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Microsoft Ads Dynamic Search Ads Campaigns

Published on: December 7 2022 by Paid Media Pros

Microsoft Ads Dynamic Search Ads Campaigns

The above is a brief introduction to Microsoft Ads Dynamic Search Ads Campaigns.

Let's move on to the first section of Microsoft Ads Dynamic Search Ads Campaigns!

Microsoft Ads Dynamic Search Ads Campaigns

microsoft dynamic search ads or dsa is a
specific search campaign type
that doesn't use keywords what they do
is that they'll take user search queries
and relate it to specific pages on your
website
this campaign type can be really helpful
if you have run out of keyword ideas
or you want to try to get in front of
some really long tail keywords that
could be
high intent but you would never add them
to your account
yes google does have dsa as well but
microsoft actually gives you more
control
so in today's video we're going to show
you everything you can do with a
microsoft dsa campaign
in this demo i'm going to be creating my
dsa campaigns within the microsoft ads
interface
there are several ways that you can
create dsa campaigns
another way is using the api which
honestly i have never touched
you can create dsa campaigns within
microsoft ads editor as well
or the other option is importing your
dsa campaigns from google ads
into microsoft and we do have a video on
how you can import your campaigns from
google and you can watch that one right
here
but again i'm just going to be stiking
with the main interface for the rest of
this video i am going to call them dsa
campaigns
but when we use the entire name of
dynamic search ads we understand that
these are search network campaigns
so to begin creating a new dsa campaign
we need to create a new search campaign
so i'm going to go and click create
campaign you can choose whatever your
specific goal is
i'm just going to do visits to my
website and then we want to keep it on
search ads
then we can go next next we will enter
in the campaign settings i've already
entered in a specific name
next you can change your budget if you
want to keep it as a typical daily
budget
you have that option or you can use a
shared budget if you already have one in
place
next we see location targeting i'm just
going to leave it as is scrolling past
the language
and there we see it at the bottom
dynamic search ads so i'm going to go
down and click this link to enable
dynamic search ads and then we get a
little bit more pop-up at the bottom so
i'm going to keep scrolling
first i'm going to enter in my website
next you can choose to update your
website language if it makes sense i am
in the united states so it's going to
default to english
most likely the language is going to
default to the most popular language
within your region but if your company
has multiple websites for different
languages
you'll be able to update that language
to match the content that is
on that website in the last step before
we move on we need to choose the
targeting source
because as i said in the intro these
campaigns are not going to use keywords
they're going to use the content that is
on the pages on your website
so the default option is going to be
using bing's index of my website and i
already entered in the pay media pros
website
in that field above so i could save and
go to the next step and if i do
the source of that option could be any
page of my website for now
maybe i don't want to use every single
page on my website and this one's going
to be very common
think about certain pages on your site
where you don't want people to look at
that content
and pay for an ad click to send users to
that specific page
one option is your privacy policy you're
going to have that indexed on your
website but do you want to pay for ads
to have people click on them and land on
your privacy policy page
probably not we have many clients who
don't want people finding the careers
page
they don't want to spend money on ads
for people looking for a job
maybe you have a great blog on your site
tons of content every single day but
some blog posts are more fun they're
really not relevant for gaining leads
there is a way to target many pages of
your site and leave
the ones out that you do not want people
to find and to do that
use a url from a page feed and since
this is my personal account
i don't really use it for ads i don't
have a page feed set up
so let's go into how we can create a
page feed in microsoft ads
to do this go to tools and then under
setup you'll see business data
if you look in the left-hand navigation
there's going to be a section
specifically for page feeds
now unfortunately at the time of this
video there isn't an easy link from here
to get you to the page feed template so
now we're going to hop into microsoft
excel
and i'm going to show you one way that
you can create a page feed it's probably
going to be the most common way
this is a very basic version of a page
feed i want to keep it as simple as
possible
so we see three columns one for the page
url
and each url needs to be in its own
row the next two columns are optional so
column b
we see custom label and for rows four
and five
those are blog posts on our website so i
labeled them blog
so think of your personal feed that you
might want to create if you have a ton
of products
you can label that product you may be
able to divide those custom labels
similar to like you do with a shopping
campaign and maybe add certain labels
for each product category
on top of that you can then layer in
blogs within all those products once and
differentiate
blog urls from product urls from
services urls
you get the point you can have up to 10
custom labels
per row and in this example right here
you have to separate
your labels with a semicolon so again up
to 10 custom labels per row
