Demand Gen campaigns help you reach millions of people across our network. You can add a business data feed to your campaign to run dynamic ads that change based on what your audience wants. This option is helpful for businesses in travel, flights, real estate, and automotive industries that do not use Google Merchant Center.
This article explains how business data feeds work in Demand Gen campaigns and how to add them to your settings.
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Benefits
- Reach your audience dynamically: Your ads automatically feature items from your uploaded inventory that match what people look for online.
- Support unique industries: You can use specialized layouts for flights, hotels, real estate, and local services without a retail account.
- Keep your campaign options: You can still use your standard Smart Bidding strategies like Target CPA and Maximize Conversions.
Prerequisites
Use this feature when you want to show customized ads to your audience but your products do not fit into a standard retail catalog. For example, a real estate company can upload housing listings with images, prices, and locations. The campaign then creates dynamic responsive ads to show those specific listings to interested home buyers.
- Set up your account for Google Merchant Center. Learn more on how to Sign up for Google Merchant Center.
- Create a feed for your Google Merchant Center account. Learn more about feeds and product data specifications. New product feeds can take up to 3 days to approve, so take this into account when planning your campaigns.
- Learn how to link your Merchant Center Account to your Google Ads accounts.
- In Google Merchant Center, ensure that you enable “Shopping ads” as a marketing method.
- We recommend that your products are represented with square images (1:1) to ensure that your product ads receive the best coverage possible. Images within a 0.6-1.4 ratio will receive sufficient coverage.
- Familiarize yourself with the Google Ads policies, Shopping ads policies, and product feeds for Demand Gen policies.
- Learn more about troubleshooting your product feed.
Instructions
Attach a feed during campaign setup
You must first make your feed at the account level before you can add it to a campaign.
- Go to Business data within the Tools menu
.
- Select the plus button and select Dynamic ad feed.
- Choose a template that matches your industry.
- Note: The template will ask for details like item IDs, image URLs, and page URLs. You can upload using options like CSV upload or a secure SFTP transfer. After uploading, you can view and manage your feed directly from “Business data” in Google Ads.
- After policy reviews, you can attach your business data feed to your campaign during construction. Keep in mind that you’ll be able to view feeds after your campaign is complete, not as a preview.
Modify a feed after publishing
- In your Google Ads account, select your existing Demand Gen campaign.
- Under “Campaign settings”, open the “Dynamic ad feed” panel. From here, you can modify your feeds and edit live campaigns.
Pause your business data feed
- In your Google Ads account, select your existing Demand Gen campaign.
- Select the pencil icon
and then select Edit campaign.
- If you have a Merchant Center feed linked to your campaign, there will be a “Product feeds” toggle under the campaign name.
- Select the toggle to pause your product feed.
and then select Edit campaign.Keep in mind
- One feed limit: You can only attach one feed to a campaign at a time.
- Permanent choice: After you select a feed type and save your campaign, you cannot change that feed type selection for that campaign.
- Pause option: You can detach or turn off the feed at any point after saving your settings.
- Display network focus: Your business data assets will only show on the Google Display Network during this phase. They won’t show on YouTube or Discover.
