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Google’s autogenerated keywords: lots of duplicates (WTF?)
Posted by on March 9, 2021 at 10:34 amYesterday I set up a search campaign for a client who has a local shipping company. I was in a bit of a rush, so I followed Google’s assistant and let it scan my client’s website and suggest keywords automatically, thinking that I could always go and edit them later before launching the campaign: Anyway, when I had a look at the keywords Google had generated, I saw this:
shipping companies
express shipping
urgent shipping
shipping services
international shipping
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All of them with broad match.
Now, am I mistaken, or are all of these keywords redundant if you are using broad match? Wouldn’t just “shipping” cover all of these cases? What is Google doing?
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1 Reply
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Google’s big new way to wrest control from advertisers is to have them run broad match keywords exclusively with automated bidding. Most of the accounts we manage have this “recommendation” now.
It’s true that any of these keywords could fire on the same search term, but Google would usually match the keyword that’s most relevant, notwithstanding different bids and quality scores.
IMO, I would avoid broad match unless you need to be super aggressive with scaling up.
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