While there are many similarities between Google and Microsoft Ads, Microsoft Ads has launched a unique feature of their platform. This feature is not available in Google Ads, which gives Microsoft an edge over the competition.
On February 22, Microsoft Ads announced its dynamic descriptions for Dynamic Search Ads. In addition to the already existing dynamic headlines, advertisers can now choose to display dynamic descriptions to users.
Who is eligible for dynamic descriptions?
Microsoft is rolling out dynamic descriptions for Dynamic Search Ads in the following markets immediately:
- United State
- United kingdom
Who doesn’t qualify for dynamic descriptions?
Any brand or advertiser in a sensitive sector, such as pharmacy, financial services, etc., will not be eligible for dynamic descriptions. These accounts will remain unaffected by changes from Microsoft.
Dynamic descriptions, rollout timeline
While advertisers can choose to use these new dynamic descriptions starting today, Microsoft will make dynamic descriptions the default option in dynamic search campaigns for everyone starting in April.
For advertisers who want to maintain more control over ad text, there will be an option to opt out of this feature.
Microsoft will email advertisers with more information about how to opt out with specific instructions.
How do dynamic descriptions work?
Similar to dynamic headings in Dynamic Search Ads, Microsoft Ads will automatically generate descriptions geared towards the highest relevance for each user.
There will be a new ‘Descriptions’ column as part of the search terms report for Dynamic Search Ads.
Why should advertisers pay attention?
This change to Dynamic Search Campaigns is another nod to automation. As campaigns get more complex, the goal is to take some of the day-to-day management away from advertisers.
With every change in automation and ads, there is a degree of performance fluctuation as the algorithms learn user behaviour.
Advertisers who will be affected by this change will want to closely monitor changes in performance, such as CTR, search terms, and conversion volume.
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