Target searches automatically with dynamic search ads

Learn how Microsoft Advertising can generate keywords and ads for you automatically.

Not everyone has this feature yet. If you don't, don't worry—it's coming soon!

Dynamic search ads provide a streamlined, low-touch way to make sure customers searching on the Microsoft Search Network find your products or services.

Benefits of using dynamic search ads

Dynamic search ads automatically target relevant search queries based on the content of your website, and are dynamically created to respond to these search queries. Using them will:

  • Create targeted and relevant ads automatically: New, dynamically-created ads for every search query based on your website content, or specific pages or categories of your website.
  • Reduce your workload: No need to maintain keyword lists, manage bids, or update and customize ad titles.
  • Find missed opportunities: Automatically adapt to new queries to drive additional conversions.

Dynamic search ads are most appropriate for two types of advertisers:

  • Advertisers who have a large catalog of webpages and a changing mix of products, making it difficult to manage search ads for each product.
  • Advertisers who are not familiar with search advertising, but who want to quickly and easily try it out.

Country/region availability

Dynamic search ads are available in the following countries/regions:

  • Australia
  • Austria
  • Belgium
  • Canada
  • France
  • Germany
  • Ireland
  • Italy
  • Netherlands
  • New Zealand
  • Spain
  • Sweden
  • Switzerland
  • United Kingdom
  • United States

How to set up dynamic search ads

You set up dynamic search ads as a campaign type. From the Campaigns tab, click Create campaign and then select Dynamic search ads (or from main menu on the left, click All campaigns, then Campaigns. Create a new campaign and then select Dynamic search ads). This is important: Once you create your dynamic search ad campaign, it can take up to one week before your ads start to serve. The campaign-creation process is the same as for standard text ads, except for the below things to consider for each dynamic search ad group:

The areas of your website you want the ad group to targetexpando image

In step two of the campaign-creation process, under Create dynamic ad target, choose either Target recommended categories, Target all webpages, or Target specific webpages.

  • Target recommended categories: Microsoft Advertising will analyze your website and then categorize its content. You can then select which categories you want to target and we will automatically generate keywords and ads from them. This is a good idea if you want to keep the dynamic search ads focused on a particular theme or you want to set different bids for different parts of your website.
  • Target all webpages: Microsoft Advertising will look at content from all pages of your website in order to generate keywords and ads.
  • Target specific webpages: You choose specific pages of your website to target based on their URL, category, page title, or page content. This is a good idea if you want to set different bids for different parts of your website or to make sure you’re not targeting parts of your website that are not relevant to your campaign goal.

    • A "page title" is the text that appears at the top of a webpage — in your website's code, it's the text in this area:

        <title>This is the page title</title>
    • "Page content" is the visible text on a webpage — in your website's code, it's the text between these tags:



    Once an auto target has been created, its conditions cannot be changed.

Ad content expando image

In step three of the campaign-creation process:

  • You do not write your ad title. Microsoft Advertising will dynamically generate this for you based on the appropriate keyword and your website content. Note: All dynamically generated ad headlines are editorially reviewed. Prior to the headlines being approved, a temporary headline, such as the name of your website, is displayed.
  • You will need to write your ad description. You can have two ad descriptions that supports up to 90 characters each.
  • You have the option to have one or two paths appear after your website's domain. The path is distinct from the final URL. The final URL is the actual webpage URL that customers are taken to after they click your ad. The path can be a shorter or "friendlier" version of your URL showing one or two subdirectories. If you sell men’s clothes, and you’re advertising shirts that are on sale for spring, your final URL might be, but your path could simply be

Tips for effective dynamic search ads campaigns

  • If you already have dynamic search ads campaigns set up in Google Ads, we recommend that you set up your initial Microsoft Advertising dynamic search ads campaigns similarly.
  • Set up default bid close to your non-exact match bids for similar keyword categories.
  • Since Microsoft Advertising does not support mixed mode campaigns yet, you cannot have keyword and dynamic search ads targeting in one campaign.
  • Create different ad groups for different dynamic ad targets.
  • Create a Target all webpages ad group in addition to narrower targets to capture as many relevant searches as possible.
Auto targets
  • Exclude parts of your site that don’t drive conversions.
  • Have a variety of auto targets — using Target categories of webpages is a good way to find appropriate ones.
  • Use more generic ad descriptions and URL paths for ads in ad groups using All webpages auto targets.
  • Create auto targets from your main domain URL. Do not set up auto targets using URLs that redirect to other pages.
  • The domain address you specify during campaign creation should be the same domain address you used to create auto targets for that campaign. Subdomains are not allowed.
  • We recommend not including "http://www" or "https://www" in auto targets.
  • With Target specific webpages, if you use the "and" condition (for example, page title contains "food" and URL contains "delivery"), make sure that you have webpages that meet all the specified conditions on your website.
  • Add paused keywords and current negative keywords in your other campaigns as negative keywords in your dynamic search ads campaign.
  • Try using the Enhanced CPC bid strategy rather than Manual CPC.
  • Use ad extensions to make your ads more eye-catching.
  • Use remarketing lists to target people who have visited your website before.
  • Add exclusions to prevent your ads from appearing in specific locations, on specific web sites within the search network, or prevent your ads from displaying to certain IP addresses.
  • Dynamic search ads could lead to higher traffic, so keep an eye on your budget and don't let it run out.
  • To see search terms your campaigns, click on the dynamic search ad campaign you want to view. Then, click Keywords, then Search Terms.
  • To understand how your auto targets are performing and where bid adjustments may be useful, run a Dynamic search ad auto target report.
  • To check the performance of your existing category or to find new categories worth targeting, run a Dynamic search ad category report.
  • To see how your ads perform against search terms, run a Dynamic search ad search term report. The data can help you find negative keywords that create conversions.

Common questions about dynamic search ads

How do you determine what content is on my website? And what if you're not finding certain parts of my website? expando image

Your website's content is analyzed by Bing's web-crawling technology. We crawl any webpage that is in Bing's index. If you suspect that some parts of your website are not being found by our web crawler, take a look at this Bing Webmaster article for information on why this might be the case and what you can do to fix it.

Will the Enhanced CPC bid strategy be available for dynamic search ads?expando image

Yes, in fact, we recommend using Enhanced CPC for dynamic search ad campaigns. Learn more about bid strategies

Will dynamic search ads work with existing ad extensions and Automated Extensions? expando image

Yes, dynamic search ads will work with all existing ad extensions and Automated Extensions, just like standard text ads.

Are there any potential issues with importing dynamic search ads from Google Ads? expando image
  • Expanded dynamic search ads currently cannot be imported from Google Ads.
  • Microsoft Advertising does not currently support dynamic search ads’ page feeds or custom label dynamic ad targets.
  • Mixed mode campaign imports are currently not supported in the import tool.
  • Mobile device preference is currently not supported.
Will remarketing lists work with dynamic search ads? expando image

Yes, remarketing lists can be associated to ad groups within a dynamic search ads campaigns. Learn more about remarketing lists

Can I add tracking templates and custom parameters to my dynamic search ads campaign? expando image

Yes, tracking templates and custom parameters are supported at the campaign, ad group, ad, and auto target levels. Learn more about tracking templates

Can I use auto-tagging with my dynamic search ads campaign? expando image

Yes, auto-tagging is supported for dynamic search ads campaigns. Learn more about auto-tagging

See more videos...