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How to create profitable Product DSA campaigns for Google Search

You can create via BlueWinston.com (an innovative product ads tool for Google
product DSA campaigns – well known as DSA-P. Automated ads are created from XML product data feed and used for Google text Search. In DSA campaigns no keywords are created, only Ad Groups (one adgroup = 1 product). Google itself decides when to show your ad, regarding to Google index of product page on eshop.

In BlueWinston you can create these types of campaigns:

  1. Product campaigns (look at the introduction to Product Campaigns)
  2. Product DSA campaigns (look at the introduction to Product DSA Campaigns)
  3. Product – Group campaigns (look at the introduction to Product – Group campaigns)
  4. Product non-brand campaigns
  5. Luigi´s campaigns (very unique cooperation with Luigi’s box which is focusing on searchterms within your e-shop)
  6. Brand + category campaigns

In this article you will see how to create product DSA campaigns in BlueWinston.
We will write about these steps (or you can jump to any of these steps)

  1. Bounded or standalone DSA campaign
  2. Campaign name and source file (XML feed)
  3. Tag assignment & filters
  4. Location
  5. Ads creation, Ad extensions (Sitelinks, Callouts)
  6. Campaign settings (bidding, maxCPA, maxCPC)
  7. Automated scripts

1. Bounded or standalone DSA campaign

At the very beginning of DSA campaign creation you can choose if this campaign should be bounded to classic product campaign or not. We usually bound DSA campaigns to classic product campaigns. In bounded campaigns are dynamically used only products that have no eligible keywords in product campaigns.

create-DSA-campaign-bounded

Or there is another option – to create standalone DSA campaigns. These campaigns are not bounded to any campaign and consist of all products you filter in part Tag assignment & filters.

create-DSA-campaign-standalone

 

2. Campaign name and source file

We recommend to use for product DSA campaign name: BW (DSA) – “your campaign name”. In BlueWinston can be used usual XML feed, as you use for price comparisons or Google. Make sure that your feed contains at least product name, URL, price, manufacturer and category for each product. In this campaign type no keywords will be created.

This campaigns is bounded to previously created product campaign BW Timberland – Search DE:

DSA-campaign-name-source-file

 

3. Tag assignment & filters

If you bound DSA campaign to product campaign, there is read-only tag assignment, you cannot change tag assignment. When you create standalone campaigns, you can normally choose and map tags from XML feed.  In both cases you can also see tag preview (click Blue button on right)

tag-assignment-dsa1

Also other filters are read-only and copied from bounded product campaign. As you can see here:

category-manufacturer-filter

 

4. Location

Choose location and languages for your campaign.

 

5. Ads creation, Ad extensions

You can create Ad pattern that will be used for your products. Crucial is to cover all products (100%) – you can create also alternatives in Ad pattern. You can use your text and tags from XML in Description. Ad will be shown as Google decides, regarding to Google index.

Here is small sample, how you can use tags from XML feed:

dsa-ad-pattern

Then you can add ad extensions (Sitelinks, Callouts) – you can use already created in your AdWords account or create new ones. On left you can see already created Ad Extensions from AdWords, on right side you can see chosen Ad Extensions for this campaign.

ad-extensions-dsa-campaign

6. Campaign settings

In this part you can set up bidding strategy and maxCPA (fixed value or dynamically calculated from product price). We recommend to use in this initial setting Focus on conversions and Target CPA as dynamically calculated from Product price tag.

dsa-campaign-setting

7. Automated scripts

Here are some of scripts we usually use for new campaigns:

dsa-ads-scripts

If you would like to use more scripts (in BlueWinston or in AdWords, or you use your bunch of scripts), please write us and we will be happy to help.

How to create other types of BlueWinston product campaigns?

  1. Product campaigns
  2. Product – Group campaigns
  3. Product non-brand campaigns
  4. Luigi´s campaigns
  5. Brand + category campaigns
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By |2018-06-01T08:48:30+00:00January 17th, 2018|Categories: How To Create|0 Comments
BlueWinston.com is an automated tool for creation of product text ads for Google Search. It is both an alternative and a must have addition to regular Google Shopping ads (Product Listing Ads, PLAs). Feed-driven product campaigns account for over 40% of the annual %CTR and displays in Google Search that lead to a successful transaction. Unique technology, innovative approach to keywords and ad creation for each product, group of products and their categories in the eshop, make this tool a number one in the global market. Today, BlueWinston is being used by hundreds of clients in over 50 countries (see testimonials from PPC specialists and merchants). Thanks to BlueWinston.com you do not only automate the creation of ads of your products, but you can also automate their optimization and management thanks to set of automated rules and bidding scripts applied in incredibly short time – every 6 hours!
  • boost sales up to +60%
  • increase ROAS up to +1500%
  • decrease CoS by -40%
  • create ads for all your products
  • automate creation & management

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