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 [...]
I’ve recently started a blog, the information you provide on this site has helped me tremendously. Thank you for all of your time & work.
Genial dispatch and this post helped me alot in my college assignement. Thanks you as your information.
Terrific work! This is the type of information that should be shared around the web. Shame on the search engines for not positioning this post higher!
Changing the match types will solve this problem and prevent cannibalization. Ensure that the keywords are in different ad groups, with different match types with negatives to assist & set at different budget levels, to prevent cannibalization..
Google will always take broad matched keywords first.
Geo-location, time slots & device triggering helps.
You can always have keyword multiples, that how you control your SOI
Remember: Google is only concerned with broad match keywords because this helps their business unit.
Budget, better performing ad groups/ ad text all coincide at a secondary level to determine the better ad trigger.