Matouš Ledvina na PPC Date #3. Používáte smartbidding? A pokud ano, používáte ho správně? Společně se můžeme podívat na to, jak vypadají automatizované kampaně podle standardu roku 2021 nebo třeba proč volná shoda není sprosté slovo.

1. Proprietary + Confidential
Zodpovědně na
automatizovaný účet
PPC Date, 15.7.2021
Matouš Ledvina
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2. Introduction of machine learning into
Google Search’s spelling algorithm
improved it in one day more than the
previous five years combined.
Machine learning brings magic to our consumer products
About 1,530,000 results (0.70 seconds)
Did you mean: mount everest
mount evarest
Google Search helps you find that
melody that’s stuck in your head
with machine learning. Just play,
sing or even hum it
10:24
Listening...

3. The same technology is helping to transform marketing
More beneficial
for consumers
The first step to delivering
delightful experience is using
real-time insights to understand
precisely how consumer
behaviour is changing and
embrace acceleration.
More relevant &
respectful of privacy
Automation can help you show
ads relevant to people’s
individual interests,
preferences, and lifestyle —
while also respecting user
privacy and building trust.
Making businesses
fast and helpful
Automation allows brands to
find new demand and grow
their business while also
staying resilient to change.

4. Of all the searches that
happen on Google each
day, 15% are queries
we’ve never seen before.
Embrace acceleration
To help you find relevant
real-time insights and
keep up with the demand,
we’ve created the Insights
page.
garden chairs
More beneficial for
consumers
More respectful of their
privacy
Making businesses fast
and helpful
Insights page

5. Build trust, every time
The future of marketing is
shifting from ‘precision’ to
‘predictive’, using data
aggregation such as user
cohorts, anonymisation of that
data and modelling to rebuild
the full picture.
Consent mode
Global site tag
More beneficial for
consumers
More respectful of their
privacy
Making businesses fast
and helpful
Make sure you are set up for the
privacy-first future.

6. Find demand in the messy middle
outdoor activities for 15 months-old
best non-stick frying pan
Search 2
fun things to do with kids
how to deal with a midnight tantrum
Search 9
cards for toddlers
Search 6
toddler crying at
night inconsolable
Search 4
supper for toddler
Search 3
how to colour pasta
Search 7
quick supper ideas
Broad Match
Responsive Search Ads
More beneficial for
consumers
More respectful of their
privacy
Making businesses fast
and helpful

7. Embrace acceleration
Build trust, every time
Be fast and helpful
with automation

8. Embrace acceleration
Build trust, every time
Be fast and helpful
with automation

9. Embrace acceleration
Build trust, every time
Be fast and helpful
with automation

10. Embrace acceleration
Build trust, every time
Be fast and helpful
with automation

11. Embrace acceleration
Build trust, every time
Be fast and helpful
with automation

12. Proprietary + Confidential
Automate bidding for all the most common business
objectives
Market share
Grow % share of a market
within industry or particular
product & service.
Revenue
Grow the amount of
money the business
brings in.
Volume
Increase the units sold,
number of leads or
capacity of the business.
Profit
Grow the amount of
money the business has
after subtracting costs.

13. Manual eCPC
Maximize
Conversions
Target
CPA
Maximize
Conversion
value
Target
ROAS
Maximize
clicks
Target
Impression
Share
Fully automated Smart Bidding solutions drive the best results
Conversions focused ROI focused Traffic SoV

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20. Do not limit your campaigns
Make sure you’re not artificially limiting
your campaigns when they run out of
budget. Many advanced advertisers
actually optimise towards CPA or ROI
targets with ‘open budgets’ to ensure their
campaigns never run out of steam.
Performance Planner

21. Our forecast engine simulates relevant
ad auctions with query level variables
(seasonality, CTR, competitors, landing
page, time of day etc) within the
campaign’s targeted region and
industry. We simulate based of the
campaign’s last 7 days campaign
settings and history.
Simulation
We leverage machine learning to fine
tune forecasts and to achieve a
higher level of accuracy.
Machine Learning
We do forward & backward
measurements of accuracy for 10k+
campaign samples across 1, 7, 30,
and 90 day periods to ensure we’re
making validated recommendations
Validation
Google Search ad auctions from
billions of searches per week
powers our forecast engine. We
use all data up to the previous
day.
Forecasting
Forecast Methodology
How do we calculate the grey dot?

