How to use page feeds in Performance Max

You can use a page feed to specify which URLs to use in ads for your Performance Max campaign. When you provide a page feed for your landing pages, it helps Google Ads check that all relevant pages are indexed, determine when to show your ads and where to direct people on your website.

On this page:

• Create a page feed in your account
• Create a new Performance Max campaign with page feeds
• Specify page feeds to use in your Performance Max campaign
• Exclude URLs from URL expansion with custom labels
• Specify page feeds for an asset group with custom labels
• Use page feeds with URL expansion

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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 that you want to target. Enter one URL per row. Don’t use URLs with added tracking parameters.
• Custom label: This label will help you target ads within your page feed and adjust your bid for each label. Enter one 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 labelled "FOUR_STAR","POPULAR_DESTINATION", and so on.

Remove duplicate URLs

A duplicate URL is an individual feed that has the same URL multiple times. Before you submit your page feed, remove duplicate URLs. While you can still submit your page with duplicate URLs, only the most recently added version will be approved and eligible to serve. All other versions of the URL will be marked as disapproved with the status 'Disapproved: Duplicate URL'.

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Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page that you’re searching for.

Create a page feed in your account

Follow these steps to create a page feed in your account:

1. In your Google Ads account, click the tools icon .
2. Click Business data.
3. Click the plus button and then select Page feed.
4. Enter a name for your feed.
5. Open the 'Select source' drop-down menu to choose your file type.
6. Attach your feed file.
7. Optional: Click Preview to view a summary of what will be uploaded.
8. Click Apply.

Tip: For new page feed uploads or existing page feed edits, it can take an average of 2–14 days for Google to crawl the feed (depending on the feed size). You may experience a delay before a page in the feed starts serving.

Create a new Performance Max campaign with page feeds

1. In your Google Ads account, click the campaigns icon .
2. Click the 'Campaigns' drop-down in the section menu.
3. Click Campaigns.
4. Click the plus button , then select New campaign.
5. Select an advertising objective for your campaign. If none of the goals fit what you’re looking for, select 'Create a campaign without a goal’s guidance'.
6. Select Performance Max as your campaign type.
7. Select 'What you are advertising', then click Next.
8. Click Campaign settings in the panel on the left.
9. Click the 'Show more settings' drop-down menu on the 'Campaign settings' page.
10. Select Page Feeds.
    • Note: Make sure that 'Text assets with Final URL' is turned on in the 'Automatically created assets' section.
11. Click in the 'Add a Page Feed' box.
12. Select one or more feeds to add to the campaign.
13. Click Next.

Specify page feeds to use in your Performance Max campaign

1. In your Google Ads account, click the campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Find the row with the Performance Max campaign that you want to edit. Click the gear icon that appears beside the campaign name.
5. Expand the 'Page feeds' section. You’ll need to have automatically created text assets turned on to use page feeds (if this setting isn’t turned on, you’ll be prompted to do so before you can add page feeds). Note that if URL expansion is on, Google may still serve ads that will lead the user to a particular page on the final URL domain, based on the relevance to what the user is looking for.
6. Select one or more of your feeds to use with the campaign.
7. Click Save.

Note: Make sure that you remove invalid URLs from the feed.

Exclude URLs from URL expansion with custom labels

If you want to have URL expansion turned on for optimised campaign performance but want to prevent some specific URLs from your page feeds from serving, use custom labels. Follow the instructions below to exclude URLS from URL expansion with custom labels:

1. In your Google Ads account, click the campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Find the row with the Performance Max campaign that you want to edit. Click the gear icon that appears beside the campaign name.
5. Expand the 'Page feeds' section.
6. Expand the 'Automatically created assets' section and turn on 'Final URL expansion'. After final URL expansion is turned on, the 'Exclude some URLs from search ads' tab will be enabled.
7. Select the 'Exclude some URLs from search ads' tab.
8. Click the Custom label tab, then enter your custom label.
9. Select Add.
10. Click Save.

Specify page feeds for an asset group with custom labels

If you want to specify which URLs from page feeds to use for your ads serving from a particular asset group, use custom labels.

1. In your Google Ads account, click the campaigns icon .
2. Click the Campaigns drop-down in the section menu.
3. Click Campaigns.
4. Choose the Performance Max campaign that you want to edit.
5. In the left-hand page menu, click Asset group.
6. Expand the 'Assets' section.
7. Look for your custom label within the 'Custom label' search bar.
8. Click the box for the labels that you want to use. You will see the custom labels appear underneath the search bar.
9. Click Apply.

The URLs you add to your page feed shouldn't include redirects or tracking.

Use page feeds with URL expansion

You can now provide a feed of URLs for your Performance Max campaign to use. This feature complements Google’s automated understanding of what products and services advertisers should be using. Learn more about How to use page feeds in Performance Max.

• If final URL expansion is on: Providing a page feed helps to verify that we’re indexing the provided URLs, but it doesn’t restrict ads to serve only URLs from the provided feed.
• If final URL expansion is off: Your Performance Max campaign will only send users to the URLs provided in your page feed and asset groups.