How to Build a Paired Campaign (One Paired List)

Table of Contents:

Video: How To Build A Paired Campaign With One List

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

Please note that Google Ads and Microsoft Ads implemented that display URLs in a single campaign must use the same top-level URL domain. For example, your ad groups under one campaign can only feature display URLs with multiple folders – such as and, but it may not feature multiple display URLs with different top-level domains – such as and

Paired Campaign Visual Representation

Some benefits of Using a Paired Campaign: 

  • Save Time: Assigning a specific website URL to a particular keyword in a shorter amount of time and with less effort.
  • Increase relevance: Improves customer experience by directing users to a specific page in your website containing what they want to see.
  • Conversion: Improves click-through rate and increases chances of getting a conversion.

How to build a paired campaign

  1. On the SpeedPPC Dashboard, click Campaigns and select Add New Campaign. You can also go to the Campaigns Section and click New Campaigns.
  2. Enter the basic campaign information and choose Paired as your campaign type and One Keyword List. Click Next: Keyword Set up

  3. In the Keyword Setup section, you'll see two boxes for keywords. The first is for your seed keywords, and the expansion 1 list is for your URLs. Even though this is a "one list" campaign, you still need to designate your URLs, so there are two boxes. As you enter your lists, ensure each URL is on the same line as the corresponding keyword. 

  4. On the next screen, you'll set your bids, match types and create your ad copy. The campaign builder will guide you in finishing your paired campaign. 

Below is an example of how the Campaign Builder will assign your URLs to your keywords. 

Paired campaign with one list is very similar to Single Keyword Ad Group Campaigns with just one list. It's basically a list of keywords, except with a Paired Campaign, each keyword has its own URL. 


Can you automatically generate negative keywords when building out SKAGs?

Not yet. We've considered it, but it quickly becomes unusable once you have many keywords. 

My tokens don't work.

Here are the top 3 reasons why your tokens are not working. Work through each of these to determine the root cause.

  • Typo. This one is easy. You've just mistyped the token. Check that each token you are using is correct.
  • You have yet to use a fallback in your token. For each token, you ideally want a fallback so that when the dynamically inserted keyword is too long, it will be replaced by the fallback. So check your fallbacks are correctly in place.
  • You're using a token that is not available for your campaign type. If you're building a SKAG campaign, you should be able to use any token. If you're using a thematic campaign, you'll only be able to use the {Seed} token for keywords. Because of the way that thematic campaigns are structured, expansion keywords are not available.
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