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Why import search terms with high ACOS?

Learn why it's needed to import search terms with high ACOS.

Updated over 4 months ago

  • One of the preset import rules, "[Campaign] Import >= 3 Orders & >= 80% ACOS as Exact", creates exact keywords for search terms with >= 80% ACOS.

  • This rule is in the "Sales Exact" strategic objective.

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  • The reason for having an import rule to create keywords from high ACOS search terms is to optimize performance when used concurrently with negative rules.

  • In the above image, you can see that the strategic objectives "Sales Phrase" and "Sales Broad" contain negative rules that negate search terms with >= 80% ACOS.

  • Broad/phrase keywords can trigger search terms with high ACOS.

  • Moving them to an Exact ad group, brings the following benefits:

    • The broad/phrase keywords will be able to harvest more unique search terms.

    • The broad/phrase keywords can perform better without high ACOS search terms.

    • You can use bidding rules to optimize the high ACOS search terms/keywords to a more profitable level.

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