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AUTOMATE & SCALE
STR TREASURE HUNT
MARCO FRIGHETTO @BOOSTER BOX
SEPT 30, 2019
“God is dead, Marx is dead ... and I do not
feel very well today”
BIDDING
IS DYING...
BID
...AD TESTING
IS DYING...
AD
...AND STR IS NOT
FEELING WELL
STR
TECH
BUT WE HAVE
THE SOLUTION!
1/ How to Automate & Scale STR
To Bring Back
1/ How to Automate & Scale STR
2/ Discover STR Hidden Insights
To Bring Back 🏡
1/ How to Automate & Scale STR
2/ Discover STR Hidden Insights
3/ BigQuery is not optional anymore :-)
To Bring Back 🏡
Marco Frighetto
Head of Product
marco@boosterboxdigital.com
@grattoformiche
What do we do?
What do we do?
Scientific Performance
Marketing Agency
Let’s be clear...
Let’s be clear... AWESOME
DATA SCIENTIST/DEV
Let’s be clear...
ME :-)
AWESOME
DATA SCIENTIST/DEV
WIND OF CHANGE
EXA
ORDER
EXA
TYPOS
2010
Broader Reach or Less Control?
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
2019
*Check Frederick Vallaey Article on Search Engine Land
N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
Broader Reach or Less Control?
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
2019
EaseofControl
We live in a Fuzzy World
BEFORE
QUERYKW
CAR VEHICLE
+CAR +VEHICLE
1.0 1.0
We live in a Fuzzy World
BEFORE TODAY
QUERYKW
CAR VEHICLE
+CAR +VEHICLE
1.0 1.0
CAR VEHICLE
+CAR +VEHICLE
0.8 0.7
0.2 0.3
NOISE INCREASE
MONITOR
& REACT
DISPERSION
CANNIBALIZATION
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
Dispersion Index
1000
CAR VEHICLE
+CAR +VEHICLE
100
Dispersion Index
1000
830
a) +CAR Tot Impressions = 830
CAR VEHICLE
+CAR +VEHICLE
0.8
0.3
100
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
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
CLOSE
VARIANTS
Dispersion Index | The Easy Way
*Check Andy Taylor Article
on Search Engine Land
BROAD Match Type Dispersion is Growing
But Especially for EXACT Match Type
Close
Variant
Dispersion Index | The not-so-easy Way
Accuracy
Complexity
Characters
Based
Close
Variant
Dispersion Index | The not-so-easy Way
Accuracy
Complexity
Levenshtein
Distance
Jaro-Winkler
Hamming
Distance
Close
Variant
Dispersion Index | The not-so-easy Way
Accuracy
Complexity
Levenshtein
Distance
Jaro-Winkler
Jaccard
DistanceHamming
Distance
Token
Based
Close
Variant
Dispersion Index | The not-so-easy Way
Accuracy
Complexity
Levenshtein
Distance
Jaro-Winkler
Jaccard
Distance
Wordnet /
SpaCy
Hamming
Distance
Semantic
Based
CI =
Cannibalization Index
COUNT Keywords triggered by the same Query
COUNT TOT KWs
Identify the frequency of a certain query is triggering different Keywords
Cannibalization Index
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK
Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK
Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
b) COUNT TOT KW = 3
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK
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
Discover Your Account Noise Level!
www.boosterboxdigital.com/super-secret-scripts
RUN...STR...RUN
“STR IS NOT
STRESSFUL AT ALL”
JOHN
PPC SPECIALIST
21 YEARS OLD
STR
REPORT
AD
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action
STR
REPORT
MAGIC
AD
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action
STR
REPORT
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
AD
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action
0 PERF.
STR
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
TOP PERF.
