Weekly Wisdom with Joel Bondorowsky Prevent Ad Keyword Cannibalization in a Few Simple Steps

TL;DR

Learn how to identify and fix internal keyword competition in Google Ads.

Transcript

hello to all the amazing internet marketers out there as you know different advertisers which have keywords that are triggered by the same Search terms are competing with one another to get their ads shown on Google search this competition is called by Google an ad auction you may be surprised to discover that before you're competing in the ad auct... Read More

Key Insights

• Internal ad auctions occur within your Google Ads account, where keywords compete against each other before facing external competition.
• Too much internal competition can lead to loss of control over which ads are shown for specific search terms.
• Running a search term report helps identify overlapping keywords that might be causing internal competition.
• Filtering campaigns by similar settings like geography or device is crucial when running a search term report.
• Impressions are used as a key metric to determine if a search term is being triggered by your account.
• A pivot table can help analyze search term competition by showing which ad groups are triggered for each search term.
• Eliminating competition involves adjusting keywords and adding negative keywords to direct traffic to the desired ad group.
• Regularly running and analyzing search term reports is essential for maintaining control over Google Ads campaigns.

Questions & Answers

Q: What is an internal ad auction in Google Ads?

An internal ad auction occurs within your Google Ads account, where different keywords in your campaign compete against each other when they match with the same search term. This internal competition determines which keyword will participate in the external ad auction with other advertisers.

Q: Why is internal keyword competition problematic?

Internal keyword competition can lead to a loss of control over your ad campaigns. It may cause traffic meant for specific ad groups to be redirected to others, preventing tailored ads from reaching their intended audience. This can also affect your ability to manage bid amounts effectively.

Q: How can you identify internal keyword competition?

You can identify internal keyword competition by running a search term report in Google Ads. This report helps you see which keywords are being triggered by the same search terms, allowing you to pinpoint areas of competition within your account.

Q: What steps are involved in running a search term report?

To run a search term report, log into your Google Ads account, click on the reports icon, create a custom report, filter campaigns with overlapping targeting, set the date range, and select relevant columns like impressions. Download the report in Excel format for further analysis.

Q: How can a pivot table help in analyzing search term competition?

A pivot table can help by organizing data from your search term report, showing which ad groups are triggered for each search term and the number of impressions. This visualization helps identify which terms have the most competition and where adjustments are needed.

Q: What actions can be taken to eliminate internal competition?

To eliminate internal competition, adjust your keywords and add negative keywords to prevent certain terms from triggering multiple ad groups. This helps direct traffic to the preferred ad group, ensuring more relevant ads are shown to the audience.

Q: Why is it important to regularly run search term reports?

Regularly running search term reports is important for maintaining control over your Google Ads campaigns. It helps you identify and address internal competition, ensuring your ads are effectively reaching their target audience and optimizing your ad spend.

Q: What is the benefit of using impressions as a metric in the report?

Using impressions as a metric in the search term report helps gauge activity levels for each search term. It indicates whether a search term is being triggered by your account, providing insights into which terms are causing internal competition and need attention.

Summary & Key Takeaways

• Internal ad auctions within your Google Ads account can result in competition between your own keywords, leading to loss of control over ad traffic. Identifying and addressing this issue is crucial for effective campaign management.

• Running a search term report is an essential step in identifying internal competition. By filtering campaigns with similar settings and analyzing impressions, you can determine which keywords are competing against each other.

• Creating a pivot table helps visualize search term competition by showing which ad groups are triggered for each term. Adjusting keywords and adding negative keywords can help direct traffic to the desired ad group.