To manage bids and ad copy for different keyword match types, you may want to create campaigns that contain only exact match keywords, other campaigns that contain only phrase match keywords, and others that contain only broad match keywords.
Depending on how you've organized your templates, you may prefer to do this at the ad group level instead of the campaign level. That is, you can create ad groups for specific match types instead of campaigns for specific match types.
How to create campaigns or ad groups for specific match types
Create campaigns per match type:
- When setting up multipliers in campaign templates, select the Create all keywords in match type-specific campaigns checkbox.
Create ad groups per match type:
- When setting up multipliers in ad group templates, select the Create all keywords in match type-specific ad groups checkbox.
| origin_country | origin_name | origin_IATA | destination_ country |
destination_ name |
destination_IATA |
|---|---|---|---|---|---|
| UK | London | LHR | USA | Seattle | SEA |
| France | Paris | CDG | UK | London | LHR |
Create a campaign template with the following multipliers::
- Create the Campaign name using this formula:
f:"destination_country" & f:"destination_name" & "from" & f:"origin_country" & f:"origin_name"- The unique value combinations from the columns included as shown form the multiplier.
- In Keyword multiplier, select the Create all keywords in match type-specific campaigns multiplier.
- This creates a Keyword template that generates the following keyword variations:
- “origin_IATA”/”destination_IATA”: exact match
- "destination_country"/"destination_name"/"origin_country"/"origin_name": phrase match
- The keyword template is assigned to the ad group templates within the campaign
The following table compares the campaigns and keywords that these templates generate:
|
If you DO create keywords in match type-specific campaigns, you see campaigns with the following names and keywords: |
If you DON'T create keywords in match type-specific campaigns, you see campaigns with the following names and keywords: |
|---|---|
|
From the first feed row: Campaigns:
From the second feed row: Campaigns:
|
From the first feed row: Campaign:
From the second feed row: Campaign:
|
Some broad match modifier behavior moved to the phrase match type along with Google Ads, Microsoft Advertising, and Yahoo! JAPAN Ads. The new Search Ads 360 has ended support for creating broad match modifier keywords in manual campaigns and keyword templates in template campaigns.
If a keyword template specifies the broad match modifier and the new Search Ads 360 is required to generate a new keyword, the new Search Ads 360 generates a new phrase match keyword instead of a broad match keyword.
Negative keywords
If you create match type-specific campaigns or ad groups, the Templates feature may automatically create negative versions of some keywords. Specifically, for any keyword template that does not specify variations for the full complement of match types, the campaign or ad group parent template automatically generate negative keywords for the unspecified match types.
This ensures that searches only match your exact match keywords.
Empty campaigns or ad groups
Even if you create specific campaigns or ad groups for specific match types, the Templates feature only generates campaigns or ad groups for the match types that you've specified in your keyword templates.
For example, if your match type-specific campaign template includes a keyword template that generates the following keyword variations:
- “origin_name”/”destination_name”: phrase match
- “origin_IATA”/”destination_IATA”: exact match
The plan generates the following:
- A phrase match campaign
- An exact match campaign
The plan doesn't generate a broad match campaign, since you didn't specify a broad match variation in your keyword template.
In some scenarios, you see empty campaigns or ad groups:
- The keyword template is unable to generate a keyword for one or more of the variations you specified.
- For example, if you created the following variation in a keyword template – “origin_IATA”/”destination_IATA”: phrase match – but there aren't any products that specify a “destination_IATA”, the plan generates an empty phrase match campaign or ad group.
- You haven't assigned any keyword templates to an ad group template, but you have selected the Create all keywords in match type-specific campaigns or Create all keywords in match type-specific ad groups checkboxes.
- In this case, you see one empty campaign or ad group for each match type.