Payments to search engine marketers have had to adjust their keyword management strategies as Google's ongoing close variations on Google ads change. Brad Geddes, a paid search veteran and co-founder of AdAlysis's Ad Testing Platform, shared several examples of how these changes impacted accounts and last month gave SMX East some tips on how to manage search terms in a new matchbook. type world.
If you've done a great deal of work in your accounts to manage the changes to the tight variations and precisely control keyword-to-query matching, you may have noticed that Google is not keeping its hierarchy as it should. "There are so many exceptions to the rule that there could not be a hierarchy as well," Geddes said.
He presented the three main challenges: The control that an expression once offered fulfills is gone; Google often ignores its own hierarchy rules, resulting in duplicate queries. and there are often bad intentions. "If Google's intention is wrong," said Geddes, "you do not have a good short-term fix."
Narrow variant changes are causing challenges in some tightly structured accounts, Brad Geddes said on the SMX East this month.
The good news is that advertisers who did not work to target tight variations in exact match receive more impressions. E-commerce, travel and industries with many similar adjectives and nouns tend to be good as well, he said. For ecommerce sites that have options on the product page (color, etc.), conversion rates do not really suffer. But if they're at the category level, that may be a different story, Geddes noted.
Geddes has shown many examples of less than ideal matches since the last change in phrase match and close match modifier variants. For example, the query "brand symbol" triggered the expression "brand logo match keyword." The intent of each is very different Searchers for "brand symbols" search for the symbol for copying and pasting into their documents, while "brand logos" searchers use their logo want to give a trademark, Geddes noted, that's a big difference.
The biggest change, though he said, was the "same word substitution." For example, "+ trademark", triggered by the phrase "register a trademark," which is completely different not only in terms of the word "register", was already a perfectly matched keyword in another ad group.
In another example, the keyword "Denture + Implant + Cost" for the term "Denture costs" was triggered with the modifier word "+ implant" ignored.
In the most outrageous cases, according to Geddes, many advertisers have paused their match options because of the poor performance of Google's substitutions. For example, the term keyword match in an account has grown from 104 conversions within the target CPA a year ago to zero conversions this September.
Hierarchy exceptions are often the rule. Google indicates that the exact match keyword is preferred to prevent search queries from triggering keywords in multiple ad groups. Geddes, however, showed several other examples where Google ignored the hierarchy and provided ads for more than one ad group for the same query.
How is the influence of close variants analyzed?
To get a comprehensive view of your keywords' performance by match type and closing variant, Geddes exports report data for search terms from before and after the change, and evaluates the differences with a pivot table in Excel.
#ProTip: Geddes recommends that you download each period separately from Google Ads, add a date range to each column, and then combine them to avoid keyword date range UI keyword issues.
Use pivot tables in Excel to evaluate their match types and close the performance of variants.
"Look at the CPAs [cost-per-acquisition]," Geddes said. "Many advertisers will see growth due to increasing competition, but if you see big jumps, you'll need to look at the data.
Geddes also noted the Levenshtein distance and n-grams for evaluating the influence of narrow variants.
Levenshtein Distance, which Frederick Vallaeys discusses and wrote a script for in this article, is another way to rate changes over time. It compares differences in characters between two phrases. They do not want to do this for modifiers with broad and broad consensus, warns Geddes, "because of course they will have great distances.
Using an n-gram analysis, you can identify the substitution words that Google is currently using. "With n-grams, you can split query data into 1, 2, 3-word combinations and determine how often those words appear in queries," Geddes said. "Summarizing conversion data and CPA to n-grams – that just counts. Then do the same analysis for the previous year. What is the delta between the two? "These are the new substitution words, do they have to be added as negatives?
Duplicate search terms are the biggest problem these days, Geddes said. Run a pivot table to identify duplicates and determine where to add negatives.
The new workflow for search terms
New workflow for search terms by Brad Geddes.
In the updated search term workflow developed by Geddes, he added, "Does this keyword exist?" Add "Add term as exact negative" to fix duplication. Look at the pivot tables to identify new negatives. The Pivot Table reports must consider the differences between clickthrough rate, conversion rate, and Quality Score.
You may need to restructure your account and add or reduce campaigns, depending on which keyword is relevant to the query. For example, "If you use smart bids, Google will use campaign-level data so much that you want a reduced structure," Geddes said. "If your landing page and ad unit ad copy do not change, match types do not need to be broken down into ad groups." Organizing campaigns by game type is a budget consideration, not a bid consideration. "
About the Author
Ginny Marvin is the editor-in-chief of Third Door Media and oversees daily editorial processes in all publications and monitors paid media reporting. Ginny Marvin writes about paid news and trends in digital advertising and analytics for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both internal and agency management positions. It can be found on Twitter as @ginnymarvin.