Adding same keyword to multiple adgroups

[wesley]

I've noticed that you can add the same keyword to multiple adgroups.

Since google is only going to be showing 1 of your ads on the results page, why do they allow this?

Is there some benefit to having it in multiple adgroups?

 

[Aequitas]

I've noticed that you can add the same keyword to multiple adgroups.

Since google is only going to be showing 1 of your ads on the results page, why do they allow this?

Is there some benefit to having it in multiple adgroups?

There are lots of reasons for this, but mainly its how you look at your quality score well at least thats how I look at it.

Quality Score = (keyword's CTR, ad text relevance, keyword relevance, landing page relevance)*

Which means that if your pointing your second ad group to a different URL/Landing Page then your first ad group you may want to use the same keywords as the other group because they match up with your other landing page and ad relevance.