How To

Working with Keywords

One of the most challenging components of a successful paid search campaign is having a strong keyword strategy. When it comes to determining when your ads are displayed, you don't just pick a certain list of keywords and have the ad shown only when those keywords are used in a search engine. You want to give more specific instructions. You will want to learn about keyword fundamentals  before starting.  

Click below to download our eBook to learn more about owning the Google Results page:

Prerequisites


You should be familiar with the following topics before continuing:


Video


 
Adding Keywords via Actionable Reporting - This video will cover the steps to create Keywords via the ChannelAdvisor Actionable Reporting view. View Transcript

 
 
Using the Keyword Upload Spreadsheet - This video provides instructions on how to use the Keyword Upload Spreadsheet to add keywords to campaigns in bulk. View Transcript

 
 

Tasks Related to Keywords


 

How to Create Keywords

You can create one or multiple keywords within or across Campaigns:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the  Keywords Performance  tab:
    • Keywords - (Performance)  for All Active, Paused, Deleted
    • All Keywords - (Library) will include all Keywords
    • All Negative Keywords - (Library) of all Negative Keywords in the account
    • Optionally, you can use our Sort and Filter features to refine your selection.
  3. Click on New Keyword . (The New Keyword drop-down menu allows you to select the Provider)
  4. In the New Keywords frame that appears, enter the required information in each cell (double-click each cell to begin typing). Required information includes:
    • Campaign Name
    • Ad Group Name
    • Keyword
    • URL (you must include the http://www . before your landing page URL)
  5. Enter the optional information if desired. Optional information includes:
    • Match Type
    • Bid
    • Status
    • If no values are entered, the following default values are applied.
      • Match Type - Broad
      • Bid - Ad Group Default Bid
      • Status - Active
Please Note: Keywords can only be added to existing Campaigns and Ad Groups with a status of Active or Paused.

Quick Adding

To save time, you can add multiple Keywords to the same Ad Group by entering the Campaign and Ad Group and first Keyword on one line and then entering the Keywords as a list on the following lines. This view also includes a directory of your existing Campaign and Ad Groups with the ability to insert Campaigns and Ad Groups into the Keyword grid by clicking on the icon to the left of the Ad Group Name.

For Example:

Campaign NameAd Group NameKeywordURL*Match Type*Bid*Status
Campaign Example 1Ad Group Example 1Keyword 1www.yourURL.comExact1.01Active
  Keyword 2www.yourURL.comBroad.50Active
  Keyword 3www.yourURL.com   
Campaign Example 2Ad Group Example 2Keyword 4www.yourURL.com   

In this example, Keywords 1, 2 and 3 would go into Example Campaign 1 and  Example Ad Group 1 and Keyword 4 would go into Campaign Example 2 and Ad Group Example 2. For more help troubleshooting errors, click here .

Return to Top  

How to Upload Keywords in Bulk

The Paid Search Module of ChannelAdvisor Complete has the ability to upload a large number of keywords using a bulk upload spreadsheet. ChannelAdvisor provides a template to make the process easy.

To bulk upload keywords:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Click on Uploads .  
  3. From the Uploads drop-down menu, select Keywords
  4. Download the upload template spreadsheet.
  5. Populate the spreadsheet with your data. Do not change the header row; the spreadsheet must have four columns labeled Keyword, Base URL, Bid and Category ID .
  6. Save the spreadsheet as a text (tab delimited .txt) file with your data.
  7. To upload the file, return to the Upload Keywords page in ChannelAdvisor:
    • Select the file format using either a tab delimited file that was created using MS Excel or another program
    • Browse for the spreadsheet
    • Click Submit

Return to Top  

How to Validate Keyword Uploads

Use the Event Queue ( Digital Marketing > Account Settings > Event Queue ) to determine that the data has uploaded successfully.

Return to Top  

How to Manage Keywords

You can view all the keywords in your provider accounts from Digital Marketing > Marketing Management > Actionable Reporting.  

Each search engine has match type identifiers. This is a list for the Google and Bing providers. The Paid Search Module will prevent users from launching keywords with domains that do not match what we have on file for your account.  


Keyword Google Bing
[keyword]exactexact
"keyword"phrase phrase
keywordbroadbroad
+keywordbroad modifiedbroad modified

Return to Top  

Understanding Keyword Status

All keywords are assigned a status in Paid Search. The status are listed in the table below with the equivalent status on the search engines.

