What does it do?
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 should you use it?
This tool helps you 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.
The tool identifies 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.
Demo Video