How to master dynamic feed-based campaigns

In this blog article, we'll be unpacking the key takeaways and insights from the first Next Level eCommerce episode with Google Ads specialist, Bob Meijer. During the webinar, Bob covered everything you need to know about mastering dynamic feed-based campaigns, including how to simplify the process of creating and managing a large number of ads (RSAs/DSAs) using optimized product feeds.

The eCommerce success formula: Advanced search

The eCommerce advertising landscape is fiercely competitive, so how can you stand out from the noise? To win in 2024 and beyond, you need to go beyond basic search campaigns. Mastering advanced search strategies is the key to outsmarting your competitors.

This means leveraging dynamic search campaigns, keyword-based ad campaigns, and most importantly, dynamic feed-based product campaigns. By implementing these advanced search campaigns, you can ensure that your products appear for the most relevant searches and that your ads drive conversions.

What are dynamic feed-based advertising campaigns?

Dynamic feed-based campaigns are essential for eCommerce advertisers managing a large and ever-changing inventory. They streamline the ad creation process by automatically generating ads based on your product feed, eliminating the need to manually create and manage individual ads for every product.

Dynamic feed-based campaigns allow for highly targeted ads tailored to specific products in your inventory, including long-tail keywords that potential customers might use to search for them. For example, imagine you sell hiking shoes. With a dynamic feed-based campaign, you can create ads that include specific details like:

• Shoe name (e.g. "Trailblazer Hiking Boots")
• Brand (e.g. "North Peak")
• Color (e.g. "Brown")
• Size (e.g. "Men's 10")
• Price ($129.99)

So when someone searches for a specific long-tail keyword like "waterproof hiking boots for men in brown size 10", your ad will dynamically populate with details about your "Trailblazer Hiking Boots" that match that search. This ensures your ad is highly relevant to the searcher's intent, increasing the chance they'll click on your ad and visit your website to make a purchase. And since the campaigns are fully automated and updated based on your product feed, your ads will always reflect your most current offerings, including the latest sale prices.

Setting up dynamic feed-based campaigns with a feed management tool

If you run a large eCommerce store with a large and ever-changing product catalog, managing individual ads for each item can be overwhelming. That’s where a feed management tool like Channable can help. A feed management tool streamlines the process of creating feed-based campaigns with standard (RSA) or dynamic (DSA) ad groups.

How to create feed-based campaigns with standard ad groups

Here’s a step-by-step guide on how to set up a feed-based campaign with standard ad groups using Channable:

1. Configure your basic rules

Your rules can be simple or complex depending on the available attributes in your product feed, its values, and formatting. The first step is to remove any items that can negatively impact your ROI, including:

• Out of stock items
• Items with low inventory levels
• Items with limited variants available (e.g. sizes, colors, etc.)
• Poor performing products (based on first-party sales data)
• Items with low margins

Tip: Dive into your data to build impactful filters and rules for your feed-based campaigns.

2. Populate your dynamic fields

You can also choose what dynamic fields you’d like to use in your Responsive Search Ads (RSA) and Dynamic Search Ads (DSA). Filling in these fields makes your ads more appealing and lets you create even more relevant keywords which increase the chances of your ads showing (even for those with lower search volume).

Here are some examples of custom fields that you can use in your ads:

1. sale_absolute
2. sale_percentage
3. product_title_without_contents
4. product_title_without_brand

And here are some custom fields you can use for your keywords:

1. keyword_product_title
2. keyword_with_brand_without_contents
3. keyword_without_brand_without_contents

Make sure to check your search term reports to find search patterns for your dynamic keywords. That’s because you want to align your dynamic keywords with actual queries. Depending on what you sell, people may search for your brand and product name or just the product.

3. Build your dynamic campaign

Once you’ve populated your dynamic fields, you can start creating your dynamic ad campaigns. In Channable, you can build your ad templates where you can create up to 15 headlines and 4 description lines. In these fields you can add dynamic fields that you either have available in your product feed or the dynamic fields that you populated in the previous step. For example, you can include the current sale price or the discount percentage in your headlines.

It’s important to create backup templates with less dynamic and more generic fields to make sure you cover all possible search queries. You can also A/B test multiple main and backup templates. For instance, you can test absolute sales prices vs. percentage discounts.

You then need to add your dynamic keywords to finalize the setup. When you build your dynamic ad groups in Channable, you can add your dynamically populated keywords, such as the keyword with the brand name, keyword with the product contents, and even the GTIN (this is especially useful for electronic products). It’s recommended to create an ad group per unique product in order to create highly relevant ad assets.

Tip: Always use “phrase” or [exact] match for your product-level campaigns, not broad matches.

Finally, you can start previewing and debugging your setup, including your Responsive Search Ad assets and your keywords. Once everything is approved, you can activate your dynamic feed-based advertising campaign.

In your Google Ads search term report, you can see your recently created dynamic search campaign and if the dynamically created keywords are matching search term queries.

How to create feed-based campaigns with dynamic ad groups

You can use a similar approach for dynamic ad groups. Obviously, you won’t be able to create
dynamic keywords and headlines. But you’re able to create specific ad targets and descriptions for your Dynamic Search Ads. Here's how to set them up:

1. Leverage your product feed

Similar to standard ad group dynamic campaigns, you'll use a feed containing relevant information about your products. This feed provides the foundation for Google to dynamically generate headlines and URLs for your ads.

2. Write compelling descriptions

While headlines and URLs are automated, you can create conversion-driven descriptions that highlight key product features and benefits. You can also include the same dynamic fields that you created for the standard ad groups.

3. Google generates dynamic headlines

Using your product feed, Google will automatically create targeted headlines that match user search queries, meaning that your ads will be highly relevant to what users are looking for. Google will also send your ads to the relevant product page URL.

4. Monitor search terms

It's crucial to monitor your search term reports regularly. This helps identify any generic or irrelevant searches triggering your ads. You can then exclude these terms to ensure your campaigns reach the right audience.

Create dynamic feed-based advertising campaigns with Channable

Want to launch your own dynamic feed-based campaigns? Channable's feed management tool can simplify the process. Here's how:

• Channable enables you to optimize and manage your product feeds for all your dynamic ad campaigns.
• Channable helps you enrich your product data, ensuring your dynamic campaigns always showcase the most important product information
• Channable's automation rules allow you to create personalized Responsive Search Ads (Dynamic Search Ads (DSAs), and keywords – saving you hours of manual work.

Sign up for a free trial today to see what Channable can do for you.