Every once in a while, I like to run a duplicate keyword analysis in my AdWords accounts to make sure I’m not doubling up on any keywords. If you regularly add new keywords to your account (and you should), you might overlook a few keywords that you already have covered. Bidding on the same keyword across ad groups or campaigns might have a negative impact on your quality scores, or it could drive up your CPC as you end up bidding against yourself.
Fortunately, running a duplicate keyword analysis is quick and easy if you have AdWords Editor. Here’s how to do it. First, go to the “Tools” menu and click on “Find Duplicate Keywords”:
On your next menu, you have the option to choose the word order of the duplicates, select if you want to find duplicates with the same match types, and decide if you want to find duplicates within the same ad group, within the same campaign, or within the same account:
When you run the report, I recommend hiding duplicates in paused, deleted, and ended campaigns and ad groups, since they won’t really interfere with your active elements. This will help reduce the amount of keywords that are listed in the final report, and will make your analysis a little easier.
Once you run the report, you’ll see the keyword spreadsheet you’re already familiar with, but duplicate keywords will be grouped together by dotted lines. Now, you can go through the list, find any keywords that are both duplicate and active, and pause any keywords that might be competing against each other. There’s usually a significant difference in conversion, CTR, or quality score metrics between duplicate keywords, so I normally pause whichever one is performing the worst on my key metrics.
Whenever you add in a lot of new keywords, it can be easy to lose track of what you already have. It’s a good idea to run the duplicate keyword report every couple of months to make sure that you haven’t added in anything that might conflict or compete with your previous active keyword selection. Remember, kids: a healthy, duplicate keyword-free AdWords account is a happy AdWords account.