How to Build a Single Keyword Ad Group Campaign (One Keyword List)
Quick start video
A Single Keyword Ad Group Campaign with one keyword list is the most basic campaign type available in SpeedPPC – you may also see it referred to as a "Single Core" campaign. You'll want to use it when:
- You have a list of the exact keywords you want to target.
- You want to create one ad group per keyword (a strategy known as “SKAGs”).
- The only text you want to dynamically insert into your ads is the keyword, nothing else.
This is also a good campaign type to start with if you're working on learning about the core functions of SpeedPPC. This article will take you through setting up a Single Keyword Ad Group Campaign step by step. Don’t sweat it - in just a few minutes you’ll have the basic concepts down!
Starting on the Dashboard, there are two ways to create a new campaign: either choose "Add New Campaign" from the Campaigns menu item at the top, or hit the pink button with the plus symbol at the top right of the "Your Campaigns" table.
On the first screen, you'll enter basic information about your campaign:
Campaign Title: The title of your campaign, as it will appear in your ad account.
Campaign Description: This optional field allows you to include more information about your campaign for your own reference. The description will not be uploaded to the ad platform - it’s for your eyes only.
Target Ad Platform: Here you'll indicate whether this campaign is for Google Ads, Microsoft Ads (Bing), or both.
Ad Types: There are three types of ads you can create. Your campaign may include just one ad type or any combination of the three.
Text Ads: Text ads are good old-fashioned static expanded text ads, what you probably think of when you think about a regular search ad. A classic!
Call Only Ads: Call-only ads are ads designed for mobile search. The searcher calls a number you designate when they click, rather than visit your website. If your business takes phone calls, they’re useful for engaging with interested searchers right away. (Not available for Microsoft Ads.)
Responsive Search Ads: Responsive Search Ads, which first became available to all Google advertisers in 2018 and on Microsoft Ads in 2019, are a type of dynamic ad where the ad platform chooses the specific ad copy from among pre-written headlines and descriptions you designate. The potential combinations will be mixed and matched to find the ideal ad based on performance and the searcher’s query. You can enter up to 15 headlines and 4 descriptions. Let AI do the heavy lifting to create the right ad. Fancy!
Campaign Type: This is the type of SpeedPPC campaign you want to create. In this case, we’ll choose “Single Keyword Ad Groups” and “One Keyword List.”
Below you can see what your settings may look like, depending on which specific options you choose. From here, we’re ready to hit next and go on to “Keyword Setup.”
You can enter two basic types of keywords in SpeedPPC: what we call “Bid Keywords” (the keywords you want to target, the ones you believe will bring you hordes of searchers eager to buy what you offer) and “Negative Keywords” (keywords you want to exclude, that make you say “Heck, no!”). We recommend that you usually include negative keywords in your set-up, otherwise all kinds of havoc could ensue. Don’t say we didn’t warn you!
You can enter your keywords directly into the box in this section, or load them from a handy-dandy Keyword List you’ve already created using the “Load” drop-down to the upper right of the box. Learn more about creating Keyword Lists in the Keywords section of the SpeedPPC Help Center.
From the "Load" drop-down you can also choose from among dozens of tantalizingly useful pre-existing keywords lists that we provide for you, such as lists of electronics models, popular cities, occupations, and more. Since we only have one keyword list for our campaign, in this scenario you’re most likely to use these lists to help you populate your negative keywords. For example, you might be advertising an online-only store that sells cell phones, and decide that you want searchers using variations of your keywords that include the names of cities, such as cell phone store in chicago, to stay away from your ads. We’ve saved you the work of coming up with a big list of cities yourself. Pretty nifty!
When you create your keyword list, don’t worry about entering different keyword match types (such as +cell +phone, “cell phone,” and [cell phone]). SpeedPPC will give you the option to create different match types from your seed keyword list in the next step. You can just focus on the keywords themselves and not worry about those pesky details yet.
The bottom part of this section has two parts: Keyword URL’s and Advanced Options.
Keyword URL’s is where you specify if you want to add a tracking ID to your URL at the keyword level. Not sure what in the world that means? No need to worry! If that’s you, just enter your Final URL and Final Mobile URL here (if you don’t have separate URLs for mobile, these will be the same), and skip the next paragraph.
There are several tokens available to help you add tracking IDs and other dynamic values (see our explainer article on Dynamic Keyword Insertion). At the right, use “TID Start” to designate the first tracking number you want to start from and “Increment” to control the amount by which tracking numbers increase each time. For example, if you put “1” into TID Start and “2” into Increment, your tracking numbers would be 1, 3, 5, 7, 9, 11, etc… The screenshot gives you an idea of what this might look like:
You probably won’t use Advanced Options for a simple campaign like this, but it might be nice to know that on this tab there are boxes you can check to clean up any extra spaces or bad characters that might have snuck into your keyword list. If for some reason you want to completely remove spaces in your keyword list, you can do that too. The Keyword Combining Options to the right are not applicable for a Single List campaign, so you can safely ignore them.
You’re done? Awesome! Click “Next” at the bottom of the screen to go on to Bid Setup.
Here you can specify the keyword match type (for both bid keywords and negative keywords) and bid. Unsure what match types are? Check out our explainer article on match types. If you’re using broad match keywords, you can specify whether or not to use modified broad match, and if so whether to apply the modifier to all words in the keyword, just the first word, or just the last word. For example:
best cell phone brands (regular, not modified broad match)
+best +cell +phone +brands (broad match modifier all words)
+best cell phone brands (broad match modifier first word)
best cell phone +brands (broad match modifier last word)
Don’t forget about Microsoft! If you’re using ads on both that platform and Google’s, remember to specify bids and keyword match types in each platform’s tab. The Microsoft Ads tab has some additional options you’ll need to enter, such as time zone, language, and budget, and whether you’d like to bid on the Search Network.
Below is an example of bids entered for an advertiser who wants only exact and broad match keywords, and phrase match negative keywords.
Ready to go on? On the next screen, you’ll enter your ad text. You can exercise your creative mojo right here and type in your ads directly on this screen, or load a previously created ad set if you already have something that works and want to speed on through.
One important function to be aware of is the ability to dynamically insert your keywords and other text into your ads. This way you can make sure your ads are insanely relevant and that all ads contain the searcher’s keyword! This feature is one of the strengths of SpeedPPC, so make sure you’re taking advantage of it. You can learn more in our explainer article on Dynamic Keyword Insertion.
Note that you need to have text in all fields in order for SpeedPPC to accept your ad, so make sure you give each section some love.
That’s it! You’ve created a Single Keyword Ad Group campaign. On the final screen, you can preview your campaign to make sure it’s just what you want and download your keywords and ads.
To learn more about how to transfer your work into Google Ads and Microsoft Ads, read about exporting your campaign.