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SEM Management

Add Cross Negative Keywords to trigger the Appropriate Ad group

Cristina Jiménez Gómez
Updated on_
September 13, 2023

As you may have noticed, Google's algorithm is not always accurate in attracting the search through the most appropriate ad group. This leads you to bid on a keyword that doesn't correspond and consequently, the ad and landing page shown to the customer is not the correct one.

If you can't watch the video right now but want to understand how it works, I encourage you to read the transcript so you can understand it quickly.

We'll talk about a very common need among SEM Managers who manage well-structured accounts. Where there are various ad groups that differentiate themselves by small nuances regarding the products or services that are offered.

Thanks to this granularization of the structure, you can create specific ad groups with texts in their ads that are more precise to the user's search.

In this way, the possibility of getting the click and having the user land on a specific landing page for their search to boost conversion is increased. Because the customer finds what they're looking for. And that's great.

Since the accounts started using Google's automations, which promised SEM Managers that the algorithm is capable of directing searches to the correct ad group to facilitate management tasks. But, many times searches do not enter through keywords of the most accurate ad group.

Dolnai has prepared an algorithm that will help you solve this dilemma, you can find it in the Cross Negative KW section where we can see examples of this situation.

Each row shows an example of a case where a real account search has entered through two different ad groups.

Automatically, the tool chooses which ad group is best for that specific query, and proposes to negate at the ad group level the terms so to prevent it from entering the wrong ad group and all searches are directed to the most suitable one.

Here we have an example of a search that entered through a house ad group and another specific chalet one. It is recommended to negate the kw chalet in the generic house ad group.

This way, we ensure that if someone wants a specific insurance for chalets, the ad that mentions texts that include the term chalet appears and thus the ad is more relevant than others that may appear that refer to generic houses.

To apply this algorithm as an SEM Manager, you should review the proposals and see which ones make sense in your account, as not all will be suitable for your specific case.

Once you have the complete list of negative keywords to add them in the match type and at the ad group level you'll see how in a short time your traffic will be directed more efficiently and the CTR (click through rate) of the account will improve as better ads appear in searches.

Go ahead, connect your account, and check it out for yourself.

We'll see you in the next video where we’ll continue to teach you more secrets of the Dolnai AdCreator.

Cristina Jiménez Gómez
Updated on_
September 13, 2023
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