Cross Group Negatives optimise Google Ads by using one ad group’s keywords as another’s negatives, preventing internal competition, improving click-through rates, and enhancing overall ad performance.
Cross Group Negatives refer to a strategic optimisation technique used in Google Ads campaigns. It involves setting keywords from one ad group as negative keywords for another ad group within the same campaign. This ensures that ads from different ad groups do not compete against one another for the same search terms, streamlining campaign performance and enhancing ad relevance.
By leveraging Cross Group Negatives, advertisers can eliminate internal competition, which could otherwise harm essential metrics like click-through rate (CTR) and quality score. For instance, if two ad groups target similar but slightly different keywords, a lack of Cross Group Negatives could lead to both ads appearing for the same search query. This situation may confuse the algorithm, dilute performance data, and inflate costs unnecessarily.
Benefits of Cross Group Negatives
Improved CTR
By preventing overlapping ads, you can present the most relevant ad to the searcher, increasing the likelihood of clicks.
Enhanced Quality Score
A higher CTR and tightly aligned keywords improve your quality score, reducing costs per click and boosting ad rankings.
Streamlined Data Analysis
Cross Group Negatives allow you to segment traffic effectively, making it easier to assess the performance of individual ad groups without cross-contamination of metrics.
Lower Costs
Preventing competition between ad groups helps maintain a lean budget by avoiding inflated bids caused by internal keyword overlap.
How to Implement Cross Group Negatives
To apply Cross Group Negatives:
Identify keywords unique to each ad group.
Set those keywords as negative keywords for other ad groups within the same campaign.
Use tools like Google Ads Editor or automation software to streamline the process for larger campaigns.
Use Case Example
Imagine a retailer with two ad groups:
Ad Group 1 targets “men’s running shoes.”
Ad Group 2 targets “women’s running shoes.”
Without Cross Group Negatives, both ad groups might compete for a search term like “best running shoes.” Implementing Cross Group Negatives ensures that the searcher sees the most relevant ad—either for men’s or women’s shoes—depending on the intent, rather than ads from both groups.
Conclusion
Cross Group Negatives is an indispensable strategy for advertisers aiming to maximise their campaign’s efficiency while keeping costs under control. It fosters better ad alignment with user intent, delivering a superior advertising experience for businesses and audiences alike.
Cross Group Negatives involve using keywords from one ad group as negative keywords in another ad group to avoid competition between ads in a Google Ads campaign.
They prevent your ads in different ad groups from competing with each other, which improves click-through rates, quality scores, and overall campaign efficiency.
By reducing keyword overlap, Cross Group Negatives ensure relevant ads are shown, boosting engagement and improving the Quality Score.
Use them when you have overlapping keywords across multiple ad groups targeting similar audiences or queries within a single campaign.
They optimise budget usage by ensuring only the most relevant ads appear, preventing unnecessary competition that can drain your budget.
Tools like Google Ads Editor or third-party platforms such as SEMrush and Optmyzr can help identify and implement Cross Group Negatives efficiently.
Yes, they ensure users see the most targeted ad for their search query, improving ad relevance and user experience.
They are most effective in campaigns with multiple ad groups targeting similar keywords or audiences.
Without them, your ads may compete with each other, leading to higher costs, lower Quality Scores, and reduced campaign efficiency.
Analyse performance data and keyword overlap in your ad groups to determine which terms should be added as negatives in other groups.
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This glossary post was last updated: 15th November 2024.
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