Best Practice Recommendation
Manually research and add keyword synonyms, related subject keywords and phrases to ad groups.
Why? Google's expanded phrase matching technology is usually quite successful at finding synonyms and variations on verbs, nouns, adjectives, names and variations in hyphenation and wrong apostrophes. It will however cost you more if Google does the work for you and you lose the ability to filter inappropriate or non-performing variations.
KEYWORD ORGANIZATION OVERVIEW
Searchers don't typically enter one word to perform their search, find what they are looking for and quit.
Most searches enter a series of keywords or perform multiple searches to find the product, service or information they are seeking. Examining word counts by Spend to Value increases the efficiency and effectiveness of keyword research.
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