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 inventory plan, you may prefer to do this at the ad group level instead of at 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 check box.
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 check box.
Example
- Create a campaign template that uses the following multipliers:
- The Brand and Category level 5 inventory attributes
- The Create all keywords in match type-specific campaigns multiplier
- Create a keyword template that generates the following keyword variations:
- Brand: exact match
- Category level 5: broad match
- Assign the keyword template to the ad group templates within the campaign.
The following table compares the campaigns that the inventory plan generates.
| If you do create keywords in match type-specific campaigns, you'll see campaigns that look like this: | If you don't create keywords in match type-specific campaigns, you'll see campaigns that look like this: |
|
BrandA_exact, which contains:
|
BrandA, which contains:
|
BrandA_broad, which contains:
|
Some broad match modifier behavior moved to the phrase match type
In conjunction with Google Ads, Microsoft Advertising, and Yahoo! Japan, Search Ads 360 will soon end support for creating broad match modifier keywords in manual campaigns and keyword templates in inventory campaigns.
If a keyword template specifies the broad match modifier and Search Ads 360 is required to generate a new keyword, Search Ads 360 will generate a new phrase match keyword instead of a broad match keyword. Learn more.
Negative keywords
Notice that the example above also contains negative keywords. If you create match type-specific campaigns or ad groups, the inventory plan 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 inventory plan will automatically generate negative keywords for the unspecified match types.
This ensures, for example, that brand searches only match your exact match brand keywords.
Empty campaigns or ad groups
Even if you create match type-specific campaigns or ad groups, the inventory plan 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:
- Brand: exact match
- Category level 5: exact match
- Category level 5: broad match
The inventory plan generates:
- An exact-match campaign
- A broad match campaign
The plan doesn't generate a phrase match campaign since you didn't specify a phrase-match variation in your keyword template.
There are a couple of cases in which you'll 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 this variation in a keyword template:
Category level 5: phrase match
But there aren't any products that specify Category level 5, the plan will generate 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 check box. In this case, you'll see one empty campaign or ad group for each match type.