Tutorial part 6. Keyword Template

Creating a Keyword template

This part of the tutorial will show you how to create a keyword template and how to connect it to the correct Ad group template. As before we will start with explaining the different options and at the end give you a example of how it could look.


  • Template name Same as before, this is where you set the name of the template.
  • Template status Sets the status of the template
  • Ad group template This is where you connect the keyword template to a ad group template, don't rush this, make sure you connect to the correct ad group.
  • Keyword properties
    • Keyword text Here you most likely will get to know Freemarker really well. When setting this option it is good to be familiar with the content of your feed, use the expression representing the string in the feed with the most unique keywords, this could be $descrption or maybe a combination of $manufacturer and $modelName. There is no standard for this, it depends on what info you have in your feed. A tip here is to really think before you decide which category to use.
    • Exact, Broad, Phrase and Negative Here you set what type of keywords that should be generated.
    • Initial bid Here you set the initial bid of all the keywords generated by this template
      Note that this is only a initial bid meaning that this is a one time bid and that this will not update your current bids when you run the feed job this will only happen the you check the box Always update bid.
    • Destination URL Here you set the URL that you want your keywords to link to, for a long tail campaign this is most likely set by using the expression $productUrl.
    • Parameter 1 & 2 Typically populated with $priceWithTax and used as ad parameters in Google Ads. Note that this could be populated with  another value such as $inStock value as long as it is a numerical value.
  • Statusbox
    • This is where you set the status of the keywords generated by this template. The three choices are Active, Inactive and Active when, using the last option of them allows you to specify the keywords to only be active when you have more than xx in stock.
  • Filtering options
    • This is where you can filter out your keywords even further, as in the example above, where you only want the keywords to be active when you have more than a specified number in stock you would probably make the settings to look something like this.
max_instock.PNG

 

Keyword Template example

  • Below is a example of how a keyword template could look. I've choose to use the $description expression since it had a lot of fine and unique keywords in it. For a generic campaign I might have chosen to use either $manufacturer or $modelname or both, it all really depends on what your goal is with the campaign.
  • Another thing you might have noticed is the extension I've added to the $description expression, this is called a built-in. There are several built-ins for different purposes, you can read more about it here. The reason I've used it here is to make my keywords more searchable, without the built-in my keyword text would look like this, "apple macbook pro 17-inch: 2.52ghz" what I've done is to remove all the symbols and replaced them with a [space].
  • Regarding initial bid, remember that this is only a initial bid meaning it is a "one time" bid, this will not override your future bids unless you check the box Always update bid. In parameter 1 I decided to set $priceWithTax, in the Ad template you can retrieve this info by typing {param1}, more on this later. 
  • To the right you can see a preview of what you will be creating.

keyword_temp.PNG

 

 

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