February 22, 2022 2-minute read Kevin SalatProduct news
Creating relevant and engaging ad experiences that resonate with your searchers can be a daunting task. If you’ve tried Dynamic Search Ads (DSA), you know their dynamically generated headlines are great ways to drive relevant experiences and more traffic for your business.
Today, to help advertisers provide even more relevant ad experiences while also saving them time, we’re announcing dynamic descriptions for DSA, a new tool that’s unique to the search advertising landscape. With dynamic descriptions, you can supplement your generic static descriptions with more relevant information to your searchers and help drive more clicks. This is now available in the United States, Canada, United Kingdom, France, and Germany.
When you’re in your DSA campaign settings, you’ll now see a new checkbox that says Enable dynamic search ad text. Once you’ve done that, you’ll be able to start getting descriptions dynamically generated and powered by Microsoft Advertising’s Artificial Intelligence. They are continually optimized to provide the best messages to your customers. Three sample dynamically generated descriptions are shown below:
Your top dynamic descriptions will be part of your DSA Search Terms report, similar to how your DSA headlines are, but they’ll be in a new Descriptions column.
As we bring dynamic descriptions to all advertisers in these five markets, we’ll also be updating to make dynamic descriptions the default option for creating new DSA campaigns in Microsoft Advertising online. Starting in April and over the next few months, we’ll enable dynamic descriptions for all existing DSA campaigns, with any advertisers that are in sensitive verticals remaining opted out for their existing campaigns. Additionally, if you’re showing static headlines in your DSAs, your ads will never show dynamic descriptions.
Any advertisers affected by this upcoming change will soon be notified via email with instructions on how to opt out of this change if they desire. We’ll also notify everybody here on our blog when the change has finally been released to DSA campaigns.
If you have any questions or concerns about this upcoming change, please reach out to your Microsoft Advertising account manager or contact us through one of our support channels.
If you’d like to learn more about dynamic descriptions, see our help page About dynamic search ads (microsoft.com)Opens in new window.
Your comments and feedback are integral to shape and improve our product. You can use the Microsoft Advertising Feedback portalOpens in new window, the in-product feedbackOpens in new window, email us at advertising-feedback@microsoft.comOpens in new window, or contact Support.
Sign up for the weekly Microsoft Advertising Insider newsletter to keep up with the latest insights, product news, tips and tricks, thought leadership, customer success stories, and resources.
This week on latest digital marketing updates: Google Ads makes interest-based advertising even more private with the new Topics API, Facebook launches Reels globally to 150 countries, YouTube introduces new metadata for educational videos, Google Ads share top three priorities for 2022, Microsoft Ads introduces dynamic descriptions for dynamic search ads, and Google adopts new privacy restrictions that will influence tracking across apps on its Android Devices.
Mzanzi Digital Sight is dedicated to learning about and understanding your business.
