Many combinations of long tail keywords are never searched for and should therefore not reside in your advertisement account. A search term mapping table can reduce the amount of generated content in a meaningful way. These mapping tables are based on search term reports from the search engine. The reports contain information on search terms which actually triggered an advertiser’s keywords in the past. Of course, reducing generated content can be done in other ways. However, it makes most sense to base this reduction on actively searched terms. This way you will keep combinations, which received traffic and eliminate those never utilized by online users.
The general approach in the Campaign Suite is to create the mapping table and then assign it to the templates of which you intend to limit the content.
Step 1: Select tables
In the “Campaign management” tab, click the button “Add new table” and choose the table type “Search Term Mapping”. You have the option to modify the default name for the mapping table. The Campaign Suite already pre-selects a number of tables used to generate keywords. Please review the selected tables and their respective columns. Make sure that everything selected is responsible for keyword creation. Click “select columns” to edit the column selection of your chosen table.
Note: The list does not contain tables of type mapping or product feed. The reason is that those two table types are merely for mapping purposes and not for the creation of keywords. However, manual mapping tables (as in the example above) cannot be filtered out. Thus, do not include a manual mapping table into the search term mapping table.
The tables selected here will be compared to queries recorded in search term reports. In case of a match, the name value of the respective table will be written into the mapping table. There you will find one column for each of the tables you selected. You may then click “Next”.
Summary: Select all tables and table columns which you believe have content that appear in search term reports.
Step 2: Select Google accounts and other settings
The second step offers to select one Google Account or a list of MCC sub-accounts. In the latter case, the list will only contain those sub-accounts which are not excluded in the blacklist under “General Settings“. Select the accounts whose search terms will be used.
It is recommended to select as many accounts as available. Keyword combinations without search histories shall be eliminated. If a search term appeared in an unselected account, but not in the selected ones, the mapping process would remove it, even though people search for it once in a while. This setting can be changed later under “Mapping Settings” (see below).
Hint: The more search terms, the better. Select all Google Accounts.
The setting “time period” asks for the time frame from which to take search terms into account. The longest setting is “all time”. This will download search terms for the whole time period in which the selected Google account(s) existed. Select “all time” unless you have a certain reason to exclude old search terms. This setting may be changed later under “Mapping Settings” (see below).
Hint: The more search terms, the better. Select the longest time range.
The Campaign Suite will only import those search terms that have at least as many impressions as the threshold. If, for example, you select “1″ as the threshold, the Campaign Suite will import those search terms which were impressed at least once. This setting can be changed later under “Mapping Settings” (see below).
Hint: The more search terms, the better. Set the impression threshold to 1. If you find out later that this is still too much, open the “Mapping Settings” and increase it (see below).
During an automatic update, the Campaign Suite downloads the search terms of the selected Google accounts again. Afterwards, the mapping table will be replaced by an updated version. The “Mapping Settings” (see below) displays a success or an error message about the progress of the update process.
If you do not select the time period “all time”, but e.g. “last 6 months” instead, and the automatic update happens after a month, it might happen, that various contents of the mapping table will be removed. This will happen with keywords, which were only triggered by search terms in the first of the 6 months. After a month the first automatic update happens. Now 5 of the previous months plus the new month will be considered. All those contents of keywords will no longer appear in the mapping table, which belong to search terms, that were only impressed during the first of the previous 6 months.
Summary: If you didn’t select the time period “all time” above, it is normal that old contents are removed and new contents added during automatic updates.
Hint: We recommend to set the automatic update to “weekly” if you have a lot of traffic or make many changes in the Campaign Suite. Otherwise “monthly” is sufficient.
Step 3: Apply to templates
The third step applies the mapping table to templates. If a template is selected here, the mapping table will be added to it as a “referenced” table. Referenced tables are those, which can be seen under “Apply Relations” in the template. If a referenced table is added to a template, the template will only generate the combinations which are present in the referenced table. This is the exact purpose of a mapping table: only the contents referenced in the mapping table should be generated.
Summary: Templates selected in the list, will have the mapping table selected under “Apply Relations” > “Create items only if referenced in [MAPPING TABLE]“.
A popup window will open, which has two tabs, “Tables” and “Search Terms”. For more information about the “Tables” tab, please read step 1 of the guide above and for more information about the “Search terms2 tab step 2 of the guide above.
The mapping settings also allows changes to the frequency of the automatic update. However, it is also possible to start an update immediately by pressing the button “Update Mapping”. You can find this button by clicking the small triangle next to the mapping settings button.