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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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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 ...

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