Dynamic Search Ads (DSA) on Bing

Keyword research has limits. At some point, you run out of ideas. Dynamic Search Ads (DSA) solve this. You don't pick keywords. You pick Content. Microsoft scans your website and says: "This page is about Blue Shoes. I will show your ad when someone searches for 'Buy Blue Shoes'."

How to Set It Up

1. Create a Campaign → Standard Search.
2. Enable "Dynamic Search Ads" in Settings.
3. Ad Group Type: Dynamic.
4. Target:
   • All Webpages: (Lazy, but good for testing).
   • Specific Categories: "Pages with URL containing /shoes/". (Better).

The Headline Magic

You don't write the Headline in DSA. Microsoft dynamically generates it based on the user's search query and your page title.

• Search: "Navy Running Shoes Size 10"
• Generated Headline: "Navy Running Shoes Size 10 - Buy Now" It matches intent perfectly.

The Danger Zone

DSA is a vacuum. It will suck up junk traffic if you aren't careful. Must-Have: Robust Negative Keyword Lists. Add "Free," "Cheap," "Jobs," "Login," "Support" immediately.

Summary

Use DSA to find new keywords. When you see a search term converting in DSA, extract it and add it to your Manual Campaigns. It is an R&D tool that makes money.