Getting Started with Keywords



Note: This guide covers a new Keywords generation tool released October 2020. For information on the older keyword generation tool that is a part of Search Management, see here.

Keywords by Jove offers a fast, flexible keyword generation tool that enables users to master the search auction. Search engine marketing requires targeting the most relevant search queries and minimizing irrelevant search queries for any given product, service or brand.

Keywords by Jove creates a list of keywords from permutations of user-defined word sets. Users may refine this list, adding precision by match type or modifying ad groups on the fly. Finally, users may publish a campaign structure that fits with their campaign and bidding strategy, whether they're using Jove's automated bidding or one of Google's Smart Bidding options.

Key Concepts & Components

Key Terms

  • Ad Group: A group of keywords which will all be targeted by the same set of ads. Often used as an organizational tool to group similar keywords.
  • Campaign: Each campaign created using Keywords by Jove will correspond to one Google Ads campaign. Users may publish up to 12 Campaigns in Keywords by Jove.
  • Configuration: A container entity used to save and structure keywords, ad groups, and campaigns.
  • Keyword: A word relevant to a business or brand. Search Ads target the audience of potential customers whose queries match the keyword.
  • Match Type: Each keyword has a matching mechanism that tells the search engine how precisely a search query must match the keyword before entering the auction to serve an ad. Match types include Exact, Phrase, Broad Modified, and Broad.
  • Permutation: A permutation in Jove is a combination of words using the order set by the user. A permutation group is the group of keywords that will be produced by combining all of the sets of words within the designated box.
  • Permutation Group: A permutation group is the group of keywords that will be produced by combining all of the sets of words within the designated box.

Managing Keyword Configurations and Creating Permutations

Upon entering Keywords, Users will encounter an index of the Keyword Configurations that are in progress or have been finished and may create a new Configuration.


Tip: It's always good to use a descriptive name (e.g. Keyword Theme: Author Name), for your or a teammate's ease of use.

Permutation Creation

After creating a configuration, users will see the Permutation Generation Form. The large rectangles are permutation groups. Users may have as many permutation groups as they'd like and may have up to 10 word sets per permutation group (though potentially fewer if the keyword is too long).


Permutation Group 1 is highlighted in Pink. Users may add new permutation groups and may add word sets within a permutation group.

Each keyword created will be a permutation of the word sets, taking one word from each set. Consider the following example.


The resulting keywords will include (list not exhaustive):

  • dachshund socks designer
  • german shepherd socks designer
  • rottweiler hats designer

It will also include keyword permutations that do not include non-"Required" word sets. For example:

  • dachshund socks
  • shirts

Users may also drag, drop and delete word sets within a permutation group, like so:


Required sets: Users must 'tick' the checkbox for Required for at least one set. By ticking Required, every keyword in this permutation group must have one line from this word set.

Ad Groups: Users must 'tick' the checkbox for Ad Group for at least one required set (but not all ad group sets must be required). By ticking Ad Group, each line of this set will make up part of an Ad Group name.

In the example above, the following Ad Groups result (preview of the next section😉 ):


Refining Keywords & Match Types

Why Refine?

Refining keywords allows users to decide which permutations should create keywords for each individual match type. After first creating all the combinations, users may find that some keywords are too "long tail" for broad match type, that certain keywords might be too similar, or it was just more efficient to allow a few extra unneeded combinations and delete them before publishing.

If it's easier for you to carefully craft your permutation generation, you can still do that!

The Refine Keywords step is essentially a review phase. Match-type-by-match-type, users may select or unselect whether certain permutation groups, ad groups, or keywords should ultimately be included in the campaigns. By default, all permutations are selected for each match type.

Here's an example:



Users may use the 'Review' tab to check which keywords have been selected by match type. Below is an example of one ad group and the keyword-match type that have been selected.



Campaign Configuration

The last step before publishing campaigns is to select the campaign configuration. In other words, users must decide:

  • Should all keywords be in the same campaign?
  • Should each match type have a separate campaign?
  • Should campaigns be separated by device type?

By default, the campaign configuration will include 4 campaigns, one for each match type. All devices will be included (i.e. no change to device type bid modifiers).

Tip: Take care to change your campaign names and select the correct Google Ads Account before Generating Campaigns.


Example configurations:






Why not All-in-One?

Many users have different methods of optimizing bids and budgets. Separate device types may allow campaigns to have different bidding strategies based on different expected conversion rates by device type or it may be easier to manage device-specific ads this way. Separate campaigns by match type may allow users to better control precision of which search terms match their keywords.

If you want to use Jove's built-in algorithm for bidding, it's best to split campaigns by match type AND device type. But Google Smart Bidding best practices recommend a different campaign/keyword structure. And manual or 3rd party bidding may have yet another recommended structure.


Related Articles

Keyword Generation & Campaign Creation 101

Search Sync & Ingestion Behavior 101

Common Keyword Errors & How to Handle


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