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Use a feed to target Dynamic Search Ads

Use a page feed to specify precisely which URLs to use with your Dynamic Search Ads. Page feeds give you the performance of Dynamic Search Ads with the control of a feed.

When to use page feeds 

Here are some cases of different reasons to use page feeds:

  • Control. You want to make sure your Dynamic Search Ads only generate ads based on the URLs you specify and no others. In this case, use only one column of “Page URLs” and set your Ad campaign to “Use URLs from my page feed only.”
  • Timing. You want to make sure Dynamic Search Ads show for your new products after you post them. In this case, use only one column of “Page URLs” for your new products and set your Ad campaign to “Use URLs from both Google’s index of my website and my page feed”
  • Focus. You want to make different campaigns for different aspects of your business. For instance, you want to create different campaigns for hotels based on their star rating. In that case, you would create a feed with a “Custom label” associated with each URL (such as, “FOUR_STAR”). Note that you can enter multiple labels for each URL (for instance, “WELL_REVIEWED”, “POPULAR_DESTINATION”, and so on)

Remember that you need to attach a page feed to a campaign in order to use it.

Part 1. Create your spreadsheet

Download the page feed data template (recommended) or create your own a spreadsheet with at least 2 columns:

  • Page URL – This is the webpage you want to target. Enter 1 per row. Do not use URLs with added tracking parameters. For tracking, use dynamic tracking URLs and add the tracking parameters to your tracking template.
  • Custom label – This is the label that will help you target your ads. You may enter more than 1 per row separated with a semicolon (;).

Part 2. Upload your spreadsheet

Follow these steps to upload your spreadsheet to your account:

  1. Sign in to your AdWords account.
  2. From Shared library on the left navigation bar, select Business data.
  3. Under "Business data,” click View.
  4. Click + Data, then select select Page feed.
  5. Enter a name for your feed.
  6. Click Browse for file and attach your feed file.
  7. Click Upload.

Keep in mind

For new page feed uploads, it can take a few days for Google to crawl new webpages in the feed, so there may be delays before a page in the feed starts serving your Dynamic Search Ads.

Part 3. Add your feed to a new or existing campaign

New campaign. As you set up your DSA campaign, you will be prompted to select targeting sources. To use a feed, select one of the feed options.

Existing campaign. Follow the following instructions:

  1. In your AdWords account, go to the Campaigns tab.
  2. Click one of your DSA campaigns.
  3. Go to the campaign’s Settings tab.
  4. Find “Dynamic Search Ads,” then click Edit.
  5. Select one of the feed options.
  6. Click Save.

Part 4. Use custom labels

Add custom labels after you set up your campaign:

  1. In your AdWords account, go to the Campaigns tab.
  2. Click one of your DSA campaigns.
  3. Select the Auto targets tab.
  4. Click + Dynamic ad target.
  5. Enter your new custom label and, if you wish, a custom bid to make URLs with that custom label more or less competitive.
  6. Click Save.

Part 5. Set up tracking (optional)

To track which page feed items lead to each click, you can set up tracking using ValueTrack parameters. Use the parameter {feeditem} to give each row its own ID. Learn more

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