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What is it?
The Keyword Lasso is an optimization that automatically analyzes search terms and suggests high-performing search queries that should be added as keywords to your Google Ads or Microsoft Ads account. These search terms are not currently present as keywords in your account.
With the Keyword Lasso, you also have the ability to create new ad groups that support the single keyword ad group (SKAG) structure.
Note: The Keyword Lasso doesn’t include long-tail search terms (more than 5 words).
Choose the strategy by which the system should show the recommendations. By default, the system selects 'Top Suggestions'. The different filters are explained below:
Top Suggestions: These are the top suggestions for the account at this point in time. These are search terms with conversions or a high CTR.
CTR: Search terms with a high CTR.
Conversions: Search terms with conversions.
CTR or Conversions: Search terms that have a high CTR or which have conversions.
Custom: Set a threshold on conversions, impressions, cost, and other metrics to see suggestions based on your optimization strategy. You can save your custom filter selection to use it next time you run the optimization. The filters can be saved for the team or at the individual level.
Scope: Select campaigns you want to view new keyword suggestions for. By default, the optimization will show all campaigns that have eligible suggestions.
Date Range: By default, the Keyword Lasso looks at the last 90 days of data. You can change this setting and choose a different date range.
Turbo Mode: You can enable Turbo Mode to remove the data threshold that the optimization imposes. After you enable the Turbo Mode, the system will show you all the search terms that received traffic and are not present as keywords in your account. You will also see search terms with even a single click that wouldn't show in the default mode.
Note: Turbo Mode will also include close-match variants. We strongly recommend using custom filters with Turbo Mode.
The Keyword Lasso tool currently uses your campaign's Search Terms Report to generate keyword suggestions.
Choose Columns and Create View
This setting gives you the option to customize the metrics you want to view, including custom conversions from Google Ads that you have set up for the account in the Account Details configuration. You can read more about setting up custom conversions here.
The edit icon next to 'Custom Conversion' will take you to the Account Details page, where you'll be able to modify the Google Ads custom conversions selection for the account. You can select up to 5 different custom conversions.
You can click on 'Create View' to save the current selection of date range, columns, strategy, suggestions source, and other settings as a personal or team custom view.
Note: 'Custom Conversions' columns are available at the account level since these vary depending on what has been set up for each account in the 'Account Details.' If you've added custom conversions columns to a 'custom view,' these will only show up for the particular account they've been set up and not across all accounts. You can create account-specific views to include each account's custom conversions.
Review the Suggestions
Select the search terms you want to upload as keywords and change the match type and behavior. You can add the suggestions as positive keywords, ad group level, campaign, and account level negatives. You can also add them to a shared negative list.
The behavior and match type can be modified in bulk by selecting multiple search terms and changing the settings at the top of the table. The search queries can be added as positive or negative keywords in one of the following keyword match types:
Broad: includes misspellings, synonyms, related searches, and other relevant variations.
Phrase: a phrase, and close variations of that phrase.
Exact: an exact term and close variations of that exact term.
It is also possible to edit the search terms before adding them as keywords to your account by clicking on the search term.
The keyword suggestions will display three icons upon hovering the mouse. These icons allow you to copy the suggested keywords to notes, duplicate the suggestion row, and archive the keyword to prevent it from appearing as a suggestion again.
When selecting the option to archive the keyword, you can also set the default to "do not ask again".