While Google and Microsoft Ads share many similarities, Microsoft Ads introduces a unique feature to its platform. This feature is not available in Google Ads, giving Microsoft an edge over the competition.
On February 22, Microsoft Ads announced dynamic descriptions for its Dynamic Search Ads. Advertisers now have the option to provide dynamic descriptions to users in addition to the already existing dynamic headlines.
Who is eligible for dynamic descriptions?
Microsoft will immediately roll out Dynamic Descriptions for Dynamic Search Ads in the following markets:
- America
- Canada
- U.K
- France
- Germany
Who is not eligible for dynamic descriptions?
Any brands or advertisers deemed sensitive verticals (such as pharmacy, financial services, etc.) will not be eligible for dynamic descriptions. These accounts will not be affected by Microsoft’s changes.
Dynamic description rollout schedule
While advertisers can choose to use these new dynamic descriptions starting today, Microsoft will make dynamic descriptions the default option for everyone’s dynamic search activity starting in April.
Advertisers who want more control over their ad copy can opt out of this feature.
Microsoft will email advertisers more information on how to opt out with specific instructions.
How does dynamic description work?
Similar to dynamic headlines in Dynamic Search Ads, Microsoft Ads will automatically generate the most relevant descriptions for each user.
As part of the DSA (Dynamic Search Ads) search terms report, there will be a new “Description” column.
Why should advertisers care?
This change to Dynamic Search Ads campaigns is another nod to automation. As campaign complexity increases, the goal is to free advertisers from some day-to-day management.
With every change in automation and advertising, there is a degree of fluctuation in performance as the algorithm learns user behavior.
Advertisers who will be affected by this change will want to keep an eye on changes in performance, such as CTR, search terms, and conversion volume.
resource: Microsoft
Featured image: Monticello/Shutterstock
