Creating a Google Search Campaign Ad Build

Before You Continue
In order to create a Google Search Campaign, you will need to add an inventory to your website in Ad Builder. If you have not created one already, please see our  Create a Website Inventory guide before continuing.

What is a Google Search Campaign Ad Build?

A Google Search Ad Build is a series of Google Search campaigns, ad groups, ads and keywords which Ad Builder generates and subsequently publishes to your Google Ads account based on your website inventory.

Once published, Ad Builder will update your Google Search Ads content whenever your inventory is updated. This will ensure you only display Google Search Ads for the categories, brands and filters (colour, size, model etc) of products which are in stock and available on your website. This ensures your Google Search Ads are always kept up to date and in sync with your website content.

What Types of Search Ads Will Ad Builder generate?

Ad Builder will generate two types of ads for your website. 

  • Brand narrative ads: These are ads relating to your website as a whole. Ad Builder will generate two brand narrative ads, one for the name of your website and another for the category of your website.
  • Inventory ads: These are ads relating to the category, brand and filter data from your website's inventory. Ad Builder will generate an ad for every combination of your products categories, brands and filters. 

What Will My Search Ads Look Like in Google?

Once your build has published to Google Ads, your enabled search ads will appear in Google as text-based search ads.

Creating a Google Search Campaign Ad Build

To create a Google Search Campaign, navigate to your website overview page, select the blue + icon from the bottom right corner of the page and click  Google Search Campaign as shown in the image below.

Step 1. Analytics Account

Login to the Google Account linked to your websites Google Analytics account. Once logged in, select the appropriate Analytics account from the dropdown.

Step 2. Build Name

Enter a name for your Ad Build. We recommend selecting a build name which will help to identify your build if you choose to perform multiple builds. For example you may include the target country or currency in your build name.

Step 3. AdWords Account

Create a New Publication Account

Enter your AdWords Customer Id. If your Google Ads account is not yet linked, Google will send an email to the address linked to your Google Ads account requesting permission for Dynamic Creative to link to your Google Ads account. Accept this link and click next.

 If your Google Ads account is already linked to Ad Builder then click  next to proceed the next step.

Use an Existing Publication Account

If you have already linked an AdWords account with Ad Builder on another build, click ' select from existing publication accounts' option and choose the AdWords account from the dropdown which you would like your generated content to be published to. When ready, click next to proceed to the next step.

Step 4. Inventory

Select the inventory which has products hosting the categories, brands and filters (colour, size, model etc) you would like to advertise in your Ads.

Step 5. Website Detail

Depending on the type of ad being generated (brand narrative ad or inventory ad), the information entered here will be woven into your ad copy wherever appropriate. On the right hand side of this step you can see a preview of how your two brand narrative ads will look in Google. On the Description Prefix / Suffix step of this walkthrough you will be able to view previews of how your inventory ads will incorporate your Headline USP and Description USP

Website Category (Website Category Ad)

Enter the category that best defines all the products you sell on your website. This will form the first part of the headline text which will be used in your website category ad. This field will only be used in your brand narrative website category ad.

Website Description (Brand Narrative Ads)

Describe your website or company in more detail. This will form the first part of the ad description for ads for your store name and website category so should describe your store in a way which your customers are likely to find compelling. This field will only be used in your brand narrative ads.

Headline USP (All Ads*)

Provide a Unique Selling Proposition for your website which will be used in the headline of your brand narrative ads. This should be something that distinguishes you from your competitors. 

*This field will used in your brand narrative ads and in specific inventory ads where appropriate. To see where this field will be used in your inventory ads, view the ad previews on the Description Prefix/Suffix step later in this walkthrough.

Description USP (All Ads)

Provide a USP to be used in the description of both your brand narrative and inventory based ads. This field will be used in all of your ads.

Add a Second USP?
Check this box if you would like to generate a set of ads using an alternate unique selling proposition. When enabled, Ad Builder will generate a second set of ads which will host your alternate USP.

