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.

Note: There's a limit of 180 page feeds per account.

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 two columns:

• Page URL: This is the web page 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 per 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.

Important considerations for page feed URLs

• Destination not working/crawlable: Make all URLs in your page feed lead to live, accessible pages (200 OK status). Issues like 404 errors or pages blocked by robots.txt can lead to ad disapprovals or limited serving. Work with your web developer to ensure that Google AdsBot (and AdsBot Mobile) can crawl your landing pages. If you've fixed crawling issues, you may need to resubmit your ads or appeal the policy decision in Google Ads.
• Valid URLs: Regularly review your page feed for invalid or broken URLs and remove them to maintain campaign health.

URL rules and page feeds

When you create a new asset group for a Performance Max campaign, you may decide to use rules for your URL assets. Before you set up your rules, consider whether you want your eligible URLs to come from your entire domain or specifically from your page feed URLs. If you want your asset group to consider all eligible URLs from your domain, apply the 'URL contains' rule. If you want your asset group to find URLs based on your page feed, you should add custom labels from your page feed.

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: Text customisation was formerly known as automatically created assets.

Create a page feed in your account

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

1. Go to Business data within the Tools menu .
2. Select the plus button , then select Page feed.
3. Enter a name for your feed.
4. Open the 'Select source' drop-down to choose your file type.
5. Attach your feed file.
6. Optional: Select Preview to view a summary of what will be uploaded.
7. Select 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. Go to Campaigns within the Campaigns menu .
2. Select the plus button , then select New campaign.
3. 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'.
4. Select Performance Max as your campaign type.
5. Select 'What you are advertising', then select Next.
6. Select Campaign settings on the left-side panel.
7. Select the 'Show more settings' drop-down in the 'Campaign settings' page.
8. Select Page feeds.
   • Note: Make sure that 'Text assets with final URL' is turned on in the 'Asset optimisation' section.
9. Click in the 'Add a page feed' box.
10. Select one or more feeds to add to the campaign.
11. Select Next.

Specify page feeds to use in your Performance Max campaign

1. Go to Campaigns within the Campaigns menu .
2. Find the row with the Performance Max campaign that you want to edit. Select the gear icon that appears beside the campaign name.
3. Expand the 'Page feeds' section. You’ll need to have text customisation turned on to use page feeds (if this setting isn’t turned on, you’ll be prompted to do so before being able to add page feeds). Note that if URL expansion is on, Google may still serve ads with landing pages to any page on the final URL domain as relevant to the user’s query intent.)
4. Select one or more of your feeds to use with the campaign.
5. Select Save.

Note: Make sure to 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, you can do this with custom labels. Follow the instructions below to exclude URLs from URL expansion with custom labels:

1. Go to Campaigns within the Campaigns menu .
2. Find the row with the Performance Max campaign that you want to edit. Select the gear icon that appears beside the campaign name.
3. Expand the 'Page feeds' section.
4. Expand the 'Asset optimisation' section and tick the box to turn on Final URL expansion. After Final URL expansion is turned on, the 'Exclude some URLs from search ads' tab will be enabled.
5. Select the 'Exclude some URLs from the search ads' tab.
6. Select the Custom label tab then enter your custom label.
7. Select Add.
8. Select 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, you can do that with custom labels.

1. Go to Campaigns within the Campaigns menu .
2. Choose the Performance Max campaign that you want to edit.
3. In the left Page menu, select Asset group.
4. Expand the 'Assets' section.
5. Search for your custom label within the 'Custom label' search bar.
6. Click the tick box for the labels that you want to use. You'll find the custom labels underneath the search bar.
7. Select Apply.

The URLs that 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 asset groups.