Dynamic Search Ads and website indexing
Dynamic Search Ads automatically match user search queries to relevant landing pages on your website without keyword lists. Here is how to configure page feeds and targets.
How Dynamic Search Ads generate ads from site content#
Dynamic Search Ads (DSA) bypass traditional keyword lists. Microsoft's web indexing crawlers scan your website content, match relevant user search queries to matching pages, and dynamically generate headline copy tailored to the query.
As explained in Microsoft DSA Documentation, 2026, DSA excels at capturing long-tail search queries that standard keyword research misses.
Targeting options: all webpages, categories, and page feeds#
Microsoft Advertising supports three primary DSA targeting mechanisms:
- All Webpages: Indexes your entire domain (highest risk; requires negative exclusions).
- Specific Categories: Targets organized content categories detected by Bing crawlers.
- Page Feeds: Explicitly restricts targeting to a custom CSV list of approved high-converting URLs as detailed in Microsoft Page Feed API, 2026.
Negative URL targets and exclusion hygiene#
Protect your advertising budget by setting negative page targets for non-commercial pages: privacy policies, career boards, blog archives, out-of-stock items, and customer support login portals.
Always exclude URLs containing 'login', 'cart', 'privacy', 'terms', 'careers', and 'blog' from DSA targeting.
Pairing DSA with Target CPA bidding#
Because DSA captures unpredictable search term queries, pair DSA campaigns with Target CPA bidding to ensure algorithmic bid suppression on weak traffic.
Consult our Microsoft Ads Hub for DSA negative keyword and URL exclusion templates.
DSA targeting method comparison#
The table below summarizes targeting control across DSA deployment options.
| Targeting Method | Setup Effort | Targeting Precision | Best First Fit |
|---|---|---|---|
| Custom Page Feed (CSV) | Moderate | Highest (Strict URL list) | Enterprise e-commerce & lead gen |
| URL Rules (URL contains) | Low | High (Directory level) | Sectional websites (/products/) |
| Bing Detected Categories | Low | Moderate (Algorithmic) | Standard structured retail sites |
| All Webpages | Zero | Lowest (Broadest reach) | Discovery campaigns with heavy negatives |
Frequently asked questions#
What is a Dynamic Search Ad on Microsoft Ads?
A Dynamic Search Ad automatically generates headline copy and selects an on-site landing page based on a user's search query and your indexed website content.
Can I use negative keywords with Microsoft DSA campaigns?
Yes, standard campaign and account-level negative keyword lists apply to DSA campaigns to block unwanted search queries.
What is a Page Feed in Microsoft DSA?
A Page Feed is a structured spreadsheet of approved URLs that restricts DSA targeting strictly to specified product or service pages.
Does DSA generate ad descriptions automatically?
No, advertisers write static description copy lines (up to 90 characters), while Microsoft dynamically generates the headline and destination URL.
Why is my DSA campaign spending on blog articles?
This happens if non-commercial URLs are not excluded. Add a negative dynamic ad target for 'URL contains /blog/' to resolve it.
Read more on this topic#
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