Breaking keywords into elements can help us understand which roots and qualifiers are performing best in a relative sense. It can also help us manage and maintain keyword building blocks, especially for those accounts which use thousands of keywords across a large number of ad groups and campaigns.
We normally break keywords into the following elements: Root + Qualifier [+ Place] with Place being optional, and for many accounts this methodology is apparent in the names we choose for ad groups and campaigns.
Especially for local accounts which include Place qualified keywords, we create Root ad groups which are “clean” of place qualifiers. These Root ad groups include comprehensive lists of keywords which can be replicated and modified with place names to expand the account as may be required. [Excel Hint: =concatenate(c4, ” denver”)]
Keeping root keyword lists up to date for the most recent keyword additions makes it much easier to maintain a PPC acccount. It also makes it easier to replicate campaigns for other uses.