from where you left with Copilot. You can do this by telling Copilot you'd like to chat with a human or by selecting the ellipsis in the top right corner of the Copilot chat pane and then selecting Live Agent.

  • How was Copilot in Microsoft Advertising Platform evaluated? What methods are used to ensure accuracy?

    Copilot in Microsoft Advertising Platform underwent thorough manual and automated testing using both Microsoft's internal data and public datasets. Further evaluation was carried out on specialized datasets to address offensive and malicious prompts (user queries) and responses. Additionally, Copilot in Microsoft Advertising Platform is continuously assessed through advertiser feedback online. Although it strives to simulate natural language, there are times when its responses might be incorrect or outdated. By using the Thumbs Up and Thumbs Down icons, you guide Copilot in Microsoft Advertising Platform towards more helpful answers. Your feedback is invaluable, shaping not only Copilot in Microsoft Advertising Platform but also other facets of Microsoft Advertising as well.

  • Does Copilot save my chat history? Can I access my previous conversations with Copilot?

    Yes. Copilot now provides persistent chat history, so you can retrieve one of your previous conversations from the Chat History and continue previous conversations for a seamless experience. You can do this by selecting the ellipsis in the top right corner of the Copilot chat pane and then selecting Chat History.

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