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SEM Management

Optimizing Keyword Structure

Ricardo González
Updated on_
September 13, 2023

It is very important to take care of the structure of your Google Ads account. Make sure that the keywords are in the right ad group, avoid duplicate keywords so that they do not compete with each other and CPCs skyrocket. In addition to avoiding other problems in your keywords such as match type issues or words with errors in their terms.

In the following video we show you how Dolnai can help you to optimize the structure of your keywords and suggests recommendations when it finds a conflict.

In today's video, we are going to talk about a Dolnai algorithm that has been specially designed to detect errors and conflicts of keywords in your account.

You probably think that these errors don't occur in your account, but they are more common than we think.

Especially in large accounts, that have been managed by several people over time, that have changed strategy in the structure, where large changes are made or scripts and automations are used.

These problems and conflicts are several, and are shown in the Keywords > specifically Keyword optimization section.

Each row shows a conflicting keyword where its attributes and KPIs of the analyzed period are displayed. So that you have all the necessary information to make the best decision.

Remember, Dolnai surfaces areas for improvement, but you are the one who decides whether to apply them or not.

The most common problem that occurs in accounts is having duplicate keywords. These are the ones that compete for the same searches, disperse traffic and increase CPC.

The tool will only detect those that meet the following requirements: 

  • First. Same keywords or broad match terms in a different order, always in the same campaign and audience. 
  • Second.They may or may not belong to the same ad group, in the case that they belong to the same, it is advisable to pause the one that has worse quality traffic or worse quality score, Dolnai will indicate this to you. 
  • And finally. If they belong to a different ad group, the SEM Manager must decide which one fits better and pause it where it shouldn't be.

Duplicate keywords appear numbered in the first column with the same number, indicating information about them and which one should be paused.

If these words do not have traffic, the tool will only indicate them, without suggesting which one to pause.

Let's see a specific example, in pair 6 we can see that the keyword "4x4 car insurance" appears in two ad groups, one generic for cars and another specific for 4x4. It is suggested to pause it in the generic ad group, even if they have not had traffic in the period, so that when it does have it, it enters by an ad that mentions 4x4.

As a SEM Manager, you should review all cases to find and decide which ones to pause, a very easy action to implement with Google Ads Editor.

Another problem that can occur are match type errors. These are pointed out in the match type column where the specific problem is mentioned, it could be an extra bracket, some quotes, missing space, etc.

In row 30 there is an example where the keyword "insurance for motorcycle 325]" has a bracket in the middle that does not apply in this case, in the corrected keyword column we have it corrected.

In all the rows where match type errors are made, the SEM Manager must check them, pause them and add the corrected keyword if it does not already exist.

Finally, Dolnai detects Keywords that contain the same term repeated several times. This problem usually occurs in accounts where several values are concatenated to create long tail keywords.

We can see an example in row 24 where the keywords "4x4 cheap insurance 4x4". 4x4 is repeated twice and should be eliminated one of the two times, we can also see that it has not had traffic either in the period or in the year, as it is difficult for someone to make a search like this.

As an account manager, you should, like in the rest of the cases, review each row and pause those that are poorly written and add them correctly.

After solving each of the detected problems you will see how the traffic of your account will be better structured, the CPC could decrease and also it will be an easier account to manage having reduced the number of keywords.

Try it with your account and see for yourself.

Ricardo González
Updated on_
September 13, 2023

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