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Dynamic Search Ads Pilot & Callout Extension Opportunity in Bing Ads Launches

Bing Ads advertisers in U.S. can now try out Dynamic Search Ads (DSA) for more targeted results as a pilot is now open to all customers.

Currently in testing phase, the DSA helps reducing the burdens of campaign set up and day-to-day management, as it’s “designed to increase impression volume, search term coverage and drive incremental clicks and conversions.” “Dynamic Search Ads re-envision the way that text ad campaigns are managed on Bing Ads,” writes Eugene Goldenshteyn.

With DSA, advertiser just provide a domain and a generic ad copy, “the system then crawl webpages of interest, and utilizing machine learning matches suitable landing pages to relevant search queries, for dynamically generating quality ad titles for the ads,” explains the team. Advertisers area allowed to target “all webpages, specific webpages, category, page title, or page content.”

Those interested can apply to participate in the pilot by filling up this online form. Once in, follow the steps below to set up Dynamic Search Ads:

create bing ads dynamic search ads
Create Dynamic Search Ads
  • Create Dynamic Search Ads campaigns by clicking on create campaign and then choose Dynamic Search Ads
  • Enter campaign and website information for dynamic ads campaign
  • Create dynamic ad target
  • create bing ads dynamic search ads target
    Create Dynamic Search Ads target
  • Create ad —enter ad text and optional path
  • Review and finalize campaign settings
finalize bing ads dsa campaign
Finazling DSA campaign

In addition, DSA can be implemented through the Bing Ads UI, API and Google Import. Additionally, Kenshoo also now supports creating and managing DSA campaigns, ad groups and ads within the Kenshoo UI.

You can learn more about Dynamic Search Ads (DSA) on Bing Ads Help page.

Bing Ads’ Callout Extension opportunity is now available inline and on the Opportunity tab, that makes it easy to apply “Callout Extensions” to campaigns and helps you stand out from the crowd and also provide suggestions to help improve “click-through rate (CTR)” of your ad campaigns.

So what are Callout Extensions?

Callout Extensions provide an extra snippet of text that allow to showcase any products, services, deals and promotions that make a business unique. “This extension isn’t clickable and can appear in addition to your ad’s description or with other extensions, increasing your share of screen space and your chance of clicks and engagement,” explains Bing Ads team.

“All essential estimated performance lift metrics are provided that help making decisions about adding Callout Extensions to campaigns,” the team writes.

The Callouts can be add through an uploaded Excel file or manually on each Bing Ads campaign. To add Callout Extensions to your accounts, find the opportunity on Opportunities page and inline opportunities, then follow these steps:

  • Review any suggested Opportunities by clicking on Opportunities Tab. If there are any, you’ll see a number of campaigns with estimated efficiency gain to realize by applying Callout Extensions. “Bing Ads will only suggest active campaigns with historical high performance.”
  • review callout extension opportunities
    Review Callout Extension Opportunities

    And, if a particular campaign has a Callout Extension opportunity, it’ll surface directly within campaign page. Click the bulb icon in the delivery column and a popup dialog box will show you details.

    If no Callout Extension opportunities available in your account yet, just click “Add new Callout Extension” below the extension box and add callouts now.

  • When switched to advanced view, the next page will show suggested campaigns with estimated performance change, that you can sort for “clicks, CTR or spend,” and then select a campaign to view more details.
  • view callout extension opportunities
    View Opportunities
  • Next up, in the detailed page, all available Callout Extensions for an account are listed in the “Available Callout Extension” box. Just select callouts there and then click apply.
add callout extension
Adding Callout Extension
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