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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’s 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, we 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 take a 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.

Step 1 – When choosing a name and budget for our campaign, we also specify the top level domain of the website we’d like to automatically generate ads for:

DSA campaign setup example

Step 2 – We decide which parts of our website we’d like Bing to crawl and generate dynamic, relevant ads for. We suggest beginning with an all webpages target to capture as many new queries as possible, then further refining this by leveraging target exclusions, or pages you don’t want crawled such as non-monetized content or blogs.

screenshot of which webpages you want to target on DSA campaigns

We can also target specific webpages or recommended categories of content, which are groups of related webpages Bing discovered on your site. If categories aren’t currently available for you during campaign creation, don’t worry! We’re adding category coverage for more and more websites each week. Set bids for your targets or utilize the default bids and proceed to the next step.

select dynamic ad targets and budget for each screenshot

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

ad text and path during DSA campaign set up screenshot

And that’s it! In three simple steps, we’ve positioned our business for increased search term coverage, impression volume, and most importantly potential customers! You’ll have the option to add ad extensions to your campaign (recommended) and review your campaign settings before finalizing. Check out our DSA help page and review these tips and tricks to get the most out of your DSA’s on Bing.

You can also import your DSA campaigns from Google AdWords, create DSA campaigns using the Bing Ads API, and even leverage Bing Ads Editor -which is rolling out DSA support to customers throughout October- to get your campaign up and running as quickly as possible.

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.