Bing Ads has been testing Dynamic Search Ads (DSA), and now, they are expanding it to the US advertisers.  The test is now available in the US users.

From Thursday’s announcement:

DSA is designed to help advertisers increase their impression volume, increase search term coverage and drive incremental clicks and conversions, while reducing the burdens of campaign set up and day-to-day management.

Anybody using DSA in Google AdWords will find that the DSA structure in Bing Ads to be similar.  Ads are served by landing page content rather than keywords the advertiser enters.  Bing Ads will crawl the target website in order to identify a landing page that is related to search query and and dynamically generates ad titles to fit the query.  After that, the ads are served with the generic ad copy the advertiser has entered.

To start out, simply select “Dynamic Search Ads” when setting up a new campaign Bing Ads.  Advertisers will have the option to either target all pages on their site, or limit the crawl to specific pages.

DSA can be set up in either the Bing Ads UI, the API and through the Google import tool.  Kenshoo will support Bing Ads DSA set up and management.

If you’re interested in signing up for the pilot, fill out the online form.

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