Keywords within multiple ad groups are similar to the search query
When multiple ad groups have keywords that match a search query, the AdWords system must make a more complex decision. This is because different ad groups might have different creatives, landing pages, and campaign settings. All of these differences can result in different experiences for users, and can result in different Quality Scores for similar keywords in different ad groups.
In this situation, the AdWords system uses a set of preferences to determine which of your keywords to use. The preferences rank approximately in the following order:
Use a keyword that matches the search query exactly, rather than using one that doesn't
If one keyword is identical to the search query, the system will prefer to use that keyword to trigger an ad, regardless of the ad group the keyword is in. This is true even if there are other ad groups with keywords similar to the search query.
For example, suppose the query is "plumber course". If one ad group contains the broad-match keyword "plumber course", while another ad group contains the phrase-match keyword "plumber", the system will prefer to use the broad-match keyword that matches the query exactly.
When keywords are the same but have different match types, use the keyword with the most restrictive match type
If you have multiple ad groups with keywords that are the same, the system will prefer to use the keyword with the more restrictive keyword match type.
For example, suppose the query is "local plumber". If one ad group contains the broad-match keyword "plumber", while a phrase-match keyword "plumber" is contained in another ad group, the system will prefer to use the phrase-match keyword.
Use a keyword from a campaign with the most specific geographical location targeting
If you have multiple campaigns with keywords that similarly match the query, the system will prefer to use the keyword from a campaign that uses more specific
location targeting.
For example, suppose that the search query is "plumber" and that the search is conducted within New York City. If the keyword "plumber" is within a campaign that targets the New York City metropolitan area, while another keyword "plumber" is within a different campaign that targets the entire United States, the system will prefer to use the keyword from the campaign that targets just New York City.
Use the keyword that has the highest Ad Rank
When several ad groups contain keywords that match a search query, the system will prefer to use the keyword with the highest combined
Quality Score and cost-per-click (CPC) bid. We call this combination "
Ad Rank." Here's an example:
Query: plumber training course
Keyword from ad group 1: plumber course, Ad Rank = 1.5
Keyword from ad group 2: electrician training course, Ad Rank = 1.0
Keyword 1 will be preferred because it has a higher Ad Rank.
In rare cases, the keyword with the highest Ad Rank might seem to be less relevant to a particular search query than other eligible keywords. Because higher relevance is generally correlated with a higher Ad Rank, this will happen infrequently. To check for it, run a
search term report. If you see an instance in which the less relevant keyword triggers an ad, add that search query as a
negative keyword to that keyword's ad group.
Posted by Omar Selman - Google AdWords MENA
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