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Competing adgroups

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

Hi advertisers, I would venture to guess that competing adgroups (where multiple adgroups are eligible in the auction to trigger the ad) is not good for a campaign. This also leads to poor ad targeting. What is the easiest way to eliminate competing adgroups, without manually adding negative keywords to each adgroup, in your account?

2 Expert replyverified_user

Re: Competing adgroups

Rising Star
# 2
Rising Star
Hi,

To avoid the use of cross ad group negative keywords, you need to opt keywords with a closed keyword match type(phrase or exact) and organise the ad groups with tightly themed keywords.

Regards
Archit, AdWords Rising Star, Community Profile
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Re: Competing adgroups

Follower ✭ ✭ ✭
# 3
Follower ✭ ✭ ✭
Hello,
Try using a more restrictive match-type, avoid duplicate keywords in different adgroups and keep your adgroups properly categorized.
Regards
Loukik

Re: Competing adgroups

Top Contributor
# 4
Top Contributor
Hi Raymond,

The question of competing ad groups basically boils down to competing keywords wherever they are housed. Currently you cannot find ways to avoid it with higher efficacy than the preventive pieces of advice posted above by Archit and Loukik.

I'd note that retrospectively, a report specifically created to identify Search Terms that - over a given period of time - have already triggered multiple keywords listed by you in the same or different ad groups could be very helpful to pinpoint potential culprits. You can create that report in excel and perhaps under the upper REPORTS tab in your account also. I am not sure about the latter.

Best,
Lakatos

Re: Competing adgroups

Explorer ✭ ✭ ☆
# 5
Explorer ✭ ✭ ☆
Hello @raymond_Smit,

Keywords from different ad groups in the same campaign will not compete against each other; only if they are housed in separate campaigns will they actually compete, raising the bid necessary to show your ads.

It is a best practice to review your search terms report to see which keywords are being triggered by the same search query (as is suggested in your question). Review for the best click through rate and, ideally, higher conversion rate search term and add the exact match negative of said search term to the other ad group (the one with the keyword that shows the ad you do not want it to show for).

Let me know if that helps!

Nick

Re: Competing adgroups

[ Edited ]
Top Contributor
# 6
Top Contributor

Hi Guys,

>>> Keywords from different ad groups in the same campaign will not compete against each other; only if they are housed in separate campaigns will they actually compete <<<

If we are very precise regarding what *compete* means, that is not the case. if you consider that the term *compete* would allow one to assume that they have an impact on each other's actual CPC when the triggered ad copy gets clicked on. In fact, they don't. That's because no matter which particular KW from your account wins the opportunity to accrue an impression, the max CPC you pay when it is clicked on depends on its QS value and the AdRank of the ad right below yours on the SERP.

Ref1: https://www.en.advertisercommunity.com/t5/Performance-Optimization/Competing-keywords/m-p/604591/hig...

"There's no such thing as competing against yourself." - says Calin
Ref2: https://www.en.advertisercommunity.com/t5/Performance-Optimization/Competing-Keywords-AdWords-Rep-Ad...

*** How similar keywords match to search terms ***
https://support.google.com/adwords/answer/2756257?hl=en

Best,
Lakatos

Competing adgroups

[ Edited ]
Participant ✭ ✭ ☆
# 7
Participant ✭ ✭ ☆

Running into duplicate keyword problem is a "symptom" that something is likely wrong in the ad group structure.

 

The most natural way (the Zen) to avoid competing keywords across different ad groups is to create ad groups based upon the keyword structure.  This has the advantage of also delivering higher quality scores. 

 

How to do it: Once there is a keyword base in a spreadsheet, sort it alphabetically then "factor" the keywords into natural groupings and keyword lengths (number of words). Cluster the similar keywords into ad groups and name them by the predominant keyword in the group. Typically less than 10 keywords per ad group, often just a few. The Ad Group name is the keyword which ideally, then becomes at least part of the ad headline.

 

This will result in a highly structured (ad groups) campaign, and you will not have any conflicting keywords across your campaign.  Plus, the relevancy of your keywords within each ad group will be higher, and you can right better ad copy for better engagement / higher quality scores.