Including the right keywords is essential for accurate reports and campaign tracking. This article is a quick overview of the basics, that should allow you to create your first campaigns and reports with confidence. Once you feel confident with the basics, check out our article Tips for Keyword Search to learn more advanced techniques or troubleshoot posts that aren’t showing up in your campaign.

Screenshot of the campaign set up wizard with the keywords field highlighted.

1. Separate your keywords and keyword groups with commas.

birthday cake party

Without commas, this search would only pull up results that include all 3 words in each post, which might exclude some of the posts you are looking for!

birthday cake, birthday party

This search would pick up any posts that contain either the words “birthday” AND “cake” as well as any posts that contain “birthday” AND “party”

It would not pick up any posts that only include “birthday”, “cake”, or “party”

birthday, cake, party

This would include any posts that include either “birthday”, “cake”, or “party”

2. Use quotation marks wisely. Quotation marks can be used to search for specific phrases, which can help you narrow your search.

“birthday cake party”

This would probably not be a very good search term because it would be an unlikely phrase for people to use

“birthday cake” party, “birthday party” cake

This search would pick up any posts that use the exact phrase “birthday cake” AND include the word party, as well as any posts that use the phrase “birthday party” AND include the word cake

3. #hashtags and @handles can be a great way to ensure that you include any specific brand or product mentions in your reports.

#birthdaycakeparty

Using the hashtag in your keyword search will include any posts that include the exact hashtag. It is not sensitive to capitalization

@birthdaycakeparty

Including the brand handle will allow you to match with any brand mentions that use the exact handle, as well as any photos that the brand is tagged in.

birthdaycakeparty

You can also include the handle/hashtag without any special characters, which will pull up any results that include that character string.

This would include any matches for birthdaycakeparty AND @birthdaycakeparty AND #birthdaycakeparty

4. Using exclusions
Using exclusions can come in handy when some of your keywords overlap with another usage. For example, if your product is a lip balm called gingersnap, you might want to exclude the word cookies or baking (although this might not work if your product tastes or smells like cookies). To add an exclusion just put "-" in front of the word you want to exclude.

birthday cake, -party

This search would pull up posts that include birthday AND cake, and would exclude any posts that included the word party.

This means that a post including the words birthday, cake, and party would NOT be included in your results.

Now that you have the basics, you are ready to create your own reports and campaigns.


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