Creating Keyword Groups Tutorial

This tutorial will show you how to get started creating keyword groups, and the various filtering and advanced options available to you in WordStream.

Before you get started creating groups you should add an adequate number of keywords to your WordStream database to get your main keyword group suggestions.
Setting up keyword groups can be done in 2 easy steps:
  1. Create your main keyword groups

  2. Create smaller sub-groups until they are all very small and tightly-related

Use Advanced Features to customize your groups:

  1. Suggested Keyword Group Metrics

  2. Enhanced Keyword Group Suggestion

  3. Advanced Options

  4. Advanced Filtering Options

  5. Advanced Viewing Options

  6. Going Beyond Keyword Groups

 Why make small keyword groups?
  • For PPC you want the keywords in your ad groups to be very closely-related so the associated ad text and landing page makes sense for any of those keywords.
  • For SEO you want your keyword themes to be closely-related so you can efficiently manage your workflow- you can more easily assign a landing page to a tightly-themed keyword group, and have all related keywords readily available and ready to incorporate into your copy.

Create Your Main Keyword Groups

WordStream automatically suggests keyword groups for you, which appear in the Keyword Group Explorer when you click on the Organize Keywords tab. Suggested groups appear in gray italicized font and are listed in order of frequency.
  • Review the list of suggested groups and identify your main keyword groups. These should be aligned with your main business categories. To differentiate between what should and should not be a main keyword group, use this diagram:
Create Keyword Group
If you sell "birthday cake" it makes more sense to create a "cake" main keyword group than a "birthday" group.
  • To create your keyword group click the √ to accept it:
  • To reject a keyword group suggestion, click the X. Those keywords will then be freed-up to go to other suggested groups.
  • Create groups one at a time. This lets the system to run the grouping algorithm again to provide more accurate grouping suggestions.

Create Your Keyword Sub-groups

Once you have created all of your main keyword groups, then you can move on to creating sub-groups.
  • Review the list of suggested sub-groups and choose the most relevant sub-groups. Click the √ to accept and create a group and click the X to reject one.
  • Continue creating sub-groups until your keyword groups are at a manageable size. The ideal size is different for everyone; however, if you are a PPC advertiser a good test is to ask yourself if you could write one text ad that would satisfy all the keywords in that group.
In this example, you can see how the keyword groups have been broken down into category-level, brand-level, and model-level groupings.
Keyword Sub-groups


Suggested Keyword Group Metrics

Use the Suggested Group Metrics to help you manipulate your keyword data, and choose keyword groups. Mouse-over your suggested groups to view the associated metrics:
Keyword Group Metrics
  • Most Popular Keyword- Quickly put a keyword group into context, and understand what that group is about (“women’s boots”)
  • Group Size by % of Volume- See how much traffic this group could drive (the keywords in the women’s boots group account for 5.7% of all traffic in the “boots” parent group)
  • Group Size by % of Keywords- Judge the size of the keyword group (the “women’s boots” group accounts for 12.4% of all keywords in the “boots” parents group)

Enhanced Keyword Group Suggestion

Keyword group suggestions (appearing in gray, italicized font) are driven by:

• The keywords in your WordStream database (appearing in normal font)


• Data from WordStream’s keyword suggestion tool (appearing in italicized font)

WordStream’s proprietary grouping algorithm takes into account both data sources to help you discover keyword groups outside the limitations of your current keyword groupings.

In the example below, the user had just one keyword in their database related to “motorcycle parts bmw” but WordStream found significant search volume for that topic and suggested it as a group, along with 5 suggested keywords for that group.

The keywords that are already in your WordStream database will always be given more weight over suggested keywords when the grouping algorithm is coming up with group suggestions.

Suggested Keywords that are added to your WordStream database through the grouping tool will be automatically tagged with “Suggested” as their source.

If you do not want to see suggested groupings click the yellow light-bulb icon that says “Hide Suggested Keyword Groupings.”

If you do not want to see suggested keywords in your suggested groupings uncheck the box that says "Include supplemental keyword data when creating suggested groups."

Advanced Options

  • Rename Keyword Groups- Right-click on the group name in the Keyword Group Explorer and select “Rename Keyword Group”
  • Add a Modifier to a Keyword Group- Right-click on the group name in the Keyword Group Explorer and select “Keyword Group Properties,” then “Queries” then “Add New Query.”
  • Turn off Suggested Groups- Click the yellow light-bulb icon at the top of the Keyword Group explorer
  • De-duplicate Keyword Groups- Click “De-duplicate Keyword Group,” then select the modifier that is overlapping with another keyword group, click “Next,” then decide where you would like the modifier to reside, click “De-duplicate,” then choose your de-duplication settings
  • Remove Keywords-Remove multiple keywords and set rules for what keyword you would like to see in your groups read the Negative Keyword Suggestion Tool tutorial.
These are some additional options for viewing and manipulating your keyword groups:
  • Filter by keyword source- (Paid, Organic, Suggested) Check the boxes at the bottom of the keyword list
  • Filter by time- (All time, Month-To-Date, Quarter-To-Date, Year-To-Date) Look for periods of trending (seasonal, promotions)
  • Sort by Conversion Goals- Click on the conversion goal column headings to sort by the conversion goals you set up in WordStream.
  • View New Keywords only- Check this box at the bottom of the keyword list to view the keywords automatically imported into your account via the WordStream Tracker or Google Analytics Integration.
Congratulations! You have set up your keyword groups!
If you're interested, you can learn more about altering existing keyword group properties by reading this User Guide Module.