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Do you really need multiple keywords when close variants catch all relevant search terms anyway?
Posted by on October 14, 2022 at 12:06 pmHello, the title says basicly everthing but I will go into more detail. First off all, english is not my first language and I’m sorry if there are any mistakes.
Our company sells original wheels and rims, we’ve been using Google Ads since 2017 actively and we always take every opportunity to educate us. We use nearly every function of Ads and have done alot of A/B testing for our business etc.
But I’m facing a problem lately that I can’t find a solution too. It’s about close variants of keywords. Most of our customers cant really differentiate between wheels/rims/tyres, they think they are basicly the same because of the wording here in germany. For example changing tryes in winter/summer is a common term but most of the people dont change their tyres, they change their wheels.
So when I got an ad group with the following keywords as phrase match,
“audi tyres”“audi wheels”
“audi rims”
there are search terms like “original audi wheels” but as a close variant of “audi rims” or the search term “audi wheels 22 inch” as a close variant of “audi rims”.
So technically I could just place “audi wheels” as a keyword in the ad group, and every search term we are aiming for would come in as a close variant. I’ve done an A/B test and there are no difference in the search terms when I reduced the ad group to one keyword instead of three. And just having one keyword is more benefitial because the quality score is 10/10. In the ad group with three keywords the quality scores are 10/10, 8/10 and 6/10.
I can’t see why i should keep all three keywords when I get all search terms with one keyword and also got a better quality score, but I got such a feeling that I’m missing something. The problem is also relativly new because one year ago the close variants were alot “closer” than now and having just one keyword wouldnt have covered every relevant search term.
I appreciate every feedback on this!
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1 Reply
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It really depends on the situation. I like to use keyword insertion and keyword level final URLs, so having each of these in this instance would provide the opportunity to match the ad copy to different search query variations, rather than adding 3 separate headline variations and hoping that the right one matches.
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You could if there is tons of search volume and maybe you want to use manual CPC to adjust bids for that campaign. Plus it can be good to see the CPA/CPL/ROAS for those keywords, which may be to high/low or not within your KPIs and you want to pause them.
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