In short: when Google picks the landing page for you (DSA, AI Max with URL expansion, PMax), the control isn't in the keywords: it's in which pages you give it. That is the page feed — URLs plus labels to group them — and in "feed only" mode it limits crawling to what you approve. The other business data feeds follow the same logic.
When Google picks the landing page for you (DSA, AI Max with URL expansion, PMax), the control isn't in the keywords: it is in which pages you give it. The page feed is that list, with labels to group them. This tutorial sets it up and runs through the other business data feeds.
Part A · What is a page feed and how do you build one?
Step 1 · Prepare the sheet
Two columns:
| Page URL | Custom label |
|---|---|
| https://yoursite.com/taps/kitchen/pull-out | taps;kitchen |
| https://yoursite.com/taps/bathroom | taps;bathroom |
| https://yoursite.com/services/installation | services |
- Only pages you want to advertise (no blog, no legal, no careers, no out-of-stock pages).
- Labels separated by
;: category, family, margin, season — whatever helps you build ad groups. - URLs with the exact domain Google crawls (https, www or not, exactly as it appears on the site).
Step 2 · Upload the feed
Tools → Business data → + → Page feed → upload the file or schedule it from a Google Sheet (daily): the shop or the CMS exports its URLs with their category and the feed updates itself.
Step 3 · Attach the feed
- DSA / AI Max: in the Search campaign → Settings → Dynamic Search Ads (or AI Max → URL expansion) → targeting source: "Use URLs from my page feed only" (maximum control) or "Use Google's index and the feed" (the feed as a priority). Select the feed.
- Dynamic ad targets per ad group: "All webpages in the feed" or by
label (
taps,services): each dynamic ad group advertises its own family with its own descriptions. - PMax: in the campaign → Settings → Final URL expansion → page feeds (or in the asset group): it limits or prioritises the URLs to the ones in the feed; can be combined with URL exclusions.
Step 4 · Verify
In the DSA/AI Max search terms report with the Landing page URL column: every URL should be in the feed. If one appears that isn't, the "feed only" option is not switched on.
Part B · Which other business data feeds are there?
| Feed | What for | Typical columns |
|---|---|---|
| Bulk assets (sitelinks, callouts, structured snippets, prices, promotions) | Create/update hundreds of assets at once (per campaign or ad group) | Type, text, URLs, target campaign/ad group, dates |
| Ad customizer attributes | The previous tutorial | Attribute, level, value |
| Dynamic remarketing feed (businesses with no Merchant: education, real estate, travel, jobs, local deals, custom) | Dynamic ads with the items the person viewed | ID, title, URL, image, price, category… depending on the vertical's template |
| Location feed | Location assets (address, map, distance) | Fed from the linked Business Profile, not by file |
Bulk assets
Business data → Assets → the template for the type → fill it in → upload (or schedule). Useful in accounts with many campaigns and offers that change: dated promotions, prices per service, sitelinks by category. It identifies campaigns/ad groups by name in the sheet: keep names stable.
Dynamic remarketing without Merchant
The vertical's template (real estate, for example: Listing ID, Listing name, Final URL, Image URL, City, Price…) → upload → in the
Display/Demand Gen campaign, "use a data feed" → the feed; the tag on the
site sends the ID of the item viewed (dynx_itemid/the vertical's
parameters). The ad shows what the person looked at.
Locations
Link the Business Profile (Assets → Location → link account); addresses, opening hours and the map arrive by themselves; filter by location label if you have many stores. It is also the basis for local campaigns (module 13).
Which mistakes are made with page feeds?
- A page feed with all the sitemap's URLs (blog included): the DSA advertises the 2019 post.
- Inconsistent labels (
Taps/taps): Google treats them as different. - A scheduled feed that stops updating and nobody notices: check "last upload" in Business data.
- Sheets with renamed campaign names: the rows fail silently.
- Bulk assets with expired dates that keep getting uploaded.
💡 Ninja trick: the page feed is the control that does exist over AI Max and PMax's URL expansion: combined with URL exclusions, it decides exactly where keywordless traffic can land. In module 3 (AI Max) it was introduced as a "control"; here it is the concrete piece. One page feed per family, scheduled from the CMS, is the first thing we build in accounts with AI Max switched on.
What you should remember
- Page feed = URL + labels for the pages you actually want to advertise; attached to DSA/AI Max ("feed only") and to PMax's URL expansion; ad groups by label.
- Scheduled from a sheet; verified in the search terms report with the landing page URL.
- Other feeds: bulk assets, customizers, dynamic remarketing without Merchant, locations (Business Profile).
- Stable names in the sheets; check "last upload".