and the third column which is also
optional is going to be the ad title
and this is the big difference i
mentioned in the intro that's going to
give advertisers more control
if you want to have a specific ad
headline for a specific
page on your website you can control
that with microsoft dsa
this is a feature not available in
google so let me just paste one example
and there's one this specific ad title i
just pasted in is 56 characters
but you do have up to 63. so let's say i
have this page feed live
someone typed in a search query that
matched the content on this partikular
blog post
that user will see this exact ad title
if i'm using this page feed as my
targeting source within the campaign but
i'm going to want to save this file so
we can go back to the campaign setup
and add it as a potential targeting
source there are a few different file
formats that you can use
i'm just used to saving it as a csv so
i'm going to do that and then let's hop
back into the microsoft ads interface
i'm still within the business data
section again that was found within the
tools menu
and now i can go in and upload my file i
have to enter in the name
browse to find my file there you see the
formats right under this field right
here again i'm so used to csv so that's
what i did
you can upload and preview it just to
make sure it looks correct or if you
know it's fine you can just upload it
right away
done you can see from the example i
showed you i had four different urls
success count is four zero errors so i
know all three of my columns the page
url the custom label and the ad titles
were all formatted properly
if you have more page feeds you can keep
uploading them all depends on how you
want to segment those urls but i'm good
so i'm just going to click done
now we can go back to the campaign and
set it up one thing i have to call out
before we move on
is that if you were halfway within the
campaign setup and then you had to go
and create a page feed
you will lose all that progress so i had
to go back in start creating a new
campaign
and try to do the settings as best as
possible so recommendation
get the page feed done first if you want
to use a feed and then go and start
creating your campaign
save you a headache but now we see
there's my page feed so i can go
and add it if i want to but before i
move on you have the option to use urls
from bing's index of your website and
your page feed
and i'm going to choose this option just
so when we move on and go with the ad
group creation we'll be able to see how
we can use all these different urls
now we're on the ad group setup i
already have my ad group name in place
i'm going to
scroll down a little bit now we're going
to focus on the dynamic ad target
we see that microsoft ads already has my
website in place
and the first option they have already
selected is targeting categories of web
pages
now i did not do anything to create
these categories
since i'm using the index of my website
within bing
that was a category that was already
created for me most likely on your
company's website which i'm assuming is
a lot bigger than ours
you're going to have other categories
already in place potentially products
services blog that sort of thing so if
you want to go by overall page
categories
you can add that one in some scenarios
this could be a lot easier than creating
a page feed broken out by category
if bing is already doing it for you if
you don't want to do it by categories
we can see target all web pages so this
option can work differently depending on
which targeting source
option you have selected if you're not
using a page feed
and you're using the index of your
entire website
targeting all web pages will include
every single page
that bing has indexed pretty much doing
what it says now let's say in my main
targeting source for the campaign
i selected just the page feed if i'm
using just the page feed and for my ad
group dynamic target
i choose target all web pages it's going
to include all web pages
just on that page feed and in my page
feed it was just those four urls
so when you're choosing this option at
the ad group level always keep in mind
what you have selected as your targeting
source at the campaign level
if you move down to target specific web
pages this is a way where you can hand
pick which specific pages you would want
to add for your ad group targeting
so you can choose specific urls
categories
page title page content if i choose
custom label i can choose blog
remember that was one of them i added
within my specific page feed
so i can add that one and potentially i
could say the url contains
facebook this would make this targeting
insanely specific especially for my
website but again just think about how
you can use it on your own website
if i'm not happy with this and i realize
it's going to be too narrow you see
these two minus signs
and that's how we can remove them from
the targeting for now i'm going to stik
with
all pages and in my campaign targeting
source i said
use my page feed and my entire website
so really it's going to cover
everything for all pages i'm just going
to enter a bid
and then if i want to i can start
creating a new ad group right away
let me name this one really quick and
instead of all pages maybe i want to do
just the custom labels so i'll choose
the blog label again
add it to my target in this ad group and
since i know it's more specific than all
pages
maybe i want to have a different bid for
it so create one ad group if you want
keep creating as many
all depending on what you want to do
with the dsa campaign but then we can
move on to the next step
and that is going to be creating your
ads and attaching any ad extensions so
for this main ad group
again this one's targeting all pages i
can create an ad
