What Is It?
Traffic Sculptor helps improve query-to-ad relevance within a single campaign by analyzing search terms and keyword data across the ad groups in that campaign.
The tool identifies search terms that match less relevant keywords, likely due to the use of broad or phrase match keywords, and recommends adding those terms as exact match negative keywords at the ad group level.
These recommendations ensure that, within the selected campaign, search queries are routed to the most relevant ad groups, so the right ads show for the right searches. This ensures that there is no overlap or internal competition between ad groups.
Why Use It?
This tool can:
Show more relevant ads to potential customers and guide traffic to the ad group that exactly matches their search terms. This boosts performance and gets better results than before.
Identify ad groups that don't match search terms correctly. You can then add these suggested search terms as negatives to ensure that better, more relevant ad groups get the traffic they need.
Traffic Sculptor for DSA Campaigns
The Traffic Sculptor tool can be used on DSA campaigns to add exact match negatives so you don't poach traffic from your keyword campaigns. In the case of DSA campaigns, the "keyword" field in the tool will appear blank.
How does it work?
1. Parameters
To begin with, select the campaign where you want to look for suggestions.
2. Filters
You have three options for filtering the suggestions:
Conservative: Keywords with at least 10 impressions.
Default: Keywords with at least 5 impressions.
Aggressive: No minimum amount of impressions is required.
3. Metrics
You can also select the metric columns you want to display.
4. Date Range
Traffic Sculptor uses the last 90 days as the date range for analysis.
Applying Changes
Review the suggestions for search terms that incorrectly match to broad match keywords within a campaign, at the ad group level.
To better understand why a particular search term is being suggested, click the "i" icon to see all the ad groups in the campaign where it has matched a keyword with a tighter match type, and yielded better results.
Then, select the suggestions you want as negative keywords and click "Add Negative Keywords." This will help direct traffic to more relevant ad groups listed in the popup accessible via the "i" icon.
Use Cases
Prevent Broad Match Keywords from Sending Traffic to the Wrong Ad Group
Problem: Campaigns with multiple ad groups target closely related keywords that use broad or phrase match keywords, which leads to search queries being matched to less relevant ad groups.
Solution: The tool can:
Identify queries that currently match less relevant keywords but perform better when matched with a tighter match keyword in another ad group.
Give suggestions, which you can add as exact match negative keywords at the ad group level to prevent misrouted traffic.
Reduce Internal Competition Between Ad Groups
Problem: Internal overlap often occurs when similar keywords exist across ad groups with different match types, causing inconsistent traffic distribution and performance.
Solution: The tool can:
Identify search terms that trigger multiple ad groups but perform better in one specific ad group with a tighter keyword match.
Highlight and recommend adding exact match negatives in the less relevant ad groups.
By eliminating overlap between ad groups, you reduce internal competition and ensure each search query triggers the most relevant ad group.
Analyze Search Term Routing with Flexible Filters
Problem: When reviewing search term data manually, it can be difficult to decide which queries require restructuring.
Solution: Use Traffic Sculptor’s filtering options to control how suggestions appear. Select Conservative, Default, or Aggressive filters depending on how broadly you want the tool to analyze search terms. This allows you to stay in control of how the tool operates and get recommendations based on your preferred set of Search Terms without manual sorting.
Demo Video