Target searches automatically with dynamic search ads
Learn how Bing Ads can generate keywords and ads for you automatically.
Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.
Dynamic search ads provide a streamlined, low-touch way to make sure customers searching on the Bing Network find your products or services.
Benefits of using dynamic search ads
Dynamic search ads automatically target relevant search queries based on the content of your website, and are dynamically created to respond to these search queries. Using them will:
Create targeted and relevant ads automatically: New, dynamically-created ads for every search query based on your website content, or specific pages or categories of your website.
Reduce your workload: No need to maintain keyword lists, manage bids, or update and customize ad titles.
Find missed opportunities: Automatically adapt to new queries to drive additional conversions.
Dynamic search ads are most appropriate for two types of advertisers:
- Advertisers who have a large catalog of webpages and a constantly changing mix of products, making it difficult to manage search ads for each product.
- Advertisers who are not familiar with search advertising, but who want to quickly and easily try it out.
How to set up dynamic search ads
You set up dynamic search ads as a campaign type. From the Campaigns tab, click Create campaign and then select Dynamic search ads. The campaign-creation process is the same as for standard text ads, except for the below things to consider for each dynamic search ad group:
The areas of your website you want the ad group to target
In step two of the campaign-creation process, under Create dynamic ad target, choose either Target recommended categories, Target all webpages, or Target specific webpages.
Target recommended categories: Bing Ads will analyze your website and then categorize its content. You can then select which categories you want to target and we will automatically generate keywords and ads from them. This is a good idea if you want to keep the dynamic search ads focused on a particular theme or you want to set different bids for different parts of your website.
Target all webpages: Bing Ads will look at content from all pages of your website in order to generate keywords and ads.
Target specific webpages: You choose specific pages of your website to target based on their URL, category, page title, or page content. This is a good idea if you want to set different bids for different parts of your website or to make sure you’re not targeting parts of your website that are not relevant to your campaign goal.
In step three of the campaign-creation process:
- You do not write your ad title. Bing Ads will dynamically generate this for you based on the appropriate keyword and your website content.
- You do, however, write your ad description.
- You have the option to have one or two paths appear after your website's domain. The path is distinct from the final URL. The final URL is the actual webpage URL that customers are taken to after they click your ad. The path can be a shorter or "friendlier" version of your URL showing one or two subdirectories. If you sell men’s clothes, and you’re advertising shirts that are on sale for spring, your final URL might be http://www.contoso.com/content/en/clothesaccessories/spr2017/shirts, but your path could simply be contoso.com/SpringSale/Shirts.
Common questions about dynamic search ads
What are some tips for effective dynamic search ads campaigns?
If you already have dynamic search ads campaigns set up in Google AdWords, we recommend that you set up your initial Bing Ads dynamic search ads campaigns similarly.
Use the categories Bing Ads recommends.
Create different ad groups for different dynamic ad targets.
Create a Target all webpages ad group in addition to narrower targets to capture as many relevant searches as possible.
Exclude parts of your site that don’t drive conversions.
Look for negative keywords on the search terms report and add them as negative keywords in your dynamic search ads campaign.
Add paused keywords and current negative keywords in your other campaigns as negative keywords in your dynamic search ads campaign.
Try using the Enhanced CPC bid strategy rather than Manual CPC.
Use ad extensions to make your ads more eye-catching.
Use remarketing lists to target people who have visited your website before.
Add exclusions to prevent your ads from appearing in specific locations, on specific web sites within the search network, or prevent your ads from displaying to certain IP addresses.
Dynamic search ads could lead to higher traffic, so keep an eye on your budget and don't let it run out.