How to Manage Duplicate Terms

There are cases we might be bidding on the same term under multiple keywords. Sometimes it is intended as part of our strategy, and other times it is as a  result of managing a lot of campaigns and ad groups.

The system offers an easy way to identify these duplicates and manage them effectively.

The Manage Duplicates Menu

The Manage Duplicates menu offers an easy way to manage duplicate terms in a quick and efficient way.

The menu includes a list of duplicate terms which appear in different keywords across our account.

• Duplicates – the number of times the exact same term has been found
• Total Impressions – the accumulated impressions of all duplicates
• Total Clicks – the accumulated clicks of all duplicates
• CTR – the click through rate range of all duplicate terms
• Total Spend – the total ad spend for all duplicate terms
• CPC – the cost per click range of all duplicate terms
• Total Orders – the total number of orders for all duplicate terms
• CVR – the conversion rate range of all duplicate terms
• ACOS – the ACOS range of all duplicate terms
• Target – the offset of all duplicates from the Target ACOS

Selecting a row will redirect to a page which will display a list of the duplicates the system has identified for this term

Here we will be able to see the location of each of the duplicate terms and their performance. We typically wouldn’t want to manage the same term in multiple instances as it can create bid conflicts and more optimization overhead.

Managing Duplicates in the Recommendations Section

If the system identifies a term has duplicates under the recommendations section it will display a “View Duplicates” option below the recommendations section.

Selecting “View Duplicates” will redirect us to a page which will display a list of all the duplicates the system has found for this term

Here we will be able to see the location of each of the duplicate terms and their performance. We typically wouldn’t want to manage the same term in multiple instances as it can create bid conflicts and more optimization overhead.

Recommended Actions

Scenario 1 – Multiple terms both exact and non exact state

Add the term to negative for all non exact keywords. Setting an optimal bid (based on a review of all bid performances) for one of the exact keywords and pausing all other exact keywords (in case there are more than one). The outcome of this action will leave us with one exact keyword for the term.

Scenario 2 – Multiple terms all in exact state

Setting an optimal bid (based on a review of all bid performances) for one of the exact keywords and pausing all other exact keywords . The outcome of this action will leave us with one exact keyword for the term.

Scenario 3 – Multiple terms all in non exact state

Move one of the terms to an exact keyword and set an optimal bid (based on a review of all bid performances) for the keyword. Add all other terms to negative. The outcome of this action will leave us with one exact keyword for the term.