Google Ads Keyword Scaling

Which keywords drive better organic traffic? Scale and find out.

If you want to scale your business with PPC, you have several options. One of the most efficient ones is to scale your keyword inventory. Automation is key to achieve this for large accounts. You can build your own automated pipeline for new keywords. We recommend using the Google Ads API for most of the following solution approaches.

WHAT ARE GOOD KEYWORD SOURCES?

External keyword resources

There are a lot of paid and free tools out there that will help you to identify new keywords. It is a good way for setting up your account from scratch. If you are searching for long tail product keywords have a look at our free tool. We also released a free Python script to scrape the Google Autosuggest on scale.

Your own PPC queries

When it comes to an automated solution for keyword scaling it is great to use broad match type keywords or Dynamic Search Ads as seeding for new keywords. If you run Google Shopping you also have a great resource for mining new money keywords.

WHAT ARE THE MOST COMMON
TYPES OF KEYWORDS?

Product based keywords

When you are advertising products you will use your product feed data to create a lot of different keywords for different hierarchical levels. You can use the brand names of your products, lines and categories but also keywords that point directly to a specific product. The biggest challenge are the long tail product keywords. In most of the cases the feed values for your products do not match to the way the user is searching.

Solution/Problem based keywords

This is in my opinion the more challenging keyword type. You can not take just a feed and create a large amount of good keywords right away. For that use case you should spend a lot of time for clustering and grouping keywords  to identify the most important topics the users are requesting. We provide a software service for identifying and structuring those type of money keywords.

HOW TO BUILD AN AUTOMATED PIPELINE
FOR NEW KEYWORDS?

Set up keyword seeds

Set up accounts with the main purpose of triggering new queries that are not covered with keywords yet. Common approaches are DSA campaigns or broad/mbroad keywords. The main optimization task for these accounts is to block noisy search patterns in the earliest stage possible. Have also a look at the keyword negativation section.

Define rules when a query should be added as keyword

Avoid adding everything to your keyword account. Otherwise there will be a lot of “low search volume” keywords that will never see traffic. Think of some filtering rules like a minimum amount of clicks or impression to add in a more focused way. Of course you can also add some restrictions that there has to be a proof in form of a conversion.

Work with IDs for product based keywords

If you have unique identifiers for your product inventory available you should use them. This will help you for a lot of automation tasks. I would recommend to use something like keyname:keyvalue in your adgroups. This will make in easy to connect different accounts to each other for adding the new keywords to the right adgroups.

Use SKAGs as target for solution/problem based keywords

It is difficult to merge new keywords into existing adgroups if you do not have a unique key available in your adgroup name. If you are using new single keyword adgroups the complexity is reduced a lot because you just have to add a new element to the account.

Use ad script for implementing your keyword pipeline

Now just put it all together in one Google ads script. Fetch the queries from your seed accounts and identify the valid search terms by applying your filter rules. For adding the new keywords to the correct place use the key identifiers in the source accounts and match them with the keys in your target accounts.

HOW TO FIND THE BEST MATCHING
LANDING PAGE FOR YOUR KEYWORD?

You can match a keyword directly to a product page

This approach depends on your chosen account structure. If you set up e.g. an specific DSA target for each of your product URLs you know where the search query is pointing to and you can use this URL right away for linking your keyword.

Link to your internal website search

This is a low tech solution but it also can work great if your internal site search is doing a good job. So you just link your keyword to your website search and hope that the results are relevant. Back this up with a monitoring script that is looking for bounce rates on these keyword and pause the poor ones: This was probably a keyword where the search result was bad.

Use Google’s site search for your own domain

A lean approach is to send every keyword to Google’s site search. The results google is matching will be relevant. If you combine this with some of additional rules this will be a pretty solid solution. You can e.g. filter out some landing page patterns you do not want to use or you compare how good the keyword is matching to the page title or the SERP snippet. This works great for solution/problem based queries.

Build your own search query classifier

When you have product feed available you can set up your own small search engine that is trying to match your queries to products. You do not have to pay for API requests like with a Google site search and you are able to classify bigger query sets in a shorter period of time. This is a great piece in your PPC architecture when you are an e-commerce website with a variety of products.

HOW TO CREATE A MATCHING AD COPY?

Quick & dirty with keyword insertions

With this approach you can run right away our new keywords. Use the keyword insertion in your headline and keep the rest generic. Use for example your USPs to fill the ad space. Of course you can do better than this approach – a good focus is to optimize e.g. the top 20% based on impressions and get best in class there within the next weeks.

Cluster based ad matching

If you cluster your keywords into keyword topics you are able to define a well matching ad copy for a large amount of keywords. Before you are able to start you should add a fair amount of ad copies. When a new keyword should be added we are assigning the keyword to a cluster first and then use the text of the matching keyword group. This is a very good approach for solution/problem based keywords.

Template based with a product feed

This is the easiest case. You have a lot of information available in your product feed you can use for creating great ad copies. Use brand names, prices or discount values for creating already highly customized texts for your keyword. Sometime it is getting challenging when you have to shorten your product names that are available in your feed.

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