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Get more coverage with less hassle using Dynamic Search Ads

Available now to all advertisers in the United States and United Kingdom is a brand-new campaign type which helps dramatically reduce the costs of initial setup and day-to-day management, while simultaneously identifying and capitalizing on new queries and sources of revenue for your business. Dynamic Search Ads, or DSA, works by leveraging Bing Ads’ organic search crawling and machine learning algorithms to automatically match the most relevant page on your website to a given search query. Once the page your potential customer is looking for has been identified, Bing Ads dynamically generate an ad to match the implied search intent, location intent, or any additional real-time signals that are available and show the ad on Bing.
 
DSA is designed to:
1. Complement your existing campaigns with increased click and impression volume.
2. Increase search term coverage by helping you identify new queries and act on them.
3. Reduce the burden of bulky operations by forgoing keywords and repetitive ad copy creation.    

Let’s look at some of the key aspects of setting up a DSA campaign to see what makes this new campaign type so simple yet so effective in three simple steps.

Step 1 – Choose a name and budget for your campaign and also specify the top level domain of the website you’d like to automatically generate ads for:

DSA campaign setup example

Step 2 – Choose from 3 ad target options which parts of your website you’d like Bing to target and set bids for each target. If you do not specify your bid, the ad group bid will be used by Bing Ads.
 

screenshot of which webpages you want to target on DSA campaigns select dynamic ad targets and budget for each screenshot








Step 3 – Enter an ad description to be used with dynamically generated ad titles, dynamically selected landing pages, and dynamically generated paths by Bing Ads. That’s a lot less work than your typical text ad!

ad text and path during DSA campaign set up screenshot

Note that path(s) will only be dynamically generated if you don’t specify one and a quality path is available during serve-time. Tip: the best ad text will be broadly applicable to the targets you chose in Step 2.

In addition the Bing Ads UI set-up, advertisers can import their DSA campaigns from Google AdWords, create DSA campaigns using the Bing Ads API, or leverage Bing Ads Editor. Customers can also manage DSA more efficiently now by using newly released labels in Bing Ads Editor.  
 
Check out our DSA help page for additional tips and tricks to get the most out of your DSA campaigns on the Bing Network.
 
Let us know your thoughts on Dynamic Search Ads
For any questions or feedback regarding Dynamic Search Ads, we encourage you to reach out to your Bing Ads account manager, or directly to us at bingads-feedback@microsoft.com.