Today some of the questions you asked during
The Art and Science of Dynamic Search Ads on Bing Ads are being answered. This webcast (now available on-demand) explores how Dynamic Search Ads can help both experienced advertisers as well as those just getting started.
Q: Where can we get help while setting up the DSA campaign?
A: Eugene Goldenshteyn: We have robust
Dynamic Search Ads help documentation and you can always contact our
ad support to help you set up your new DSA campaign.
Q: Can I use DSA without a campaign with keywords running?
A: Josh Brisco: Yes absolutely! DSA is often a good low-risk gateway to a more robust keyword-centric strategy.
Q: Are feeds available yet for DSA?
A: Eugene Goldenshteyn: Not at this time, but it is our number one priority for the next big update for DSA.
Q: Should we stick to just the domain address or should we go a little deeper (like to an inventory search page)?
A: Josh Brisco: Basic domain is a good starting point, and an “all pages” group should always be running, but as your campaigns progress, it is great to build out additional targets for pages or groups of pages.
Q: How often does the Bing system crawl your site for new keywords/ads?
A: Eugene Goldenshteyn: Ten days on average but often more frequently.
Q: For website targeting, should we restrict the URL's to our "main" website and exclude blogs or should all be included?
A: Josh Brisco: If you are looking to drive conversions, it may be best to exclude pages from which people cannot convert such as blogs pages, FAQs, about us pages, etc.
Q: Can you specify DSA to run across branded keywords only? In other words, specifying that all queries captured by DSA contain a given word
A: Josh Brisco: No but you can exclude all branded terms from a DSA campaign, which effectively makes it a non-brand campaign. You could then do a keyword-targeted campaign with the Broad Match Modifier versions of your branded terms to catch that traffic.
Q: I may have missed it, but what bidding strategy were you using with these clients' DSA campaigns? Manual, eCPC, Target CPA, etc.?
A: Josh Brisco: We used eCPC.
Q: How you can see the non-converting links in the search term report?
A: Josh Brisco: I would focus on your highest viewed pages and/or best converting pages for a content-focused approach. Also, make sure the pages you target have good, on-message content present.
Q: How do you suggest using DSA for blog content and other more general pages for brand awareness initiatives?
A: Josh Brisco: Search terms and final URL can both be viewed from within the Auto Targets tab by selecting the 'See search terms' option right above the data table.
Q: Is it best to add negatives of your existing keywords (from all the non-DSA campaigns) to new DSA campaigns? This way the DSA campaigns won't compete with your existing keyword campaigns.
A: Katya Bokach: Yes, this is what we recommend. This ensures that advertisers are not cannibalizing their current keywords and are leveraging DSAs to find new keywords for incremental impressions and clicks.
Q: Are there any measures you can take to help protect brand safety?
A: Katya Bokach: We suggest adding branded terms as negatives for DSA campaign.
Q: Can you use the Tracking Template URL with Dynamic Search Ads?
A: Eugene Goldenshteyn: Yes, tracking template can be added at campaign, ad group or ad level in the Setting tab.
Register now to view The Art and Science of Dynamic Search Ads on Bing Ads on-demand and learn more about how Dynamic Search ads can increase impression volume and search term coverage as well as drive incremental clicks and conversions.