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Step 4: How to Create Keywords for Dynamic Search Campaign?

This article will explain how to create keywords for your Dynamic Search Campaign.

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If you haven't yet read the article 'How to create a Dynamic Search Campaign' you can do so HERE. The article explains the steps you need to take in order to create a dynamic search campaign in adCore. Creating keywords is the fourth step.

To go back to the previous step of 'How to Filter Your Feed' please click HERE

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You have completed Steps 1-3 of attaching a feed, mapping it and then filtering items in or out of our campaign. 

Now it's time to create the keywords for your campaign. 

1) Make sure you are under the Campaigns Tab, as well as the 'Dynamic Search Campaigns' Menu option.  

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2) Select the THIRD icon of the campaign creation settings - the 'Campaign Builder' Icon (Campaign_Builder_Icon.png)

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3) Create a Template name to label the set of Keywords, Ad Group naming, and Ad copy you will be creating for your campaign. (We recommend using names such as 'AdWords Product Template' or 'AdWords Brand Template' to indicate the type of campaign this will be for) 

Note*: the name of the Template cannot be changed. 

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If this is not your first template, you may want to copy from an existing template, to clone the keywords, ad group naming, and ad copy, and make select changes for a brand new Template. (for example changes that make sense for Bing, or a slightly different product category etc.)

For more information about the difference between 'Use existing' and 'Copy from' please see THIS article. 

Make sure to 'Save'!

4) Now we are ready to make our Keywords. By default the Campaign Builder should be open to the First Tab, the 'Keywords' tab. But please make sure 'Keywords' is highlighted in blue. 

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As you can see we are under the second option the 'Create Keywords'. We have skipped the first option of 'Refine Feed Data'. We will get back to this later. 

The first thing we want to do is create our keywords.

You will notice that the fields that were previously mapped in the Feed Mapper as 'Dynamic fields' are visible as 'Fields to build keywords from'. Create your keywords dynamically by using your field names enclosed in square brackets [] to indicate you wish to use all values from that field. You can combine multiple fields together, and/or use static text to generate variations of keywords. 

If you are missing a field that might be useful in keyword creation, go back to the feed mapper, and make sure to map the missing field under the last section labeled 'Dynamic Fields'.

Fields'. 

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You can also select different match types by selecting the drop down to the left of the keyword. Notice that there are 4 options "Broad" "Phrase" "Exact" and "Modified" (Modified stands for Modified Broad - this option automatically adds the modified '+' symbol in front of each word)

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Example of Dynamic Keyword creation: 

Title Condition Brand  
Go + Play Wireless New Harman Kardon  
Wii Box Set New Nintendo  
Playstation 3 Used Sony  

If your dynamic keywords are: 

[title] on sale

[title] [condition]

buy [title] [brand] [condition]

 

'[title] on sale' will generate the following keywords:

Go + Play Wireless on sale

Wii Box Set on sale

Playstation 3 on sale

 

 

'[title] [condition]' will generate the following keywords:

Go + Play Wireless New

Wii Box Set New

Playstation 3 Used

 

and

 

'buy [title] [brand] [condition]' will generate the following keywords:

buy Go + Play Wireless Harman Kardon New

buy Wii Box Set Nintendo New

buy Playstation 3 Sony Used

 

Make sure to 'Save' after entering your keyword variations. 

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The next three sections of the keyword creation are not mandatory to complete on your first go around. This can wait till you have run the campaign and seen the types of keywords you have generated. You have permission to skip steps 5 -7 and go straight to step 8, and then on to the next article. (come back after you have run to file and have your results)

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5)  Refine Feed Data - Let's go back to the first section of the Keyword tab that is titled 'Refine Feed Data'. This section is very useful for editing information that is in the feed. If you have any type of error within the feed, this section is where you can fix it, where you can refine/make changes to the text to make it look better prior to making any keywords, or ads. 

This section is where you can use Dynamic Functions, as well as a Regex (Regular Expression) to systematically make sweeping changes, or pin point individual words and phrases that need to be changed. 

To use this section, select from the left hand drop down which field you will be 'editing' or 'altering'. In the right hand box, insert the relevant Dynamic Function. To add more functions to different fields, or multiple functions to the same field, select '+ Add Alter Function' as many times as necessary. 

The '+ Add Replacement' option allows you to create a list of words, or phrases that need to be replaced with new values. 

Please Note that all functions in this section are run from top to bottom, and therefore if an action is dependent on a previous action, please make sure they are in the correct order. (You may drag and drop the different functions up or down to arrange the correct order)

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6)  Add Keyword Synonyms - Going back down to the option of 'Add Keyword Synonyms', this is where you can add variations for keywords that are created based on your feed. If you know of terms or variations of keywords that you wish to create along with the original keywords, this is where you can create them. Simply put the original term or keyword followed by a semi-colon and then the new term or keyword variation. For more details on this section please see the article "What does a keyword synonym do?"

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7)  Exclude keywords - The following section of 'Exclude keywords' is where you can remove from the list of keywords you have generated dynamically via your feed. Please note that this does NOT add keywords as negative, but rather removes them from being created in the first place. 

The first 5 lines in this section allow you to:

Fit keywords Length: Cut the keywords down to 35 characters (This is helpful if you will use a DKI within your ad copy)

Equal to or less than: Remove keywords that have a certain number of words. (for example if there are keywords that are only one word, these may be too generic for your campaign)

Length equal to or shorter than: If a single keyword end up being less than the indicated number of characters, delete it from the list.  (this is mostly used as a 'safety net' just in case nonsensical words get generated based on rows of data from the feed)

 

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Use the Whole phrase or Specific words sections to exclude keywords that are not relevant to the campaign.

Whole phrase will look for the specified combination of words you input, and will remove those from the keywords (it will leave the rest of the keyword intact).

Specific words will remove the offending term along with the rest of the keyword. 

Example: Let's say that you have the following keywords as part of my feed created combinations

Black and blue

Black and brown

White and Black

 

Should you place the word 'Black and' into the 'Whole phrase' section the keywords will look like this: 

blue

brown

White and Black

 

If you placed the word 'Black' into the 'Specific words' section all three keywords will be removed. 

 

8)  Set Keyword Bids - This section is where you give each keyword that will be created for the first time in AdWords it's default max CPC bid. 

The default bid is 0.05 (the lowest bid that can be given in AdWords to a keyword) 
If your campaign will be open to both the Search Network as well as the Display Network, please change both default bids. If the campaign is only open to the Search Network, leave the Content CPC bid at the default, and change the Search CPC bid. 

Please note that these bids will ONLY be given to brand new keywords that have not been created yet in the campaign. Once a keyword has been created with a default bid, the bid will not be updated again by this section of adCore. This is to make sure bid management section of adCore can do it's job without interruption. For more about this section please see THIS article. 

 

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Don't forget to save your changes!

9)  Add Destination URL Parameters - This is an optional section of keyword creation. If you need to add tracking parameters to the end of the destination URL's of each keyword, please do so here. 

There are 5 available tags that you can use (the same number that AdWords supports). 

Input your tag label into the 'Name' section and the Value of the tag into the 'Value' section. (Please note there is NO need to include the equals sign '=' this is done automatically for you. 

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Don't forget to Save your additions!

10)  Finished filling out all the relevant sections? Move forward to the next stage of creating ad groups and ad copy by selecting the 'Next - Create Ads' button. 

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Congratulations! You have successfully created keywords, and completed the fourth step in creating a Dynamic Search Campaign. 

To continue to the next article that explains the next step of creating your ad group structure click HERE

*Please note: If you run into errors while creating your keywords and can't find a solution in the Help Center, please write us a Ticket.

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