How duplicate keywords create account pollution

According to Google, if you have duplicate keywords competing for the same bid auction, it's very likely that you'll be competing against yourself and driving up your own cost.

Duplicate keywords also create account "pollution" -- they divide and clutter performance metrics and hinder your ability to control queries. For example, if you decide to lower the CPC bid on one of these keywords, Adwords may just re-allocate traffic to a duplicate because it has a higher bid. 

You'll want to make sure that you only have one instance of each of your keywords to make sure that your AdWords account is tight and predictable. 

How does this improvement work?

You'll see this improvement if we find a pair of duplicate keywords in your account. We'll suggest that you pause the lower performing keyword. Depending on the situation, "lower performing", may be based on Quality Score, CTR, or even just impression volume.

Sometimes, Opteo won't understand your account structure, and you'll want to pause the other keyword despite its higher performance. That's when you should use the "Adjust" button to pause the higher-performing keyword.

Technical Notes:

  • Opteo segregates your account into distinct geo-groups based on your campaign location settings. For example, if you've got US campaign and UK campaigns, and you've got the same keywords in both, we'll ignore the duplication.
  • Opteo also segregates your adgroups by ad type. For example, if you've got a keyword in an adgroup that only contains text ads, and the same keyword in an adgroup that contains only image ads, we'll ignore that duplication.
  • For performance reasons, we only look at your highest spending 5000 keywords
  • Broad and modified broad keywords are duplicates even if they have different word order.
  • To decide on which keyword is chosen to be the winner, we use data from the last 30 days.

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