• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
    • Follow
  • SUBSCRIBE

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
SEM

Bing Ads rolling out Dynamic Search Ads to US and UK

Advertisers can now let the Bing Ads algorithm match user queries and generate their ads.

Susan Wenograd on October 5, 2017 at 10:57 am
  • More

Advertisers in the US and UK can now run Dynamic Search Ads (DSA) in the Bing Ads platform. DSA support is available in the platform’s online interface today, and it will roll out to Bing Ads Editor throughout October.

How DSA works

DSA is an automated way of allowing Bing to serve ads to searchers without an advertiser having to specify certain keywords or landing pages to target. Bing’s organic crawling algorithm assesses content and then matches it to user queries based on what it perceives to be relevant to the searcher, driving them to the relevant URL.

This process is further automated by Bing dynamically generating the ad headline the searcher sees. When possible, it will include copy to address any real-time signals that might be useful, such as intent or location.

DSA is frequently helpful to search marketers due to its ability to find new search terms automatically that may be worthwhile to add to the account. It can also be particularly beneficial in situations like an e-commerce site with hundreds of SKUs or model numbers, saving advertisers from having to bid on every single instance of a model or product ID.

How to set up a DSA campaign

Pre-existing DSA campaigns in AdWords can be imported directly to save time. Setting up new ones takes just a few steps.

As with other new campaigns, a budget and name are specified, with an additional field for the website that traffic will be driven to:

Next, an advertiser specifies what sections of the website should be crawled. Advertisers can choose to have the whole site crawled, just specific pages, or specific categories of web pages. (Note: Category options are continually being updated, so accounts may have limited or no options yet.)

Advertisers can specify multiple ad targets using these options and set default bids separately as appropriate for their goals. In this example, an advertiser has opted to use the default $1.00 bid that’s set at the ad group level, with separate bids for URLs containing “clearance” and another for instances where the page title includes “special packages.”

Finally, advertisers enter the body of the ad text. The headline will be dynamically generated by Bing Ads based on the query and target URL content:

Advertisers can also specify the path fields, or one can potentially be generated by Bing:

Dynamic ads also support the inclusion of ad extensions, which can be manually added by the advertiser.

Update: For US and UK advertisers, there is now support for DSAs in Bing Ads Editor.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Susan Wenograd
Susan Wenograd is VP of marketing strategy at Aimclear, a holistic digital marketing agency. She has spent 14 years in the industry, with the last 10 primarily focused on paid media and all it entails. She's also had extensive experience in email marketing and content creation in leadership roles for both agency and in-house, managing multiple millions of dollars in the span of her career. She speaks internationally on marketing strategy, and blogs frequently for industry publications.

Related Topics

BingChannel: SEMMicrosoft AdvertisingSearch Ads

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter search marketers rely on.
See terms.

ATTEND OUR EVENTS

Lorem ipsum doler this is promo text about SMX events.

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges. Our next conference will be held:

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The 7 Phases of a Website Redesign
  • Rearchitecting Revenue: Accelerating Demand Through Data
  • Save Your Marketing by Fixing Bad Data, First
  • Precision Demand Generation: Create Meaningful Connections With Your Buyer
  • The Media-First Approach Why visual media must be a primary consideration for e-commerce businesses
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $99

h
Receive daily search news and analysis.

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok