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Google Text Ads

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A. Sign Up
B. Set Up Feed
C. Set up Campaign
D. Create a Product Campaign
E. Create a Group and DSA campaign
F. Brand/Product Type campaign
G. Badwords
H. FAQ

A. Sign up

First, you need to sign up separately for DFW Text Ads. Go to the Channels-page and select Google Text Ads from the side bar. Scroll down and select the most appropriate plan. Please note that we only count the number of products in your Text Ads feeds. 

BW_signup.png

B. Set up Feed

Add the Text Ad feed:

BW_Setup1.png 

1. Map the Required Fields

Map the fields as you do for every channel, but keep the following in mind:

mapping2.png

  • Product name: This is the most important field of this feed. It will be used to create keywords and text ads. Combine brand and title and possibly other data if relevant.
  • Include (optional or custom) fields for data that you need to create keywords and text ads. Examples: color, product type, gender, etc

2. Include/Exclude Products

exclude2.png

By default, we send all the products from your feed to the channel. But here you can choose to exclude or include products based on simple rules. In the example above we have created a rule to Exclude products which are out of stock since we do not want to advertise products when they are sold out.

3. Merging Variants

If you sell apparel (or other products with variants) it is better to advertise the parent product - not the variant. Example: There will be enough search volume for adidas Stan Smith tennis shoes white (parent), but not enough for adidas Stan Smith tennis shoes white size 10 (variant).

If your source feed contains variants, it is often better to ‘merge’ all variants into a single parent product. That is what you can do here:

merge_1.png

In order to merge variants, please select the second option & click on “go back to mapping” where you need to map item_group_id.

item_group_id.png

Click “Save And Proceed” & you will be taken to “Merge Variants” option again.

merge_2.png

Here you can choose how would you like the merging to happen. If you click on “Predefined Fields” you will see that we have already selected the best merging strategy for your feed.

predefined.pngYou can still go ahead & make changes by selecting different options for every field. Available options are :

  • take the common part -> Common value among Parent & Variant will be selected. For example, if the parent has a title “Running Shoe” & variant has “Running Shoe Black”, only “Running Shoe” will be selected since its the common value among both.
  • take the value of the first variant -> Value from the first variant will be selected.
  • list all values -> Values from all the variants will be listed in one field.
  • take the lowest value -> Lowest Value among all the variants will be selected.
  • take the highest value -> Highest Value among all the variants will be selected.
  • sum up all values -> Final value after summing up values from all the variables will be selected.

Don’t forget to do the same for Custom Fields in case you have any, then click Save and Finish.

C. Set up Campaign

Then select 'Campaigns' from the side bar and connect your Google account:

DFW_Setup_2_Connect_Google_Account.png

 

Approve the access:

BW_Setup_Approve_access.png

D. Create a Product Campaign

The Product Campaign creates an adgroup for every unique product. Each adgroup will therefore have keywords and text ads that are unique to that very product.

Blue_Winston_Create_Product_Campaign.png

 

1. Source file

 BW_SetUp_Tab_Source_file.png

 

2. Tag assignment 

Tab_Tag_assignment.png

 

3. Filters

You can select which products to include in this campaign. If you do nothing, all products will be included.

Tab_Filter.png

 

Why use Filters?

  1. Multiple campaigns enable you to set a separate budget and template for each category or brand
  2. AdWords does not allow more than 10,000 adgroups per campaign. So if you have more than 10,000 unique products in your feed, we will divide them over multiple campaigns. You can als use choose to divide them yourself by using filters.

 

4. Create Keywords

a) By Truncating

The complete Title will be a keyword, so you have the longest-tail keyword. But also shorter (truncated) versions of the Title are added as a keyword, so you also cover more generic search terms:

Blue_Winston_Truncate_instructions.png

The part of the Title that is no longer unique to a product, will be added as keywords to the Group campaign that you create next.

b) By Tag combination

This method is only useful for retailers that sell electronics, computers and other products for which people search for a specific combination of brand, model, type, number, etc.:

Tab_Keyword_Tag_Combination.png

You can use both Tag Combination and Truncating

5. Ads Creation

Blue_Winston_Text_Ad_instruction.png

 

It is advisable to create multiple text ad templates (patterns) so you can a/b test different text ads per adgroup. (Please note that this is different from creating a back up template (alternative) for each ad)

  

6. Campaign settings

 

Tab_Campaign_settings.png 

Why set a fixed CPC?

