Same keyword in two different ad groups, which one will win the auction?

    If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the:

    • Most historical data in the account.
    • Highest Ad Rank.
    • Highest maximum cost-per-click (CPC) bid.
    • Best Quality Score.

    The correct answer is:

    • Best Quality Score.

    Explanation: When several broad match keywords in your ad group broadly match a search term, the system will prefer to use the keyword with the highest Ad Rank.

    You can read more here: Ads/answer/2756257?hl=en

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