You run a campaign and suddenly see ads based on the wrong pages of your website. The 'About Us' page. Or an old news article with no conversion value. Sound familiar? Google is now testing a feature that aims to address this.
In Search campaigns, you will soon be able to set which URLs are included or excluded for dynamic ad content at the campaign level. The test is called 'URL inclusions and exclusions' and is available to a limited audience. The update can be found under the 'Keywords' section.
More control over your dynamic ads
With
URL Exclusions
exclude your pages from ad generation. Think of thank you pages, content pages with little commercial value, or general blogs. These pages are no longer used by Google to create dynamic search ads. This prevents unnecessary ad impressions on irrelevant search queries.
URL Inclusions
You could prioritize specific pages. Think of top-performing landing pages or pages with a high margin. Note: this feature is currently not functioning fully as intended.
Impact on campaigns and targeting
For advertisers, this development means more control over where Google sources its advertising content. This makes campaigns more targeted. Less budget waste. More relevance in search results. And ultimately: better performance.
According to initial tests, the feature only works at the campaign level. Exclusions at the ad group level do not seem to be possible yet. Nevertheless, it is a step forward in limiting automatic errors by the algorithm.