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Google chooses the most unrelevant keywords
Sorry for the typo! I can’t change the title now, I meant irrelevant\*
My standard shopping ads have so much irrelevant keywords. I add a few hundred negative keywords per day, and yet every day there’s always the same amount of new ones.
I’m in the toys niche, some toys are animals and of course google advertises me for pet supplies keywords. Meaning if I sell, let’s say a turtle toy, google will advertise for keywords like cute turtle pictures, how to buy a live turtle, etc. I’ve just checked and the most performing audiences are not even in the toys niche – and the most performing one is in Pet Supplies.
Like, bro..
The most important keywords still get the most impressions, in terms of per keyword, but the irrelevant keywords are definitely the majority of the overall daily impressions.
I’m specifically bidding higher for those important ones, but since google is also throwing a bunch of randoms, I’m paying $2 for someone who searches how to buy a pet turtle and leaves my website after 3 seconds, because that person is obviously not interested in buying anything..
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Any tips?
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1 Reply
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yes, i have this same problem too
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You using broad? Use it carefully. Broad is for reach. If you want performance, your account strategy should focus on it’s exact and phrases
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They are relevent to Google’s profit.
Google cares about us like a butcher cares about a cow.
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If it’s normal shopping, think about doing the campaign in 3 tiers.
1. Campaign 1 – low bids – high priority -> add relevant terms and brand terms as negatives, this will leave this campaign only with generic crap keywords
2. Campaign 2 – higher bids – medium priority -> add brand terms as negative, this will leave this campaign with relevant terms
3. Campaign 3 – high bids, low priority -> this will leave this campaign only with brand keywords. -
What’s your target ROAS and achieved ROAS in the last 30 days (accounting for conversion delay)?
Increasing your target ROAS should ‘ask’ the campaign to be more efficient, and so reducing exposure to queries that don’t perform.
Edit: conversion delay
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You might consider being more specific in the naming of your products.Since Google is matching to the product name, I’m guessing that the turtle toy doesn’t mention that it is a toy. By changing the name something more specific, like ‘large turtle plush toy’, you’ll give Google more to work with, and hopefully that will solve your mismatched search terms issue.
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Stop calling everything a niche !!
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Do your products have the proper category in the shopping feed?
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Do you have any structured data on the Product detail page?
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I run 1 standard shopping for 2 years. Everyday I added negative keywords. Until now I’ve used all 20 negative keyword lists. And there are still 20% of keywords that are irrelevant everyday. I think the best way to do is to ignore all irrelenvant keywords that have only 1-2 impress (even more). Google will always add new keywords although you do any things.
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Structured data is additional information about your product. It’s machine readable and often helps deliver more context to Google. It won’t solve all of.your PPC problems, but it should help reduce some of the irrelevant matching.
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Google has to pay salaries to their employees and also make a lot of money ? Jokes apart, always consider using exact match of a keyword. The phrase match is still better but never use broad match. It will drain all of your budget on irrelevant keywords.
I was also facing the same issue. I tried both phrase and exact match and hopefully exact match of my keywords giving me high-quality leads. However, it will limit the keyword variations and you might miss out on good opportunities. I would say A/B test and see what works for you. -
A couple of things:
1. Try the classic alpha/beta (well, it’s different so probably needs a new name) method:
– Create one campaign with your relevant keywords in exact match. Higher bids or a bid strategy, whatever you’re using.
– Duplicate the campaign then use phrase match or broad match. Set lower bids (either directly or via a bid strategy). Add the keywords from the exact match campaign as negative keywords.
It won’t exclude irrelevant terms but it ensures your budget being spent on the relevant terms (and irrelevant terms do less damage).
Just note any negative keywords will need adding to a list attached to both campaigns.
2) Use a script!
[https://shabba.io/script/2](https://shabba.io/script/2)
Disclaimer: it’s my script, but it’s free via a sign up
How it works:
– You set “positive” keywords like “toy”
– If the search term does NOT contain “toy” (or whatever) it will be added as a negative keyword
You can also use a mixture of the two.
Also: I’ve read your comments about using a priority structure for shopping. That should work. I’d double check it’s setup correctly including the high and medium priority campaigns have budget.
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They are known for doing this haha
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It sounds like you are using manual bidding.
Suggestions here are good but below are some small changes that will make a big difference,
1. Use 2 campaigns per priority level at the high and med levels
2. Use ROAS bidding on 1 set of campaigns and manual bidding on the other setHere’s a sample setup,
Campaign 1 – ROAS bidding – high priority -> Add brand terms and relevant terms as negatives
Campaign 2 – Manual bidding (use 0.01 bids on product groups) – high priority -> Add brand terms and relevant terms as negatives
Campaign 3 – ROAS bidding – med priority -> Add brand terms as negatives, this will leave the campaign with the relevant terms
Campaign 4 – Manual bidding (use 0.01 bids on product groups) – med priority -> Add brand terms as negatives, this will leave the campaign with the relevant terms
Campaign 5 – ROAS or manual bidding – low priority – this will pick up your brand terms
The key difference in the setup above is that you have a duplicate campaign using manual bidding with $0.01 bids. The problem with the other query sculpting recommendations is that if a higher priority level campaign runs out of budget then the whole system falls apart. By keeping a duplicate campaign running that is using $0.01 bids running you could run it with a $1/day budget and it will never run out. This keeps the query funneling in-tact across all priority levels.
On the bidding side, the ROAS bidding won’t filter out the unrelated queries but it will limit how frequently you appear on irrelevant queries and reduce some of your work load.
Alternatively, you can scrap the above setup and just use a PMAX campaign. If you spend time on building and testing audience signals you might see equal or better performance as the setup above but reduce your workload in orders of magnitude.
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