Definition
Keyword cannibalization happens when multiple keywords or campaigns compete for the same queries, increasing cost or distorting reporting.
Example
A brand campaign and a generic campaign both match the same query and split impressions.
How to use it
- 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.
Common mistakes
- Letting automated bidding create overlap without negative rules.
- Optimizing bids without consolidating duplicate keywords.
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.
Where to use this on MetricKit
Guides
- Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets: A practical hub for bidding and budgeting: compute max CPC from CVR and margin, set target CPA using LTV, and use break-even CTR/CVR/CPM targets to guide creative and landing optimizations.