hey all right so I’m about to show you this part of the isolate and eliminate strategy how to isolate performing keywords I’ll take you inside a live campaign with lots of keywords and results and I’ll show you how you go about isolating there are several different ways that you do this I’ll show you all of these we kind of have covered these some of these in other in other sections as well but I’ll go over them again the number one place though to start isolating keywords is from the search terms so this is going to help you to improve your your control you’re gonna understand better exactly what people are searching and then you’re gonna start bidding on exactly those search terms as exact match and phrase match keywords so that you start getting more and more control so I’ll show you exactly how that works in a second and you’ll also want to use what you learned in the last week profit activator to create your columns you know so they have your conversions your cost per acquisition click-through rate at least if not more of them you want to check them regularly daily weekly monthly it depends on your your amount of focus here and you know it’s up to you also set up some filters I’ll show you how to set up some filters and we can check out the reports section as well so I will hop into the the campaigns and you can see what I’m talking about alright so here is a campaign that has gotten some results so I’ll show you how I would go about isolating and eliminating some keywords so let’s go into the keywords here and now you can see there’s lots of different keywords that have been put in here a lot of these are broad match so you know and the reason is I was just trying to see how much traffic I could get with this game Payne so I was just opening it up to lots of broad matches but what would happen if I did start getting a lot more traffic I would start pulling keywords out of the broad match so the way that you do that is you can either you click on details and you either go to select it or go to all so let’s go to select it let’s select improving memory here and then let’s click on selected and now it will show you all of the actual search phrases that people use that got shown for this keyword so some of these you’re going to be able to see we’ll talk about this in the next part in elimination are just things that aren’t relevant to what you’re selling you know this person I’m trying to sell a memory improvement like information product this person specifically was looking for aarp.org how to improve memories so that might not be a good one so I might eliminate that one but we’ll talk about that in a second what we want to look for is one that we’ve we can add so I added this one as an exact phrase games to improve memory ways to improve memory that’s probably good one so that was shown as a phrase match so what we would do but it’s but I’m currently not bidding on it as a phrase match or else it would have it would have been shown in the phrase match keyword instead of this broad match so this is a broad match it’s going out and collecting lots of different phrases but the thing is the crazy thing is you don’t know what people will search and you know Bing shows pretty relevant things so best games for improving them any techniques to improve my me adult memory games to improve my me these are all the different things that people actually type into the search engine that your keywords were close enough to as a broad match or a phrase match that it got shown outlined to improve memory retention what to take to improve memory what improves memory which champagne will improve memory I mean that is probably and that got a click that’s funny does coconut oil you just never know what what people are going to search for so what you want to do to keep control is start isolating these into at their own keywords you don’t necessarily have to pull them all out into their own ad groups and build landing pages for them etc but you at least want to isolate them as you collect more and more so that they’re not just lumped into this broad match category you want to pull more and more out of the broad match into their own keywords and then eventually if you collect enough of them you can move them in their own ad groups write ads specifically for them that just comes down to your creativity and you know where your focus is but let’s say we want to include the phrase and the exact match ways to improve memory we go to add as keywords and then we just go exact and phrase and then you can set separate bids for them so let’s let’s say this is the this is the broad match so the broad matches our bid at 30 cents so I usually bred exact and phrase match higher than broad match because they’re more specific they’re more likely to get clicks conversions etc so we might go like 50 cents for both of these and technically if you want to know like sort of mathematically what to do is you should bid exact matches higher because they have the most likely to be the most precise and the most likely to have click-through rates in convert so you might want to go put these at 70 cents or maybe you know ninety cents and then phrase matches they’re a little less likely to be controlled so you can keep them a little lower and then yeah so then you click apply and now it just added those two if we could click back to keywords then it just added those as in one as an exact match and then two it added that phrase as a phrase match to the keywords I already I already forgot what it was I think it was ways this is one of 20 so there are 20 pages of results but it added them in there somewhere the other way to do it is you if you’re looking at a whole this is that this is a whole ad group here right now you could do it by campaign you could look for a in a whole campaign do that right now so I just switched to the whole campaign it’s showing all the keywords and all the can in all the ad groups and I’m gonna yes so we’re doing entire time so this is the top one that got the most clicks but let’s just look at this option we’re gonna click details and instead of doing selected and selecting one of these keywords we’re gonna go to all so now it’s showing us all the phrases that have triggered all these keywords and gotten different clicks and you can see this is where your columns are really important because each of these phrases these these different