  • Learn what the real CPCs will be (in a new campaign) without enabling Google to only show the products with the highest bids.
  • Prevent overbidding on products with a high CPA (if you set CPC as % of CPA and the price is high and the competition is low)

Why set a dynamic CPC?

  • A unique bid for every product
    • Limit the CPA to the gross margin. In the screenshot: If the conversion rate = 5% and the gross margin = 20% of the price, you will never spend more than what you can afford (max CPA)

E. Create a Group and DSA campaign

Blue_Winston_Campaign_Types.pngIn order to cover ALL search queries, it is crucial to create a Group Campaign and a DSA campaign for the same products:

 

7. Create a Group Campaign

The Group Campaign will cover the generic search terms. An ad groups are created for every keyword. 

Add a new campaign:

Blue_Winston_Create_Group_Campaign.png

 and copy the settings from the corresponding product campaign:

Blue_Winston_Group_Copy_existing_campaign_settings.png

All settings from the product campaign are now copied, so you only need to click Click Save & continue in every tab, with only one exception:

Keywords: set your Landing page 

Every adgroup contains a group of products, so each text ad should link to a Landing page that contains all these products.

Check in your store what the URL of the Search Result page is:

Blue_Winston_Landing_page_URL_adidas_SERP.png

 Then paste it in the tab for the Landing page:

Blue_Winston_Landing_page_URL.png

Please note:If you would rather use your own, SEO-optimized landing pages instead of the search page of your site, you can do that as well. Scroll down to E. Brand/Product Type campaign to learn how.

Text Ads

The text ads templates are also copied from the Product Campaign, but please note improvements for two fields:

  • Product Name is now Truncated Product name
  • Price is now Price From 

 

8. Create a DSA Campaign

The DSA campaign includes all products that do not have enough search volume (keywords not eligible). It is complementary to the Products campaign (that contains all products that are eligible). 

In a Dynamic Search Ads (DSA) Campaign, keywords and text ads are generated automatically by Google. Products for which search volume is too low, will still be shown in a DSA campaign.  

All products from the Product campaign without enough search volume (no eligible keywords) will automatically be added to the DSA-campaign. To ensure that there will be no overlap between the Product campaign and the DSA campaign, all keywords from the Product campaign will be added as negative keywords in theDSA campaign.

 

Create a DSA campaignBlue_Winston_Create_DSA_Campaign.png

and copy the settings from the corresponding product campaign:

Blue_Winston_DSA_Copy_existing_campaign_settings.png

All settings from the product campaign are now copied, so you only need to click Click Save & continue in every tab, with only one exception:

Text Ads: set the description

Blue_Winston_DSA_Text_ads.png

F. Brand/Product Type campaign

If you have created your own, SEO-optimized landing pages for certain groups of products (brands, product types, etc) you can use them in DFW Text Ads as well. This is how:
 
a) Create a Google Sheet (or a csv) with these columns:
  • Product type or brand or whatever group you have the landing pages for
  • Landing page
  • Lowest price
  • Keywords

BPT_campaign_GSheet_source_feed.png 

b) Add a shop in DataFeedWatch with that Google Sheet as source (here is how). 
 
c) Create a text ad feed for this shop
Your mapping should look like this:
BPT_campaign_feed_mapping.png
 
Next Connect to the same Google account as for your other campaigns
 
d) Create a Brand/Product Type ("BPT”) campaign, by adding a new product campaign (not a copy of the previous product campaign) with these settings: 
  • Source file: select the URL of the text ad feed you just created
  • Tag assignment: map the fields like this:BPT_campaign_tag_assignment.png
  • Keywords: do not use truncation but create keywords by tag combination:

BPT_campaign_keywords.png

 
This campaign will create an adgroup for each product type/brand with the corresponding landing page
 
e) Create a Group campaign as well, to cover all product groups that are not covered by your optimised landing pages in the BPT-campaign you just created.
Copy the settings from your first 'real' product campaign (not from your BPT-campaign). Make it a 'normal' Group campaign, that uses the search result page as landing page, but make sure that you only include (using filters in the Tag assignment tab) products that are not covered by the BPT-campaign 

G. Badwords

Badwords are words that Google does not accept as keyword or in your text ads. There are 3 type of badwords:
  • Trademarks  
  • Pharmacy policy
  • Other bad words
Google will disapprove these ads or keywords.   
 

