How We Create and Implement Keywords and Ad Copy
Generating a seed keywords is the starting point and foundation of our ad group structure. Once we have our ad group structure containing one seed keyword in each, we then start the stemming process. Keyword stemming is where we identify long-tail keywords containing the seed keyword.
We use a number of industry tools and the search networks’ search query reports to facilitate this process. Our goal is to create a tight and granular ad group structure where keywords contain the seed keyword that will be applied to ad copy. As part of the stemming process, if a keyword is generated that changes the context of the search, or warrants a new ad copy, we treat that keyword as a new seed and start the process again.
There are 3 main things we do when writing ad copy:
Whether we use a qualified or non-qualified ad copy depends on: