How to Build a Paired Campaign (One Paired List)

Note: If you’re new to building campaigns in SpeedPPC, you may want to check out our help articles on How to Build a Single Keyword Ad Group Campaign (Single List) and How to Build a Single Keyword Ad Group Campaign (Multiple Lists), as this article will skip some of the more basic steps covered there.


Quick start video

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Detailed instructions

If you're already using Single Keyword Ad Group and Thematic Campaigns, you know the ability of SpeedPPC to supercharge your capabilities as a marketer. Paired campaigns take this one step further by allowing you to pair a URL with every ad group. While there are a few ways you could creatively apply this, a popular use for this feature is to build eCommerce campaigns where each seed keyword is a different product number, and the expansion list contains the specific URL for every product.

A side note about an important policy for both Google and Microsoft that you should be aware of: you are only allowed to have URLs for one domain per campaign. So for example, if your business has two websites, thewidgetstore.com and widgetexperts.com, each of the two domains would need separate campaigns. However, as long as the domain is the same, you’re clear to target different specific URLs within that campaign: thewidgetstore.com/productA, thewidgetstore.com/productB, etc…

This article focuses on creating a Paired Campaign with only one paired list. Familiar with Single Keyword Ad Group campaigns with just one list? If so good, because this type of campaign is very similar: it's basically a list of keywords, except with a Paired Campaign each keyword has its own URL. You are not using any additional expansion lists to create keywords that are different from the ones you enter.

To start this campaign, you'll want to choose "Paired" as the campaign type along with "One List."

Next on the Keyword Setup screen, you'll see two boxes for keywords. The first is for your seed keywords, and the expansion 1 list is for your URLs. Yes, even though this is a "one list" campaign, you still need to designate your URLs, and so there are two boxes. As you enter your lists, make sure each URL is on the same line as the corresponding keyword. URLs should be in the following format, without http or https at the beginning: example.com/firstproduct, example.com/secondproduct, etc…

In the Keyword URL's section at the bottom of this screen, you'll see that a token for your expansion 1 list has already been entered in the Final URL box, so we’ve made this part easy. You'll just need to enter your Mobile Final URL. If your mobile site is on the subdomain "m" for example, this would look like: m.{expansion1} (as shown in the screenshot). Or, if you have a responsive site where the mobile URL is the same as your desktop site, just enter {expansion1} again. If you have tracking IDs or other parameters you want to add, you can modify the Final URL to accommodate those as well.

On the Advanced Options tab, the only feature specific to Paired Campaigns are your options in the "Mix Type" box. Here you'll want to choose the option "Don't Mix Pair." Otherwise, SpeedPPC will create keywords that include your URLs - not what you’re looking for! “Don’t Mix Pair” should be the default option, but if something funny is going on with your keywords, this would be one of the first settings to double-check.

There are no special settings for the Bid Setup tab – just fill in the options as you would for any other campaign. On the Ads Setup tab, use the expansion 1 token to enter your Final URLs as seen below.

You're now finished with your Paired Campaign. Awesome! Move on to the Preview & Export tab to download your completed campaigns.

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