What to do if you have badwords?

  1. Remove the badwords from your campaign 
  2. Replace the badwords
  3. Request exemption
 
1. Remove the badwords from your campaign 
Find the badwords in your feed or in your campaign (it could be in a specific field like brand or title) and remove them.
 
2. Replace the badwords
You can bulk-replace a badword in all places where it occurs, by just entering a replacement in the right hand column.
Badwords.png
 
3. Request exemption
Google keeps a list of which retailer is allowed to use which trademark.
If you are using e.g. a trademark that is not on this list (yes, it could even be your own trademark) you can file for exemption. Just tick the box in front of the badwords that you want an exemption for  and then select ‘Request exemption for selected’ from the pull down at the top of the page.
 

H. FAQ

 

 

  1. How does truncating work?
  2. Why are some products 'not eligible' & what to do about it?
  3. Why are not all my products in my campaign?
  4. Why does my template not work for 100% of my ads?
  5. How can I unsubscribe from DFW Text Ads?
  6. How can I up/downgrade my Plan for DFW Text Ads?
  7. What happens if my campaign is split into multiple campaigns?
  8. Does DFW Text Ads overwrite manual changes that I make in AdWords?
  9. What if certain fields are no longer in my feed?
  10. How to create better text ads?
  11. Are there any limitations to the number of ad patterns?
  12. Can I add other fields to create keywords?
  13. Can I combine different fields into keywords
  14. Can I add & use keywords from a separate file?
  15. Can I set a CPA per product and use that in my Google Search campaign?
  16. How often are my campaigns sync’d with my Google AdWords account?
  17. Can I set a State, Province or Region as a territory?
  18. What is the maximum size of the source feed for DFW Text Ads?
  19. Can I automate my existing, manual campaigns with DFW Text Ads?
  20. Can I combine my existing (manual) campaigns with DFW Text Ads?
  21. I don’t want to lose the history of my existing campaigns
  22. Can I use a 3rd-party tool to optimise the campaigns?
  23. What happens with an ad group when a product goes out of stock?
  24. I updated the Feed, but I still see the old data in my campaign.
  25. What happens if the price changes?
  26. AdWords limitations: 10,000 ad groups
  27. AdWords limitations: 25,000 products in DSA campaigns (auto targets)
  28. What are the DSA campaigns based on?
  29. How to add size & color as negatives to the group campaign?
  30. If / then rules for ad templates

 

How does truncating work?

Truncating your title = shortening your title by cutting off one word at the time from the end. So:

  • keyword 1 = adidas Adipower Boost Boa Shoes White 10 Womens Golf
  • keyword 2 = adidas Adipower Boost Boa Shoes White 10 Womens
  • keyword 3 = adidas Adipower Boost Boa Shoes White 10
  • keyword 4 = etc.

When does it stop truncating a title?

  • When it reaches words that are not unique to a product; these words are found in the title of multiple products (like variants). These words are better added as a keyword for a Product Group campaign.
  • You can make it stop truncating when it reaches a specific word (string) that you enter
  • You can make it stop truncating when it reaches a specific field (tag) that you have selected from the drop-down.
  • You can make it stop truncating when it reaches a minimum number of words that you set: a minimum of 2 words is required, so when you set it to ‘Truncate +1 word’, it will stoop truncating when there are 3 words left.

Why are some products 'not eligible' & what to do about it?

'Not eligible' means that there is not enough search volume for a keyword. Google decides what is eligible and what is not. Google will simply not show any ads with un-eligible keywords.

What can you do about it?

DSA campaign: You should always create a DSA-campaign for every product campaign. Google will show ads for un-eligible products for any search query that they see fit. This is how you get Google to still cover these products.

Improve Titles: If your Titles are very specific, you can shorten them and make them more 'generic' and thus more eligible.

Group Campaign: You need to group campaign as well: This covers the generic (and thus more eligible) part of your titles.

Why are not all my products in my campaign?

