Categories: Optmyzr

Traffic Sculptor: Are the right ads being shown for your keywords?

Traffic Sculptor ensures that the right ads show for each search query in an AdWords account.

Sometimes Google shows an ad that is less closely related to the query because it preferred to match to a keyword that has a higher rank, usually because of a high bid. This is undesirable because there is a better ad in your account for this query so we use traffic sculpting techniques to make sure we show the best ad for the search query every time.

For example, as shown below, there are two keywords with different ads in two different ad groups in an AdWords account.

Ad Group1/Keyword 1: Women’s Black Shoes

Ad 1: Women’s Black Shoes.
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AdGroup2/Keyword 2:  Buy Shoes

Ad 2: Buy Shoes & Bags
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Shoes. Free Shipping. Order Today!

Search Query: Buy Women’s Black Shoes

In the above example, even though the first keyword and ad text is more relevant to the search query, Google can choose to match the search query to the second keyword and show the less relevant ad text because the ad rank due to the keyword bid may be higher for the second keyword.

The Traffic Sculptor ensures that traffic gets directed to the right ads by adding exact match negative keywords at the ad group level.

The negative keyword suggestions you see in the Traffic Sculptor look very relevant for your account. So why do we recommend these as negative keywords? That’s because you already have these keywords in your ad groups but Google has not always used these when a user searched for one of these keywords. Rather than showing the ad you want, they display another ad from your account because it has a better ad rank (often because it has a higher bid). By adding these keywords as negative exact matches, it forces Google to show the ads you want rather than the ones that rank higher but are potentially less relevant.

Geetanjali Tyagi :

View Comments (4)

  • Does "Embedded Match" still work?
    I have created an adgroup Today with a phrase match keywords and then added same kw as exact negative in that same adgroup and the ads are not showing due to a negative kw!

    • Hi Matt,

      When you create an ad group with both a phrase match and negative exact of the same keyword, your ad may only show when the query includes the keyword + some additional words before or after it.

      For example if your ad group has these keywords:
      "red roses"
      -[red roses]

      ... your ad may appear for searches like this:
      buy red roses
      red roses delivered

      ... but your ad will NOT appear when someone searches for
      red roses

      The Traffic Sculptor tool helps eliminate ad impressions from the incorrect ad group. Please use our chat functionality or send us a support ticket if you'd like to discuss how this is working in your account.

      Thanks for using Optmyzr!

      • I have the setup that you referring to, but the kw notification is alerting me that the ad is not running due to a negative kw. Please see attached screen-shoot.

        • Yes this appears normal to me because Google checks if the keyword would show if the user searched for the exact text of the keyword. In this case, the ad would not show due to the negative exact match keyword that is blocking it, but your ad may be shown for searches that include extra words before or after.

          By the way, just to be clear about what our tool does: it adds negative exact match keywords in ad groups that have been shown for a query that already exists as a keyword elsewhere in your account. We don't add negatives to block traffic as in your screenshot.