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Wrong ads showing for keyword?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello all,

 

I'm am new to Adwords and running a campaign for a car dealership mainly selling Toyotas. I've been told by a few people different ways to setup my campaigns, so I've been left a little confused.

 

Basically I have one campaign titled "Toyota", then an ad group for each model of car like "New Camry" and "Used Camry". The problem is when I use the Ad Preview Tool and search for 'used toyota camry', sometimes it pulls an ad from the "New Camry" ad group because the search triggered the keyword 'toyota camry' from the 'New Camry' ad group.

 

So, my question is, to remedy this do I create a campaign for "New Cars", and one for "Used Cars", then focus on the models inside of those groups? Or even, what is the best way to create ads for similar products like "New Camry' vs. "Used Camry" and have the correct ads served?

 

Any help would be greatly appreciated.

Thank you all!

1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Mike M
November 2015

Re: Wrong ads showing for keyword?

Badged Google Partner
# 2
Badged Google Partner
Mike

It can be done several ways, and like most things in Adwords it depends on how you want to do it.

One way to stop or funnel ads to the way you want them to appear to the correct keyword, would be to use Negative keywords on the ad group level,
https://support.google.com/adwords/answer/2453972?hl=en

So for New Camry group:
Add the negative keyword "Used" at the group level

In the Used Camry Group
Add the negative keyword "New"

You may also want to add years 2014, 2013 etc as negative keyword in the Ad groups that relate to New Cars. and other negative keyword to funnel the ad query to the right ad group

Ads that show up are based upon the ad rank of the keywords as well as the bid price and match type.
When your match type is Broad match, it can pull in any number of related keyword associated with the term - so for example
New Camry
Can pull in used Camry, buy a camry now, 2011 Camry. - Hence negative keywords are important for Broad match keywords.

You may want to also look at Exact match, Phrase match and Modified Broad match as alternative. to make sure the query have specific words to trigger the right ad
https://support.google.com/adwords/answer/2497836?hl=en
and
https://support.google.com/adwords/answer/6324?hl=en

Also You can also sculpt the keyword my making sure your more valuable version keywords have the higher bid.
Exact match - $2,00
Phrase match $1.75
Broad Modified $1.50
Broad match $1.00

So you can use negative keywords to force the query to the ad group you want, You can adjust match types to make sure you are only focusing on certain words that will pull in the add.
ex
[used camry]
+used +camry
"used Camry"

those 3 match types will have to have the word Used and Camry in order to trigger the ad.


Make sure you review your Search Query report to see what the actual terms people where searching, that triggered your ads. This will help you identify both positive keyword match types as well as Negative keyword to add to the campaign or group level.

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Mike M
November 2015

Re: Wrong ads showing for keyword?

Badged Google Partner
# 2
Badged Google Partner
Mike

It can be done several ways, and like most things in Adwords it depends on how you want to do it.

One way to stop or funnel ads to the way you want them to appear to the correct keyword, would be to use Negative keywords on the ad group level,
https://support.google.com/adwords/answer/2453972?hl=en

So for New Camry group:
Add the negative keyword "Used" at the group level

In the Used Camry Group
Add the negative keyword "New"

You may also want to add years 2014, 2013 etc as negative keyword in the Ad groups that relate to New Cars. and other negative keyword to funnel the ad query to the right ad group

Ads that show up are based upon the ad rank of the keywords as well as the bid price and match type.
When your match type is Broad match, it can pull in any number of related keyword associated with the term - so for example
New Camry
Can pull in used Camry, buy a camry now, 2011 Camry. - Hence negative keywords are important for Broad match keywords.

You may want to also look at Exact match, Phrase match and Modified Broad match as alternative. to make sure the query have specific words to trigger the right ad
https://support.google.com/adwords/answer/2497836?hl=en
and
https://support.google.com/adwords/answer/6324?hl=en

Also You can also sculpt the keyword my making sure your more valuable version keywords have the higher bid.
Exact match - $2,00
Phrase match $1.75
Broad Modified $1.50
Broad match $1.00

So you can use negative keywords to force the query to the ad group you want, You can adjust match types to make sure you are only focusing on certain words that will pull in the add.
ex
[used camry]
+used +camry
"used Camry"

those 3 match types will have to have the word Used and Camry in order to trigger the ad.


Make sure you review your Search Query report to see what the actual terms people where searching, that triggered your ads. This will help you identify both positive keyword match types as well as Negative keyword to add to the campaign or group level.

Re: Wrong ads showing for keyword?

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Thanks so much, Eric! This clears things up a lot. After I read what you wrote it seemed like an obvious solution, but I think I was just overwhelmed and didn't see it.

Thanks again!