How does the use of Dynamic Search Ads (DSA) in Microsoft Ads impact the required keyword research and management workload compared to traditional keyword-based campaigns?

Using Dynamic Search Ads (DSA) in Microsoft Ads significantly reduces the required keyword research and management workload compared to traditional keyword-based campaigns. DSA campaigns automatically target relevant search queries based on the content of your website, eliminating the need to manually build and maintain extensive keyword lists. Instead of specifying keywords, you provide Microsoft Ads with your website domain, and the system crawls your site to understand its content. It then matches relevant search queries to pages on your website and dynamically generates ad headlines and landing pages. This drastically reduces the time and effort spent on keyword research, bid management, and negative keyword identification, which are essential tasks in traditional campaigns. However, while DSA simplifies keyword management, it requires careful monitoring of search terms and the implementation of negative keywords to prevent irrelevant or unprofitable searches from triggering your ads. For example, if you sell running shoes, a DSA campaign might automatically target searches related to different types of running shoes based on the content of your website. In a traditional campaign, you would need to research and add each of those keywords manually.