Recent changes to match types in Google Ads mean your search terms often don't actually match your keywords. Slide deck from #heroconf which covers: 1) a tool that measures how often this happens 2) two scripts which fix it

1. Win Back Control Over Match Types
and Mine More Keywords
Booster Box
Luke Milbourn | @lukemilbourn

2. Session Outcomes
● Identify impact of changes to match types
● How we can use a free Smart N-gram Script to find more keywords
● How to use a free Match-Misplaced Script to clean up misplaced search terms

3. Keywords

4. +advertise
Count of words in Keyword
SearchVolume
+how +advertise
+online
[how to advertise my
small business online]
Keywords

5. +advertise
Count of words in Keyword
SearchVolume
+how +advertise
+online
[how to advertise my
small business online]
- Low CR
- Low IS
- Low QS

6. +advertise
Count of words in Keyword
SearchVolume
+how +advertise
+online
[how to advertise my
small business online]
- High CR
- High QS

7. Our quest is keywords

8. To the Search Term Report ☝

9. +advertise
Count of words in Keyword
SearchVolume
+how +advertise
+online
[how to advertise my
small business online]
Create new keywords
[best online advertising]

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

11. The bigger our armoury, the better
advertise my website website advertising website marketingSearch Terms
Keywords [advertise my website] [website advertising] [website marketing]

12. Keyword Quest is getting harder

13. Keywords are getting less “matchy”
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
N. of Triggering Queries per KW
SimilaritybetweenKWandST

14. Keywords are getting less “matchy”
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
2019
N. of Triggering Queries per KW
SimilaritybetweenKWandST

15. Keywords are getting less “matchy”
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
2019
N. of Triggering Queries per KW
SimilaritybetweenKWandST
BMM = Broad

16. Keywords are about to get much less “matchy”
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
2019
N. of Triggering Queries per KW
SimilaritybetweenKWandST

17. How can we tell?
● Dispersion Index
● Cannibalisation Index
Marco Frighetto | Head of Product
SMX Advanced Europe 2019

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

19. Dispersion Index
1000
advertising marketing
+ADVERTISING +MARKETING
100

20. Dispersion Index
1000
830
a) Total Impressions from
+ADVERTISING keyword = 830
advertising marketing
+ADVERTISING +MARKETING
0.8
0.3
100

21. Dispersion Index
1000
800+30
a) +ADVERTISING Total Impressions =
830
b) Impressions from Queries triggered by
the KW +ADVERTISING but not
containing the word “advertising” = 30
advertising marketing
+ADVERTISING +MARKETING
0.8
0.3
100

22. Dispersion Index
1000
830
a) +ADVERTISING Total Impressions =
830
b) Impressions from Queries triggered by
the KW +ADVERTISING but not
containing the word “advertising” = 30
c) DI +ADVERTISING
= 30/830 = 3.6%
advertising marketing
+ADVERTISING +MARKETING
0.8
0.3
100

23. CLOSE
VARIANTS
Dispersion Index | The Easy Way
*Check Andy Taylor Article
on Search Engine Land

24. BROAD Match Type Dispersion is Significant

25. BMM Match Type Dispersion is Significant
About to take off any day now

26. EXACT Match Type Already Has
75% dispersion in Q3 2019

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

28. Cannibalization Index
advertising marketing
+ADVERTISING +MARKETING
promotion
+PROMOTION

29. Cannibalization Index
a) COUNT Keywords triggered by
the same Search Term = 2
advertising marketing
+ADVERTISING +MARKETING
promotion
+PROMOTION

30. Cannibalization Index
a) COUNT Keywords triggered by
the same Search Term = 2
b) COUNT of KWs = 3
advertising marketing
+ADVERTISING +MARKETING
promotion
+PROMOTION

31. Cannibalization Index
a) COUNT Keywords triggered by
the same Search Term = 2
b) COUNT of KWs = 3
c) CI advertising
= 2/3= 67%
advertising marketing
+ADVERTISING +MARKETING
promotion
+PROMOTION

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

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

34. Less so now
advertise my websiteSearch Terms
Keywords [advertise my website]
website marketing
[website advertising] [website marketing]
website advertising

35. Why bother?
Search Terms
Keywords
website marketing
[website advertising] [website marketing]
website advertisingadvertise my website
[advertise my website]

