Leverage previously generated campaigns.
The easiest way to launch campaigns quickly is to leverage a previously created campaign. To do this, click Duplicate this campaign from within an existing keyword generation. This will copy all settings and keywords into a new campaign.
Include only keywords that share the same meaning in each ad group.
For example, if you sell black boots, a good example of an ad group would include keywords like "black boot", "black boots", "black boots online". It would not make sense to include "black suede boots" and "black rain boots" in the same ad group because differentiators are included. This is important so you can be highly granular with your ad copy.
Think about common and product-specific words when building keyword generation.
- Common words: Words associated with natural language, purchase decisions, or research for which we want common synonyms (e.g., Purchase: Buy, Shop, Find, Rent). For these words, you can generate this list from memory or often reuse from a previous campaign. In this case, focus on the differentiating qualities of your products, which usually live in the adjectives that can be used to describe your products. If you sell organic socks, it can be helpful to type "organic socks" into the search bar to see what auto complete suggests which can help give you a starting place.
- Product- and service-specific words: Adjectives, nouns and verbs specifically relevant to your business and customers. When launching a new account, often one of the easiest ways to start quickly is with a product-specific campaign. In this case, if you're selling shirts, pants and shoes, having a clothing campaign is an obvious choice. Mining your website for product categories (e.g. shirts, pants and shoes), can be a great source for keywords. Other good sources, include competitors’ websites, blogs, YouTube videos, about the industry, product, service or company and its competitors. Remember, this is just your first pass, you can always add more keywords later.
Example of a good and poor keyword generation
If done well, keyword generation will result in few keywords per ad group, which allow for the proper aggregation of data when keywords don't have enough data for New Engen to make a bidding decision, and will allow for the ability to leverage more tailored ad copy, which is applied at the ad group level.
Below is an example of keyword generation done well. As you'll notice, there are few keywords per ad group.
Below is an example of keyword generation done poorly. As you'll notice, there are many keywords per ad group which doesn't allow for granular bidding if keywords don't get enough data for New Engen to make a bidding decision, or tailored ad copy.