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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 (DSA). When you provide a page feed of your products and their landing pages, it helps AdWords to determine when to show your ads and where to direct people on your website. We recommend that you add custom labels to the URLs in your page feed to categorize and organize the targets for your Dynamic Search Ads.

If you use many targeting sources for your Dynamic Search Ads, this article explains how to save time by adding and uploading them with a page feed. For instructions on how to add just a few targets, go to Create targets for Dynamic Search Ads.

Before you begin

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

  • Page URL – This is the webpage you want to target. 
  • Custom label – This is the label that will help you target ads within your page feed. 
  1. In the Page URL column, enter 1 webpage per row. Do not use URLs with added tracking parameters. Learn how to Set up tracking for Dynamic Search Ads
  2. In the Custom label column,  enter 1 or more labels per row separated with a semicolon (;). For example, you can create custom labels for popular hotels based on their star rating. Each 4-star rated hotel can be labeled "FOUR_STAR; "POPULAR_DESTINATION"; and so on.

Part 1. 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. Click + Data, then select Page feed.
  4. Enter a name for your feed.
  5. Click Browse for file and attach your feed file.
  6. Click Upload and apply.

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 2. Select your targeting source

  1. In your AdWords account, go to the Campaigns tab.
  2. Click one of your DSA campaigns. If you don't have a DSA campaign, go to Create Dynamic Search Ads.
  3. Go to the campaign’s Settings tab.
  4. Expand the Dynamic Search Ads option, then click the Edit link.
  5. Select one of these Targeting sources for your page feed:
    1. Use URLs from my page feed only.
    2. Use URLs from both Google's index of my website and my page feed.
  6. In the Page feeds section, select one or more feeds to use with the campaign.
  7. Click Save.

Part 3. Use custom labels

To use custom labels, create a Dynamic ad target for the specific item you labeled in your page feed. You only need to provide custom labels in your feed if you will use them for targeting, otherwise you can leave this section empty.  

  1. In your AdWords account, go to the Campaigns tab.
  2. Click on the DSA campaign that contains the page feed you created.
  3. Select the Auto targets tab.
  4. Click + Dynamic ad target.
  5. In Target custom labels from your page feed(s), enter the custom label you used when you uploaded the spreadsheet.
    1. If you wish, add a custom bid to make URLs with that custom label more or less competitive.
  6. Click Save.

Part 4. 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 how to Set up tracking for Dynamic Search Ads

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