Step 6. Landing Pages

In order to ensure your Search Ads land on the correct pages you must set up the landing pages for each of your ad templates. This step allows you to configure the landing pages for both your brand narrative ads and your inventory ads. 

Brand Narrative Ads (Website Name and Website Category)

If you would like your website name and website category ads to land on a particular page, enter the path of the url which you would like the ad to point to. If you would like to use your homepage as the landing page then you can leave the path field blank.

The screenshot below provides an example of where the landing page for the Website Category ad is set to be the about-us page of our demonstration website.

Inventory Ads 

The inventory templates displayed here are based on values taken from your website inventory. A template for every available combination of category, brand and filter will be presented.

In order to ensure the landing pages for your inventory ads are correct, you will need to configure the paths for each of your inventory templates to land on a page which is specific to the template you are configuring. This can be done by using the available feed elements which host the url values of categories, brands and filters taken from your website inventory.

For example, for a Colour, First Category ad template, we want the landing pages for the ads generated by this template to lead to a page which is specific to the colour and category listed in the ad. The example below shows how we can use the available feed elements to build the appropriate path for an inventory based ad template. 

Tip: At the bottom of each section you can review a sample of landing pages that will be applied to your ads. You can use these URLs to ensure your landing page templates are correct.

Step 7. Description Prefix/Suffix

On this step you can set up custom prefixes and suffixes for the descriptions in each of your ad templates. Prefixes and suffixes can be useful for extending the description of your ad based on it's specific template. Use the Ad Preview on the right to see how your ads will look in Google. 

The example below shows how we have set a description prefix and suffix for a Second Category ad template.

Step 8. Extensions

On this step you can set up ad extensions for your ads. Use the checkboxes to enable/disable any of the available extensions. For more information on each of our supported ad extension types see the following guides:

Step 9. Bid & Budget

Enter a default Bid and Budget that will be set on all your generated Google Ads content when published.

Note: Once your content has published for the first time you cannot adjust the bid and budgets of your content from Ad Builder. Bids and Budgets should be managed within Google Ads once your content has published.

Advanced Configuration Steps

Advanced campaign settings allow you to customise your campaigns to a greater extent, customising your keyword lists or how price appears in your ads. Click on the  Advanced Settings toggle at the top of your search build creation page to enable the Advanced Settings steps. Editing these settings is optional and only recommended if you have a specific change which you would like to make to default settings.

Step 10. Keyword Variations (Advanced)

Keyword variations allow you to extend the number of keywords published to an ad group by setting up variations on your existing list of keywords. You can vary your existing keyword list by adding prefix and suffix variations on feed elements. In this context, feed elements are the category, brand and filter values taken from your website inventory that will are applicable to each of your inventory templates.

Step 11. Ad Headline Static Text (Advanced)

Editing the ad headline static text allows you to customise how prices appear in the ad copy generated in your inventory campaigns. This step allows you to edit the words before and after pricing elements in your inventory campaigns to suit your specific brand messaging.


When ready, click save and generate to queue your build for generation. Ad Builder will then build all your campaigns, ad groups, ads and keywords and prepare them for publication.

On your website overview screen you will now see a new Google Search Ad Build card. This card will update with the number of campaigns, ad groups, ads and keywords that have been generated. When generation has complete, the Last Generated value will update.

Note: Saving and Generating does not publish anything to Google Ads. Ad Builder first generates your content and stores it in your account for you to preview and edit prior to publishing. For steps on publishing your build, see our  Publishing your Search Build guide.
Note: The publish icon on your Google Shopping Ad Build card will not be available until your build has fully generated. You can use the  Last Generated time to see if you build has completed generation.

Next Steps

Once your build has finished generating you can preview your Ads, make adjustments to your Ad Build configuration and finally publish your build to Google Ads. For steps on publishing your build, see our  Publishing your Search Build guide.

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