If you click the preview button in the top right corner, you can see how many products are in your campaign:

Preview_button.png 

In red you see the error messages that explain why certain products did not make it into the campaign. You can also download the products for each error.

Below you can click the green button 'Show product list preview' and get an preview of the first 200 products.

 

 
 
 

Why does my template not work for 100% of my ads?

Usually there are too many characters in the Headlines or Description. There are several ways to solve that:

  • Prolong: for some of the products, the field that you entered in Headline 1 is longer than 30 characters, so it will not fit. If you click ‘prolong’, the text is extended into Headline 2:

Blue_Winston_Text_Ad_template_Prolong.png

  • Remove specific words (see below) to reduce the number of characters in the Headlines or Description
  • Cut off all characters over 30 in Headline 2 (see below)

Blue_Winston_Text_Ad_template_Options.png 

It may also be because there are no characters in the Headlines or Description.

  • Add more text or fields if the error message shows 0 characters, you may need to add a text or another field. 

How can I unsubscribe from DFW Text Ads? 

Click Account > Plan and scroll down to the section 'Google Text Ads' and click Unsubscribe from Google Text Ads

Unsubscibe.png

How can I up/downgrade my Plan for DFW Text Ads? 

Click Account > Plan and scroll down to the section 'Google Text Ads' and select the plan you want:

Up_Downgrade.png

What happens if my campaign is split into multiple campaigns?

When the number of products in your campaign exceeds the number of allowed ad groups, your campaign is split into 2 separate campaigns. All settings of the 1st campaign are opied to the 2nd campaign. Sometimes, we are unable to copy the bid strategy. In that case, bidding for the 2nd campaign will be set to TargetCPA. We will calculate the targetCPA based on historical performance data. You will be notified and you can always change it.

 

Does DFW Text Ads overwrite manual changes that I make in AdWords?

  • Changes to bids & budgets will not be overwritten
  • Changes to territory & language will not be overwritten
  • Changes to ad groups, keywords and text ads: Those changes will be overwritten unless you remove the ‘BW-label’ in Adwords:

BW_Labels.pngIn Adwords: Just select the ad groups or text ads or keywords that should not be overwritten and then click 'Label' in the blue bar that just appeared. That is where you can untick the box for the 'BW' label. 

What if certain fields are no longer in my feed?

Tab_Tag_assignment_-_Missing_fields.png

 

How to create better text ads?

You can only create the best text ads if you have the right fields in your data feed. So make sure that you have added all fields that you need in DataFeedWatch. Use ‘Custom fields’ to create any field you need. Examples:

  • Product_name_only: Your product name may contain too much data: create a new field like ‘Product_name_only’ and make sure that only the essential parts are in there.
  • Product_type_only: the Category may be Men’s > Golf > Jackets, but you want it to be Jackets or Men’s Golf Jackets. Create new field like ‘Product_type_only where only ‘Jackets’ is extracted with a regexp or where the “>” is removed.
  • Synonyms & Misspellings: if you have enriched your feed with synonyms of your product types or misspelings of your brands or products, you can create additional templates to include those as well.

 To create additional fields, just go back to the channel DFW text Ads in DataFeedWatch and add custom fields. Then refresh the feed in the tab ‘source file’.

Are there any limitations to the number of ad patterns?

Google does not allow more than 50 text ads and we do not have limits for the number of alternatives (back up templates)

 

Can I add other fields to create keywords?

Yes: In addition to truncating, you can also ‘create keywords by tag combination’  (see higher up on this page)

 

Can I combine different fields into keywords

Yes: Create a field in your DFW Text Ad Feed and just combine all the fields from your shop that you want
 

Can I add & use keywords from a separate file?

Yes: if you have a list of keywords for each product or group, you can add these keyword-fields with a Lookup Table or merge that list into your source feed. Once the keywords-fields are in your source feed, you can add them to your DFW Text Ad feed and use them to ‘create keywords by tag combination’  (see section above)
 

Can I set a CPA per product and use that in my Google Search campaign?

Yes: If you want to set a bidding strategy that focuses on conversions (Target CPA), you can set a Max-CPA from your feed or by setting it as a % of the price. You can subsequently set you Target-CPA as a % of the max.CPA. You can set it as 100% (then it is the same), but you probably want to take a lower % because Google often targets within a certain margin. Also: you want to make a profit, so keep some of your margin.
Tab_Campaign_settings_Target_cpa.png
 
 

How often are my campaigns sync’d with my Google AdWords account?

