One constant source of frustration I have with AdWords is finding that Ads are being triggered by the incorrect keywords. This results in Ad text not matching the search and lowers CTR.
In a large account this can be fairly common and occurs ( believe) because a broad match keyword in a separate AdGroup has a higher quality score (QS) than the keyword in the AdGroup you want to trigger the Ad.
As an example, an account containing the AdGroup “AdWords Consultant” which contains keywords such as “Best AdWords Consultant UK” could be triggered by the search “AdWords Company UK” EVEN when an AdGroup “AdWords Company” containing this keyword as an EXACT, PHRASE and BROAD exists! Why? Because the QS for the keyword is higher in AdGroup “AdWords Consultant” and through BROAD MATCH rules it can trigger the search.
The remedy is either one of two things –
1, Add a negative into one of the AdGroups to prevent it triggering the other AdGroup Ad. This is fine, but sometimes you may not wish to exclude a certain search phrase from either AdGroup.
2, Increase the bid on the correct keyword, thus increasing its QS.
The problem up until now I’ve found is identifying which AdGroup the keyword is in which is causing the problem. The hover function told you the problem existed, but didn’t tell you where it was coming from. Now though, Google are indentifying the problem AND the AdGroup which is causing it. This information is shown in the orange section I’ve covered up in the screenshot.
