We all know that keywords play a significant role in our PPC campaigns. They are the words and phrases associated with the products or services that we are advertising across all marketing platforms. That is why, as an online marketer, keyword research and optimization are done before and after running a search campaign. Show
One of the challenges that advertisers encounter when it comes to keywords is duplicate keywords. Others may not think that it’s an issue, but it is. One reason is it can affect the performance and visibility of your ads and campaigns in search results. Interestingly, the catch here is, we’ll define what a duplicate keyword is and why do we need to identify and remove it. Then, I will provide the steps on how to remove duplicate keywords on Google Ads and tips on how to lessen duplicate keywords. Let’s get it started! Duplicate keywords are the same exact search terms that share the same match type more than once in one search campaign. There’s a common misconception that using duplicate keywords can boost your campaign’s performance, but it’s the opposite. Here are some of the reasons why we need to remove duplicate keywords.
Your cost per click (CPC) budget will surely swell because the bid for both identical keywords will enter into the same auction. But Google Ads will serve the keyword with a higher CPC bid since it can result in a higher ad rank.
If you have duplicate keywords, your ads or campaigns will compete with each other. The relevance between the keyword and the ad will diminish, and you will lose the chance to develop your visibility since Google will only show one of your ads for the same keyword.
Remember that Quality Score is based on click-through rate (CTR) and keyword-ad relevance. Duplicate keywords might cause CTR to drop, which may result in a low-Quality Score. If you have a low-Quality Score, there’s a low chance for you to get better placement in search rank.
Duplicate keywords can lead to inconsistency of the message that you want to convey through your ads or campaigns. It can provide a poor experience to the user because of possible irrelevant content. With the level of competition, especially in PPC, you can’t afford to lose just because of duplicate keywords. So, I would like to share some techniques that you can apply in your PPC campaigns to at least lessen internal keyword competition.
You can utilize the Google Ads Keyword Planner for keyword suggestions and have better keyword rankings. It allows you to be more creative with your list of keywords and not just stick with generic keywords. You can do keyword combinations to come up with a distinct keyword for your ad or campaign.
You need to know the difference between broad match keywords, exact match keywords, and phrase match keywords. Take note that Google made a change between phrase match and broad match modifier recently, which needs to be considered to reduce duplicate search terms.
If you set a specific keyword with original content, you will not just lessen duplicate keywords, but you’re improving the relevance of your keyword with your ad and campaign that can lead to better search visibility and Quality Scores. You can make your pages unique yet connected with others by adding inbound links and internal links.
If there’s a notice that you have duplicate keywords even though they have different match types, adding one of the search terms as a negative keyword in one of the match-type campaigns can help you resolve the issue with useless keywords. Your ads are eligible to appear when one of your keywords matches a user’s search term on Google or on search partner sites. Within one account, you might have multiple keywords that are similar or overlap in meaning and could all match a given search term. For example, you might have the keywords "plumber course" and "plumber training course" in the same ad
group, and both could match the search term "training course for plumbers". Only one of those keywords can trigger an ad for the search term. This article explains what happens when your account has multiple keywords that could match the same search term from an individual ad group or from different ad groups in the same account. Note: If multiple keywords targeting the same domain are eligible to match the same search term, they don't compete with each other in the
auction. The set of preferences detailed below determines which keyword is used to enter an ad into an auction. Once the ad enters the auction, it’s then compared with ads from other advertisers, and your cost-per-click is what's minimally required to clear the Ad Rank thresholds and beat the Ad Rank of the competitor immediately below
you, if any. How a keyword is selectedIf your account contains several keywords that could match a search term, the preferences below are used to determine which keyword is used to enter an ad into an auction. 1. An exact match keyword that’s identical to the search termIf you have an exact match keyword that's identical to the search term, this keyword is preferred for triggering an ad. This is true even if there are other keywords in your account that are similar to the search term. For example, let's say the search term is "plumber course" and your account includes the exact match keywords [plumber course] and [plumber training course], as well as the phrase match keyword “plumber course”. In this example, the exact match keyword [plumber course] is preferred because it’s an exact match and is identical to the search term "plumber course". 2. An exact match keyword that’s identical to the spell-corrected search termIf an exact match keyword in your account is identical to the spell-corrected search term, this keyword will be preferred. Spell-corrected search terms can typically be identified if the Google Search Results page offers “Showing results for“ with the corrected term. Note: Even if your account includes broad match and phrase match keywords that are identical to the misspelled search term, the exact match keyword is still preferred in this case. For example, if the search term is "plumbrs", and your account includes the exact match keyword [plumbers] and the broad match keyword plumbrs, then the exact match keyword is preferred, even though there's a broad match keyword that matches the query exactly. 