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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 re-allocate traffic to a duplicate because it has a higher bid.
You'll want to make sure that your keywords only appear once so that your AdWords account is orderly 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 pausing the lower performing keyword. Depending on the situation, performance may be based on Quality Score, CTR, or impression volume.
Sometimes, certain account structures may mean you'll want to pause the other keyword despite its higher performance. Click the Adjust button to pause the higher-performing keyword.
We'll check all enabled keywords in all enabled ad groups, with at least 1 impression in the last 30 days.
For these keywords, we consider data from the last 30 days.
For performance reasons, we only look at your 5000 highest spending keywords.
Opteo segregates your account into distinct geo-groups based on your campaign location settings. For example, if you've got US campaign and UK campaign with the same keywords in both, we'll ignore the duplication.
Opteo also segregates your ad groups by ad type. For example, if you've got a keyword in an ad group that only contains text ads and the same keyword in an ad group that contains only image ads, we'll ignore that duplication.
Broad and modified broad keywords are duplicates even if they have different word order.