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How similar keywords match search terms

Views:0     Author:Site Editor     Publish Time: 2016-06-28      Origin:Site Inquire


When users search on Google or our search partner website, the similarity of the search terms they enter with your keywords determines whether your ad is eligible to appear. Only one keyword in each search term will trigger an ad. See the example below to see what happens when multiple keywords in your account match a search at the same time.

Multiple keywords in the same ad group are similar to search terms

There may be multiple similar keywords in an ad group that match a search query.

Examples

You might setBroad matchThe keywords \"Plumber Course\" and \"Plumber Training Course\", these keywords can be matched with the search term \"Plumber Training Course\".

In this case, the AdWords system uses a set of priority rules to decide which keyword to choose.The general order of the priority rules is as follows:

Choose keywords that exactly match the search term

If a keyword is exactly the same as the search term, the system will give priority to that keyword to trigger ads. This is true even if there are other keywords in the ad group that are similar to the search term.

Examples

Let’s assume that the search term is \"Plumber Course\", and your ad group includes both the broad match keyword\"Plumber Course\" and the phrase matching keyword\"Plumber\". In this example, the system prefers the broad match keyword \"Plumber Course\" because it exactly matches the search term \"Plumber Course\".

When the keywords are the same, the system will select the exact match keyword

If you have multiple keywords that are the same, the system will give priority to the exact match keyword.

Examples

If the search term is \"Plumber\" and your ad group contains both the broad match keyword\"Plumber\" and the exact match keyword\"Plumber\", the system will take precedenceExact matchKeywords.

Choose keywords with the highest ad rank

If there are multiple broad match keywords and search terms in your ad group that form a broad match relationship, the system will give priorityAd rankThe highest keyword.

Examples

Keyword Ad rank
Plumber Course 1.5
Electrician Training Course 1

In this example, the system will prefer the keyword \"Plumber Course\" because it has a higher ad rank.

Exception to priority

The AdWords system also has exceptions when applying all the above priority rules.In the following example, there may be cases where the above priority rules are not met:

There are keywords with higher ad rank and lower prices

In rare cases, the system prefers the cheaper keyword, which means that the keyword has a lower CPC bid and a higher ad rank.

Examples

Let’s say someone searches for \"\"Plumber Tools\", and your ad group includes the keywords \"Plumber Tools\" and \"Plumber Tools\".

Keyword Maximum cost-per-click bid Ad quality Ad rank
Various plumber tools 1 Yuan high quality 16
Plumber tools 1.5 yuan Poor quality 11

In general, the system will prefer the keyword \"Plumber Tool\" because it matches the search term more than \"Multiple Plumber Tools\". However, \"multiple plumber tools\" are cheaper, have a higher quality score, and have a higher ad rank. Therefore, in this case, the system preferentially chooses \"\"multiple plumber tools\". Please note that whenever your keywords match search terms and your ad enters the ad auction, we will calculate the ad rank.

Multiple keywords in multiple ad groups are similar to search terms

If multiple ad groups contain keywords that match the search terms, the AdWords system must consider more complex factors when making decisions. This is because different ad groups may use different ads, landing pages, and campaign settings. All of these differences may bring different experiences to users, and may lead to different quality scores for similar keywords in different ad groups.

In this case, the AdWords system uses a set of priority rules to decide which keyword to choose.The general order of the priority rules is as follows:

Select keywords that exactly match the search term, not keywords that are not exact matches

If a keyword is exactly the same as the search term, the system will first select the keyword to trigger the ad, regardless of which ad group the keyword belongs to. This is true even if there are keywords similar to the search term in other ad groups.

Examples

Suppose the search term is \"\"Plumber Course\". If one of your ad groups contains the broad match keyword \"Plumber Course\" and the other ad group contains the phrase match keyword\"Plumber\", the system will prefer the broad match keyword because it matches the search term The words match exactly.

When the keywords are the same, the system will select the exact match keyword

If you specify the same keywords in multiple ad groups, the system will give priority to the exact match keywords.

