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Dynamic search ads (DSA) 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 Study Guide on Dynamic search ads, you will understand how to:

  • Configure Dynamic search ads.
  • Learn about the right areas of your website to target.
  • Use Enhanced CPC to set your own ad group and keyword bids.
  • Improve page freshness with page feeds.

Create targeted and relevant ads automatically

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 customise 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 and can be done in four ways:

  • Advertisers who have a large catalogue of web pages and a constantly changing mix of products, making it difficult to manage search ads for each product.
  • Advertisers who are not familiar with search advertising, but who want to quickly and easily try it out.
You can create DSA campaigns in four ways:
  1. Bing Ads UI
  2. Bing Ads API
  3. Bing Ads Editor
  4. Import from AdWords

How do Dynamic search ads work?

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.

Dynamic search ads

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 web pages or Target specific web pages.

  • Target recommended categories: Bing Ads will analyse your website and then categorise its content. You can then select which categories you want to target, and we will automatically generate keywords and ads from them. This is a good idea if you want to keep the Dynamic search ads focused on a particular theme or you want to set different bids for different parts of your website.
  • Target all web pages: Bing Ads will look at content from all pages of your website in order to generate keywords and ads.
  • Target specific web pages: You choose specific pages of your website to target based on their URL, category, page title or page content. This is a good idea if you want to set different bids for different parts of your website or to make sure you are not targeting parts of your website that are not relevant to your campaign goal.
    • A 'page title' is the text that appears at the top of a web page – in your website's code, it's the text in this area:

Page title

  • 'Page content' is the visible text on a web page – in your website's code, it's the text between these tags:

Page content

Note: Once an auto target has been created, its conditions cannot be changed.

Dynamic search ads

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 web page URL that customers are taken to after they click on 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 are 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.

Dynamic search ads

Target Exclusions

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 dropdown 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.

Dynamic search ads

Dynamic search ads page feeds

Page feeds allow you to easily upload all the relevant URLs for your Dynamic search ads campaigns in a spreadsheet format. This ensures maximum website coverage and enables the labelling and targeting of specific URLs via custom labels.

Create a page feed file

You can download the page feed template or create a .csv, .tsv, .xls or .xlsx file that contains the following two columns:

Column What it is What you need to know

Page URL

Contains the URLs of your website to include in the feed.

Enter one URL per row.

Custom label (optional)

Labels that allow you to group the URLs within the feed.

Enter one or more labels per row, separated by a semicolon.
A maximum of 10 custom labels can be added per feed item (row).

 

Note: You can have 100 feeds per account (this maximum number includes all feed types), and the maximum number of feed items (rows) per account is 5 million.

Upload a page feed file

To upload a page feed file, click Share Library in the left navigation pane. Click Business data and click Page feeds. Click Upload. Enter the Name of your feed file and select the file to upload. Click Upload and apply.

Associate a page feed

Page feeds can be associated at the campaign level, which also applies to all the ad groups within the campaign.

First, click Campaigns at the top of the page. Select the dynamic search ad campaign you want to apply a page feed to. Click the Settings tab. Under Targeting source, select one of the following options:

  • Use Bing's index of my website. This is the default behaviour of dynamic search ad campaigns on Bing.
  • Use URLs from my page feed only. Only URLs specified in the feed file will be served from this campaign. We recommend using this option for highly specific campaigns with tailored ad copy.
  • Use URLs from both Bing’s index of my website and my page feed. Pages from both sources will be used but URLs within the feed file will be given priority.

Select the page feeds you want to apply. Click Save.

Create custom label auto targets

Click Campaigns at the top of the page. Select the ad group you want to add custom label auto targets to. Click Create dynamic ad target. Select Target custom labels from my page feed(s).

Select the page feeds you want to apply. Enter the name of your custom label and click the right arrow. Enter a bid for your custom label or leave it blank to use the default ad group bid. Click Save.

Dynamic search ads tips

The following are some tricks and tips for making the most of your Dynamic search ads:

  • Set up a default bid close to your non-exact match bids for similar keyword categories.
  • Create different ad groups for different dynamic ad targets. Create a Target all web pages ad group in addition to narrower targets to capture as many relevant searches as possible.
  • Exclude parts of your site that don’t drive conversions, and always look for negative keywords on the search terms report and add them as negative keywords in your Dynamic search ads campaign.
  • Add paused keywords and current negative keywords in your other campaigns as negative keywords in your Dynamic search ads campaign.
  • Use appropriate extensions for each ad-group (sitelinks, callout, review, structured snippets, location, etc.).
  • Look for non-performing Landing Pages in the search terms report and add them as negative exclusions for Dynamic search ads campaigns.
  • Use Remarketing in Paid Search and Audiences to boost bids with Dynamic search ads campaigns.

Note: Dynamic search ads are currently available in the United States and the United Kingdom only.

Summary

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:

  • Import Dynamic search ads on demand from Google Ads.
  • Add paused keywords and current negative keywords in your other campaigns as negative keywords in your Dynamic search ads campaign.
  • Enhanced CPC (cost per click), you set your ad group and keyword bids, and Bing Ads automatically adjusts your bids.
  • Using page feeds allows you to have full control over what pages are included in an auto-target and, as a result, can be more descriptive in your ad copy to drive further engagement.

Thanks for reading this Study Guide on Dynamic search ads.  Continue studying or take the Bing Ads Accredited Professional exam to become accredited.

Please note not all features in this Study Guide may be available in your market.