Keyword Cannibalization

Measured as

Measure Keyword Cannibalization with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.

Misused when

• Letting automated bidding create overlap without negative rules.
• Optimizing bids without consolidating duplicate keywords.

Operator takeaway

• Separate brand and non-brand with clear negatives and routing rules.
• Consolidate overlapping ad groups when you cannot tell what is working.
• Use search term reports to find overlapping queries regularly.
• Use Keyword Cannibalization only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
• If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.

Next decision

• Read Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
• Decide which report owns Keyword Cannibalization before comparing campaigns, channels, or creative tests.