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Once opted in, adjust your targets & budgets to unlock
more growth or efficiency
Performance Planner to forecast
target & budget scenarios across
campaigns.
Use the report to track average
targets and conversion delay. Look at
the right metrics.
Give it time.
Optimization score to quickly
identify opportunities for
growth.

23. Automation can help discover new opportunities
Advertisers who
accrued 10 optimisation
score points saw a
10% rise in conversions.
Optimisation score
Recommendations
Bidding & budgets
Ads & extensions
Keywords & targeting
Repairs
Automated campaigns

24. Campaign structure?

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27. ...and the Broad match?

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Broad Match + Smart Bidding improvements allow you to focus
on high performing queries
No more need to manage millions of variations of the same
Keyword

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EXACT BROAD
MANY EXACT
..Broad Match is essential to pick up all relevant queries
Picking all relevant Search queries with just Exact
Match can be very time consuming & inefficient
Identify new Keywords,
increase reach & save time
Broad Match closes the gap,
covering all possible
business-relevant searches
Only expanding Exact Match will always result in
limited reach
Learn more about Broad Match here

31. Proprietary + Confidential
Maximize performance & reach with Broad Match + conversion-based
Bidding
Auction
time
Winner
CURRENTLY
TRIGGERING
QUERIES
CURRENTLY
TRIGGERING
QUERIES
MATCH TYPE:
Phrase Match
MATCH TYPE:
Broad Match (instead of Phrase only)
Auctions entered by Smart Bidding
Auctions entered by Smart Bidding
CPA $10
More Conversions
CPA $10 +25% more Conversions
Newly triggerable queries
with Broad Match
Maximize conversion
volume while being efficient
at same efficiency target
Capture full opportunity with
automated bidding and
individual query bidding
Example: tCPA

32. Proprietary + Confidential
What are the benefits of leveraging Broad Match Type?
Increase efficiency
Spend your money on keywords that work & preventing from accruing click
charges for keyword variations that aren't working
Save time
Less time spent on creating manual extensive Keyword lists
Expand reach & coverage
Easily identify & capture high-value & new search queries relevant to your
business while meeting performance targets
Relevance
Feeding in all relevant signals for better understanding of the query intent
matched to Keyword
Benefits of Broad Match Keywords
KEYWORD
KEYWORD
KEYWORD
+25% Incremental Conversions
+12% Increased Value

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Let’s take a look at your current Match Type Distribution
Check & implement Broad Match recommendations
(setup Drafts & Experiment if needed)
Analyze uplift when you have statistical significance
Replace existing Phrase Keywords with Broad Match
NEXT STEPS
Match Type Distribution
Suitable Campaigns

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Leverage Broad Match Recommendations in your Ads Account
One Click Apply to replace your Phrase
Keywords with Broad or set up an experiment
IMPLEMENTATION EASE
Only surfaced when predicted to drive
incremental conversions at your efficiency target
IMPACT
Clearly understand where the largest
opportunities for Broad Match are across
your account
PRIORITIZATION
Surfaced only when the recommendation
meets criteria that indicates performance
objectives
CRITERIA
Easily upgrade your match types to Broad Match and increase performance
Leverage & apply Broad Match Type Recommendations directly in your Google Ads Account. Available for tCPA, tROAS, Max. Conv., Max. Conv. Value
NEW!
Learn more about Recommendations here

