Bing Ads will be rolling out page feeds to all accounts over the next few weeks in order to help advertisers manage targets for Dynamic Search Ads.

With page feeds, eliminated are the needs to create targets for specific URLs or groups of URLs in your DSA campaigns.  This makes it easier to set up and manage.  Also, Bing Ads’ page feeds are even compatible with Google Ads’ page feeds, which will let you use the same feeds on either platform.

In case you didn’t know, Dynamic Search Ads (DSA) are matched automatically to queries based on the advertiser’s website content.   This means that there isn’t any need to create lists of keyword for DSA campaigns.  Rather, advertisers target groups of URLs or specific web pages.  The ads that are served will all be based depending on the content on your landing page.  Ad titles are dynamically generated, which gets paired with the generic ad copy the advertiser has entered.  Even though you don’t have to put in as much work in one way, that means you’ll also have a lot less control over when and how your ads appear.

But how do page feeds work?

You will have the ability to upload a page freed from the Business Data in the Shared Library in your Bing Ads account.  You can upload your existing page feeds in Google Ads to Bing Ads.

There are two columns in a page feed

  • Page URL
  • Custom Label

You can either group the URLs into dynamic targets using the Custom label column in the page feed, or do this in Bing Ads Editor. Users can assign URLs to one or more groups in the custom column using a semicolon separator. You can group URLs by product type, sale or promotion, seasonality, for example.

To associate a feed with a DSA campaign, select the option to “Use URLs from my page feed only” under the Targeting Source section in the campaign settings. Or you can choose the option to target page feed URLs and any auto targets you’ve set up based on Bing’s crawl of your site.

After that, advertisers can assign dynamic ad targets from the custom labels you set up in your page feed, as shown in the screenshot below.

For more on Bing Ads page feeds, check out the support page.

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