Book Image

Advertising on Google: The High Performance Cookbook

By : Kristina Cutura
Book Image

Advertising on Google: The High Performance Cookbook

By: Kristina Cutura

Overview of this book

Table of Contents (20 chapters)
Advertising on Google: The High Performance Cookbook
Credits
About the Author
About the Reviewers
www.PacktPub.com
Preface
Index

Multiplying keyword phrases


As you build your keywords lists, you will find that you'll continue to use some of the words throughout your campaigns. For example, as a furniture business, you might combine the word furniture with specific furniture brand names. This process can be time consuming when done manually; however, there are a few free tools outside of Google that can help you streamline keyword expansion.

Getting ready

Build out your core terms and modifiers that you'll want to combine. I usually do this in Excel or Notepad, noting the structure, or what campaigns and ad groups the keywords should be added to.

Following is an example of core terms and modifiers for a legal practice specializing in bankruptcy:

Core Terms

Modifiers

Bankruptcy

Lawyer

Debt

Lawyers

 

Attorney

Attorneys

Law firm

How to do it…

To multiply keywords:

  1. Access one of the multiplier tools in your browser. For the purposes of this example, I will use .

  2. Copy and paste your primary keyword phrases and desired words...