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Implementation Best for Result Evaluation
Auto-upgrades all
Phrase/BMM keywords in
the campaign to Broad
Match
Advertisers who want
increased performance with
easy implementation
without testing
Evaluate impact through
pre/post analysis &
incrementality analysis
Auto-creates an Experiment:
1) Control arm=current campaign
2) Experiment arm=Phrase/BMM
KWs are upgraded to Broad
Match
Advertisers who want to
test with D&E between
BMM/Phrase & Broad KWs
in a campaign, while
following D&E Best Practices
Evaluate impact through D&E
Page. Requires monitoring
until statistical significance
has been reached. Scale to
campaign once completed.
Manually upgrade all
Phrase/BMM KWs in a
suitable campaign to Broad
Match via D&E
Only consider with above
options are not suitable due
to customized setup needed
Evaluate impact through D&E
Page. Requires monitoring
until statistical significance
has been reached. Scale to
campaign once completed.
One-Click
Experiment Apply
Custom Drafts &
Experiment Setup
for Testing
Implementation through
Recommendation Page
Recommended Setup
Options to implement & test Broad Match successfully
A)
B)
C)
Recommended Setup
Not Recommended

36. Proprietary + Confidential
A) Easily implement Broad Match through Recommendation Page
Optimal for advertisers who want to switch their campaigns to Broad Match directly
Select campaigns and “Apply” directly from Recommendations Page
Recommended Experiment Approach

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B) Easily set up One-Click Experiment Recommendation for Broad Match
Optimal for advertisers who want to test Broad Match through Draft and Experiments
Step 1: Select “Apply” for campaign and “Apply an experiment” Step 2: New D&E campaign is created
Recommended Experiment Approach
Note: All Draft & Experiment Best Practices still apply

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B) Benefits of One-Click Experiment Apply in Recommendations Tab
All recommendations include
advertiser-specific impact on
upgrading to broad match
Once experiment has been
completed, only one click is needed
to scale experiment to a “standard”
campaign
Create experiment directly from
the Recommendations Page and
simply name the experiment and
confirm the other settings
Low Risk Low Effort Easy to Scale
Note: All Draft & Experiment Best Practices still apply
Recommended Experiment Approach
Tailored Recommendation One click to apply Experiment
One click to scale
Experiment to campaign

39. Proprietary + Confidential
C) How to set up custom Drafts & Experiments for Broad Match
Pre-Implementation
Start with campaign that has Broad Match
Recommendation and/or targeting
generic traffic
Ensure campaign is running on
Conv.-based Smart Bidding + is not
limited by budget
Define objective based on bidding
strategy in the beginning. For clear result
evaluation don’t adjust this afterwards
Set up Experiment campaign: switch all
existing Phrase KW in experiment to
Broad Match. Exact Match KWs stay
During Test
Keep test running for at least 4 weeks
and/or reached statistical significance
Keep your target steady during the
test-phase
Do not interfere manually by adding
negative Keywords & restricting ad serving
Ensure campaigns continue to run with
uncapped budgets. Otherwise the uplift
potential cannot be realized
Post-Implementation
Evaluate your Conversion uplift numbers
from the experiment arm, excluding the
ramping up period (typically ~1 week)
Scale by switching your remaining
Generic campaigns (Phrase) to Broad
Match following the same rules
Test successfully completed!
If results are favorable
apply Experiment to your original
campaign or into a new campaign
Note: Advertisers may see fluctuations in the beginning of the Test-Phase, as the Bidding recalibrates. There is no need to make adjustments!
For advertisers who want to test Broad Match Keywords in D&E using a customised setup
Custom Experiment Approach

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Best Practices?