Paid Search Module in ChannelAdvisor
Google
Bing
Activeactiveactive
Pausedpausedactive
Inactive (generally a result of the keyword’s current bid being less than the minimum bid)inactiveinactive
Deleteddeletedn/a
Disapprovedn/an/a
Not Tracked (used for tems that we tracked previously but are no longer tracked due to deactivation of the AutoTrack feature)n/an/a

Return to Top  

Managing Keywords Based Performance 

To view performance statistics for your active keywords, navigate to Digital Marketing > Marketing Management > Actionable Reporting and click on the Keywords Performance tab. From this menu, you can sort and filter on specific criteria you enter.

  • If a keyword is a poor performer, consider changing the match type, ad copy, landing page or position to improve performance.
  • Consider pausing a keyword for a period of time if it is out of stock or a poor performer.

Return to Top  

How to Edit a Keyword

To edit a keyword, do one of the following:  

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Keywords Performance tab.
  3. To change the bid, hover over the field in the grid under Cur. Bid, and click the pencil edit icon for the bid you wish to change. Enter the new bid and click Save .
  4. To edit the Base URL, hover over the field in the grid under Destination URL , and click the pencil edit icon for the base URL you wish to change. Enter the new destination URL and click Save .
  5. To perform Bulk Base URL updates, click here to learn more.
  6. Pause or resume keywords by selecting the check box next to the keyword on the far left and clicking the appropriate status icon button at the top of the grid.

Return to Top  

How to Add Negative Keywords

ChannelAdvisor supports the use of Campaign and Ad Group negative keywords on Google and Bing. For additional details on this topic see the Working with Negative Keywords page.

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Keywords Performance tab.
  3. Click the arrow to the right of New Keyword to see the New Keyword drop-down menu, and select New Negative Keyword . (You may also select the Provider here; Google or Bing icons are clickable).
  4. Enter the required information in each cell. Required information includes:
    • Campaign Name
    • Keyword
  5. Enter the optional information if desired. Optional information includes:
    • Match Type
    • Ad Group
    • If no values are entered, the following default values are applied:
      • Match Type - Exact
      • Ad Group - If no value is entered, the negative keyword will be entered as a Campaign Negative Keyword.

Please Note: Negative Keywords can only be added to existing Campaigns and Ad Groups with a status of Active or Paused. To enter a Campaign Negative Keyword, leave the Ad Group box for that line blank. To add a Campaign Negative Keyword to all existing campaigns, enter "All" in the Campaign Name box.  

Quick Adding

To save time, you can add multiple Negative Keywords to the same Campaign or Ad Group by entering the Campaign and Ad Group name on the same line as the first keyword, and then additional Keywords for that Campaign or Ad Group on the following lines. The system looks to the previous line to define the Campaign or Ad Group if nothing is entered in either of those fields, and will use the values in the previous line to define the Campaign or Ad Group. 

For Example:

Campaign Name Ad Group Name Keyword *Match Type Output
Campaign Example 1 Ad Group Example 1 Negative Keyword 1BroadAd Group Level Negative Broad Keyword is created in Ad Group Example 1
  Negative Keyword 2 Ad Group Level Negative Exact Keyword is created in Ad Group Example 1
Campaign Example 2 Negative Keyword 3 Campaign Level Negative Exact Keyword is created in Campaign Example 2
All Negative Keyword 4PhraseCampaign Level Negative Phrase keyword is created in All Campaigns
Campaign Example 3 Negative Keyword 5 Campaign Level Negative Exact Keyword is created in Campaign Example 3
  Negative Keyword 6BroadCampaign Level Negative Broad Keyword is created in Campaign Example 3
All Negative Keyword 7 Campaign Level Negative Exact Keyword is created in All Campaigns
  Negative Keyword 8Broad Campaign Level Negative Broad Keyword is created in All Campaigns
Campaign Example 4Ad Group Example 2Negative Keyword 9 Ad Group Level Negative Exact Keyword is created in Ad Group Example 2
 Ad Group Example 3Negative Keyword 10 Ad Group Level Negative Exact Keyword is created in Ad Group Example 3
 Ad Group Example 4Negative Keyword 11 Ad Group Level Negative Exact Keyword is created in Ad Group Example 4
  Negative Keyword 12 Ad Group Level Negative Exact Keyword is created in Ad Group Example 4

With this example, you can see where negative keywords are created when values are not entered in the Campaign Name and Ad Group Name fields:

  • Negative Keyword 2 is created in the same Ad Group as Negative Keyword 1
  • Negative Keyword 6 is created in the same Campaign as Negative Keyword 5
  • Negative Keyword 8 is created in All Campaigns, just like Negative Keyword 7 on the previous line.

