Target searches automatically with dynamic search ads

Target searches automatically with dynamic search ads

Learn how Bing Ads can generate keywords and ads for you automatically.
Important

Not everyone has this feature yet. If you don’t, don’t worry. It’s coming soon.

Dynamic search ads are automatically-generated ads based on keywords Bing Ads pulls from your website's content. With dynamic search ads, you can update your website and your keywords and ads will stay relevant and precisely targeted. Plus, if you have lots of products to advertise, they can help fill in relevant keywords that you might have missed otherwise.

Why should I use dynamic search ads?expando image

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 do I set up dynamic search ads? expando image

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-setup process is the same as for standard text ads, except:

  1. In step 2, you define the areas of your website you want the ad group to target:

    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.

  2. In step 3:
    • 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 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.
What are some tips for effective dynamic search ads campaigns? expando image
  • 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.
  • Use ad extensions.
  • Use remarketing lists.
Will dynamic search ads work with existing ad extensions and annotations? expando image

Yes, dynamic search ads will work with all existing ad extensions and ad annotations, just like standard text ads.

Will remarketing lists work with dynamic search ads? expando image

Yes, remarketing lists can be associated to ad groups within a dynamic search ads campaigns. Learn more about remarketing lists

Can I add tracking templates to my dynamic search ads campaign? expando image

Yes, tracking templates can be added at the campaign, ad group, or ad level in the Settings tab. Learn more about tracking templates

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