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Why Add Keyword from Search Term?
The search terms report will tell you exactly what search terms triggered your ads. It's useful data: you can see what your customers were looking for before they converted, or see what irrelevant searches have shown your ads when you didn't intend them to appear.
It's generally good practice to keep your keyword and negative lists well-matched to your search terms report. It keeps your account healthy and spending budget on the right searchers — but it can be hard, time-consuming work! That's where Opteo comes in...
How does this improvement work?
At every refresh cycle, we'll generate an Add Keyword from Search Term improvement for the five most costly search terms in your search terms report.
Depending on the search term, you may want to add it as a negative keyword instead. When you click Classify Keyword, we'll prompt you to decide whether to Add New Keyword or Add Negative Keyword.
We'll offer this improvement when a search term is triggering your ads but hasn't been added as a keyword.
To help you decide, we'll tell you the amount spent on this search term, the number of clicks & conversions it generated, and it's CPA.
We'll let you know the location of the keyword which was triggered by the search term.
We'll also display a typical Google search results page the search query would generate.
Classifying new keywords with Opteo.
- When adding a new keyword from the search term, you'll first need to specify which words you'd like to include, as well as the match type. You can choose between Modified Broad, Phrase and Exact.
- The new keyword's Max CPC bid will match that of the source keyword. You may wish to adjust this from our Manage feature
- Next, decide on a destination for the keyword. You can choose from your currently active Campaigns and Ad Groups or if you'd prefer, create a new Ad Group within an existing Campaign.
- For new Ad Groups, we'll create a duplicate of the highest CTR ad from the source ad group.
- You can split test this new ad alongside a DKI ad, should you wish.
Adding a Negative keyword:
- Select the words to include in the negative keyword, then the match type. Available negative match types are Broad, Phrase and Exact.
- Then select a location for the negative. You can choose from all Negative Keyword Lists within your Shared Library.
Note: It's possible that your account shares an MCC connection and therefore has access to negative keyword lists that are 'Owned by a manager account'. Unfortunately, Opteo cannot add negatives to these shared lists.
- We'll prioritise the queries that are costing you the most.
- If the CPA is exceptionally bad (more than 3x target CPA), Opteo will offer an Add Negative Keyword improvement task instead.
- We'll only look at queries generated in the last 90 days (to keep things fresh), but for those queries, we'll gather all-time metrics. This helps beef up stats for search queries, which tend to have very low metrics.
- We'll check your campaign-level negatives, your ad group-level negatives, your shared negative lists, and your existing keywords to make sure that a query isn't already covered. If we find an existing keyword, but it isn't [exact], we'll still prompt you for action — if it's a significant query, it deserves its own [exact] keyword.
- For Google Grants accounts, we'll limit the new keyword to a $2.00 bid, even if the source keyword bid is higher.