Not something you want as a business owner or account manager. One of the best examples to use to further explain this is to think that you have one ad group targeting a specific city (let’s say Nottingham, United Kingdom for example) and one ad group targeting the country (United Kingdom in this case), both of these ads could be competing against each other.Īs with the case of overlapping keywords, this is going to cause a number of issues for you including a higher CPC and a higher CPA. What this means for you, as a business owner or PPC manager, is that you have two or more ad groups targeting locations which cause the different ad groups to show up on the same keywords or set of keywords. Geographical / Location OverlapĪnother very common type of PPC keyword cannibalization is geographical or location overlap. This will hit you especially hard if your website has a low conversion rate as it takes more visitors to convert into customers. This is going to cause a few issues for you as a PPC campaign manager or business owner including:Įssentially, this means you are paying more money for each click that arrives on your website from your PPC advertisement.ĭue to the higher CPC you will be paying, you will also find you are paying more and more to convert website visitors into paying customers. Let’s say I had an ad group listing “men’s boat shoes” and another ad group listing “men’s size 12 boat shoes”.īoth of these could be targeting the “men’s boat shoes” keyword in Google. Essentially, this is caused when you have different ad groups targeting the same set of keywords.įor example, if I was running an ecommerce website selling shoes, I may want to run PPC campaigns to target more bottom of the funnel traffic. This, in my view, is the most common type of PPC keyword cannibalization. Some are incredibly easy to explain (and, therefore, fix) whereas some are a little more complicated and will take a little more effort between you and/or your PPC team to fix. Within PPC campaigns, there is a risk of different types of keyword cannibalization. If you’re looking for more information on that, then I’d absolutely advise checking out our comprehensive keyword cannibalization guide.

This is slightly different to SEO keyword cannibalization. To put it into slightly simpler terms, you have two or more ads competing for advertising space on the same keyword. Within PPC advertising, keyword cannibalization refers to instances where you have two (or more) campaigns or ad groups targeting the same search query or queries.

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