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Introducing dynamic descriptions for Dynamic Search Ads

A woman sitting in a kitchen working on a tablet.

Creating relevant and engaging ad experiences that resonate with your searchers can be a daunting task. If you’ve tried Dynamic Search Ads (DSA), you know their dynamically generated headlines are great ways to drive relevant experiences and more traffic for your business.

Today, to help advertisers provide even more relevant ad experiences while also saving them time, we’re announcing dynamic descriptions for DSA, a new tool that’s unique to the search advertising landscape. With dynamic descriptions, you can supplement your generic static descriptions with more relevant information to your searchers and help drive more clicks. This is now available in the United States, Canada, United Kingdom, France, and Germany.

How do dynamic descriptions work?

When you’re in your DSA campaign settings, you’ll now see a new checkbox that says Enable dynamic search ad text. Once you’ve done that, you’ll be able to start getting descriptions dynamically generated and powered by Microsoft Advertising’s Artificial Intelligence. They are continually optimized to provide the best messages to your customers. Three sample dynamically generated descriptions are shown below:

Examples of how dynamically generated descriptions appear.

Your top dynamic descriptions will be part of your DSA Search Terms report, similar to how your DSA headlines are, but they’ll be in a new Descriptions column.

What else is important to know?

As we bring dynamic descriptions to all advertisers in these five markets, we’ll also be updating to make dynamic descriptions the default option for creating new DSA campaigns in Microsoft Advertising online. Starting in April and over the next few months, we’ll enable dynamic descriptions for all existing DSA campaigns, with any advertisers that are in sensitive verticals remaining opted out for their existing campaigns. Additionally, if you’re showing static headlines in your DSAs, your ads will never show dynamic descriptions.

Any advertisers affected by this upcoming change will soon be notified via email with instructions on how to opt out of this change if they desire. We’ll also notify everybody here on our blog when the change has finally been released to DSA campaigns.

If you have any questions or concerns about this upcoming change, please reach out to your Microsoft Advertising account manager or contact us through one of our support channels.

If you’d like to learn more about dynamic descriptions, see our help page About dynamic search ads (microsoft.com).

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