Tokens are also a crucial component on how your campaigns / ad groups are grouped and organised. There are two types of tokens: Standard that come with every Keyword Batch and your Custom tokens that are derived from your imported Keywords & Data CSV
|Token Name||Where does this come from?||Notes|
|[Keyword]||Step 2 Keywords > Keyword Column||You can either use the token [Keyword] or the original column header name.
For example if you had a column in your CSV called “City” that you selected as the Keyword Column, to insert values from that column you could use [Keyword] or [City] token.
|[StemKeyword]||Step 2 Keywords > Stem Keyword
|[CombinedKeyword]||Step 3 > Advanced Settings > Keywords To Combine and Add Into Ad Group||If you’ve selected both Forward (Keyword + Stem) and Backward (Stem + Keyword) then both variations will be used. If you ticked “Keyword Only”, this will not be included in [CombinedKeyword]. If you wish to use “Keyword Only” use the token [Keyword].
|[MatchType]||Step 3 > Advanced Settings > Match Types||[MatchType] values:
Custom Tokens are created from your imported Keywords & Data CSV. The name of your tokens are taken from the column headings in your imported CSV file.
So if you imported the following CSV file into Keywords & Data, and you’ve selected City as the Keyword Column:
Custom tokens highlighted in italics