Dynamic search ads provide a streamlined, low-touch way to make sure customers searching on the Bing Network find your products or services. Dynamic search ads automatically target relevant search queries based on the content of your website, and are dynamically created to respond to these search queries.
After reading this information on dynamic search ads, you will understand how to:
Dynamic search ads automatically target relevant search queries based on the content of your website, and are created to respond to these search queries. Using them there is no need to maintain keyword lists, manage bids, or update and customize ad titles. You can reduce your workload and adapt to new queries to drive additional conversions.
Dynamic search ads are most appropriate for two types of advertisers:
The basic steps are the same as for text ad campaigns creation, except for the additional options to keep in mind outlined below. From the Campaigns tab, click Create campaign and then select dynamic search ads. Simply enter your website URL, then choose your targets, choosing between Categories, All web pages, or Specific web pages. Add the specific ad text for your relevant targets, and Bing Ads will generate a specific URL landing page from your targets.
In setting up dynamic search ads, you will need to consider the following for each dynamic search ad group:
1. The areas of your website you want to target.
Under Create dynamic ad target, choose either Target recommended categories, Target all webpages, or Target specific webpages.
Note: Once an auto target has been created, its conditions cannot be changed.
2. Ad Content
With dynamic search ads, you do not write your ad title. Bing Ads will dynamically generate this for you based on the appropriate keyword and your website content. However, you do write your ad description.
You have the option to have one or two paths appear after your website's domain. The path is distinct from the final URL. The final URL is the actual webpage URL that customers are taken to after they click your ad. The path can be a shorter or "friendlier" version of your URL showing one or two subdirectories. If you sell men’s clothes, and you’re advertising shirts that are on sale for spring, your final URL might be http://www.contoso.com/content/en/clothesaccessories/spr2017/shirts, but your path could simply be contoso.com/SpringSale/Shirts.
Just like with keywords, you may find that certain targets simply don’t work. Or, you may have pages on your website, products or service categories that you don’t want to run through dynamic search ads.
In that case, you can create target exclusions. The process follows the same path as your “positive” targets.
To add target exclusions, navigate to the Auto Targets tab, then click the view drop down and select Exclusions. Click Add an Exclusion and proceed to set up your target exclusion.
Note: Use negative keywords like you would for any search campaign – keyword targeted, shopping or dynamic search ads.
The following are some tricks and tips for making the most of your dynamic search ads:
Note: Dynamic search ads are currently available in the United States and the United Kingdom only.
Dynamic search ads automatically target relevant search queries based on the content of your website, and are dynamically created to respond to these search queries. Using them will Create targeted and relevant ads automatically, reduce your workload, and find missed opportunities.
Remember these key points when considering your dynamic search ads options:
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