Forge for fluid power

Keyword strategy in fluid power is complex: 'hydraulic pump' is generic, 'PN-HPU-150 hydraulic pump' is exact-match spec, 'ISO 4406 cleanliness hydraulic pump' is phrase-match capability. Forge takes a list of keywords and formats them into match types, flags conflicts (broad eats phrase eats exact), and surfaces near-duplicates that will cannibalize each other. The conflict detection is the structure move: if you have [broad]'pump hydraulic' and [exact]'hydraulic pump', the broad match will steal impressions from exact match on the same query. Forge flags this so you can consolidate or adjust bids. The near-duplicate detection catches subtle issues: 'pressure-rated hydraulic pump' and 'pressure rated hydraulic pump' are functionally the same (difference is spacing) but will split budget across two keywords. Forge's edit-distance scoring quantifies the similarity so you decide whether to consolidate or keep them for test purposes. The bulk undo feature is essential for teams: when someone accidentally nukes 200 keywords in a campaign, Forge lets you revert the change in bulk rather than manually recreating them. Recommendation: run Forge every time you are building a new ad group or campaign. Start with terms from Signal (which has already identified high-converting n-grams), format them with Forge, then audit the conflict report. For fluid power, maintain three bid tiers: broad match at 1x bid (learns), phrase match at 1.3x bid (spec-driven), exact match at 1.6x bid (high-intent). Never bid exact match below broad match — it usually means the broad is eating the exact.