Keyword Generation & Campaign Creation 101

Contents:

  1. Introduction
    1. Summary
    2. Key Components
  2. How-To’s
    1. How to Create a Standard Campaign Using Jove's Keyword Generator

Summary

Jove’s Keyword Generation/Campaign Creation tool automates the creation of a campaign/keyword architecture that is proven to work well with Jove’s bidding algorithm. The resulting campaign/keyword architecture is designed to aid in predicting precise and accurate conversion rates at the keyword level, which are used to make automated bidding decisions based on user-defined a target CPA.

At its core, the tool allows users to input multiple sets of words to be concatenated in all possible permutations to create keywords for a campaign. Users may add constraints to the permutations to aggregate keywords by ad group and bid group, word order, mutual exclusivity of sets, and match type variants.

One Jove campaign may create up to 60 campaigns in Google and 60 campaigns in Microsoft Ads.

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Key Components

1. Match types
Jove creates one campaign-fork per match type selected in campaign creation. Below is a description of each match type’s logic:

  a. Exact

      i. An exact match is when someone searches your exact keyword or a close variant. Acceptable variations include misspellings, singular vs plural forms, presence or absence of prepositions, conjunctions, or articles, etc.
      ii. Ex: If your keyword is [tennis shoes], you will serve to someone searching “tenis shoes,” “in tennis shoes,” etc.

  b. Phrase

      i. A phrase match is when someone searches your keyword even if they include words before and/or after it.

      ii. Ex: If your keyword is “tennis shoes,” you will serve to someone searching for things like “red tennis shoes men” or “red leather tennis shoes” but not “shoes for tennis” or “red shoes tennis.”

c. Broad Modified

      i. A broad match modified is when someone includes your keyword in their search.

      ii. Ex: If your keyword is “shoe,” your ad will serve to someone searching for “leather shoe,” “best men’s shoe,” and “shoe painting” but not for “sandal” or “leather boot.”

d. Broad

       i. A broad match is when someone searches for something that Google sees as a relevant variation even if it is not in your keyword list.

       ii. Ex: If your keyword is “shoe,” your ad will serve to any that includes the word “shoe” as well as words like “boot,” “sandal,” etc.

e. “Partial” subset match type campaign-forks

       i. Jove allows users to select an option called “Partial Exact,” which may be selected for each match type without loss of generality.

       ii. If a user selects a standard match type campaign fork, then all keyword permutations generated will be included in campaigns generated for that match type.

       iii. When the partial subset match type is selected, a user may decide that one set of keywords within a “String“ should not be used when generating keyword permutations.

2. Device Types
Jove creates one campaign-fork for each device type selected during campaign creation. Below is a description of each device type selection:

  a. Desktop & Tablet

       i. If this option is selected, each corresponding campaign created in Google/Microsoft Ads will have a -100% bid modifier on Mobile device targeting.

       ii. If this option is selected, users may not select “Desktop” as a standalone option

       iii. If this option is selected, users may not select “Tablet” as a standalone option

  b. Mobile

       i. If this option is selected, each corresponding campaign created in Google/Microsoft Ads will have -100% bid modifiers on both Desktop and Tablet device targeting.

  c. Desktop

       i. If this option is selected, each corresponding campaign created in Google/Microsoft Ads will have -100% bid modifiers on both Mobile and Tablet device targeting.

       ii. If this option is selected, users may not select the “Desktop & Tablet” option

  d. Tablet

      i. If this option is selected, each corresponding campaign created in Google/Microsoft Ads will have -100% bid modifiers on both Mobile and Desktop device targeting.

     ii. If this option is selected, users may not select the “Desktop & Tablet” option

3. Strings
The main unit of a Keyword Generation build is called a “string,” each of which represents a different syntactic variation of search keywords related to your campaign. Each string is made up of a sequence of word sets that will be concatenated to create every permutation of your inputs.

a. Set
A set is a text box within a string. The Keyword Generation tool will use one line from each set in the string to concatenate a new keyword during generation. Set Settings include:

  i. Required- When selected, this ensures that at least one line from the required set is included in every keyword permutation.

    1. At least one set must be required in every string.

  ii. Make interchangeable in String- When selected, a user may choose to assign a set to interchangeable set 1 or 2. If two sets are included in interchangeable set 1, then those two sets will be considered mutually exclusive, and no keyword permutations will include a line from both sets.

    1. Interchangeable sets must also be Ad Group sets.

  iii. Bid Group -When selected, each line in a set will comprise one part of a bid group name.

    1. If only one set has ‘Bid Group’ marked, then each line will represent a bid group that will be generated.

    2. All campaigns must have at least one Bid Group

    3. All Bid Groups must also be Ad Groups

  iv. Ad Group - When selected, each line in a set will comprise one part of an ad group name.

    1. All campaigns must have at least one Ad Group

  v. Include in... - When selected, this set will be used to generate permutations for the selected match type.

    1. This setting only appears when using Partial subset match types

    2. All keywords will always be generated in Exact Match form.

    3. If a set is both Required and an Ad Group, it must be included in all match type variants.

b. Below is an example of a simple string:

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How-To’s

How to Create a Standard Campaign Using Jove’s Keyword Generator

  1. From Jove’s Search Portal, click “New Campaign”blobid0.png
  2. On the resulting dialog box, Select “Search.”                blobid12.png
  3. Next, name your campaign and click the “+ Campaign” button to create your draft campaign.

    a. After this point, you may return to this screen from the campaign index, selecting the campaign name, and navigating to “Bulk Keyword Generation” under “Keywords”
    b. Note: The Keyword Generator form auto-saves changes.blobid13.pngblobid14.png

  4.  Set Generation Settings

    a. Users may associate one linked Google Ads Account
    b. Users may associate one linked Microsoft Ads Account
    c. Select Location Intent

         i. Location of Presence - Target only people who are searching from the targeted area
         ii. Area of Intent - Target only people who are searching for the targeted area

    d. Select Brand or Non-Brand - For reporting purposes only
    e. Word Limit Per Keyword String
    f. Match Type/Device Type Settings
         i. Jove’s Recommended Settings Toggle On/Off
         ii. Match Type Settings
         iii. Device Type Settings blobid10.png

  5. If data exists, estimate the starting bids for each match-type-device combination using the formula:
    CPC = CVR * tCPA
  6. Next, begin generating keyword strings.

         a. New campaigns will contain one string with one set.

         b. Ensure that each string’s sets are in the order that you wish.

              i. You may click a set and drag it to re-order.

             ii. To delete a set, click on the red “X” button in the upper right. It is recommended to always leave at least one set within a string.

       c. Ensure that each Set has the correct and desired settings.

       d. Add new strings or duplicate existing strings. Note: Jove automatically de-duplicates any keywords that would be generated twice.

       e. See below for an example string.

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7. Click the “Refresh” button to calculate the number of keywords and ad groups produced by the Sets.

8. Click the drop down that says “Expand to see metrics for all keyword strings” to see the total number of keywords and ad group metrics for every string in your campaign.

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9. When you are satisfied with each of your strings, double check your keywords, ad groups, and bid groups by selecting “Preview All” at the bottom of the Keyword Generation tool. This will open a dialog box showing all the keywords to be created by match type.

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10. Lastly, click “Generate Keywords.” Keyword generation generally takes no more than 5 minutes and creates the draft structure of the campaign. Your campaign has not been published to Google/Microsoft Ads. See Campaign Publishing for further detail.

Warning: You may add keywords into campaigns where keywords have been generated, but you may not remove them in the Bulk Keyword Generation Tool. Jove recommends against editing any existing strings after Generation.

 

 

 

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