AD
REPORT
CANNIBALISATION Identify and fix Misplaced Queries
A Query can be considered Misplaced when a “Closer” Ad Group for
the same Query does exist in the Account
CANNIBALISATION Identify and fix Misplaced Queries
A Query can be considered Misplaced when a “Closer” Ad Group for
the same Query does exist in the Account
Conditions to be matched:
● 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
CANNIBALISATION cheap car
CANNIBALISATION
Conditions to be matched:
● Query ≠ Triggered KW & Triggered KW Variations
car BMM_car
cheap car
CANNIBALISATION
Conditions to be matched:
● Query = KW Account Variations (NLTK)
● Triggered Ad Group ≠ Matched Ad Group
● Query ≠ Triggered Ad Group KWs
● Query ≠ Negative Matched Ad Group KW
cheap car car BMM_car
BMM_cheap car UK | Search | Generic | Car cheap car
A Query can be considered Budget Burner when is underperforming
either in terms of Conversion or CTR
BUDGETBURNERS Identify Underperforming Queries
A Query can be considered Budget Burner when is underperforming
either in terms of Conversion or CTR
BUDGETBURNERS Identify Underperforming Queries
CTR KILLERS
Query CTR < AVG Ad Group CTR
LOW PERFORMERS
CPA > n*tCPA or ROAS < ROAS/n
0 PERFORMERS
Conversion = 0
A Query can be considered Money Printer when is delivering enough
volume both in terms of Clicks and Conversion above Target
Identify New Performing KeywordsMONEYPRINTER
● KW is generated from the Triggering Query
MONEYPRINTER
● KW is generated from the Triggering Query
● Headline1 as well is generated from the Query
MONEYPRINTER
MONEYPRINTER
● KW is generated from the Triggering Query
● Headline1 as well is generated from the Query
● All other elements are copied from the Triggered Ad
SUMMING UP
CANNIBALISATION BUDGET BURNERS MONEY PRINT
CANNIBALISATION BUDGET BURNERS MONEY PRINT
- ADD NEGATIVE
- ADD NEGATIVE
- PAUSE KWs
-LOWER BID
- ADD KEYWORDS &
ADS
CANNIBALISATION BUDGET BURNERS MONEY PRINT
90%
70% 50%
BONUS: NGRAM &
SMART N-GRAM
n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
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
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
advertising
n-GRAMs COUNT
CPA
Aggregate et Impera
advertise
online
ad
how to
online advertising
advertising
n-GRAMs COUNT
CPA
Aggregate et Impera
advertise
online
ad
how to
online advertising
advertising
n-GRAMs COUNT
CPA
Aggregate et Impera
advertise
online
ad
how to
online advertising
how to do online advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
how to do online advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
WORD
ROOTS
how to do online advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
WORD
ROOTS
PROs
> Ignore grams order
> Aggregate grams in Words Root
SCALING UP
0 PERF.
STR
REPORT
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
SONS OF
BMM
AD
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action
0 PERF.
STR
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Target
- Min. Clicks
- Min. Impressions
- Conversion Action
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
SONS OF
BMM
AD
REPORT
1/INPUT
2/ENGINE
3/OUTPUT
STR
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Target
- Min. Clicks
- Min. Impressions
- Conversion Action
AD
REPORT
1/INPUT
CONNECTOR & STORAGE
Tons of off-the-shelf
Solutions
*Check stackscape.com by Wijnand Meijer
“All roads lead to Google Ads”
AdWords API
BQ Service
Transfer
Google Ads API
PROs
> Faster GET than GAds API
> Structured Data Format (CSV)
> Tons of Documentations
The Old Fashioned Way AdWords API
PROs
> Faster GET than GAds API
> Structured Data Format (CSV)
> Tons of Documentations
CONs
> Clunky and Complicated POST
> Soon Deprecated
The Old Fashioned Way AdWords API
PROs
> Exhaustive Data Export
> BigQuery Based (Computational
Power)
BigQuery Data Transfer Service
PROs
> Exhaustive Data Export
> BigQuery Based (Computational
Power)
CONs
> Maintenance Cost ($5/M/Account)
> Refresh Window (Max 30 Days)
> High Initial Investment
BigQuery Data Transfer Service
PROs
> Structured POST (gRPC)
> Powerful Query Builder
> Easier access to Granular Data
Future Proofed Google Ads API
PROs
> Structured POST (gRPC)
> Powerful Query Builder
> Easier access to Granular Data
CONs
> Very little Documentation
> Back to Beta… :-(
> Slow slow GET (2x vs AW API)
Future Proofed Google Ads API
One Size does not fit All
EFFORT
FUTUREPROOF
One Size does not fit All
EFFORT
FUTUREPROOF
“Quick & Dirty
Delivery”
“Aim for the Long
Run”
There is storage and STORAGE
SQL
DB
VS
3+1 BigQuery (Unfair) Advantages
• Direct Integration with Google Ads
3+1 BigQuery (Unfair) Advantages
• Direct Integration with Google Ads
• Detached from your Server Architecture
• Direct Integration with Google Ads
• Detached from your Server Architecture
• Computational Power
3+1 BigQuery (Unfair) Advantages
3+1 BigQuery (Unfair) Advantages
• Direct Integration with Google Ads
• Detached from your Server Architecture
• Computational Power
+ Plug & Play ML Solution
MAGIC
2/ ENGINE
GCP
From Virtual Machine...
VM
STR_1
STR_2
...
