Keyword targeted campaigns still dominate most search accounts, but dynamic search ads can help marketers efficiently increase traffic with minimum effort. Bing’s dynamic search ads (DSA) became publicly available to advertisers in the US in the fall of 2017. Like Google DSA campaigns, Bing recognizes the searcher’s intent, dynamically generates an ad headline for your ad and then directs the searcher to the most relevant landing page on your site.
Benefits of Bing DSA Campaigns
- DSA campaigns do not require an advertiser to spend time building out exhaustive keyword lists or customizing ad titles.
- Bing reports, on average, DSA campaigns deliver a 7-percent incremental increase in clicks at a 45-percent lower CPC compared to phrase and broad-match types in regular search campaigns.
- DSA is an excellent option for advertisers with a large inventory of website pages looking to capture long-tail queries not represented in their keyword campaigns, as well as advertisers looking to quickly build out support for new product lines with minimal set-up effort.
How to Get Started
- Create a Dynamic Search Ads campaign and input your website domain.
- Choose your targets. There are three types of auto-targets that can be used. If you wish to utilize category targeting, keep in mind that the first time an advertiser registers their domain with Bing, it’ll take three to four days of the campaign being in “Active” mode for category targeting to populate.
- Target recommended categories
- Target all webpages
- Target specific webpages
- Specify the ad text. Remember: Both the headline and “Final URLs” are dynamically generated by Bing, so you only need to input the ad text line.
Tips and Reminders
- If you already have DSA campaigns set up in Google, you can mirror the same set-up when creating your initial Bing DSA campaigns.
- In addition to setting up auto-targets which target specific webpages or categories on your website, it can be beneficial to also create a “catch-all” auto-target which targets all webpages with a lower bid. This will ensure that the campaign is always eligible to serve, even if your more-granular auto-targets become invalid due to future website modifications.
- Exclude any webpages that aren’t relevant to your marketing KPIs. For example, most advertisers will want to exclude the “careers” section of their website if they aren’t looking to drive job inquiries.
- Layer in remarketing and in-market audiences on DSA campaigns for more granular bidding control.
- Keep an eye on search query reports. You can mine the non-converting queries to add as negative keywords in your DSA campaign, as well as positive keywords to add to your keyword-targeted search campaigns.
- If you utilize a tool provider, make sure that Bing DSA campaigns are supported, or implement workaround tracking as needed to ensure that conversions will be recorded.
It’s estimated that 15 percent of daily searches are brand-new and have never been seen before. Especially with the rising adoption of digital assistants and voice searches, DSA campaigns are a powerful way to bridge the gaps between keyword campaigns and capture incremental conversions.