We structure search campaigns by factoring the keyword base phonetically within a database. The ad group structure flows naturally from groups of words that are semantically related (video post pending, showing the factoring process). This includes PPC keyword factoring, setting ad group structure, & match type assignments. This creates search campaigns built around relevant groups of similar keywords, delivering high-quality scores.
A keyword base starts as a few hundred multi-word “keywords”. We begin by identifying the root word or pair of words. Then we identity the modifiers, and the synonyms. Through this factoring process, we can organize the keyword base into ad groups. This has the effect of creating a highly structured campaign – meaning one with just a few root keywords per ad group. We then apply a workflow to assign keyword match types in a strategic fashion, to fit your market based upon an assessment of search intent.
With the keyword base identified and factored, we are then in a position to provision “match types”: phrase, exact, and broad. This process is covered elsewhere on this site. To use an analogy from photography, the effect is to provide each keyword with three “lens” to match to search queries by – narrow-angle, wide-angle, and macro.
After factoring and match type provisioning, augmented by negative keyword lists, the keyword list has become a highly selective keyword base tailored to the campaign’s target market.
The combination of a high-quality keyword base, strategic match type application, and properly structured ad groups is important, providing a strong underlying foundation for a quality PPC search campaign.