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Aori's Automatic Cross Negative Keyword Management

An explanation of Aori's negative keyword feature

Aori has a feature we call Automatic Cross Negative Keyword Management. Although a long name, the the idea behind this is simple: use negative keywords to ensure that short-tail keywords aren’t cannibalizing your long-tail keywords -- and draining the campaign budget.

When compared with short-tail keywords, the benefits of long-tail keywords are lower cost and higher relevancy to the search term. Because of increased competition, short-tail keywords are more expensive (higher CPC).

So, how does Aori solve this? Well, Aori will apply the long-tail keywords as negative keywords to your short-tail keywords to prevent them from being triggered. It works in a hierarchy: in the case any shorter-tail words are similar to longer-tail words, the longer-tail words are applied as negatives to shorter-tail words, so only longer-tail keywords when relevant.

But you may ask, how to apply can I apply negative keywords to specific keywords? Because you have a SKAG campaign and each ad group contains just one keyword 😀

Take a look at this example to see how it works:

Ad group 1’s single keyword: iPhone X repair

Ad group 2’s single keyword: iPhone X repair screen

Ad group 3’s single keyword: iPhone X repair screen and battery

(Assume there are 3 match types for each keyword: broad match modifier, phrase match and exact match.)

Then, the broad match keyword for ad group 1 could cannibalize the exact match keyword from ad group 3.

To solve this, for each ad group, Aori adds keywords from other ad groups as negative keywords, only if there's a risk of cannibalization from these other ad groups. For example:

Ad group 1’s single keyword: iPhone X repair
negative key phrases: “iPhone X repair screen”, “iPhone X repair screen and battery”

Ad group 2’s single keyword: iPhone X repair screen
negative key phrases: “iPhone X repair”, “iPhone X repair screen and battery”

Ad group 3’s single keyword: iPhone X repair screen and battery
negative key phrases: “iPhone X repair”, “iPhone X repair screen”

Implementation

The way Aori implements this should be noted. After the campaign is created, the process of creating negative keywords in this approach is started. But, then the campaign will go through moderation, which will influence the amount of keywords that are still eligible.

For example, longer keywords with low search volumes can get the "Rarely shown due to low quality score" status. These keywords are not eligible to show ads. If there's no eligible keywords in an ad group, Aori will not perform cross-negative keyword management with it. Sometimes moderation can take up to a day.

In response, we have adopted an optimistic strategy: generate all cross-negative keywords, and then remove unnecessary ones if some ad groups become ineligible. For this reason, the number of negative keywords in your campaign can fluctuate over time. But as a good rule of thumb, the campaign shouldn't be considered finalized until after it has passed moderation.

Also, if the campaign is a copy, the oringal and the copy will likely have different amounts of negative keywords because Google calculates query amounts for different regions, langagues and a few other factors (and these query amounts influence the rarely served status).

With Aori’s Advanced Negative Keyword Management you can be sure there is no cannibalization and that your campaigns are performing to their best. And best of all, Aori does this automatically!

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