Ads Gain Page Feeds AdWords Dynamic Search, will Soon Expand Text Ads

Advertiser’s control over which URLs to associate with a DSA campaign page feeds are designed

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On Tuesday Google announced updates to AdWords Dynamic Search Ads, including support for expanded text ads. With search and display campaigns, Dynamic Search Ads (DSAs) will transition to expanded text ads through April, bringing them in line.

It is being introduced by Google a new solution for DSAs called page feeds. Page feeds consist of two columns: Page URL and Custom Label. The feeds enable advertisers to designate exactly which landing pages to include in a DSA campaign. There are several benefits and use cases for page feeds, such as are follows:

  • Advertisers can select “Use URLs from my page feed only” in campaign settings if advertisers only want DSAs to trigger for certain landing pages.
  • Advertisers can include the product page URLs in a page feed and select the option to “Use URLs from both Google’s index of the website and page feed” in campaign settings to get new products promoted quickly in addition to other products.
  • You can add several custom labels, using a semicolon to separate them in the feed. Custom labels in page feeds can be used to group products around promotions, stock availability, star ratings and more. The page feed data template is available, for more information on page feeds for DSAs.

A page when feed to the Business Data section of the Shared Library in AdWords after uploading, it add to the relevant DSA campaign in settings. Custom labels are applied from the Auto targets tab. When you click to add the new Dynamic ad target and enter the custom label. Bid modifiers can also be applied to the custom labels.

It is also said by Google that it has continued to make quality updates for DSAs, such as taking location signals into account, and that the latest changes have led to better conversion rates and lower CPAs, on average.

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