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

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For transcript and extras: https://www.semrush.com/blog/weekly-wisdom-with-joel-bondorowsky-prevent-keyword-cannibalization-in-a-few-simple-steps/
As you know, advertisers that have keywords which are triggered by the same search term compete with one another in what is called the Ad Auction. But you may be surprised to find that before this happens, there is an internal auction, inside of your own Google ads account, where could be essentially competing with yourself! That’s right, different keywords in your own campaign compete with each other in an internal auction, when they match with the same search term. The winning keyword will be the one with the highest ad rank. This leads to a loss of control of the traffic that your campaign brings. An ad group with tailor-made ads for particular terms may lose its traffic to another group. And if it becomes necessary to lower bids on a particular word, the traffic that the keyword was bringing may hop to another keyword in another group.

Which is why today I’m going to explain to you how to run a report to identify if and where this is happening and then explain to you what you need to do to fix the problem, which we will do on the ad group level.
Extracting The Data

Download a search term report for all campaigns who are targeting overlaps. There are several ways to do this, but for today’s lesson, I will show how to do it from the reporting section in Google Ads.

After logging into your account, click on the reports icon.
Click Custom to create a custom report
Select Table
Next, you’ll want to filter the campaigns whos groups you’d like to analyze for this report. It is important that you only choose campaigns which can compete with themselves due to similar settings, such as geography and device. To enable the filter, click the filter icon, then choose campaign from the dropdown. Next, choose the relevant campaigns and apply.
Now you’ll want to set the appropriate date range
And we are ready to create the table
For rows
Ad group
Search keyword
Search term
For columns
Just impressions.
Next click on the download icon
Select Excel.csv
The report will automatically download when ready.
Google gives you the option to save this report to easily create it again in the future. As well as scheduling the report.

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