3. A phrase or broad match keyword that’s identical to the search termIf you have a non-exact match keyword that’s identical to the search term, this keyword is preferred for triggering an ad. This is true even if there are other keywords in your account that are similar to the search term. If you have both a phrase and broad match version of the same keyword, we'll use the keyword with the highest Ad Rank. For example, let's say the search term is "plumber course" and your account includes the exact match keyword [plumber training course] as well as the phrase match keyword “plumber course”, but it doesn’t include the exact match keyword [plumber course]. In this example, the phrase match keyword “plumber course” is preferred because it’s identical to the search term "plumber course" and there isn’t an exact match keyword that’s identical to either the search term or its spell correction. 4. A phrase or broad match keyword that’s identical to the spell-corrected search termIf you have a non-exact match keyword that’s identical to the search term, this keyword is preferred for triggering an ad. This is true even if there are other keywords in your account that are similar to the search term. If you have both a phrase and broad match version of the same keyword, we'll use the keyword with the highest Ad Rank. For example, let's say the search term is “plumbr course” and your account includes the exact match keyword [plumber training course] as well as the broad match keyword plumber course, but it doesn’t include the exact match keywords [plumbr course] or [plumber course]. In this example, the broad match keyword plumber course is preferred because it’s identical to the spell-corrected version of the search term “plumbr course”. In this case, there isn’t an exact match keyword that’s identical to either the search term or its spell correction and there isn’t another keyword that’s identical to the search term. 5. A keyword with the best combination of relevance and Ad RankIf you have multiple keywords eligible to match and none were identical, the most relevant keyword will trigger an ad. Previously, when you had multiple keywords that were eligible to match and none were identical to the search, your Ad Rank would determine which keyword served. Now, we consider relevance signals in addition to Ad Rank when determining which keyword is selected. Relevance is determined by looking at the meaning of the search term, the meaning of all the keywords in the ad group, and the landing pages within the ad group. If broad match keywords are eligible to match, only relevant broad match keywords from the most relevant ad groups will be selected. We then use Ad Rank to decide which keyword will be selected among the remaining keywords with similar relevance. This includes phrases and exact match keywords that are eligible to match. Exception to preferencesA campaign is limited by budgetYour campaign's daily budget can affect whether the preferences above are applied. If a keyword is in a budget-restricted campaign, which means that the campaign's budget isn't high enough to accrue all possible traffic, the keyword won't always be able to trigger an ad even if it otherwise could. This helps prevent the campaign from greatly exceeding its budget. Learn more about Tips for optimizing your average daily budget For example, let's say your campaigns are called "Clogged Sinks" and "Broken Water Heater." In your "Clogged Sinks" campaign, you have the exact match keyword plumber, and in your "Broken Water Heater" campaign, you have the broad match keyword plumber. All else being equal, the exact match keyword in your "Clogged Sinks" campaign would trigger an ad when someone searched for the term plumber because it has a higher preference. However, if your "Clogged Sinks" campaign is budget-restricted, then the exact match keyword in this campaign would sometimes be unable to trigger an ad. This means the broad match keyword in your "Broken Water Heater" campaign could trigger an ad instead. One of your keywords isn’t eligible to trigger an adThere may be times when the preferences above don’t apply because a keyword isn’t eligible to trigger an ad. These reasons include:
Keywords, Dynamic Search Ads, and Performance MaxDynamic Search Ads and Performance Max ads are equivalent to keywords that don’t exactly match the search term or the spell-corrected search term for selection preference. Thus, if a keyword isn't preferred based on the above rules, Dynamic Search Ads and Performance Max ads are selected based on the highest Ad Rank in comparison to other keywords in the account. The same exceptions to preferences apply. You can review more about Dynamic Search Ads and Performance Max. Was this helpful? How can we improve it? Can you use the same keywords in different ad groups?The short answer is: yes! Putting the same keyword in more than one campaign isn't a problem at all, however you'll need to be aware of the match type you use in each campaign. Everything You NEED to Know about KEYWORD TARGETING on AMAZON!
Are duplicate keywords recommended?Let's set the record straight—duplicate keywords can hurt your account if they are identical keywords with the same match types, targeting the exact same audience.
Is it a good idea to have different match types in different ad groups campaigns?No, match-type campaigns/ad groups don't make sense anymore and branded keywords should be protected with phrase and exact match.
Why is it important to group relevant keywords together in an ad group?Grouping keywords by relevance brings a wealth of benefits, including: Higher Quality Scores, resulting in better ad positioning at lower costs. Higher click-through and conversion rates, translating into better search marketing ROI. Better rankings in organic search results, giving you more brand exposure.
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Why should you avoid adding duplicate keywords across ad groups
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