Please note: 

  • Any time the Campaign Name is defined but the Ad Group Name is left blank, the Negative Keyword will be added to the Campaign level. 
  • Any time "All" is used for the Campaign Name, the Negative Keywords that follow will be created in all campaigns. 
  • To add to individual Ad Groups within the same campaign:
    • You only have to define the Campaign Name for the first line, and then leave that field blank on subsequent lines, as seen for Negative Keywords 9 through 12 in the example above. 
    • The Ad Group Name has to be defined for the first Negative Keyword for each Ad Group, but can be left blank for subsequent lines, as seen for Negative Keywords 11 and 12 in the above example.

Return to Top  

How to Update Landing Pages for Keywords
 

  1. In ChannelAdvisor, select   Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the  Keywords Performance  tab.
  3. To edit the Landing Page for a Keyword, hover over the field in the grid under Destination URL , and click the pencil edit icon for the landing page you wish to edit. Enter the new destination URL and click Save.
 

How to Update Landing Pages for Keywords in Bulk

Bulk Base URL updates can be performed in   Digital Marketing > Marketing Management > Actionable Reporting .

  1. Download (Export) the keywords you want to update and load into a spreadsheet:
    1. From     Digital Marketing > Marketing Management > Actionable Reporting , click on the Keywords Performance tab.
    2. Use the Filter and Sort options to find the keywords you would like to update, and click the checkboxes to the left of those keywords.
    3. Make sure to include the Tracking ID column in your export. To do so, click Columns and in the frame that appears, make sure Tracking ID is listed as a Visible Column, and click Apply Changes .
    4. Click Export . Your spreadsheet will be downloaded.
  2. Open the downloaded spreadsheet, and create the new URLs.
  3. Concatenate them with the Tracking ID, using the ** format of {Tracking ID}**{Base URL}

    Example:  1234567**http://mysite.com/newurl.html
     
  4. Return to   Digital Marketing > Marketing Management > Actionable Reporting , and select Tools > Update Base URLs.
  5. Copy and paste these new URLs (with the concatenated format above) into the section. Click Save.


One of the most challenging components of a successful paid search campaign is having a strong keyword strategy. When it comes to determining when your ads are displayed, you don't just pick a certain list of keywords and have the ad shown only when those keywords are used in a search engine. You want to give more specific instructions. You will want to learn about keyword fundamentals  before starting.  

Click below to download our eBook to learn more about owning the Google Results page:

Prerequisites


You should be familiar with the following topics before continuing:


Video


 
Adding Keywords via Actionable Reporting - This video will cover the steps to create Keywords via the ChannelAdvisor Actionable Reporting view. View Transcript

 
 
Using the Keyword Upload Spreadsheet - This video provides instructions on how to use the Keyword Upload Spreadsheet to add keywords to campaigns in bulk. View Transcript

 
 

Tasks Related to Keywords


 

How to Create Keywords

You can create one or multiple keywords within or across Campaigns:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the  Keywords Performance  tab:
    • Keywords - (Performance)  for All Active, Paused, Deleted
    • All Keywords - (Library) will include all Keywords
    • All Negative Keywords - (Library) of all Negative Keywords in the account
    • Optionally, you can use our Sort and Filter features to refine your selection.
  3. Click on New Keyword . (The New Keyword drop-down menu allows you to select the Provider)
  4. In the New Keywords frame that appears, enter the required information in each cell (double-click each cell to begin typing). Required information includes:
    • Campaign Name
    • Ad Group Name
    • Keyword
    • URL (you must include the http://www . before your landing page URL)
  5. Enter the optional information if desired. Optional information includes:
    • Match Type
    • Bid
    • Status
    • If no values are entered, the following default values are applied.
      • Match Type - Broad
      • Bid - Ad Group Default Bid
      • Status - Active
Please Note: Keywords can only be added to existing Campaigns and Ad Groups with a status of Active or Paused.

Quick Adding

To save time, you can add multiple Keywords to the same Ad Group by entering the Campaign and Ad Group and first Keyword on one line and then entering the Keywords as a list on the following lines. This view also includes a directory of your existing Campaign and Ad Groups with the ability to insert Campaigns and Ad Groups into the Keyword grid by clicking on the icon to the left of the Ad Group Name.

