Create and report on Google Ads dynamic search ads in Search Ads 360

Create and edit dynamic ad targets using bulksheets

  1. Download a bulksheet that contains existing targets (even if you haven't created any targets, follow these steps to download a bulksheet that contains the columns and ad group IDs you'll need to create targets):
    1. Navigate to a Google Ads engine account or lower scope.
    2. Click the Targets▾ tab and select Dynamic ad targets.
      If you don't see Dynamic ad targets, the current scope is not set up for dynamic search ads.
    3. Optionally use a filter to display only the targets you want to edit.
    4. Click the download icon Download icon, which appears above the reporting table and make the following selections in the download panel:
      • Scope: Current selection in table
      • Columns: Editable columns (for re-upload)
      • Include types: Dynamic ad targets
      • Filters: Include rows with no impressions
    5. Click Download to start generating a bulksheet.
      When Search Ads 360 finishes generating the bulksheet, a Download now link appears above the reporting table.
    6. Click Download now.
      Your browser downloads the bulksheet to its download directory.
  2. To create a new target, add a new row to the bulksheet.
    You can copy an existing row and edit the data in the columns.
  3. Enter or edit information in the bulksheet columns described below.
  4. Upload the bulksheet

Bulksheet columns for creating or editing dynamic ad targets

Row type

Enter Ad group dynamic ad target.

Action

Enter one of the following:

  • create to create a new target.
  • edit to edit certain settings such as the max CPC or label of an existing target
  • pause to pause an existing target
  • remove to remove an existing target

Account, Campaign, Ad group

Enter the names of the engine account, campaign, and ad group that you want to contain the target.

Dynamic search ad target:

Sets criteria for selecting pages under the site domain.

You can't edit the criteria of an existing dynamic search ad target. Instead, remove the existing target and create a new dynamic search ad target. 

For a new target:

  • Enter All to select all pages in the domain.
  • To select specific pages, you can specify up to three criteria in a logical AND statement. The target will only select pages that match all criteria.

    Here's the syntax:
    AND(criteria, criteria, criteria)
    Even if you specify only one criterion, you still need the AND statement:
    AND(criteria)

    For example: 
    AND(CATEGORY = "shoes/outdoor/sneakers", PAGE_CONTENT CONTAINS "mens", PAGE_TITLE CONTAINS "casual")

Here are the types of criteria you can specify:

  • CATEGORY = "mycategory":  Google automatically assigns predefined categories to the pages on your site based on the content of the pages. To see the categories that Google has assigned to your site, use the Search Ads 360 UI. Learn more

    If you're targeting second or third-level categories, separate each level by a slash:
    CATEGORY = "top-category/second-level-category/third-level-category"

  • URL CONTAINS "string":  Matches pages with URLs that contain the string you specify.

    The match is not case sensitive, nor does it support wildcards.

    For example, if you specify
    URL CONTAINS "red",
    the dynamic target will match pages with these URLs:
    https://www.example.com/shoes/red
    https://www.example.com/elves/TIRED/abc

  • PAGE_TITLE CONTAINS "string": Matches pages with titles that contain the string you specify. This is the title that's specified in the pages <title> HTML element. Some browsers display the page's title in bar at the top of the browser window.

    The match is not case sensitive, nor does it support wildcards.

  • PAGE_CONTENT CONTAINS "string": Matches pages that contain the string you specify. Specifically, the string needs to be within the page's <body> HTML element.

    The match is not case sensitive, nor does it support wildcards.

  • CUSTOM_LABEL = "string": Targets pages from page feeds with a specified label. Separate each label with a comma.

URL template:

Overrides any higher level URL template and creates a tracking URL specifically for this target. Be sure to include one of the following placeholders for the ad's destination URL:
{lpurl}, {escapedlpurl}, or {unescapedlpurl}.

For example:
https://tracker.com?url={escapedlpurl}

URL parameters that appear in this field may not be sent to the landing page, depending on how you define them. The recommended practice is use the Final URL Suffix to specify URL parameters that your landing pages require.

Final URL Suffix:

Specifies URL parameters that your site uses for tracking purposes. Google Ads adds these parameters to the ad's destination URL when it serves an ad.  The suffix you enter here overrides any Final URL Suffix specified at the ad level or higher. Learn more about using bulksheets to create a Final URL Suffix.

For example, the following URL suffix appends a static URL parameter, a parameter with a Search Ads 360 custom parameter, and a Google Ads ValueTrack parameter:
p_id=42&campaign={_dscampaign}&src={param2}

Custom parameters:

Defines custom parameters that you can add to the ad's Final URL Suffix or URL template. If custom parameters defined at a higher level use the same name as the ones defined here, the parameter values here override the values from the higher level. Learn more about using bulksheets to create custom parameters.

Max CPC:

(Optional) Overrides the ad group's default max CPC setting. The maximum cost-per-click (CPC) is the highest amount that you are willing to pay per click. Note that often you'll pay less than the max CPC because in each auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you.

Examples

Here are examples of creating dynamic targets. (To save space, not all of the required columns are displayed here.)

Row type Action Campaign name Ad group name Dynamic search ad target Max CPC URL template
Ad group dynamic ad target create Campaign #1 Ad group #1 All 1.00  
Ad group dynamic ad target create Campaign #1 Ad group #1 AND(
CATEGORY="shoes/outdoor/sneakers",
PAGE_CONTENT CONTAINS "mens",
PAGE_TITLE CONTAINS "casual")
1.00 {unescapedlpurl}&param=1
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