This guide explains the two types of search term duplications, how they occur, and how to handle them effectively using the Tenscores tool.
Types of Duplicates
Match Type Duplicates
Cause: These duplicates are created due to match types and close variants. Exact match is no longer strictly exact, leading to search terms being triggered by multiple keywords across different ad groups.
Impact: A search term can be triggered by more than one keyword, causing duplication and inefficiency in your campaign.
Identification:
TenScores identifies these duplicates and provides a quick overview of the money wasted due to them.
The tool shows you the search term and the ad groups where it was found.
Metrics for each ad group are provided, such as cost per conversion, helping you determine the better-performing ad group.
Action:
The recommended ad group with the lower cost per conversion is highlighted.
You can approve the recommendation, which will add the search term as a negative keyword in the less efficient ad group to prevent further duplication.
Approve and publish the changes to implement the corrections.
Straightforward Duplicates
Cause: These occur when you have identical keywords in different ad groups within the same campaign, leading to conflicts.
Example: Having the same keyword in multiple ad groups, not targeting different locations.
Identification:
TenScores detects these straightforward duplicates and lists them for your review.
Action:
Review the listed duplicates and decide which ad group should retain the keyword.
Remove the duplicate keywords from the conflicting ad groups to streamline your campaign structure.
Practical Steps
Review Duplicates:
Regularly check the "Duplicates" section in TenScores.
Examine both types of duplicates identified by the tool.
Approve Recommendations:
For match type duplicates, approve the recommended ad group with the better cost per conversion.
Ensure the search term is added as a negative keyword in the other ad groups to stop duplication.
Remove Straightforward Duplicates:
Identify and remove identical keywords from conflicting ad groups within the same campaign.
Publish Changes:
Save and publish the changes to update your campaigns.