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, Google Ads 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 Google Ads 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 and suggest pausing the lower-performing keyword. Opteo now ensures duplicate keywords target the same traffic and share key attributes before recommending a change. In addition, variables (Quality Score, CPA, CTR) are considered when deciding the winning and losing duplicates.

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.

Technical notes:

  • We'll check all enabled keywords in all enabled ad groups with at least 1 impression in 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 a 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.

  • Opteo also checks the same positive and negative targeted locations, the same keyword language, and the same disabled demographics.


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