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 Avoid Search Budget Cannibalization For A Better Share Of Spend

Search budget cannibalization occurs when multiple campaigns or ad groups are bidding on the same keywords, which can lead to wasted ad spend and lower performance.

 There are a few things you can do to avoid search budget cannibalization:

Organize your campaigns and ad groups logically. Make sure that each campaign and ad group is targeting a specific set of keywords and audience. For example, you might have one campaign for brand keywords and another campaign for generic keywords.

Use negative keywords. Negative keywords prevent your ads from showing for certain searches. For example, if you're selling shoes, you might add the negative keyword "free" to prevent your ads from showing for searches like "free shoes."

Use ad group priority. Ad group priority controls which ad group's ads are shown when multiple ad groups are targeting the same keyword. You can use ad group priority to prioritize your most important ad groups.

Use bid modifiers. Bid modifiers allow you to adjust your bids for certain keywords, ad groups, or campaigns. For example, you might increase your bids for brand keywords or decrease your bids for keywords that are less relevant to your business.

Use a shared budget. A shared budget allows you to distribute your budget across multiple campaigns. This can be helpful if you have multiple campaigns that are targeting the same keywords.

Here are some additional tips for avoiding search budget cannibalization:

Regularly review your keyword performance. This will help you identify any keywords that are cannibalizing each other. You can then use the strategies above to address the issue.

Use a keyword research tool. A keyword research tool can help you identify relevant keywords and their search volume. This can help you create more targeted campaigns and ad groups.

Monitor your search budget closely. If you notice that your budget is being spent too quickly, this could be a sign of search budget cannibalization. You can use Google Ads reporting to see how your budget is being spent and identify any areas where you can save money.

By following these tips, you can avoid search budget cannibalization and improve your search performance