Bing has rolled out its Dynamic Search Ads, or DSAs, to all advertisers in the US and the UK. Previously, DSAs had only been available to US advertisers who had signed up to a beta test. Dynamic Search Ads are different from normal search ads in that they are based on the advertiser’s website’s content and not on keywords. They work by automatically choosing the most relevant landing page for the user’s search term and automatically generating the ad text to match the searcher’s intent. This saves advertisers time because they don’t need to write all the ad texts individually, and also helps advertisers to capture search traffic from keywords that they might not have thought to target. Advertisers can set up Dynamic Search Ad campaigns using the Bing Ads API, the Bing Ads Editor, or by importing their DSA campaigns from Google AdWords.