How to use page feeds in Performance Max

You can use a page feed to specify which URLs to use in ads for your Performance Max campaign. When you provide a page feed for your landing pages, it helps Google Ads check that all relevant pages are indexed, determine when to show your ads and where to direct people on your website.

Note: There is a limit of 100 page feeds per account.

Before you begin

Download the page feed data template (recommended) or create your own spreadsheet with at least two columns:

Page URL: This is the web page that you want to target. Enter one URL per row. Don’t use URLs with added tracking parameters.
Custom label: This label will help you target ads within your page feed and adjust your bid per label. Enter one or more labels per row separated with a semicolon (;). For example, you can create custom labels for popular hotels based on their star rating. Each 4-star rated hotel can be labelled 'FOUR_STAR', 'POPULAR_DESTINATION' and so on.

URL rules and page feeds

When you create a new asset group for a Performance Max campaign, you may decide to use rules for your URL assets. Before you set up your rules, consider whether you want your eligible URLs to come from your entire domain or specifically from your page feed URLs. If you want your asset group to consider all eligible URLs from your domain, apply the 'URL contains' rule. If you want your asset group to find URLs based on your page feed, you should add custom labels from your page feed.

Remove duplicate URLs

A duplicate URL is an individual feed that has the same URL multiple times. Before you submit your page feed, remove duplicate URLs. While you can still submit your page with duplicate URLs, only the most recently added version will be approved and eligible to serve. All other versions of the URL will be marked as disapproved with the status 'Disapproved: Duplicate URL'.

Instructions

Create a page feed in your account

Follow these steps to create a page feed in your account:

In your Google Ads account, click the Tools icon .
Click Business data.
Click the plus button , then select Page feed.
Enter a name for your feed.
Open the 'Select source' drop-down to choose your file type.
Attach your feed file.
Optional: Click Preview to view a summary of what will be uploaded.
Click Apply.

Tip: For new page feed uploads or existing page feed edits, it can take an average of 2–14 days for Google to crawl the feed (depending on the feed size). You may experience a delay before a page in the feed starts serving.

Create a new Performance Max campaign with page feeds

In your Google Ads account, click the Campaigns icon .
Click the Campaigns drop-down in the section menu.
Click Campaigns.
Click the plus button , then select New campaign.
Select an advertising objective for your campaign. If none of the goals fit what you’re looking for, select 'Create a campaign without a goal’s guidance'.
Select Performance Max as your campaign type.
Select 'What you are advertising', then click Next.
Click Campaign settings on the left-side panel.
Click the 'Show more settings' drop-down in the campaign settings page.
Select Page feeds.
- Note: Make sure that 'Text assets with final URL' is turned on in the 'Automatically created assets' section.
Click in the 'Add a page feed' box.
Select one or more feeds to add to the campaign.
Click Next.

Specify page feeds to use in your Performance Max campaign

In your Google Ads account, click the Campaigns icon .
Click the Campaigns drop-down in the section menu.
Click Campaigns.
Find the row with the Performance Max campaign that you want to edit. Click the gear icon that appears beside the campaign name.
Expand the 'Page feeds' section. You’ll need to have automatically created text assets turned on to use page feeds (if this setting isn’t turned on, you’ll be prompted to do so before being able to add page feeds). Note that if URL expansion is on, Google may still serve ads with landing pages to any page on the final URL domain as relevant to the user’s query intent.)
Select one or more of your feeds to use with the campaign.
Click Save.

Note: Make sure that you remove invalid URLs from the feed.

Exclude URLs from URL expansion with custom labels

If you want to have URL expansion turned on for optimised campaign performance, but want to prevent some specific URLs from your page feeds from serving, you can do this with custom labels. Follow the instructions below to exclude URLS from URL expansion with custom labels:

In your Google Ads account, click the Campaigns icon .
Click the Campaigns drop-down in the section menu.
Click Campaigns.
Find the row with the Performance Max campaign that you want to edit. Click the gear icon that appears beside the campaign name.
Expand the 'Page feeds' section.
Expand the 'Automatically created assets section', click to turn on final URL expansion. After final URL expansion is turned on, the 'Exclude some URLs from search ads' tab will be enabled.
Select the 'Exclude some URLs from the search ads' tab.
Click the Custom label tab then enter your custom label.
Select Add.
Click Save.

Specify page feeds for an asset group with custom labels

If you want to specify which URLs from page feeds to use for your ads serving from a particular asset group, you can do that with custom labels.

In your Google Ads account, click the Campaigns icon .
Click the Campaigns drop-down in the section menu.
Click Campaigns.
Choose the Performance Max campaign that you want to edit.
In the left page menu, click Asset group.
Expand the 'Assets' section.
Search for your custom label within the 'Custom label' search bar.
Click the tick box for the labels that you want to use. You'll see the custom labels appear underneath the search bar.
Click Apply.

The URLs that you add to your page feed shouldn't include redirects or tracking.

Use page feeds with URL expansion

You can now provide a feed of URLs for your Performance Max campaign to use. This feature complements Google’s automated understanding of what products and services advertisers should be using. Learn more about How to use page feeds in Performance Max.

If Final URL expansion is on: Providing a page feed helps to verify that we’re indexing the provided URLs, but it doesn’t restrict ads to serve only URLs from the provided feed.
If Final URL expansion is off: Your Performance Max campaign will only send users to the URLs provided in your asset groups.

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