Dynamic Search Ads are an incredibly valuable advertising campaign for websites with a vast number of web pages. Nevertheless, they may not always deliver optimal results.
As an e-commerce website ad manager, you are likely to have encountered this situation, or perhaps you are not yet aware of it.
When managing Google AdWords ads for an e-commerce website, it’s important to be mindful of the stock status of the products when creating a Dynamic Search Network campaign. You don’t want to waste money on pay-per-click for products that are out of stock. Not only will this disappoint potential customers who can’t buy the product, but it will also cost you extra money. So, make sure to keep a close eye on stock levels and adjust your campaign accordingly to optimize your results and save money in the long run.
Dynamic Search Network (DSN) ads automatically scan your website and present all relevant pages to users by matching keywords in their search results. This is the easiest and most accessible method available. However, if you prefer more control, you can create a page feed yourself and only include URLs from this feed in your DSN ads.
You have no reason to fear the term “Page Feed”. The process is actually quite simple, and I will explain it to you in detail below.
How to Create a Dynamic Search Campaign Feed?
First we need to prepare the page feed. If we do not prepare the page feed, the system will not allow us to select the feed from the settings section. Google AdWords offers us a template to add the page feed. You can download the template here.
To edit the template, simply open it in Excel. The template consists of 2 columns: the URL, which is the page URL, and the tag. To enhance the appeal of your ads, you can include a customized label to the URL. For example, if you’re managing hotel ads, you may want to arrange the custom labels into groups such as 4-star and 5-star hotels.
As the manager of an e-commerce platform, I confidently ensure that linking is handled in the following way. Firstly, I meticulously check that my product feed in Google Merchant Center only includes available products. Then, I promptly download the .xml file and open it with Excel. From there, I assertively paste the product links into the URL section of a template, which guarantees that dynamic ads will not display any out-of-stock products.
Uploading a Feed to a Dynamic Search Campaign
Creating the page feed is just the beginning. Once it’s done, you’ll need to upload it to AdWords. But don’t worry, it’s a piece of cake! Here are the simple steps you need to follow for the new AdWords panel:
Login to AdWords > Click on the wrench button in the top right > Select Business Data under the Setup tab Then press the + button on the page that opens and select “Page Feed”. In the newly opened window, type the name of the Feed, select the file and upload.
Dynamic Search Campaign Settings Choosing the Loaded Page Feed
To access the Dynamic Search Ads tab in your ad group’s Settings, first navigate to the Settings tab. From here, you’ll be able to choose whether to target your page feed only or both the page feed and the Google index, as demonstrated in the screenshot below. Note that if you haven’t uploaded a page feed, this option will be disabled and you won’t be able to select it.
We’ve successfully uploaded the page feed for our Dynamic Search ad and linked it to the ad group in the ad settings. The approval process for the page feed might take some time, depending on the number of pages included, but it generally takes about 2-5 days on average.
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