36. +advertise
Count of words in Keyword
SearchVolume
+how +advertise
+online
[how to advertise my
small business online]
- eCommerce product feed
- Top performing ST

37. +advertise
Count of words in Keyword
SearchVolume
+how +advertise
+online
[how to advertise my
small business online]
- Overlap
- Sparse data
- Lower CR

38. +advertise
Count of words in Keyword
SearchVolume
+how +advertise
+online
[how to advertise my
small business online]
- Overlap
- Sparse data
- Lower CR
- Stealing from longer
keywords
- Even lower CR
- Negatives less effective

39. +advertise
Count of words in Keyword
SearchVolume
+how +advertise
+online
[how to advertise my
small business online]
- B2B
- mid/top of funnel
- Anything not feed based

40. Two challenges
● Create more medium length keywords
● Make sure search terms trigger the best keyword using negatives

41. Automate The Search Term Report ☝

42. Search Terms
How to do online advertising
How to advertise online
Traditional N-Gram

43. Search Terms
How to do online advertising
How to advertise online
2 Gram
“How to”
Traditional N-Gram

44. Robot’s don’t always catch important things

45. Humans are more cleverer
Search Terms
How to do online advertising
How to advertise online

46. Introducing: Smart N-Gram

47. Common word root: “advertise”
Word Roots
How online advertise
How advertise online
Search Terms
How to do online advertising
How to advertise online
Remove (some) stop words
and convert to word root

48. Word root combinations
Word Roots Included
How ✓ online ✓ advertise
✓
Search Terms
How to do online advertising
How to advertise online
Identifies search terms that
contain all word roots for all
possible combinations of
word roots

49. Aggregate performance metrics
Word Roots Included Clicks Conv
How online advertise 105 3
Search Terms
How to do online advertising
How to advertise online
Clicks Conv
60 2
45 1

50. New Keywords
Word Roots Included Clicks Conv
How online advertise 105 3
Search Terms
How to do online advertising
How to advertise online
Clicks Conv
60 2
45 1
New Smart N-Gram Keywords
+advertise +how +online
[advertise how online]

51. 👍 Identifies high intent combinations of word roots
- Doesn’t care about word form (lemmatization)
- Doesn’t care about word order
👍 Less overlap between keywords
- Doesn’t create multiple “close variants” of the a keyword
👍 Groups similar search terms together
- aggregates sparse data from “close variants”
Smart N-Gram Summary

52. How to use
● Download
○ Python Script
○ Search term report
○ Put in one folder
● Run script
○ No coding required
○ Can take a few hours
● Manual review of suggestions above threshold

53. Match-Misplaced

54. Make sure search terms are triggered by the best
matching keyword
● Find the best matching keyword for each search term
● Add negative keywords to triggered ad group
● Search engine in reverse

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

56. 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

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

58. 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

59. 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

60. 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

61. “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”

62. 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”

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

64. New negative leaves a gap
Best Matching Keywords
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Added Negative
“Business”
Search Term
Advertise my small business

65. Smart N-Gram covers the gap
Possible Triggering 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
Added Negative
“Business”
Search Term
Advertise my small business

66. 👍 Identifies best match keyword
- Longest keywords where all word roots are in ST
- Longest + rarest is best match
👍 Suggests a negative
- Word roots that are in the best match keyword but not the
triggered keyword
👍 Prevents cannibalisation and unwanted dispersion
Match-Misplaced Summary

67. The quest continues

68. Smart N-Gram
Send good Search Terms to a better Keyword
Match-Misplaced

69. More keywords
means more
cannibalisation
Send good Search Terms to a better Keyword
Match-Misplaced
Smart N-Gram

70. More keywords
means more
cannibalisation
Need good
keywords to find
a best match
and cover gaps
Send good Search Terms to a better Keyword
Match-Misplaced
Smart N-Gram

71. Increased the number of 3 & 4 word keywords above
our threshold by 8x
Numberofkeywords(abovethreshold)
Number of words in keywords

72. Of search terms could have been triggered by a
better matching keyword
26%
Identified 834 new negative keywords from 3,179
search terms

73. Next steps
● Measure impact of changes to match types
● Identify new keywords with Smart N-Gram
● Find negatives to prevent cannibalisation and dispersion with Match-Misplaced
www.boosterboxdigital.com/super-secret-scripts
@boosterboxppc | @lukemilbourn