Jul
15
AdWords: Keyword cannibalization
Cannibalization is usually discussed in SEO, when optimizing different pages for same keywords forces search engines to choose between pages of the same site. So we do compete against ourselves.
In AdWords, this happens when there are more keywords who target the same search query. Only one keyword is allowed to trigger an ad once.
AdWords is developed in such a way, so if two different keywords (as match type or words) trigger the same search query, the ad will be displayed for the most relevant one. More details about how system “decides” you can find on Google AdWords help site.
But what happens if we have two identical keywords in the account? In this case, we will force the system to decide which ad is more relevant for the search query made by user, so unfortunately we will compete ourselves.
So, it is wise to have two identical keywords in the account?
No, no way. Certainly not in the same search campaign. . Could appear two identical keywords in the same content campaign, in two different ad groups.
Yes, if they do not compete each other:
- if the identical keywords are in campaigns targeted on different geographical areas, or on different devices (computers/mobile), or in different periods on time (ads scheduling)…
- if they are in different campaigns: search/content
[...] AdWords: Keyword canibalization [...]
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