How can you leverage Dynamic Search Ads to target website users who are several steps deep within your product catalog, without creating individual keyword targets for each product?

Dynamic Search Ads (DSAs) can target users who are several steps deep within your product catalog without needing individual keyword targets by automatically crawling your website and creating ads based on the content on those specific product pages. Instead of manually building keyword lists for each product, you provide Microsoft Advertising with your website's domain. Microsoft then indexes your website content and matches user search queries to relevant pages within your catalog. When a user searches for something that closely matches the products detailed on those deep-level pages, DSAs dynamically generate an ad using the page title and content, and direct the user to that specific product page. For instance, if a user searches for 'organic fair-trade Ethiopian Yirgacheffe coffee beans', and you have a product page dedicated to that specific type of coffee bean, DSA will create an ad referencing those keywords and link directly to the product page. This eliminates the need to manage countless individual keywords, making it ideal for large e-commerce sites. To refine targeting and avoid irrelevant matches, use category-based targeting within DSA to focus the crawl on specific sections of your product catalog and use negative keywords to exclude unrelated searches.