There was a pre-chosen set of keywords and the research as an ongoing process involving the agency. We would quickly trim the set, exclude irrelevant words, etc

There was a pre-chosen set of keywords and the research as an ongoing process involving the agency. We would quickly trim the set, exclude irrelevant words, etc. The insight we got was that we should advertise product value props rather than test keywords at scale. The research that wasn't in place was the one matching value props with different keyword sets. I mean we scratched the surface of it, but scaling things up was too early in the process.