How to create profitable Product DSA campaign for Google Search

You can create via (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. How to create Product campaign (read more about Product Text Ads)
  2. How to create Product-Group campaign (read more about Product-Group Text Ads)
  3. How to create DSA campaign for Products (read more about Dynamic Search Ads for Products)
  4. How to create Product non-brand campaign
  5. How to create Human Search-based campaign
  6. How to create Smart Shopping campaign (read more about Smart Shopping Ads)

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.


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.


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:


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)


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


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:


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.


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.


7. Automated scripts

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


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.

Look at the video tutorials for essential functions here!

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About the Author:

Account manager at BlueWinston & CCS Shopping in EU (I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search)