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How to set up Topics in my AdWords account

Topics are an easy way to bundle performance metrics across multiple PPC and call tracking providers for similar products, markets, regions, etc. To enable topic tracking for a client's account, add the following tagging structure to campaign and/or ad group names:

CAMPAIGN_OR_AD_GROUP_NAME {TOPIC:TOPICNAMEHERE}

For instance, consider the following account structure:

➔ East Shore Apartments

  • Residential
  • Commercial
  • Luxury

➔ East Shore Homes

  • Residential
  • Commercial
  • Luxury

➔ West Shore Apartments

  • Residential
  • Commercial
  • Luxury

➔ West Shore Homes

  • Residential
  • Commercial
  • Luxury

The owner of this account might be interested in comparing the performance of East and West Shore properties (Apartments and Homes) across both Google AdWords and Bing Ads, which can be achieved by adding the following tags to their existing campaign names:

➔ East Shore Apartments {TOPIC:East Shore, Apartments}

  • Residential
  • Commercial
  • Luxury

➔ East Shore Homes {TOPIC:East Shore, Homes}

  • Residential
  • Commercial
  • Luxury

➔ West Shore Apartments {TOPIC:West Shore, Apartments}

  • Residential
  • Commercial
  • Luxury

➔ West Shore Homes {TOPIC:West Shore, Homes}

  • Residential
  • Commercial
  • Luxury

With these changes, four distinct topics (East Shore, West Shore, Apartments and Homes) would be tracked across both Google AdWords and Bing Ads where applicable. Each topic defined for a campaign will receive credit for the campaign's performance. Each topic defined for an ad group will receive credit for the ad group's performance and will not affect (block) any topics that might be defined for the ad group's campaign, thus allowing for topic hierarchies. For instance, consider the following changes to the account's structure:

➔ East Shore Apartments {TOPIC:East Shore, Apartments}

  • Residential {TOPIC:Residential}
  • Commercial {TOPIC:Commercial}
  • Luxury {TOPIC:Luxury}

➔ East Shore Homes {TOPIC:East Shore, Homes}

  • Residential {TOPIC:Residential}
  • Commercial {TOPIC:Commercial}
  • Luxury {TOPIC:Luxury}

➔ West Shore Apartments {TOPIC:West Shore, Apartments}

  • Residential {TOPIC:Residential}
  • Commercial {TOPIC:Commercial}
  • Luxury {TOPIC:Luxury}

➔ West Shore Homes {TOPIC:West Shore, Homes}

  • Residential {TOPIC:Residential}
  • Commercial {TOPIC:Commercial}
  • Luxury {TOPIC:Luxury} 

With these changes, seven distinct topics (East Shore, West Shore, Apartments, Homes, Residential, Commercial and Luxury) would be tracked across both Google AdWords and Bing Ads where applicable. To link call tracking metrics to topics, simply define a comma separated list of topic names (e.g., East Shore, Apartments) in your client's call tracking number manager.

Please take note of the squiggly brackets in the topic tags--these are not parentheses. All topic tags are purged from campaign and ad groups names in the NinjaCat system, thus hidden from the client. A missing left / right squiggly bracket or a non-uppercase TOPIC starting identifier will result in a failure to identify the topic names. Since the topic tags support comma separated lists of topics, a topic name cannot contain a comma. All white-space before and after topic names will be purged, thus spacing between topic names is irrelevant.

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