Microsoft Advertising announced the launch of its latest feature, Dynamic Descriptions, in beta to make Dynamic Search Ads (DSA) easier. Microsoft stated that “Detailed and accurate ads descriptions will help increase clicks to advertising campaigns.” In this article, we will introduce you to the new tool that Microsoft has updated for advertisers to use conveniently and save time creating ads.
What is Dynamic Search Ads (DSA)?
Before getting to know the Dynamic Descriptions feature, we need to understand Dynamic Search Ads (DSA). Because large e-commerce businesses often have a significant number of products – sometimes thousands or tens of thousands – on their websites, such as Amazon, Shopee, and Lazada, they often prefer to use DSA advertising. This is because it’s an advertising method where we don’t need to enter any keywords into the campaign. Instead, the AI system automatically matches search terms with the landing page on our website, depending on the structure of each page on our website. Simply put, the content on the website determines the keywords, which saves advertisers time from having to sit down and figure out which keywords are suitable for their advertising campaigns.
Who is Dynamic Search Ads for?
The benefits of using Dynamic Search Ads can be divided into two categories:
Based on the benefits of advertising with the help of algorithms, we can classify the groups of people who are suitable for running DSA advertising campaigns into two groups:
- Mid-size to large businesses with a large product catalog and frequent changes in products each day, making it time-consuming if we have to manually manage Search Ads campaigns.
- New advertisers who are not familiar with Search Ads, may start with DSA because it will help them get started quickly.
Getting Started with Dynamic Search Ads from Microsoft Advertising
To use DSA for Search Ads campaigns, you need to enable it first. Go to the Settings page, look for the Dynamic Search Ads Option heading, then select Enable Dynamic Search Ads and click Save. That’s it, you can now choose to use DSA in your advertising campaigns.
Steps to use DSA in Search Ads campaigns
- From the Main Menu, look to the left, select Search Campaigns > Campaigns > Create Campaign
- Select Campaign Goal, then select Search Ads
- Click Next
- Click Create Dynamic Ad Group by selecting Dynamic Ad Target, then click Save & Go to The Next Step
- Click Create Dynamic Search Ads, then click Save & Go to The Next Step
- Select your budget, then click Save.
After this, the AI will begin creating ad titles and keywords suitable for your advertising campaign.
What’s so good about this new Dynamic Descriptions feature?
In the Ad Content of DSA advertising campaigns, you need to write Ads Descriptions. Microsoft Ads will define the Ad text channel and you can type product descriptions up to 90 characters. However, the Dynamic Descriptions feature will elevate DSA advertising campaigns even more by working as a supplement that uses DSA AI to process and create product descriptions, so advertisers only need to click to enable the function and don’t have to spend time filling in details for hundreds or thousands of products on the website.
In this update, Microsoft stated that in the future, Dynamic Descriptions will be the default option, starting to change from April 2022 onwards. But don’t worry if you still want to write Ads Descriptions yourself, you can choose to disable this feature.
However, this feature is currently available only in some countries, such as the United States, Canada, the United Kingdom, France, and Germany, and also for businesses with sensitive products or services, such as pharmacies or financial services.
While the various functions of Dynamic Search Ads make it easy to manage advertising campaigns and avoid having to find keywords or write Ads Descriptions that appeal to consumers, it’s important to understand that relying solely on AI without proper website structure management can result in AI displaying results that are not what we intended. If you’d like professional digital marketing advice, consult us at Relevant Audience.
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