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Broad Match Best Practices
Use fully automated Smart Bidding strategies aligned to your goals in combination with Data-Driven
Attribution models and ensure Budgets are able to capture increased conversions
Leverage RSAs and ensure your ad copy & landing pages fully reflect queries being targeted
Be mindful of negative Keywords accumulated over the years. Regularly work with negative Keyword
targeting to refine your queries
Ensure you have set the right targets for your business goals. Make sure the conversion data being
passed on to Google accurately reflects the data of your business
Make sure you follow Drafts & Experiments Best Practices in setup and evaluating successes
Note that the 1-10 number estimates your Quality Score for a query that exactly matches your Keyword,
but it it doesn’t reflect Match Types or negative Keywords you may use
SMART BIDDING + ATTRIBUTION +
BUDGET
SET RIGHT CONVERSION VALUE
DRAFTS & EXPERIMENTS
CREATIVE BEST PRACTICES
NEGATIVE TARGETING
QUALITY SCORE

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A guide to negative Targeting
Brand & Brand Misspellings
Exclude specific Brand terms and/or Brand misspellings
Competitor Terms
Not showing for specific competitor terms
Wrong Product Association
Excluding wrongly related product associations
Commonly Confused Terms
Ensure commonly misinterpreted or easily confused words such as
Homonyms, Homographs & other irrelevant terms are excluded
Where you might add negative Targeting
Refining targeting without restricting reaching your customers
KEEP IN MIND
Choose your negative Keywords carefully
Ensure to not use too many negative Keywords, as
your ads might reach fewer customers
Regularly check your negative Keyword targeting to
avoid restricting performance
Learn more about Negative Keyword Targeting here
Negative Keyword Targeting works differently.
Ensure you pick suitable Match Types e.g. Phrase
negatives for positive Broad Match Keywords

43. Proprietary + Confidential
Best Practices for Drafts & Experiments Timeline
Start
Select campaigns
Check OptiScore for campaigns running on
conversion-based Smart Bidding & currently
targeting Phrase Match Keywords with the
Match Type Recommendation available.
Week 1
Set up experiment
Apply Experiment that will switch all
Phrase Keywords in the Experiment to
Broad Match for the campaign. If there
are initial fluctuations in targets during
setup, wait till those are steady as
system recalibrates.
Experiment is live
Let the experiment run for at least 4 weeks or
until it has reached statistical significance
with open budgets & without modifications
for clear result evaluation.
Start analyzing results
Analyze experiment arm to see how
many more incremental Sales you can
achieve with Broad Match Keywords.
Exclude “ramp up period” from
beginning of Test & consider
Conversion delays for result evaluation.
Week 4

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a.k.a. Caste study...

45. About Google Ads: Google ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer, Google Ads
delivers reach, relevance and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2020 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the
respective companies with which they are associated.
17% incremental
conversion value for
Heureka.cz after
utilising Broad Match
keywords with tROAS
Heureka Group
Prague, CZ • heureka.cz
CASE STUDY
The challenge
Heureka is biggest shopping comparison site in Czech republic.
They leverage advanced automation for a long time (tROAS
bidding, automatic campaigns creation). In Search highly
dependant on the comprehensive DSA structure. The main
challenge was that Search was growing slower than Shopping.
The approach
We prepared search terms comparison between Search and
Shopping campaigns which showed relatively big gap in unique
search queries. That convinced the CMO to testing. Heureka
added all the keywords already used in the account in the broad
match version. We used multi-campaigns drafts and experiments
to have precise a A/B results and easy evaluation. It also helped us
preventing the shift of traffic from one campaign to another.
The results
Heureka increased their growth in Search again and achieved
significantly more revenue in tested categories (furniture, toys,
electronics). Based on the test results Heureka decided to roll-out
broad match keywords across all their CZ and SK Search
accounts..
Retail
10%
Increase in
Conversions
17%
Increase in
Conversion
Value
-1%
ROAS (not
statistically
significant)
“At Heureka Group we are highly dependent
on the DSA campaigns. But DSA cover just
the content and keywords which are present
on our website. Adding a broad match (on
top of the exact match) into our accounts
helped us to find brand new search terms
while maintaining the same ROAS and
increased the volume of traffic and revenue.”
—Martin Zítek, Head of Performance Marketing, Heureka Group
Product features
❯ Broad Match (Matchtype)
❯ tROAS Bidding
❯ Multi-campaign drafts & experiments
17%
Increase in
Clicks
Test results:

46. Thank you