Microsoft Ads dynamic search ads , commonly referred to as Dynamic Search Ads (DSA), are arguably one of the most innovative and powerful tools Microsoft Advertising has to offer. And they should be part of the overall strategy of all advertisers who want to generate incremental coverage of search queries made by Internet users.

If you are in the online advertising marketing arena, you certainly know that the process of generating comprehensive keyword lists can be time consuming, and it is easy to miss out on many terms and tactics that people use when doing so. they search the internet with Google or Bing.

And that’s where DSAs come in.

Indeed, the Dynamic Search Ads type ads offered by Microsoft will allow you to broaden your marketing capacity in relation to keyword research, to ensure that you connect with the greatest number of customers who wish to discover your products. and services.

Brief reminder on Dynamic Search Ads

Let us briefly recall the advantages that these Dynamic Search Ads can bring to your online advertising campaigns, especially for those of you who have a vast catalog of web pages and a range of products in constant evolution (which makes it difficult the management of search ads for each product), and also for those who are not yet Slovenia WhatsApp Number List familiar with Search advertising, but want to try it quickly:

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  • Automatic creation of targeted and relevant ads: new ads created dynamically for each search query based on the content of your website or specific pages or categories of your website.
  • Reduce your workload: No need to manage keyword lists, manage auctions, or update and customize ad titles.
  • Automatic search for missed opportunities: With DSAs, you automatically adapt to new requests to drive additional conversions.

With Dynamic Target Ads, Microsoft Ads analyzes your website and then categorizes its content. You can then select the categories you want to target and Microsoft will automatically generate keywords and ads from them.

All these capabilities are thought-provoking, and promise advertisers who use DSAs interesting business opportunities, notably by remaining at the top level in the field of so-called “long tail” search queries, that is to say more keywords. specific and longer. Combine that with one of the lowest cost per click ( CPC ) in the market and an incremental click volume, and you will find that Dynamic Search Ads is a really powerful tool capable of boosting the performance of your online advertising campaigns.

Why do we notice that many advertisers have not yet been able to take full advantage of the potential of DSAs? According to Microsoft, this has to do with the fact that the personalization of the advertising experience was delivered on the search engine results pages ( SERP ). Because DSA headers were dynamically generated based on the content of your website, there was no way to gain full control over the ads being created.

But in early April 2021, Microsoft officially announced that static headlines for DSA were now available in all markets where Dynamic Search Ads are accessible. This is a unique feature of Microsoft Advertising, which will allow you to harness the power of DSAs to match your landing pages to new and unique queries, while maintaining full control over the content of. your advertisements.

What are Static Headlines?

Static headers are actually an additional column that you can add to your Dynamic Search Ads Page Feed (DSA), and which will then be able to specify the particular ad title you want to display for a particular URL. that you have in your page feed.

Since advertisers using DSAs already specify a content description in the ad copy itself, including the Ad Title in your page feeds means that you will now have full control over your content. DSA advertising.

Microsoft clarified that currently advertisers could only add static headers to their DSAs through a page feed, but hoped to give advertisers the ability to add them through Microsoft Advertising online, in a near future.

With the ad descriptions already predefined and the headers now static, what is really “dynamic” about DSAs?

While text ads and Responsive Ads Search ads leverage keywords you create, DSA matches user queries based on your website content (defined by automatic targeting rules you determine). Bing’s organic web crawling technology is able to develop a very rich understanding of the content of web pages within your site’s domain that you specify, which then dynamically determines which page should be selected. depending on the request made.

In an ever-changing world where new search trends and original queries are constantly emerging, the ability of DSAs to capture those unique long-tail queries and match them to the right content on your website can give you a huge competitive advantage. in the field of Search type advertising.

How do I get started with DSA and static headers?

As we mentioned earlier, you’ll need to use a page feed if you want to take advantage of static headers. Page feeds help you keep your URLs up to date so that your DSAs display the most recent version of your website, and give you more control over your automatic targets and advertising text content.

In your Microsoft Advertising account, click on the “Tools” tab, then select “Business Data”. Then click on “Page Feeds” and “Import”.

Once your feed has been imported, you will have to choose a specific campaign to apply to one or more feeds by accessing “settings” then to the “Targeting Source / targeting source” section.

Only URLs for which a header has been provided will be available. This means that if you want to use URLs that are not in your page feed, a global header must be provided in the feed.

You can also use auto target page feeds for a new ad group or create an auto target using page feeds in an existing ad group.

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