How to automate your Search Term Report as keyword close variants cause chaos. Match types are changing; how we can automate some fixes.

1. Match-type Mayhem
How to automate your search term report as keyword
close variants cause chaos

2. “We finish this then get food”
V.Van Gogh, maybe
2

3. 3

4. What do we do?
Digital performance.
That’s it.
4

5. Tuscany!
5

6. Who am I?
● Gianluca Binelli, Managing Director
● 14y experience in online advertising, 6.5y at Google between
Dublin, NYC & London
● Managed Quarterly $XXM in advertising for Google as part of
the SEM in-house team that promotes Google’s products (in FB,
Bing, Google, Linkedin, etc)
● Advisor for Google’s own equity fund Capital G
● Voted 2nd Most Influential PPC Person in 2019
● @ktzstyle
6

7. STR is at the core of optimisation

8. BIDDING
is automated

9. AD TESTING
is automated

10. https://www.slideshare.net/MartinRttg
erding/debunking-ad-testing

11. ...but STR is not
automated
quite yet

12. But WE
have the
solution!

13. Keywords
13

14. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Keywords
14

15. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
- Low CR
- Low IS
- Low QS ��
15

16. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
- High CR
- High QS
👍
16

17. Automating the Search Term Report
17

18. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Create New Keywords
[best online advertising]
18

19. The bigger the number of KWs, the better
advertise my website website advertising website marketing
Search Terms
Keywords [advertise my website] [website advertising] [website marketing]
19

20. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Block bad search terms
[best online advertising]
“free”
20

21. KEYWORD RESEARCH IS
GETTING HARDER

22. N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
2019
Similarity
between
KW
and
ST
Keywords are getting less “matchy”

23. N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
Similarity
between
KW
and
ST
Keywords are getting less “matchy”
BMM = BROAD

24. Keywords are about to get much less
“matchy”

25. Before
25
Now
KW
QUERY QUERY
KW
QUERY
KW
QUERY
KW
QUERY

26. This used to be a good plan
advertise my website website advertising website marketing
Search Terms
Keywords [advertise my website] [website advertising] [website marketing]
26

27. Less so now
advertise my website
Search Terms
Keywords [advertise my website]
website marketing
[website advertising] [website marketing]
website advertising
27

28. So, actually more like this
Search Terms
Keywords
website marketing
[website advertising] [website marketing]
website advertising
advertise my website
[advertise my website]
28

29. BROAD Match Type Dispersion is Growing
29

30. But Especially for EXACT Match Type
30

31. NOISE INCREASE

32. Dispersion

33. DI =
Identify queries triggering certain keywords that are not containing the initial
keyword
Dispersion Index
SUM OF IMPRESSIONS
from Queries not containing the initial KW
TOTAL KW IMPRESSIONS
33

34. Dispersion Index
1000
CAR VEHICLE
+CAR +VEHICLE
100
34

35. Dispersion Index
1000
830
a) +CAR Tot Impressions = 830
CAR VEHICLE
+CAR +VEHICLE
0.8
0.3
100
35

36. Dispersion Index
1000
800+30
a) +CAR Tot Impressions = 830
b) Impressions from Queries not
containing the keyword + CAR = 30
CAR VEHICLE
+CAR +VEHICLE
0.8
0.3
100
36

37. Dispersion Index
1000
830
a) +CAR Tot Impressions = 830
b) Impressions from Queries not
containing the keyword + CAR = 30
c) DI +CAR
= 30/830 = 3.6%
CAR VEHICLE
+CAR +VEHICLE
0.8
0.3
100
37

38. Cannibalization

39. CI =
Cannibalization Index
COUNT Keywords triggered by the same Query
COUNT TOT KWs
Identify the frequency of a certain query is triggering different Keywords

40. Cannibalization Index
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK

41. Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK

42. Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
b) COUNT TOT KW = 3
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK

43. Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
b) COUNT TOT KW = 3
c) CI CAR
= 2/3= 67%
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK

44. Discover Your Account Noise Level!
www.boosterboxdigital.com/super-secret-scripts
44

45. How to automate the fixing of Match types:
Send Search Terms to the Right Keyword

46. Misplaced Queries
A Query can be considered Misplaced when a “Closer” Ad Group for
the same Query already exists in the Account
Simple version
● Query ≠ Triggered KW & Triggered KW Variations
● Query = KW Account Variations (NLTK)
● Triggered Ad Group ≠ Matched Ad Group
● Query ≠ Triggered Ad Group KWs
● Query ≠ Negative Matched Ad Group KW
46

47. Match-Misplaced
● Find the best matching keyword for each search
term
● Add negative keywords to triggered ad group
● Search engine in reverse
47

48. Dispersion
Search Term
Online marketing
Triggered Keyword
[online advertising]
48

49. Dispersion
Best Matching Keyword
[marketing online]
Search Term
Online marketing
Triggered Keyword
[online advertising] ✓ Contains all word roots
✓ Word order doesn’t matter
✓ Ignore stop words
49

50. Best Matching Keyword
[marketing online]
Search Term
Online marketing
Triggered Keyword
[online advertising]
Suggested Negatives
“Marketing”
“Advertising”
“best match keyword” - “triggered
keyword”= suggested negatives
50

51. Possible Keywords Triggered
Possible Keywords
+advertise
+advertise +online
+advertise +business
+how +advertise
+how +advertise +online
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
All of the keyword word
roots are contained in the
search term
51

52. Longest Keyword
Possible Keywords
+advertise
+advertise +online
+advertise +business
+how +advertise
+how +advertise +online
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Highest word count
52

53. Rarest keyword
Longest Keywords
+how +advertise +online
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Lowest count of word in
active keywords
53

54. “best match keyword” - “triggered
keyword”= suggested negatives
Best Matching Keyword
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Suggested Negatives
“Business”
“online”
54

55. Use the rarer keyword
Best Matching Keyword
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Suggested Negatives
“business”
“online”
55

56. Add a negative
Best Matching Keyword
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Added Negative
“business”
56

57. We need good keyword coverage
otherwise we will loose volume
Best Matching Keyword
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Added Negative
“business”
Other Keyword needed
+advertise +business
57

58. How to automate the fixing of Match types:
Find Patterns with N-Grams

59. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
59

60. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
60

61. how (3)
to (3)
online (4)
advertising (2)
...
n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR UNIGRAM
61

62. how (3)
to (3)
do (1)
online (4)
advertising (2)
...
n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
how to (3)
online advertising (2)
...
UNIGRAM BIGRAM
62

63. advertising
n-GRAMs COUNT
CPA
Aggregate et Impera
advertise
online
ad
how to
online
advertising
cheap
63

64. advertising
n-GRAMs COUNT
CPA
Aggregate et Impera
advertise
online
ad
how to
online advertising
64
cheap

65. advertising
n-GRAMs COUNT
CPA
Aggregate et Impera
advertise
online
ad
how to
online advertising
65
cheap

66. how to do online advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
66

67. how to do online
advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
WORD
ROOTS
67

68. how to do online advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
WORD
ROOTS
> Create new broad keywords
> Block low intent language
68

69. advertise
n-GRAMs COUNT
CPA
Aggregate et Impera
online
ad
how to
online advertising
69
cheap

70. Summing Up

71. 1. Match types are changing
a. Dispersion: More close variants are appearing in the STR
b. Cannibalisation: Search Terms are triggering multiple
keywords
c. We can measure how this has changed over time
2. We can automate some fixes
a. Is there a keyword that includes all the words of the keywords?
b. Is there a keyword that matches more of the words in the
keyword?
c. Find patterns using N-gram analysis
71

72. THANK YOU!
gianluca@boosterboxdigital.com
gianluca@boosterboxdigital.com