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Managing Campaigns

Home > English > Managing Campaigns > Keywords, Creatives, and Campaigns > How To Articles: Keywords, Creatives & Campaigns > Understanding Keyword Expansion Settings

Understanding Keyword Expansion Settings

Introduction

Settings for Keyword Expansion are done at the client level. Navigate to the Admin section, and then click the Expansion tab to access the settings page.

Note: If your Expansion tab is empty, please ensure that you have at least one source selected on the settings page.

Sources of keyword generation

  • Publisher search query report
    Captures the raw search query from Google and Microsoft using the search query report.

Note: If you select Publisher search query report as the source of the keyword expansion, you must have the publisher's conversion pixel/tracking installed for the conversions to be shown for the keyword suggestions.

  • Current keywords
    Use top performing keywords as seed keywords for keyword research tools. To limit the type of seed keywords used, adjust the minimum token count settings for the seed keywords used.
     

Please note:

  • A Token is a single word. For example, the phrase 'Buy Goat Cheese' has three tokens and 'Goat' is one of the tokens that make up the phrase.
     
  • Seed keywords with fewer tokens will be higher volume, more tokens will be more tail/niche words.
     
  • You can also limit the number of characters for potential seed keywords by filling in the character limits for the words that our application uses as seed keywords.

Keyword actions

  • Place new keywords into all groups that contain the same keyword
     
  • Automatically add new keyword suggestions
    Any keyword suggestions that have more than the specified number of conversions will be automatically added. Keyword suggestions will inherit a group bid and destination URL. Suggestions will be built using other keywords in the group and URL Builder (if turned on). Users can specify if a keyword will be added as Exact, Phrase or Broad match type. Users can specify if keyword suggestions will be added to the parent group or a new group. If keywords are to be added to a new group, the Platform will create a new group named 'ExistingGroupName(Marin Copy)' .

  • Automatically add negative keywords
    Any keyword suggestions that have more than the specified number of clicks and less than the specified number of conversions will be automatically added as negatives. Users can specify if the new negative keyword will be added as Exact, Phrase or Broad match type. Users can specify if negative keywords will be added to the parent group, campaign, or all accounts.
     
  • Reject phrases
    Rejected Keywords allow you to limit or ignore certain phrases that will not show up under keyword suggestions in the future. While you would use negatives to identify phrases that you want to block. Rejected Keywords are for low-volume phrases that you will capture anyway with broad match and are not worth creating a new keyword for.

Sources of placements

  • Publisher Placement Report
    Captures automatic placements on the Google Content network using the daily placement report.

Placement actions

  • Automatically add new placement suggestions
    Any placement suggestions that have more than the specified number of conversions will be automatically added to the group. Placement suggestions will inherit a group bid and destination URL. Suggestions will be built using other placements in the group and URL Builder (if turned on).
      
  • Automatically add negative keywords
    Any placement suggestions that have more than the specified number of clicks and less than the specified number of conversions will be automatically added as negatives. Users can specify if negative placements will be added to the parent group, campaign, or all Google accounts.

    After selecting the desired settings, click Save. To view suggested keywords, go to Keywords > Suggested Keywords. Keyword suggestions are populated nightly.
     

To view suggested placements, go to Placements > Placement Report. Placement suggestions are populated nightly.

Important notes

  • Keyword expansion will generate new keywords only every three days.
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