On Tuesday, updates to AdWords Dynamic Search Ads were announced by Google, and includes support for expanded text ads.
These Dynamic Search Ads (DSAs) will transition to expanded text ads through April, and will bring them in line with display and search campaign.
A new solution for DSAs is being introduced, and they are called pages feeds. Page feeds are consisting of two different columns – Custom Label and Page URL. These feeds wll enable advertisers to designate which landing ages to include in a DSA campaign. Here are some of the benefits and use cases for page feeds:
- If advertisers only want DSAs to trigger for certain landing pages, advertisers can select “Use URLs from my page feed only” in campaign settings.
- To get new products promoted quickly in addition to other products, advertisers can include the product page URLs in a page feed and select the option to “Use URLs from both Google’s index of my website and my page feed” in campaign settings.
- Custom labels in page feeds can be used to group products around promotions, stock availability, star ratings and more. You can add several custom labels, using a semicolon to separate them in the feed. The page feed data template is available here. See the help page for more information on page feeds for DSAs.
Once a page feed is uploaded to the Business Data section of the Shared Library in AdWords, just add it to the relevant DSA campaigns in settings. Custom labels are applied to the Auto targets tab. After that, click to add a new Dynamic ad target and enter the custom label. Bid modifiers will be able to be applied to custom labels.
According to Google, it has continued to make quality updates for DSAs, like taking location signals into account, and that the latest changes have led to better conversion rates and lower CPAs, on average.