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

Create and edit dynamic search ads using bulksheets

  1. To create dynamic search ads starting from scratch, download the ads bulksheet template.

    To edit existing ads or to create new ads based on existing ads, download a bulksheet that contains ads:

    1. Navigate to your advertiser or lower scope and click the Ads tab.
    2. Optionally use a filter to display only the ads you want to edit.
    3. 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: Ads
      • Filters: Include rows with no impressions
    4. Click Download to start generating a bulksheet.
      When Search Ads 360 finishes generating the bulksheet, a Download now link appears above the reporting table.
    5. Click Download now.
      Your browser downloads the bulksheet to its download directory.
  2. To create a new ad, 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 search ads

Action:

Enter one of the following:

  • create to create a new ad.
  • edit to edit an existing ad
  • pause to pause an existing ad
  • remove to remove an existing ad

Account, Campaign, Ad group:

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

Ad type:

Enter one of the following:

  • Expanded dynamic search: creates a dynamic search ad in the expanded format
  • Dynamic search: creates a dynamic search ad in the standard format

If you're editing an existing ad, you can leave the column empty.

Line 1:

Enter a description of your product or service.
Character limit:

  • 80 for an ad in the expanded format
  • 35 for an ad in the standard format

If you're editing an existing ad, leave the column empty to keep the current setting.

Line 2:

If you're using the expanded format, leave this column empty.

If you're using the standard format, enter a detailed summary of the ad.
Character limit: 35

If you're editing an existing ad, leave the column empty to keep the current setting.

Display URL:

If you're using the expanded format, leave this column empty. Google Ads generates the destination URL, display URL, and URL paths using the domain name you specified in campaign settings along with the URL of the page that matched the customer's search.

If you're using the standard format, enter the URL that will appear in the ad. The value doesn't need to start with http:// or https://.
Character limit: 35

If you're editing an existing ad, leave the column empty to keep the current setting.

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.

Mobile preference:

If you're using the expanded format, leave this column empty.

If you're using the standard format:

  • Enter Mobile to give the ad preference to display on mobile devices.
  • Enter All to give equal preference for all device types.

If the ad group contains only ads set to Mobile (not recommended), the ad may also appear on desktop and laptop computers and tablets.

If you're editing an existing ad, leave the column empty to keep the current setting.

Examples

Here's an example of four different actions you can take for dynamic search ads. Note that after you create an ad, Search Ads 360 assigns its own ID to the ad. Don't enter an ID when you're creating an ad: Search Ads 360 will overwrite it with its own ID. (To save space, not all of the required columns are displayed here.)

Action Ad type Campaign name Ad group name Line 1 Line 2 Display URL URL template Custom parameter Ad ID
create Expanded dynamic search Campaign #1 Ad group #1 Description of your product or service     {unescapedlpurl}?d={_dept} {_dept} = 30  
create Dynamic search Campaign #1 Ad group #1 Line 1 Line 2 www.example.com {unescapedlpurl}?d={_dept} {_dept} = 30  
edit   Campaign #1 Ad group #1 Description of your product or service     {unescapedlpurl}?d={_dept}&param=a {_dept} = 40 34313982223
pause   Campaign #1 Ad group #1 Description of your product or service     {unescapedlpurl}?d={_dept} {_dept} = 30 34313982223
remove   Campaign #1 Ad group #1 Description of your product or service     {unescapedlpurl}?d={_dept} {_dept} = 30 34313982223
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