Setting Up and Deploying DSA Feeds in AdWords

Getting Started with DSA Feeds

To begin, access the DSA feed template from AdWords via bit.ly/dsa-feed for automatic download. The template consists of two columns: one for URLs and the other for page labels, with multiple labels separated by semicolons.

In April 2017, Google reiterated that 15% of search queries are completely new. To help PPC marketers capitalize on these searches, AdWords provides DSA (Dynamic Search Ads) campaigns to effectively target users entering these fresh queries. Initially, DSA campaigns typically suggest targeting by URLs, which is efficient for websites with a clear URL structure. However, not all digital marketers have such a straightforward setup.

I’ve encountered numerous sites where the CMS is custom and URLs are dynamically generated from a database. These URLs follow a uniform pattern with parameters appended at the end, making URL-based targeting for DSA nearly impossible. But there’s hope. Whether you’re grappling with a poorly structured account or seeking innovative DSA targeting methods, this guide is tailored for you. I’ll outline how to configure and deploy DSA feeds, offering a straightforward solution for intricate DSA targets.

Getting Started with DSA Feeds

To initiate the process, the first step is obtaining the DSA feed template from AdWords. You can locate the template by visiting bit.ly/dsa-feed. Please note: This link won’t lead you to a full page; however, the DSA feed will automatically download within your web browser.

The image above presents the initial content of the feed. It’s quite straightforward, isn’t it? There are two columns: one for your URLs and the other for your page labels. Take note of the format for the custom labels. It’s evident that multiple labels are permitted in each row. Google specifies on their support page that all labels should be separated by a semicolon (;). While you can manually input labels yourself, if you have a large website, I have a couple of options for you.

Options for Setting Up Labels in DSA Feeds

Three primary options streamline the setup of DSA feeds, aside from manually inputting labels. Depending on the circumstances, here’s what I prefer

Screaming Frog

Screaming Frog’s SEO Spider Tool is adored by SEO marketers worldwide, and now PPC professionals are embracing its utility too! This remarkable tool enables swift export of target URLs. Whether you need to export every URL in the crawl or selectively export based on filtering criteria, Screaming Frog’s Spider Tool has you covered. Its ability to handle vast quantities of URLs without an intuitive mapping method makes it an invaluable asset in the creation of DSA feeds. Best of all, it’s free, making it accessible to marketers of all backgrounds.

Export Your Shopping Feeds e-Commerce Accounts

If you’re already running Shopping campaigns, working with DSA feeds will feel familiar, particularly if you’re leveraging Custom Columns labels. Utilizing Custom Columns makes this option incredibly straightforward. In Shopping feeds, we have the flexibility to include up to five columns to assign labels to each of our product IDs. This functionality streamlines the process and enhances the organization of data, facilitating efficient management of DSA campaigns.

By utilizing find and replace functionalities alongside concatenate formulas within Excel, you have the capability to seamlessly convert the custom labels within your Shopping feeds into DSA labels. This straightforward approach empowers you to efficiently adjust your data structure, ensuring smooth integration between your Shopping and DSA campaigns.

Export URLs with AdWords Editor

Even if you’re not operating in the e-commerce realm, there’s no need to fret. AdWords Editor comes to the rescue. Simply navigate to the ad view and export your ads.

Just like the process we outlined for exporting Shopping feeds, we can employ Excel techniques to optimize AdWords labels efficiently. The provided image offers a simple illustration. However, contemplate the labeling strategy for DSA URLs. By establishing these labels in AdWords initially, you streamline the process of later inclusion in DSA feeds.

Add the DSA Feed to AdWords

Once your feeds are set up, navigate to the Business Data page within AdWords. In the new interface, click on the wrench icon located in the upper right-hand corner, then locate the Business Data page under Setup.

Click the blue plus button and opt for the Page Feed feature. Upload your DSA feed CSV file. AdWords will promptly notify you of any errors such as improper URLs or formatting discrepancies, facilitating immediate resolution.

For products or URLs that undergo frequent updates, consider adding schedules to your DSA feeds. You can upload data feeds via Google Sheets, HTTP (HTTPS), or FTP (SFTP) sources. Choose a frequency ranging from every six hours to the first day of every month. Scheduling proves highly convenient for managing regularly fluctuating pages.

Attach Your Feeds to Your DSA Campaigns

In the updated AdWords interface, locating the new DSA settings can be challenging. When initiating a new campaign, opt for the Search Network option, then scroll down to the bottom of the page.

Choosing between solely utilizing feeds or employing a mix of feeds and indexed URLs for your DSA campaigns depends entirely on your campaign objectives and business targets. Experiment with different approaches to determine the most effective setup for your needs. However, if your website contains numerous URLs, leveraging DSA feeds can significantly streamline your workflow and save you considerable time.

Keep Testing DSA Different URL Targets

This overview of DSA feeds should provide you with insights into simplifying URL targeting for your DSA campaigns. In addition to categorizing pages, explore the potential of DSA feeds for testing various URL targets beyond product categories. Consider utilizing labels to promote your top-performing products or services instead of merely indicating their categories. Leveraging a DSA feed makes it easier to create ad groups targeting your best-selling products, eliminating the need to manually pull each product over one URL at a time.