Examples

We assume that the search term is \"\"local plumber\"\". If one of your ad groups contains the broad match keyword \"local plumber\" and the other ad group contains the exact match keyword\"local plumber\", the system will give priority to the exact match keyword.

Choose keywords with the highest ad rank

If multiple ad groups use keywords that match the search term, the system will give priorityQuality scoreCPC biddingThe keyword with the highest overall value. We call this comprehensive valueAd rank

Examples

Let’s say someone searches for \"Plumber Training Course\" and your ad group contains the keywords \"Plumber Course\" and \"Electrician Training Course\".

Keyword Ad rank
Plumber Course 1.5
Electrician Training Course 1

In this example, the system prefers \"Plumber Course\" because it has a higher ad rank.

Precautions

In rare cases, for a particular search term, the keyword with the highest Ad Rank may not be as relevant as other effective keywords. Generally, the higher the ad rank, the higher the relevance, so this situation is rare. Try to generateSearch terms reportTo see examples of ads triggered by less relevant keywords. Then add the search term as a negative keyword to the ad group containing the less relevant keyword.


Exception to priority

There are some exceptions when the AdWords system applies all the above priority rules.The following example may have exceptions that do not comply with the above priority rules:


Campaign is limited by budget

Of your campaignDaily budgetWill affect each of the above situations. If a keyword is in a budget-constrained campaign, that is, the campaign’s budget is insufficient to generate all possible traffic, then even if the keyword is eligible, it will not always trigger ad impressions. This is done to prevent the campaign from seriously exceeding its budget. Learn more about howAvoid running out of daily budget

Examples

In the following example, you will see how for a campaign with a limited budget, if multiple keywords are the same but the match types are different, the system will be affected when selecting keywords for it.

For example, your campaigns are named \"\"Sink clogged\" and \"\"Water heater damaged\". You have the exact match keyword \"Plumber\" in the campaign \"Sink blocked\" and the broad match keyword\"Plumber\" in the \"Water heater damaged\" campaign.

Under the same conditions, when someone searches for \"Plumber\", the exact match keyword in the \"sink clogged\" campaign will trigger the ad because it has a stricter match type. However, if your \"sink clogged\" campaign has a limited budget, the exact match keywords in this campaign will sometimes fail to trigger ads. This means that broad match keywords in your \"water heater broken\" campaign will trigger ads.

There are keywords with higher quality scores and ad ranks and lower prices

In rare cases, the system will prefer to choose a cheaper keyword, that is, the keyword has a lower CPC bid, but also has a higher Quality Score and Ad Rank.

Examples

Let’s say someone searches for \"Plumber Tool\" and your keywords \"various plumber tools\" and \"Plumber Tool\" have the following maximum cost-per-click bids, quality scores, and ad ratings:

Keyword Maximum cost-per-click bid Quality score Ad rank
Various plumber tools 1 Yuan 7 0.7
Plumber tools 1.5 yuan 4 0.6

In general, the system prefers the keyword \"Plumber Tool\" because it matches the search term better than \"Multiple Plumber Tools\". However, the keyword \"multiple plumber tools\" is cheaper and has a higher Quality Score and Ad Rank. Therefore, the system will preferentially choose the keyword \"multiple plumber tools\".

Precautions

In rare cases, for a particular search term, the keyword with the highest Ad Rank may not be as relevant as other effective keywords. Generally, the higher the ad rank, the higher the relevance, so this situation is rare. Try to generateSearch terms reportTo see examples of ads triggered by less relevant keywords. Then use the search term asNegative keywordsAdd to the ad group containing the less relevant keyword.

Too many matching keywords

If your account contains hundreds of matching keywords, we will automatically remove some duplicate keywords. Then, we apply the priority rules discussed above.

Examples

Assuming you copied an ad group 5000 times, you should now have 5000 instances of keyword \"plumber\" in your account. When the user searches for \"\"Plumber\", we will not process all 5000 instances, but will reduce the number of matching keywords. Then, we apply the priority rules discussed above.


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