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Keyword triggering other ads with a similar keyword, but lower Ad Rank

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# 1
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Hi, I recently set up new campaigns to replace our old, mismanaged campaigns. Today I was looking at the ad eligibility, and many of the keywords are "triggering other ads with a similar keyword" from different ad groups (broad match keywords).

 

I know I can go into those ad groups and add this keyword as a negative keyword, but after doing some math, I'm a bit confused. I was under the impression that it only showed a different ad if that 2nd keyword had a higher ad rank, but about 20% of the conflicts I'm finding tell me that the ad is being triggered by a keyword with a LOWER ad rank. Why would that be? All of my campaigns have the same ad extensions, so I don't think that should factor in.

 

Is it just ALWAYS a better idea to add ad group level negative keywords so that each ad group doesn't compete? Or couldn't I get shown for the same keyword for cheaper by keeping the one with the better ad rank?

 

It's all under one campaign, so the ads are all pretty similar. These are NOT my keywords, but say I have the keyword phrase "Citytown Income Taxes" in one ad group, but it's triggering other ads with a similar broad match keyword: 'Citytown Tax Services' from another ad group. They're very similar already, but the ad copy is more relevant with the 1st ad group, and the ad rank is higher - yet the keyword triggers a different ad with a lower ad rank.

 

I'm still a bit new to AdWords, so any help here would be great! The campaign is only a couple days old, if that makes any difference.

 

Thanks!!!

2 Expert replyverified_user
Marked as Best Answer.
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Accepted by topic author Jeff R
September 2015

Re: Keyword triggering other ads with a similar keyword, but lower Ad

Top Contributor
# 2
Top Contributor

Hi Jeff,

 

There is a hierarchy as to how Google will select keywords from our campaigns and the most closely related keyword will often trump another KW with better ad rank.

 

https://support.google.com/adwords/answer/2756257?hl=en

 

Form what you're explaining, it sounds a bit like you may want to re-consider your account structure and/or the match types you're employing. 

 

If your facing cross-serving issues, especially with broad match KW, you're really don't have very good control of your traffic and which ads are serving to users.

 

My suggestion would be to tighten the reigns a bit and eliminate any overlapping (cross serving) keywords from your ad groups.

 

-Tommy

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’
Marked as Best Answer.
Solution
Accepted by topic author Jeff R
September 2015

Re: Keyword triggering other ads with a similar keyword, but lower Ad

[ Edited ]
Top Contributor
# 3
Top Contributor

Hi Jeff;

In principle you are right. The keyword that  results in a higher ad-rank will trigger the ad. However, there are so many  exceptions, that the number of combinations is a matrix you need a computer program to calculate the winning keyword.  In the old days, the question: "which keyword would trigger the ad, if more than one keyword matched the search query"  was answered, due to the complexity, in a series of 3 (!) consecutive blog posts, 

 

So the method, as you suggested, is to avoid "duplicate " keywords, or to use negative keyword. Other strategies would be to break keywords by match types - But I will keep that for another discussion. (Not to complicate the issue further).

 

Here is the modern,  simplified version, of the article I mentioned. (Read over  a cup of coffee in a quiet place...) 

How similar keywords match to search terms

 

-Moshe

[edited for typos]

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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