We have the campaign structure set up, so we can get to work on creating keywords. We start by creating a new generator:
1.) First, name the generator, the name is only an informative description, it is not assigned to the advertising system.
2.) Next, choose a base for your keywords. You can use any variable from your feed as the base.
As for prefixes 3.) and suffixes 4.), always leave the keyword base and then create a new keyword with the prefix or suffix added. If you don't want the keyword base itself to be generated, type the prefix or suffix in the field next to the keyword base.
5.) Now choose what matches to use for the keyword. In the match selection, you can set up classic/negative/special matches and combinations of these.
6.) In the panel to the right, you can see a preview of the keywords that will be generated for each ad match from this generator.
The remove duplicate words option makes sure that there are no duplicates in one single keyword. Let’s use “A blonde Mattel doll from Mattel” as an example. It doesn’t matter how this word was created, if it came from the data source, or if we simply added the brand twice at some point. What does matter is that the settings will remove any duplicates of this word so that only “A blonde Mattel doll from” remains in the end.
The remove stop-words from the keyword settings removes interjections, conjunctions, etc. For example, “A Barbie doll with a horse” turns into “Barbie doll horse”.
The variants with fewer words allow you to shorten your keywords so that they include only as many words as you want. Surplus words will be deleted from the back.
The variants without diacritics add a variation of keywords with all diacritics removed.
If you want to create different variations of your keywords, for example to replace “pony” with “horse”, use the find and replace function which always keeps the original keyword and adds the new variation.
You can also use regular expressions, and if you're not into making them up, use our regular expression examples:
There are plenty of commonly used regular expressions to choose from. Just click on the + button and the expression will automatically fill in.
We’ve already encountered Conditions when creating our new campaign. Thanks to them, we were able to select particular products in the campaign. And they work in the same way here – you can use them to select a particular group of products you’d like to be processed by the generator.
The generator creates a great number of keywords but many of them might not be needed or are too short/long. That can be resolved by the reduce keywords function. And what exactly does this box mean?
- Min. words – use keywords which contain at least two words (separated with a space)
- Max. words – use keywords which contain no more than 10 words (separated with a space)
- Min. chars – use keywords with at least 3 characters
- Max. chars – use keywords with 70 characters at most
Time restriction allows you to set the time when the created generator should, or on the other hand shouldn’t generate keywords.
Once everything is set, all you need to do is click the Save button, and your keywords generator is complete!
After your generator is created, you’ll be redirected to a summary of all your generators. Creating a generator is nowhere near the only thing you can do with it, though. You can come back to it later and adjust it as you wish (1.). If you need one more generator that is similar to the original one, except for a couple of details, you don’t have to start all over from scratch; you can duplicate the generator both in that specific campaign (2.), and in another one (3.). Last but not least, it’s naturally possible to delete the generator (4.).
It may happen that one keyword will be generated for more different products. Thanks to the duplicate keywords strategy (5.) you can choose what to do with such keyword.