Another great feature of Flywheel advertising is its ability to capitalize on your top performing keywords. We make keyword discovery easy by using your automatic campaigns to find new and profitable opportunities.

Explore and exploit

The “explore and exploit” strategy is the most effective way to find new and relevant keywords for your ad campaigns. 

  1. It starts with setting up campaigns using a mirrored structure, with one automatic and one manual for each campaign. 
  2. The automatic campaign serves as a data mine, allowing you to explore all searches for your product to see what converts and what does not. Once you have found the best performing search terms, you can add them to your manual campaigns in keywords. 
  3. After they have been added to the manual campaign, you can exploit these keywords by bidding them up and working on grasping as much of the market share for a particular search as possible.

Refine targeting types

Once you have added keywords to your manual campaigns. You can further refine match types by taking keywords from broad match type to phrase and phrase to exact match. By adding a long-tail keyword as a narrower match type, you can reduce the cost-per-click and improve conversion. While long-tail search terms usually have lower search volume (shoppers type them into the search bar less often), your goal is to convert for as many of these searches by bidding effectively. The broader match type keyword will continue to run.

In Flywheel, you can easily move search terms from the automatic campaign into the manual campaign as keywords add new, narrower match keywords with a couple of clicks. Remember to sort and filter on those metrics that best align with your campaign strategy:

Refine targeting types

Once you have added keywords to your manual campaigns. You can further refine match types by taking keywords from broad match type to phrase and phrase to exact match. By adding a long-tail keyword as a narrower match type, you can reduce the cost-per-click and improve conversion. While long-tail search terms usually have lower search volume (shoppers type them into the search bar less often), your goal is to convert for as many of these searches by bidding effectively. The broader match type keyword will continue to run.

In Flywheel, you can add new, narrower match keywords with a couple of clicks.

Next: Leveraging "Top Contributing Keywords"

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