The Search Term Report is at the core of optimization. This is getting harder due to changes to match types. Boost your keywords by mastering the Google Search Term Report and find key ways to automate the STR.
3. Advisor for Google’s own
equity fund Capital G.
Who am I…
Gianluca
Voted 2nd Most Influential
PPC Person in 2019.
Binelli
4. We’re the best* scientific performance marketing agency
Who is Booster Box...
* we are the best according to our mums and now that we’ve won an award as the Best small PPC agency in Europe, it’s official: mums are always right.
That’s quite a mouthful, but it’s just a way to say that we love
numbers and the scientific method.
We have been running wildly successful international Paid
and Brand Media Campaigns since July of 2016
5. 1. STR is at the core of optimization
2. This is getting harder due to changes to match types
3. Key ways to automate the STR
Agenda
21. 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]
22. Block bad search terms
+advertise
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Count of words in Keyword
[best online advertising]
“free”
24. Keywords are getting less “matchy”
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
25. Keywords are getting less “matchy”
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
BMM = BROAD
26. Keywords are getting less “matchy”
Before Now
KW
QUERY QUERY
KW
QUERY
KW
QUERY
KW
QUERY
27. This used to be a good plan
advertise my website website advertising website marketing
Search Terms
Keywords [advertise my website] [website advertising] [website marketing]
28. Less so now
advertise my website
Search Terms
Keywords [advertise my website]
website marketing
[website advertising] [website marketing]
website advertising
29. So, actually more like this
Search Terms
Keywords
website marketing
[website advertising] [website marketing]
website advertising
advertise my website
[advertise my website]
34. Dispersion Index
DI =
Identify queries triggering certain keywords that are not containing the initial
keyword
SUM OF IMPRESSIONS
from Queries not containing the initial KW
TOTAL KW IMPRESSIONS
37. 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
38. 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
41. Do you really think that manually
doing the Search Term Report is
a good idea?
Imagine you could spend the
hours needed to find the right
keywords in watching cat
videos…..
47. Identify Underperforming Queries
A query can be considered Budget Burner
when is underperforming either in terms of Conversion or CTR
BUDGET BURNERS
48. Identify Underperforming Queries
A Query can be considered Budget Burner when is
underperforming either in terms of Conversion or CTR
CTR KILLERS
Query CTR < AVG Ad Group CTR
LOW PERFORMERS
CPA > n*tCPA or ROAS < ROAS/n
0 PERFORMERS
Conversion = 0
50. Identify New Performing Keywords
A Query can be considered Money Printer when it is delivering
enough volume of Conversions and is below tCPA/above tROAS
MONEY PRINTER
51. 2 Options ahead
1. Add the keyword in the AdGroup
a. If we operate with DKI
b. If we operate with non-manual bidding
2. Create a dedicated AdGroup
52. 2 Options ahead
1. Add the keyword in the AdGroup
a. If we operate with DKI
b. If we operate with non-manual bidding
2. Create a dedicated AdGroup
57. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
58. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
59. n-Gram
how (3)
to (3)
online (4)
advertising (2)
...
how to do online
advertising
how to advertise online
online advertising
how to advertise
ad online
STR UNIGRAM
60. n-Gram
how (3)
to (3)
do (1)
online (4)
advertising (2)
...
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
64. how to do online advertising
how to advertise online
how
online
advertise
Smarter than n-Gram….Smart n-Gram
65. how to do online advertising
how to advertise online
how
online
advertise
Smarter than n-Gram….Smart n-Gram
WORD
ROOTS
66. how to do online advertising
how to advertise online
how
online
advertise
Smarter than n-Gram….Smart n-Gram
WORD
ROOTS
> Create new broad keywords
> Block low intent language
69. 1. STR is at the core of optimization
a. Block bad search terms
b. Create new keywords
c. Show the right ads to the right person
2. This is getting harder due to changes to match types and data
limitations
3. Key areas to automate
a. Find budget burners
b. Find top performers
c. Find patterns with N-Grams