so within the ad we see the ad title
itself and looking at the ad preview
right here
is dynamically generated if a user types
in a search query
that is fairly relevant to one of the
pages that you are targeting
microsoft is going to dynamically create
that headline
to have the best connection between that
user's query and the page content
that is also why if i'm skipping a
little bit that you don't get to pick
the final url
now remember that specific page feed
there was that third optional column for
ad title for whatever reason if a user
search query
match that specific blog post on the
facebook video creation kits
i will have complete control over the ad
title and that ad title i put in within
that page feed will show
not the dynamically generated one so
again if you want control
over all of your ad titles for each
specific page
you will have to use a page feed the
next portions your ad text
1 and 2 is just going to be like your
descriptions i've pasted in two
different options
if you want to you can enter in dynamic
text dynamic text is going to be if you
want to have any sort of dynamic keyword
insertion within your ad text
that's how you can do it they already
have our specific page paths if i want
to add anything else towards the end of
the url
and you can see it's in the preview off
to the side so that's how a dsa
ad is different from your typical search
ad i could save and create another
definitely recommend it if you want to
have specific ad testing but to keep on
moving i'm just going to save this one
if you move down here you can start
attaching your ad extensions that you
probably use on your other search
network campaigns
to your dsa campaign so there's your
site link extensions
action extensions which i don't have any
right here but we do have another video
about microsoft
action extensions another feature that
is specifically only on microsoft
there's our callout extensions
promo extensions on and on and on i know
i didn't create an
ad for my second ad group and that's
fine but we can save and continue
and in the final step we're pretty much
confirming our budget and bids that 20
is what i had set at the campaign level
there's my ad group bids
if you want to break it down and look at
other specific target categories
you can proactively adjust your bids
based on specific locations devices
double check some campaign settings the
ad schedule looks good
i'm fine with the rest now i'm going to
click save and there we see my dsa demo
campaign is live
now before we wrap it up i want to go
over one more thing michelle and i
typically use
dsa campaigns for our clients to expand
the reach
to find new keywords and if we're
finding new keywords i want to make sure
i'm not cannibalizing any of the current
target keywords i already have within my
account
so one thing i will do is i will go to
the keywords tab and again this is a
demo account so we really don't have
much within this account but within your
own accounts
export all of the keywords that you are
targeting once we have that list i'm
going to go up to tools
and i'm going to create a negative
keyword list i want to create a new
negative keyword list
and i'm going to name this one dsa
negatives next i'm going to paste
every single keyword i am actively
targeting within my account
and then i'm going to save it within a
brand new list i got to go back in
and then i'm going to add the dsa
campaign to this list
what i essentially am doing is taking
all of my current keywords and adding
them
as negatives in my dsa campaign this
will avoid as much as possible
any overlap and dsa is not taking away
the traffic from your current search
campaigns i am now purely using dsa
as a way to find new keyword options and
go after new search queries
there's really no point in creating a
dsa campaign if all you're going to do
is get the exact same traffic that your
current search campaigns are already
getting
and while we're stiking on the negative
let's go back to the main campaign
screen
and now i'm going to choose dynamic add
targets because during the ad group
setup i went over
what we can actually target but we can
also use those ad targets as
negative targets just how we can use
negative keywords and audience
exclusions
so i'm going down to the ad group level
and i'm going to add an exclusion i'm
going to choose
this partikular ad group this was the
one that was targeting all pages
and then i could add a negative dynamic
ad target exclusion
for that custom label blog because that
is the targeting option i am using in my
other ad group
again the pure reason is trying to avoid
overlap and segment this audience as
possible
and those are the main features that you
can do within a microsoft dsa campaign
i love testing out this campaign feature
especially if i'm stuck
on finding new keywords within an
account this has become especially true
as we're starting to lose some search
query data within the channels
if you're still hesitant on trying dsa
campaigns one thing i recommend doing
is possibly starting out with an rdsa
campaign that is a remarketing dynamic
search ad campaign
if there is a good amount of users
already coming to your website and not
converting
try to get back in front of those users
again see what search terms they use
after they have already visited your
website at least you know the search
queries might be a little bit more
relevant if they're already previous
visitors or potentially previous
customers
it's probably my favorite way to dip my
toes in the water with a new dsa
campaign
if i'm going to be a little bit leery on
the quality of users
from a brand new setup but if you have
any other questions on how to set up a
dsa campaign within microsoft ads
please let us know in the comments below
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