PPC Keyword Tools are of great assistance to PPC managers, regardless of the size of their Google Ads or Microsoft Ads accounts. Some specialized tools can help us conduct keyword research highlighting keyword suggestions that we might consider adding to our accounts, like Google Keyword Planner or Ubersuggest. Other tools are more focused on the analytical side of things and will be especially useful once paid search campaigns are live.
Adalysis makes the life of online advertising specialists easier with a set of PPC keyword analysis tools. They will take care that your keywords, the most essential component of Search Campaigns, are optimized to the level of perfection.
Why would you care about duplicate keywords? When you have multiple occurrences of the same keyword across your campaigns and ad groups, you let an online advertising platform – Google Ads, or Microsoft Ads- decide for you, which of these keywords should trigger an ad. And this might not always be the best performing keyword that brings you the most value!
If you want to have more control over your keywords, you should make sure that no duplicate keywords are running simultaneously across your account. However, this might require an incredible amount of time and, probably, some Excel skills to operate the research.
Adalysis Duplicate Keywords Tool allows you to do the same with a click of a button: from duplicate keywords report, you can compare the performance of all the occurrences of the same keyword and pause the redundant ones, only leaving the keyword in the best-performing ad group. Alternatively, you can pause all duplicate keywords in bulk, specifying the criteria – e.g., pause duplicate keywords that have lower CTR or worse Quality Score.
Having duplicate search terms is also something you would like to avoid. What it means, is that the same search term triggers multiple keywords in your account, i.e. two or more of your keywords are competing for the same user performing a search in Google. This is sometimes called keyword cannibalization.
Why is this bad?
Let’s imagine that your search term is discount laptops for sale. That means your ad links to a sales page and your ad uses a messaging talking about sales. With Google Ads’s various match types, this search term could show in one ad group best laptops, which uses a different ad and landing page that goes to more expensive laptops, it might also show for another ad group Dell Laptops for sale, which has an ad and landing page that are only about Dell Laptops. When the same search term triggers ads in these various ad groups, it causes your conversion rates to drop as some people are seeing the wrong ad and landing page. Knowing the best ad and landing page for any search term allows you to ensure your traffic is being properly funneled across your website, which can increase conversion rates and sales.
In the situation of Duplicate Search Terms, you’re losing control over which ads a user will see and when, and hence, can’t effectively scale your paid search performance. As a side effect, it can also negatively impact your Quality Score for affected keywords and make your clicks cost more than they otherwise could.
To avoid keyword cannibalization, you’d need to add cross-group negatives: i.e., add the search term as a negative keyword in less relevant ad groups, so that in the end, each of your search terms is always triggered by a keyword from the same ad group. However, accomplishing this would require going through your search terms report and adding negative keywords one by one, which may result in hours of monotonous work.
Adalysis Duplicate Search Terms tool helps automate this process! With the tool, you will:
You can also apply the same process in bulk to all your duplicate search terms across your entire account. You will just need to choose which ad groups to consider worst performing in relation to the search term – e.g., you can add as negatives in bulk all search terms with lower CTR or lower conversion rate.
This tool helps you to get beyond the basic search terms analysis you could conduct in your PPC account. N-Grams Analysis Tool aggregates data across your entire account and shows you patterns in your queries, rather than individual search terms.
For example, you may notice that many of the search queries people use to arrive at your website, contain the word “cheap”, and this pattern appears in many different ad groups and campaigns. Now, you want to see how these queries are performing: if they have really low conversion metrics, you might prefer to add the word “cheap” as negative to prevent showing your ads in these cases and thus stop wasting money. To do the analysis, you could go to Google Ads search terms report, filter all the queries containing the pattern you are interested in, and analyze their performance. Two problems appear here, though: the amount of time you might need to spend on that, and being reactive rather than proactive: you will only start looking for patterns once some of them catch your attention in your reports.
Adalysis N-Grams tool will provide you with valuable insights across your user behaviour right from the start – every day you can access the N-Grams report and see if there are any interesting patterns. From there, you also see immediately what performance these patterns have had and can act right away, adding irrelevant words as negatives.
Handling keywords and search terms has now become so much easier for PPC managers and online advertising specialists with Adalysis PPC keyword analysis tools. Additionally, Adalysis has many more tools for helping you optimize all other areas of your PPC campaigns:
You can try Adalysis completely free for 14 days! No commitment, no credit card required – import your PPC account and start optimizing from day 1.
Adalysis was founded in 2013 by PPC experts with more than 20 years of experience under their belt. Since then, we have helped PPC agencies, in-house PPC marketers and small business owners from all over the world to optimize their PPC efforts in the most cost-effective way.