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How to Use DSA Page Feeds

Blog | 11 Apr, 2017
Google recently announced the official release of page feeds for DSA (Dynamic Search Ads). In short, page feeds give you, as the advertiser, advanced control of your DSA campaigns. When you create a page feed, you assign a set of specific URLs you’d like to target, and then attribute Custom Labels to that feed which Google takes into consideration when it crawls your website in an auction.

How We’ve Used It 

At Jellyfish, we have a real estate listings client who has been utilizing page feeds since its 2015 alpha release. There have been multiple use cases for creating new page feeds as a scalable solution to reach our business goals. The feeds provide traction for specific areas of the website, though the key to its success was its ability to group pages in custom and unique ways beyond standard DSA auto-targets.

 

How It Can Help You 

If you have a client with a large volume of listings, products or content housed on separate pages, this release may be beneficial for you. DSA can be a great way to cast a wide net of coverage on your site, but it can be difficult to have tighter reigns on the control, and despite the effort, some items won’t get any visibility. Page feeds allow for visibility at the levels you choose, and with the use of enhancements like Ad Customizers, further help to automate the process along the way. 

 

How It Works | The Setup

DSA page feeds are created in AdWords—you need to go into Shared Library and select the Business Data subsection.

 

Once inside Business Data, you have the option to create a page feed from the +DATA dropdown in the left-hand corner.

 

 

The feed columns will be dependent on your client and their industry vertical, but all will include the standard components such as URL and Custom Labels. Now that page feeds are out of beta, some of the attributes will vary slightly from the sample—for example, Dummy is no longer a necessary attribute.

 

In order to apply the feeds to your DSA campaigns, you click into the Campaign tab, filter for the DSA campaign you’re applying the page feed towards, select Auto Targets and then assign them accordingly. In this case, the sample eCommerce client wanted to target a group of URLs in the feed where the Custom Labels contain both Sample and Product1.

 

If you choose to go beyond the standard page feed, there are enhanced capabilities such as Ad Customizers. By using Ad Customizers, you have the opportunity to tailor your ad copy further for relevancy. The Ad Customizer Data will dynamically pull in different attributes of your feed into the ad. If we continue with our sample eCommerce client, we might recommend them to promote attributes such as the price of their products, number of units in stock or product grouping categories. You can customize the content in alignment with your industry.

 

 

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