DSA campaigns

Structured DSA campaign (targeting a group of products)

Creating a DSA campaign in a nutshell: 

  1. Upload a data feed (you can use an existing one);
  2. Create a DSA campaign;
  3. Set campaign hierarchy;
  4. Create DSA ad texts;
  5. Link the campaign up with your Google Ads account.

TIP: A list of URL addresses will do as a data feed. If you add other information, it can be used for ad texts as well.

In the campaign overview, click the Create Dynamic Search Ads (DSA) button.

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This will lead you to the basic DSA campaign settings.

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Give your new DSA campaign a name (1.), and pick the data feed you’d like to use (2.). Then choose the data feed column which contains the URL addresses you want to target (3.). Enter the correct domain (no http:// or https://, just www.shop.com) of your website (4.) and choose the site’s language (5.). It’s good to pay attention here—if the wrong language is selected, the campaign won’t work. You can also choose labels for the DSA data feed (6.). Then, set what the campaign’s targeting will be (7.)—here, you want to target product groups. Choose the column according to which your data feed is to be grouped. If you’d like to know how to create a campaign where individual products are targeted, read our manual on creating a standard DSA campaign.

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As you already learned when you were creating a standard search campaign, products can be selected out of the data feed, using conditions (8.). Save the basic settings and product selection by clicking Create campaign

Next, set campaign hierarchy.

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Choose a campaign name that will be visible in the advertising system (9.). In the same way, choose the names of individual ad groups (10.). To maintain the uniqueness of ad groups, the name of each one must contain a product_id. Here, the column by which the data feed was grouped serves as a product_id. Save the settings. Now you can start creating DSA ad texts.

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You’ve already become familiar with our ad text generator when you were creating a standard search campaign. The only difference here is that some parts of ad texts are generated by Google itself.

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To easily find your way around the app, choose the name of an ad text version (11.). Then simply enter Description (12.), or even Description 2 (13.). The final URL was already set when you began creating the campaign (step 3.). The display URL and headline will be generated by Google itself, based on the content of the website in question.

TIP: One advantage is that DSA headlines can be much longer than those used by standard campaigns. This means that the ad takes more space and is more visible.

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Here, you can also use conditions (14.) to determine the products where this ad text version will be shown. You can also set the period (15.) when you’d like the ad to be generated, or when you don’t want the ad to be generated. As soon as the ad text is finished, save it and check the campaign preview—simply click Preview campaign.

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In the preview, you can view the whole campaign structure and check the details of every single ad group—the preview contains information about setting maximum CPC for the ad group (16.), the final URL addresses (17.), and the ad text (18). If anything needs to be edited, click the relevant buttons and return to the desired settings. 

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TIP: If ads don’t show after synchronization, the campaign preview is the place to go and learn what error Google Ads is reporting.

If everything seems alright, all that’s left to do is open the Goggle Ads tab and link the campaign with your account.

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First, choose the account (19.) with which you’d like to synchronize the campaign. Then you can set your budget, CPC, and the way in which the ad will be shown.

If your ad includes price, date, or other data, you can also set ad customizers here (20.).

Save the settings. And now’s the time to finally synchronize your campaign with Google Ads! :)

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Once the synchronization is complete, you’ll be redirected to the overview of the generated synchronized campaign where you can go through and check everything once more.

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