A brand-new campaign type is now available to advertisers of Bing Ads in the United States and United Kingdom is called “Dynamic Search Ads,” dramatically reduce initial setup and day-to-day management costs.
Simultaneously, it also identifyes and capitalizes on new queries and sources of revenue for business, says bing ads team.
DSA by leveraging organic search crawling and machine learning (ML) automatically matches most relevant page to a search query. And, it then dynamically generates an ad to match the implied search intent, location intent, or other additional real-time signals available to show an ad on Bing.
To get started with DSA, you can import DSA campaigns from Google AdWords, or create DSA campaigns using Bing Ads API. Additionally, you can also use Bing Ads Editor, which is rolling out DSA support to customers throughout October.
Alternately, you can follow these steps to set up DSA campaign:
Choose a name and budget for DSA campaign, and also specify a top level domain to automatically generate ads for, see the example picture below of a DSA campaign setup:
Next up, define parts of your website for Bing to crawl and generate dynamic and relevant ads.
As, bing suggests, advertisers initially must target all webpages target to capture as many new queries as possible, then refine them using target exclusions, or pages that need not be crawled, for example non-monetized content or blogs.
In the picture below, you can see a setup of webpages to target on DSA campaigns:
Also, you can target any Bing discovered groups of releated wegpages that may be specific webpages or recommended categories of content. Bing says, it’s adding more category coverage each week.
This screenshot shows setting up target bids, or utilize default bids:
Screenshot show selecting dynamic ad targets and budget:
Enter an ad description for dynamically generated ad titles, landing pages, and paths. If you don’t specify, a dynamically generated path along with a quality path is available during serve-time. Also, the best ad text will be broadly applicable to all targets you chose.
Here, an screenshot of ad text and path set up:
And that’s it! In three simple steps, we’ve positioned our business for increased search term coverage, impression volume, and most importantly potential customers!
Lastly, bing recommends to add ad extensions to campaigns before finalizing.
Update 10/12: Dynamic Search Ads are now available within Bing Ads Editor, so you can further boost your campaign management efficiency of DSA to achieve campaign goals.