Say you sell lawn mowers. Some are electric and some are gas. You split up the campaign into electric mower ad group and gas mower ad group. Do you add "electric mower" as a negative keyword to the gas mower ad group? This is an example but do you guys apply this to your ad groups when they are closely related?
it depends on you if you run different compaign for both then you can do it because you use landing page for both and if you use seprate landing page for both the products and then you can use the other product as neagtive keyword but if you use some information about other product in same landing page then you have no need to use product as neagtive keyword
Yes, well my concern here is Quality Score. If you have two ad groups competing for the same keyword, doesn't this drive up the bid for the keyword and essentially hurt your QS? Quality score is calculated both at the keyword level, the ad group level, and the campaign level.
I agree. In addition to Quality Score considerations, setting focused ad groups makes the campaign easier to optimize. This is because whenever your campaign contains Phrase-matched and Broad-matched keywords - different keywords (from different ad groups) may be triggering the same search term. For instance the search term ""electric mowers vs gas mowers"" may be triggered by both ""electric mowers"" and ""gas mowers"". Now - in terms of Quality Score - you'd prefer having the keyword with the highest QS triggering that search term. But besides that - the ""overlapping"" search terms are mixing your keywords' performance. Negative keywords can help you avoid these overlaps, so that the performance data is linked to a more homogenous source.