We update your campaigns 4x per day

 

Can I set a State, Province or Region as a territory?

No, you can only set that in AdWords - not in DFW Text Ads

 

What is the maximum size of the source feed for DFW Text Ads?

Our text ads system can handle files up to 400Mb
 

Can I automate my existing, manual campaigns with DFW Text Ads?

No that is not possible. Your campaigns in DFW Text Ads will be created based on your product feed - not based on your existing campaigns. But you may be able to combine your existing (manual) campaigns with DFW Text Ads in a different way. See separate item
 

Can I combine my existing (manual) campaigns with DFW Text Ads?

To some extent that is possible, depending on what is in your current campaigns:
 
Manual campaign for product types, brands or similar groups of products
If you have created adgroups for certain groups of products, this is comparable with the Group Campaigns in DFW Text Ads. You can consider keeping your manual campaigns and use DFW Text Ads to add a Product campaign and a corresponding DSA Campaign, to cover the long tail search queries. It is very important that the manual campaigns contain fairly generic keywords  so there will be no or little overlap with the keywords in the Product campaign
 
Manual campaign for a limited number of products
You can create new campaigns in DFW Text Ads, and make sure to exclude the products that are already in your existing manual campaigns.
 

I don’t want to lose the history of my existing campaigns 

You can simply pause them and keep the campaign history in your AdWords-account.
 

Can I use a 3rd-party tool to optimise the campaigns?

Yes. You can manage the campaigns that are created by DFW Text Ads any way you want. Just make sure that to remove a label called "BW”  if you want to pause keywords, text ads or adgroups.
 

What happens with an ad group when a product goes out of stock?

If a product is no longer in stock, its ad group will be paused. Once it is back in stock, the ad group will be un-paused.
 

I updated the Feed, but I still see the old data in my campaign. 

The changes you make in your Text Ads Feed will be reflected in the campaigns in DataFeedWatch with the next scheduled update. You can also refresh the campaign source manually by clicking 'Refresh Feed Data'
BW_refresh_feed.png
 

What happens if the price changes?

If you are using the ‘price’ field in the ad patterns and  product price changes, you ad will stay as it is and the price will be updated with ad customizers.
If you have included other fields in your ad copy, the ads will be deleted and new ads are created with the new values.
 

AdWords limitations: 10,000 ad groups

AdWords does not allow more than 10,000 ad groups per campaign. So if you have more than 10,000 unique products in your feed, DFW Text Ads will automatically create multiple campaigns (product, group or DSA campaigns), to be able to create more than 10,000 ad groups
 
Multiple_campaigns_more_than_10000_adgroups.png
 

AdWords limitations: 25,000 products in DSA campaigns (auto targets)

An AdWords account can contain a maximum of 25,000 auto-targets. So the total number of products in all your DSA-campaigns in your Google Ads account can not be more than 25,000.
 
This is an AdWords limitation that we cannot change or shortcut. But we can advise you how to deal with that:
  • Make sure you have product campaigns. The more products you have in the product campaigns, the fewer you will have in your DSA campaigns
  • Prioritize: Have DSA campaigns only for the best performing shops or categories or products
  • If that does not solve it for you: create an additional Google Ads account so you have another 25,000 auto targets
 

What are the DSA campaigns based on?

The landing page (product page) of each individual product
 

How to add size & color as negatives to the group campaign?

There is no need to do that because we only use exact keywords in the Group Campaigns, to make sure that keywords in the Product Campaigns will not compete against the same keywords in the Group Campaigns. 
 

If / then rules for ad templates

You would like to show a different ad copy for (e.g.) products with and without a discount:
  • Buy these adidas sneakers now (no discount)
  • Buy these adidas sneakers now with a 13% discount (discount)
 
We do not have conditions (if/then) for ad patterns, because it would make the UX a lot more complicated. But you can still achieve different ad copy for the 2 different groups:
Create 2 different campaigns and use a filter to identify the products with or without a value for discount-percentage: BW_Filter_empty_flags.png
(you can simply copy the ‘discount-campaign’ form the no-discount-campaign and change the filters and the ad-copy) 

 

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