Dynamic Search Ads (DSA) are powerful assets in your Google Ads account structure. And one of the biggest challenges of management was setting up extensive rules to decide which pages of your sites should show up and which should not.
Page feed is one of the finest targeting sources for your Dynamic Search Ads. You can use a page feed to specifically determine which url to use with DSA. This helps Google to decide when to show ads and to which page they can direct users on your website.
My main reason to use DSA campaigns is to target audiences who are using search keywords which are not still not present in my account. The keywords that are already present in my account are added as negatives in DSA campaigns. And this way I can fill in the gaps of the keyword based campaigns.
But the deal to use DSA campaign is that your website should have a remarkable SEO and the pages that you are targeting should have quality content because Dynamic Search Ads use this content to show Ads on the SERP. When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, Google Ads will use these titles and phrases to select a landing page and generate a clear, relevant headline for your ad.
Creating Feed for Your DSA Campaign
Creating a feed for your DSA campaign is pretty easy and all you need is the sitemap of your website. If you do not have your sitemap at present, do not panic. I generally use the screaming frog tool to pull out all the Urls present in my website.
The feed templates mainly consists of two columns – Page URL and custom label
Page URL column consists of all the links to web pages that you want to target. Make sure, while adding url you remove the tracking parameter.
Custom Label allow us to create auto target rules. The labels can help us target ads within our page feed and adjust bid per label. You can enter more than one custom label per row separated with a semicolon.
Page feeds are a fantastic way to customize your DSA strategy and give you more control over which pages to show. Although it requires a bit work in the setup phases than utilizing Google’s crawl of your website, Page Feeds can save you a lot of time and headaches from page exclusions and complex Auto Target rules.
You can learn how to create a page feed for your DSA campaigns in this LINK