Add Brackets and Quotes Automatically

Posted by Laura Bergells

November 21, 2007

adwords tricks Adding brackets and quotes to every keyword phrase in your Google Adwords ad groups can help you run a more efficient and profitable campaign. In the Adwords dashboard, Google refers to this as “exact match” and “phrase match”. According to Google, using these formats can make your advertising “more precise.”

Two minutes is all it takes — maybe less. Here’s a free exact match, phrase match generator tool I like to use. There are maybe a gazillion others. Make sure to use one you like when you identify the keyword phrases you use in each ad group. You’ll thank me later.

But let’s pause to think about something disturbing:

Why doesn’t Google make it easy to add exact match and phrase match to your keyword lists? After all, it’s kind of a hassle to type them in individually! Especially when an ad group may have dozens of phrases…

Hmmmm….Perhaps Google makes more money from advertisers when they are less precise and a little more sloppy with their keyword lists. Can anyone thing of another reason?

Let’s face it: an online keyword generator embedded within Adwords would be a done-in-a-minute kind of project for Google. It would create “more precise” ads, and create a better customer experience for Adwords customers.

Until Google gets more concerned with ad relevancy, a bunch of little online tools that automatically add quotes and brackets to your Adwords keyword phrases have cropped up all over the internet. They’re filling the gap that Google neglects.

So spend the extra 2 minutes it takes to use on of these tools, and you can run more effective, tighter, and productive campaigns. And of course, this means you’re more likely to save money on Adwords campaigns while delighting your customers.