Table of Contents

Google Text Ads: Quick Start Guide

1. Create a feed for Google Text Ads

1. Map fields including all the information

Make sure you have a proper product_name: brand + title + any data that specific for individual products. Avoid any generic terms.

2. Exclude: exclude all products that are not in stock

3. Merge: If you have variants (like a shoe that comes in different sizes): merge them into parent products.

Best Practice: Create a product_name with brand + title + specific product data 

2. Create Campaigns

You need at least the product campaign + Group Campaign + DSA-campaign to cover all search traffic. If you create only 1 or 2, it won't actually work.
It is often recommended to also create the yet another (4th) campaign: Brand/product type.
Best Practice: Create a Product Campaign, a Group Campaign, and a DSA campaign

3. Create a product campaign

1. Source file

2. Tag assignment

3. Filters

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

Best Practice: Use filters only to create different campaigns for different product types. So you can set separate budgets.

4. Create Keywords

Create keywords by Truncating the Title

Best Practice: set the match type to broad modifier + exact one.
Read more about Truncation here.

5. Ads Creation

More Options to improve your ad copy:

Best Practice: create multiple text ad templates (patterns) so you can a/b test different text ads per ad group.

6. Campaign settings

Select a bidding strategy and a max CPC.

7. Create a Group Campaign

and copy the settings from the corresponding product campaign:

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:

Then paste it in the tab for the Landing page:

8. Create a DSA Campaign

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.

Create a DSA campaign

and copy the settings from the corresponding product campaign:

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

4. Brand/Product Type Campaign (BPT)

A BPT campaign advertises generic search queries for brand + product_type [adidas trainers]

This is a very useful addition to the other 3 campaigns, especially if product type is not part of the title

Read here how to set up a BPT campaign here.

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