For Example:

Campaign NameAd Group NameKeywordURL*Match Type*Bid*Status
Campaign Example 1Ad Group Example 1Keyword 1www.yourURL.comExact1.01Active
  Keyword 2www.yourURL.comBroad.50Active
  Keyword 3www.yourURL.com   
Campaign Example 2Ad Group Example 2Keyword 4www.yourURL.com   

In this example, Keywords 1, 2 and 3 would go into Example Campaign 1 and  Example Ad Group 1 and Keyword 4 would go into Campaign Example 2 and Ad Group Example 2. For more help troubleshooting errors, click here .

Return to Top  

How to Upload Keywords in Bulk

The Paid Search Module of ChannelAdvisor Complete has the ability to upload a large number of keywords using a bulk upload spreadsheet. ChannelAdvisor provides a template to make the process easy.

To bulk upload keywords:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Click on Uploads .  
  3. From the Uploads drop-down menu, select Keywords
  4. Download the upload template spreadsheet.
  5. Populate the spreadsheet with your data. Do not change the header row; the spreadsheet must have four columns labeled Keyword, Base URL, Bid and Category ID .
  6. Save the spreadsheet as a text (tab delimited .txt) file with your data.
  7. To upload the file, return to the Upload Keywords page in ChannelAdvisor:
    • Select the file format using either a tab delimited file that was created using MS Excel or another program
    • Browse for the spreadsheet
    • Click Submit

Return to Top  

How to Validate Keyword Uploads

Use the Event Queue ( Digital Marketing > Account Settings > Event Queue ) to determine that the data has uploaded successfully.

Return to Top  

How to Manage Keywords

You can view all the keywords in your provider accounts from Digital Marketing > Marketing Management > Actionable Reporting.  

Each search engine has match type identifiers. This is a list for the Google and Bing providers. The Paid Search Module will prevent users from launching keywords with domains that do not match what we have on file for your account.  


Keyword Google Bing
[keyword]exactexact
"keyword"phrase phrase
keywordbroadbroad
+keywordbroad modifiedbroad modified

Return to Top  

Understanding Keyword Status

All keywords are assigned a status in Paid Search. The status are listed in the table below with the equivalent status on the search engines.

Paid Search Module in ChannelAdvisor
Google
Bing
Activeactiveactive
Pausedpausedactive
Inactive (generally a result of the keyword’s current bid being less than the minimum bid)inactiveinactive
Deleteddeletedn/a
Disapprovedn/an/a
Not Tracked (used for tems that we tracked previously but are no longer tracked due to deactivation of the AutoTrack feature)n/an/a

Return to Top  

Managing Keywords Based Performance 

To view performance statistics for your active keywords, navigate to Digital Marketing > Marketing Management > Actionable Reporting and click on the Keywords Performance tab. From this menu, you can sort and filter on specific criteria you enter.

  • If a keyword is a poor performer, consider changing the match type, ad copy, landing page or position to improve performance.
  • Consider pausing a keyword for a period of time if it is out of stock or a poor performer.

Return to Top  

How to Edit a Keyword

To edit a keyword, do one of the following:  

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Keywords Performance tab.
  3. To change the bid, hover over the field in the grid under Cur. Bid, and click the pencil edit icon for the bid you wish to change. Enter the new bid and click Save .
  4. To edit the Base URL, hover over the field in the grid under Destination URL , and click the pencil edit icon for the base URL you wish to change. Enter the new destination URL and click Save .
  5. To perform Bulk Base URL updates, click here to learn more.
  6. Pause or resume keywords by selecting the check box next to the keyword on the far left and clicking the appropriate status icon button at the top of the grid.

Return to Top  

How to Add Negative Keywords

ChannelAdvisor supports the use of Campaign and Ad Group negative keywords on Google and Bing. For additional details on this topic see the Working with Negative Keywords page.

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Keywords Performance tab.
  3. Click the arrow to the right of New Keyword to see the New Keyword drop-down menu, and select New Negative Keyword . (You may also select the Provider here; Google or Bing icons are clickable).
  4. Enter the required information in each cell. Required information includes:
    • Campaign Name
    • Keyword
  5. Enter the optional information if desired. Optional information includes:
    • Match Type
    • Ad Group
    • If no values are entered, the following default values are applied:
      • Match Type - Exact
      • Ad Group - If no value is entered, the negative keyword will be entered as a Campaign Negative Keyword.

