Editing and Exporting Feeds for DSA

We have decided to move the DSA campaigns ahead! So we’ve added a solution to PPC Bee that lets you edit your product feed in the DSA feed for product campaigns (with the corresponding URL directly to the product) and then export to AdWords (with automatic data update). Thus, ad texts and keywords will be more relevant because Google will place them directly from the product’s URL. We’ve worked with Peter Bureš from UnicornsLab on this innovation and here is a detailed tutorial on how to use DSA feed in PPC Bee. Can it be even better? Absolutely! This innovation belongs to the category of PPC Bee Tools which are going to be gradually added to PPC Bee and you will be able to use them whether you use PPC Bee for product campaigns or not, free of charge.

Brief revision…

Dynamic search ads (DSA) are based on the principle of automatically using data from your page and then placing them in your ad. With DSA campaigns, an ad with your headline and your landing page is dynamically generated.

The biggest advantage of DSA is saving you a lot of time. In addition to automatically generated data in an ad, Google catches and generates keywords. Optimization is thus usually only based on inserting negative words, as the relevance of generated KWs must be checked. Besides that, DSA allows for better and faster segmentation of the campaign.

Do we then have any control over the generated ads? Sure. You add ad description and targeting feed manually to your ad. In addition, you can only start advertising for a specific type of URL that you choose. At the same time, by your settings you can influence which products will have a stronger or faster promotion (for example, for new products). Moreover, you can use labels where, based on common product parameters, you can divide your campaigns into, for example, the best-selling products, discount products, stock, etc.

But let’s have a look at how to create DSA feed data through PPC Bee.

Creating a data feed for DSA in PPC Bee.

1. Specify the name of the feed for DSA.

2. Template: Page feed for DSA.

3. Choose which data source, that you have already uploaded to PPC Bee, will be used to generate the DSA feed. It can be an XML feed for Heureka, Google Merchant or CSV file.

4. Choose the products for your feed through the conditions (if you want to use all the products, do not specify any condition).

5. Move the URL variable from your data source into the page URL.

6. Using DSA labels specify the categories that your feed will contain. You can assign a product condition to the label. You can assign multiple labels to one product. If you do not choose a condition, the label will be assigned to all products.

7. You can also use a strategy of a unique product. This is used when you need to choose among your products a unique one to advertise

For example:

id, product_name, size, price, url

1, etnies, 40, 1000, www.shoeshop.cz/etnies

2, etnies, 41, 1100, www.shoeshop.cz/etnies

3, etnies, 42, 1200, www.shoeshop.cz/etnies

4, etnies, 43, 1300, www.shoeshop.cz/etnies

I’m going to choose a strategy to export only the cheapest product from among those having the same URL address:

Unique variable: url

Variable: price

Method: lowest value

This strategy will only export product # 1.

8. Save the CSV feed for use in AdWords.

How to upload a feed to AdWords and set its dynamic uploading?

Of course, the DSA feed should be regularly updated to keep the current ad
values depending on the availability of the items and possibly editing your PPC Bee feed (adding labels, etc.). In AdWords, this option is a bit hidden, so where can you find it?

1. Sign in to your AdWords account.

2. Open bookmark: Shared library → Business data.

3. Click to add new data and select Page feed.

4. Name your feed and upload your CSV file that you downloaded from PPC Bee.

Click Upload and preview.

5. Check the amount of generated items and click Apply changes.

You now have your DSA feed uploaded in AdWords. However, due to changes in the e-shop, we will need regular synchronization of the feed. To set up dynamic uploading, follow these steps:

Click your currently uploaded data source (edit):

Select the Scheduled uploads tab.

After clicking the Schedule, you can set how often you want to update the data in your feed (Frequency).

Enter a URL that you find in PPC Bee in the feed:

Finally, save the settings.

Ad groups are created by segmentation of the DSA feed. You can create
groups and ads already prior to having your DSA feed approved. What is the procedure?

1. Create a new campaign and choose to have Dynamic Search Ads.

2. Then enter your e-shop address and select Use only URLs from my page feed as a feed of targeting.

3. Select the DSA feed to use it as the feed for your campaign.

4. Set up targeting areas, languages, and budget. You can then determine the CPC in more detail using conditions and labels.

5. You are now creating a product group.

You have several options for targeting ads to users based on your page
content:

a) Target at your own labels from your page feed

By labeling according to the content of your feed you create the given product groups. For example, if you know your feed contains the Mattel label, you can use the label to create the respective product group. This option is best suited for optimization.

b) Target at all web pages
You will not divide the campaign into multiple ad groups. Do not set any labels, just the CPC.
c) Target at specific web pages
You can combine categories, labels, or pages to determine the categories for which you want to use the same CPC.

6. Create an ad by adding a description to it. The rest of the ad contains dynamically generated data.

7. You can then save the group and start setting the next one.

8. Checking feed and URL uploads in AdWords takes place directly in the Shared library.

Please note that approval takes a relatively long time (even 14 days). During the approval process, you can check the following statuses:

  • Under review — the ad is still being reviewed.
  • Ready to serve — the review was successful.
  • Ready to serve (Redirects) — the review was successful, the URL is redirected (this can be caused, for example, by product variants).

In addition to approval, you can see generated URLs and assigned labels in preview.

More on the issue:

However, DSA feed is not the end. Gradually, there will be more export variations. What is the best about it? This feature is also available to those who do not use PPC Bee otherwise. And it is for free. Thus you can start using PPC Bee in a way that is not just managing product campaigns. Although, these two go together like peanut butter and jelly ;)

Questions, comments, any other ideas, as always to our client support at info@ppcbee.com.

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