things that people searched into the search bar will have different results and so your columns and your segments are really important here this is I mean you can see okay even within the keyword that was only one keyword that we just clicked on and actually know this in this example we’re looking at all the keywords so it shows you the keyword that it triggered for these two these are both from the exact same keyword right improving memory improving memory they both came from the same keyword but this one is vitamins to improve memory and this one is exercises to improve memory those are completely different desires they would respond completely differently to you know different products they might both be interested in the same thing if you if you have a memory improvement product they might both be interested but they might not this person who’s looking for vitamins might be you know far less likely so you can find that out by looking at your columns to check your columns and see if this one has one conversion and this one has 50 and they were both coming from the same keyword so you might look at the keyword and go all that keywords not performing I need to you know pause it but then if you look inside the keyword there’s even you know there’s another level of control of granularity and data so this is again looking for buried treasure it’s buried within the treasure so there are search terms buried within the keywords that can these search terms on their own can be profitable or unprofitable so over time this is this is the isolate strategy you want to pull you want to pull all these out into their own keyword you want to instead of this being shown for improving memory you want to get you want to show it for vitamins to improve memory as an exact match or a phrase match so then you you can start pulling them out of these broad matches and you’ll have full control over the keyword they’ll show up as its own keyword you’ll know exactly that’s this is exactly what someone searched for and then you can measure the performance even easier so make sure your columns are set up these are pretty good columns but here’s another tool I wanted to show you in this section its filters so this is a very powerful tool you go to filters and now you have all these different things you can filter the data by so match type you know added let’s see cost per acquisition I don’t know if there are any conversions in this this campaign but but this is a very good one to know is cost per acquisition is not actually let’s look at conversions conversions less than one so this would be something that did not have any conversions this might be all of them by the way I don’t know if the conversions were set up this was a long time ago so normally if you had conversions then you could say I want to see all the keywords or all the search terms that have never gotten to conversion and then you might go into elimination mode which we’ll talk about in the next video and just start pulling them out because you can also pull them out as negative keywords so check out filters they’re really good to to focus on the highest performing one so let’s go click-through rate is greater than one I don’t know if that’s one or one percent we’ll see okay so this is so the lowest is one percent here let’s go click-through rate is less than one so now you have all these lousy click-through rates you know zero basically zero so you could like pull these out and and pause them or whatever or you could just pull them out into their own keywords and maybe create ads that serve them better you’re seeing food for the brain vitamins so vitamins you know keeps coming up and if your ad doesn’t serve the person searching for vitamins they might still click on it but that’s ultimately it’s not what they were looking for so you might want to create a new ad that talks about vitamins and a new landing page with a new list etc etc so filters very powerful there’s lots of different options in here you can say you know match type contains exact plus the you know conversions is greater than five and it will give you all the results just for that so know about filters it’s another very powerful tool so for our isolation strategy these ones have already been added but I would say always add keywords or search terms just keep adding them because as you pull them out they will get room they won’t get bid on as broad match terms anymore so you want to turn this off as broad exact phrase turn off broad and you can change your bids accordingly whatever you want to set the mask depending on what you think will work better and then click apply and just it’ll start pulling them out so it’s starting to add all those things and eventually you want to just keep adding these if you know for sure that it’s completely irrelevant like a bet I’ve had some campaigns that were they just happen to have the same name as a TV show so people will be searching for the TV show and it has obviously nothing to do with what I’m trying to promote and you know it’ll still get tons of clicks because it’s a really popular TV show so you know if they’re searching for the TV show search phrases you can just eliminate them so we’ll talk more about elimination in the next video but this is the isolation strategy you really want to focus on digging into those search terms and finding all the search terms and pulling them out into keywords so and we go back to keywords all those search terms are gonna be in here now as exact match and phrase match and now from now on Bing will always check first to see if you’re bidding on the keyword as a phrase match or an exact match and if you are then it won’t put it into the broad match category it will serve under its own keyword this is all getting kind of advanced but you know this is this is the advanced stuff so you want to pull out the performing keywords and and first pull them from search phrases into keywords and then monitor their performance as keywords that’ll be the easiest way to go about it and you’ll see wildly different performance in different keywords most of the time so this is really important to know this is the isolate strategy it’ll be way more you know interesting with your conversion data and yeah this is this is a huge optimization strategy okay so in the next video we’re going to talk about the eliminate part of the strategy also very important