Please Note: Negative Keywords can only be added to existing Campaigns and Ad Groups with a status of Active or Paused. To enter a Campaign Negative Keyword, leave the Ad Group box for that line blank. To add a Campaign Negative Keyword to all existing campaigns, enter "All" in the Campaign Name box.  

Quick Adding

To save time, you can add multiple Negative Keywords to the same Campaign or Ad Group by entering the Campaign and Ad Group name on the same line as the first keyword, and then additional Keywords for that Campaign or Ad Group on the following lines. The system looks to the previous line to define the Campaign or Ad Group if nothing is entered in either of those fields, and will use the values in the previous line to define the Campaign or Ad Group. 

For Example:

Campaign Name Ad Group Name Keyword *Match Type Output
Campaign Example 1 Ad Group Example 1 Negative Keyword 1BroadAd Group Level Negative Broad Keyword is created in Ad Group Example 1
  Negative Keyword 2 Ad Group Level Negative Exact Keyword is created in Ad Group Example 1
Campaign Example 2 Negative Keyword 3 Campaign Level Negative Exact Keyword is created in Campaign Example 2
All Negative Keyword 4PhraseCampaign Level Negative Phrase keyword is created in All Campaigns
Campaign Example 3 Negative Keyword 5 Campaign Level Negative Exact Keyword is created in Campaign Example 3
  Negative Keyword 6BroadCampaign Level Negative Broad Keyword is created in Campaign Example 3
All Negative Keyword 7 Campaign Level Negative Exact Keyword is created in All Campaigns
  Negative Keyword 8Broad Campaign Level Negative Broad Keyword is created in All Campaigns
Campaign Example 4Ad Group Example 2Negative Keyword 9 Ad Group Level Negative Exact Keyword is created in Ad Group Example 2
 Ad Group Example 3Negative Keyword 10 Ad Group Level Negative Exact Keyword is created in Ad Group Example 3
 Ad Group Example 4Negative Keyword 11 Ad Group Level Negative Exact Keyword is created in Ad Group Example 4
  Negative Keyword 12 Ad Group Level Negative Exact Keyword is created in Ad Group Example 4

With this example, you can see where negative keywords are created when values are not entered in the Campaign Name and Ad Group Name fields:

  • Negative Keyword 2 is created in the same Ad Group as Negative Keyword 1
  • Negative Keyword 6 is created in the same Campaign as Negative Keyword 5
  • Negative Keyword 8 is created in All Campaigns, just like Negative Keyword 7 on the previous line.

Please note: 

  • Any time the Campaign Name is defined but the Ad Group Name is left blank, the Negative Keyword will be added to the Campaign level. 
  • Any time "All" is used for the Campaign Name, the Negative Keywords that follow will be created in all campaigns. 
  • To add to individual Ad Groups within the same campaign:
    • You only have to define the Campaign Name for the first line, and then leave that field blank on subsequent lines, as seen for Negative Keywords 9 through 12 in the example above. 
    • The Ad Group Name has to be defined for the first Negative Keyword for each Ad Group, but can be left blank for subsequent lines, as seen for Negative Keywords 11 and 12 in the above example.

Return to Top  

How to Update Landing Pages for Keywords
 

  1. In ChannelAdvisor, select   Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the  Keywords Performance  tab.
  3. To edit the Landing Page for a Keyword, hover over the field in the grid under Destination URL , and click the pencil edit icon for the landing page you wish to edit. Enter the new destination URL and click Save.
 

How to Update Landing Pages for Keywords in Bulk

Bulk Base URL updates can be performed in   Digital Marketing > Marketing Management > Actionable Reporting .

  1. Download (Export) the keywords you want to update and load into a spreadsheet:
    1. From     Digital Marketing > Marketing Management > Actionable Reporting , click on the Keywords Performance tab.
    2. Use the Filter and Sort options to find the keywords you would like to update, and click the checkboxes to the left of those keywords.
    3. Make sure to include the Tracking ID column in your export. To do so, click Columns and in the frame that appears, make sure Tracking ID is listed as a Visible Column, and click Apply Changes .
    4. Click Export . Your spreadsheet will be downloaded.
  2. Open the downloaded spreadsheet, and create the new URLs.
  3. Concatenate them with the Tracking ID, using the ** format of {Tracking ID}**{Base URL}

    Example:  1234567**http://mysite.com/newurl.html
     
  4. Return to   Digital Marketing > Marketing Management > Actionable Reporting , and select Tools > Update Base URLs.
  5. Copy and paste these new URLs (with the concatenated format above) into the section. Click Save.


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