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Wasted Spend & Automations

Duplicate keywords across ad groups - does it actually cost you anything?

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Priya Deshmukh Asked Feb 25, 2025
2 414
Auditing an account with a lot of duplication - the same keyword in the same match type sitting in four different ad groups across two campaigns. Every audit template flags this and I want to be precise about why, because the version I usually hear ("you bid against yourself and drive up your own CPC") is not right. Google picks one and the others do not enter the auction, so there is no self-bidding. What I think the real costs are: 1) You cannot predict which ad serves, so your careful ad copy per ad group is a coin flip. 2) Performance data is split across four rows, so none of them accumulates enough to read. 3) Nobody can maintain it. A negative added in one place does not affect the copies. Those are real but they're not "it costs you money" in the direct way people imply. Am I underselling it?

Replies (2)

M Marcus Hale · Feb 25, 2025
You have it right and your point 2 is the one that quietly costs money. Smart bidding learns per ad group. Split the same keyword four ways and each copy carries a quarter of the evidence, so all four are treated with more uncertainty than the combined history would justify. That's not a dramatic effect and it's not nothing either, and it is invisible - there's no report anywhere that shows you the cost of fragmented learning. The bidding-against-yourself version persists because it's easy to explain to a client. The real reason takes three sentences and is less satisfying.
G Greg Pallister · Feb 26, 2025
Also worth saying: some duplication is deliberate and fine. Same keyword in a brand campaign and a generic one, different geographies, different landing pages for different audiences... The audit template flags all of it identically, which is why half the "issues" in an automated audit are somebody's considered decision from two years ago. Read before deleting.

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