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Feeds Services

Feeds are one of two ways that you can set up ad extensions in your Google Ads account. Ad extensions allow you to provide extra context with your ads, such as a phone number to call or links to specific subpages of your website.

Use case

Imagine you're an advertiser using Google Ads to drive traffic to your site. You want to have your ads appear with sitelinks so users can get to sections of your site more quickly.

Here are some of the details for the sitelinks you might want to show under your ads:

Sitelink name Sitelink Final URL
Home Page
Store Locator
Sale Items
About Us

You can input this data into either an extension setting or a feed to link it to your ads, and then the sitelinks will show right along with your ads. So which should you use?

Extension settings or feeds?

The preferred way to set up extensions is using the extension setting services, which automatically handle much of the behind the scenes setup and let you focus on which ads get which extensions. If extension setting services won't work for you, either because your account is already using feeds or because they simply can't meet your use case, then you can use feeds.

Feeds allow you to provide raw data in a format analogous to a database table. If you have worked with database tables, then many concepts here will already be familiar to you.

Feed Creation Flow

When creating a new feed, there are multiple steps the must be completed before the extensions will serve. The following articles in this series will go over each in more detail, but to summarize:

  1. Create a feed and set up its attributes. The feed is analogous to a database table, and its feed attributes are its columns.
  2. Create some feed items to populate the feed with data. Feed items are analogous to database rows, and include attribute values for some or all of the attributes in the feed.
  3. Set up a feed mapping to tell Google Ads about the context of this data. For example, this feed will be used for sitelinks, attribute 1 will be the text, attribute 2 will be the final URLs, etc.
  4. Create an association between your feed and other account entities to allow extensions to serve on your ads.
  5. (Optional) Create a feed item target to fine-tune when your feed items will be used to show an extension.