GCP
...to Microservices Approach
VM
STR_1
STR_2
...
GCP
STR_1
STR_2
...
STR_3
STR_4
...
STR_5
STR_6
...
VMs
K8S ENGINE
...to Microservices Approach
• Clustering
(Account Clusters)
STR_1
STR_2
...
STR_3
STR_4
...
STR_5
STR_6
...
GCP
VMs
K8S ENGINE
S
...to Microservices Approach
M XL
• Clustering
(Account Clusters)
GCP
VMs
K8S ENGINE
...to Microservices Approach
STR_1
STR_2
...
STR_3
STR_4
...
STR_5
STR_6
...
• Clustering
(Account Cluster)
• Job Scheduling
GCP
VMs
K8S ENGINE
0 PERF.
CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
SONS OF
BMM 3/ OUTPUT
Spreadsheet BigQuery
Sharing is Caring
PROs
> Fast & Easily Accessible
Spreadsheets as Plug & Play Solution
CONS
- Size (5M Cells & 200K Rows)
- Bugs (Permissions)
- Sharing Limitations (Emails)
- Slow Data Print
PROs
> Fast & Easy Accessible
Spreadsheets as Plug & Play Solution
CONS
- Size (5M Cells & 200K Rows)
- Bugs (Permissions)
- Sharing Limitations (Emails)
- Slow Data Print
PROs
> Fast & Easy Accessible
Spreadsheets as Plug & Play Solution
SCRIPT
RESULTS
Introducing BigQuery as Middle Man
SIZE
EVALUATION
+
PRINT
SCRIPT
RESULTS
Introducing BigQuery as Middle Man
SIZE
EVALUATION
+
PRINT
SCRIPT
RESULTS
Introducing BigQuery as Middle Man
SCRIPT
RESULTS
SCRIPT
RESULTS
0 PERF.
STR
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Target
- Min. Clicks
- Min. Impressions
- Conversion Action
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
SONS OF
BMM
AD
REPORT THE BIG PICTURE
GADS
DATA
GADS
DATA IN BQ
GADS
DATA
GADS
DATA IN BQ
RUN
SCRIPT
GADS
DATA
GADS
DATA IN BQ
RESULTS IN
BQ
RESULTS
RUN
SCRIPT
ACTUAL
ARCHITECTURE
PREVIOUS
ARCHITECTURE
ACTUAL
ARCHITECTURE
4h
/day
PREVIOUS
ARCHITECTURE
20h
/day
WRAPPING UP
You may have your own working-pretty-good approach...
STR
REPORT
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
AD
REPORT
...but be keen to change as soon as the context change
● Dispersion Index
● Cannibalization Index
● n-Gram & Smart n-Gram
Get the Right Tool to do the Right Job
... STR IS STILL NOT
FEELING WELL?
STR
SMX Advanced Europe 2019 Automate and Scale Google Ads Search Term Report
Let’s get in touch!
marco@boosterboxdigital.com
@grattoformiche
www.boosterboxdigital.com
QUESTIONS?
APPENDIX
Resources & Materials
Wind of Change
● Reach more of the right customers with phrase match and broad match modifiers
● Timeline: The long, slow death of Exact Match in Google Ads
● The impact of ‘close variants’ in exact match types
● SKAG vs The World
● Search query reports show a huge increase in Google close variant traffic
Scaling Up
● Google Ads Query Builder
● gRPC
● Google Ads Transfers
● Google Ads report transformation
● What is Kubernetes
SMX Advanced Europe 2019 Automate and Scale Google Ads Search Term Report
SMX Advanced Europe 2019 Automate and Scale Google Ads Search Term Report
SKAG GANG
{INSERT RANDOM
ACRONYM}
vs
CAMPAIGN 1 AD GROUP 1
KEYWORD 1
KEYWORD 2
KEYWORD 3
CAMPAIGN 1
AD GROUP 1
AD GROUP 2
AD GROUP 3
KEYWORD 1
KEYWORD 2
KEYWORD 3
GADS
DATA
GADS
DATA IN
SQL
RESULTS
RUN
SCRIPT
ACCOUNT
STEP0
CANNIBALISATIONACCOUNT
STEP0 STEP1
CANNIBALISATION
BUDGET BURNERS
PERFORMERS
MONEY PRINTER
ACCOUNT
STEP0 STEP1 STEP2
CANNIBALISATION
BUDGET BURNERS
PERFORMERS
MONEY PRINTER
BUDGET BURNERS
CTR KILLERS
ACCOUNT
STEP0 STEP1 STEP2 STEP3

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