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Duplicate Keywords

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# 1
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Its been a long week organizing an older account Smiley Very Happy Now I am at the point to where I am cleaning up some keywords. In the past I typically remove all dupplicate keywords across all adgroups no matter what. Is this a best practice? 

 

Group A is for general surgery, Group B is more specific surgical terms. 

 

Group A

knee repair, knee repair surgery, knee repair recovery.

 

Group B

knee repair, anthroscopic knee repair, total knee repair.

 

 

Should knee repair be removed from both ad groups? It would be better suited for on group over the other, that is obvious to me but how do you guys approach this? 

3 Expert replyverified_user

Re: Duplicate Keywords

Top Contributor
# 2
Top Contributor

Hi oneano,

 

What I've found is the more tightly themed you can get your adgroups, the better off you'll be, especially in Display campaigns.

 

You can use a variety of match types to cover variations of the terms/phrases you're using but repetition should not be needed.

 

Try grouping all of your "knee repair" keywords together and see if you can organize them into a one or a couple of really tight adgoups.  Think of it in terms of ad creation.  The more specific and relevant you can make your ad text and ultimately, your landing pages the better off you are. 

 

I'm not sure if your campaign is targeting only knee surgery or if there are other procedures you're covering but looking at what you have so far...Those keywords would end up in the same agroup in one of my campaigns...they're too closely related.

 

Although its intended use is the Display Network, the contextual targeting tool may be able to guide you in organizing your adgroups. 

 

Here is an example of what I would try to do.  Obviously, these can be expanded quite a bit but this grouping style allows for very relevant ads and landing pages.  Also, as I mentioned earlier, your match types will determine quite a bit.  The deeper down you dig, the more specific you get, the more phrase and exact match you want to use so the keywords are not competing between adgroups. A (knee repair) query will trigger '[knee repair]' to compete with '+knee repair recovery' etc...

 

Group A - knee repair, arthroscopic knee repair, knee repair surgery, total knee repair

Group B - knee surgery, arthroscopic knee surgery, total knee surgery

Group C - knee repair recovery, knee surgery recovery, knee surgery recovery time, post knee surgery recovery

 

My 2 cents...

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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Re: Duplicate Keywords

Top Contributor
# 3
Top Contributor

Hi oneano,

 

In my mind, it serves no purpose to have the same keywords of the same match type in any more than one ad group. Your ads are going to serve only from one ad group anyway, which ever ad group gives the keywords the highest ad rank. In Tom's suggestion, the same keywords are in 2 groups. If group A has ads the target general surgery procedures and group B has ads that target knee surgery only, it's most likely the ads from group B will be served, but there is no guarantee of that.

 

Place your keywords in tightly focused groups so your ad copy can also focus on the same subjects. Do not keep duplicate keywords for your more tighly focused groups in your general surgery groups. If someone searches for knee surgery, wouldn't you want to show an ad for knee surgery rather than an ad for elbow surgery? I think so. Group your keywords so you can control which ad gets shown. If you have multiple ads in one group, any of those ads can show for any of the keywords in the group. And you should get better results that way.

 

Hope this helps.

 

Best of Luck!

 

Pete

 

petebardo -- Deadhead doing AdWords

Re: Duplicate Keywords

Top Contributor
# 4
Top Contributor

petebardo,

 

Would there be keyword duplicates if I set match types like this? 

 

Group A - [knee repair], "arthroscopic knee repair", "knee repair surgery", "total knee repair"

Group B - [knee surgery], "arthroscopic knee surgery", "total knee surgery"

Group C - "knee repair recovery", "knee surgery recovery", [knee surgery recovery time], [post knee surgery recovery]

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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Re: Duplicate Keywords

Top Contributor
# 5
Top Contributor

Hello PPCBossman,

 

No, Google Adwords never counts same keyword with different match type as duplicate.

 

Thanks,

Neha

Neha Gupta, AdWordsTop Contributor Follow Me: My Blog | Twitter | Google+ | LinkedIn
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