//Google's latest change has led search marketers to rethink the types of keyword matching

Google's latest change has led search marketers to rethink the types of keyword matching

 

 

Marketers' reactions to Google's downgrading of the original (much less meaningful) intent of 19459005 include "same meaning," the close variants ranging from pessimism to optimism.

Expected impact on performance

"The impact of this process will likely be felt by accounts where the exact match has always been a success and where an exact match of a query has had an impact on the conversions – d '. where the reason you would use exactly the same thing. " said digital consultant and president of Netptune Moon Julie Friedman Bacchini.

Friedman Bacchini said the loss of control with an exact match goes against the goal of the match. Many marketers use the exact match to be explicit – demanding – in their targeting and expect that a type of match called "exact" is exactly that.

Brad Geddes, co-founder of the advertising test platform AdAlysis and head of Certified Knowledge consultancy, stated that past modifications ] have shown that this can affect the overall performance of the exact match. "The last change meant that our" variation matches "had lower conversion rates than our exact match and we had reduced bids on most of the exact terms. This change could simply prevent us from using it completely or actually hitting the negative keywords. "

As Geddes, Andy Taylor, associate director of research at the performance agency Merkle, also stated that an increase in traffic was attributed to the last change. at a rate lower than the exact exact matches. "

Yet, other people who participated in the test consider the relaxation of the reigns as a positive action.

One of the beta testers of this modification was ExtraSpace Storage a self-storage company located in the United States and located in more than 40 states. The company said it found positive results in the test.

"The search queries were about our sector, and almost all of our KPIs have seen an overall improvement," said Steph Christensen, senior analyst for paid research at ExtraSpace.

Christensen said that during the test they did not do any keyword management, letting it work in a "normal environment to have the best chance of getting the most accurate results." necessary after its full launch at the end of October.

Advertisers as beneficiaries of machine learning or guinea pigs

Machine Learning is an important factor in these changes. The race for machine learning / artificial intelligence is launched between Google and other major technology companies.

Google says its machine learning is now sufficient to determine if a query has the same intent as a keyword with a success rate high enough for advertisers to see an overall improvement in their performance.

Another way to see the movement is that by opening the exact match to include the same meaning queries, Google enjoys the opportunity for marketers to form its algorithms by acting on the query reports.

Or, as Geddes says, "Advertisers are basically paying for Google to try to learn the intent."

Geddes' goal is that this change will help Google's machine learning algorithms better understand the intent of millions of queries through advertiser actions and budgets.

"The fact that Google does not understand the intent of the users and the poverty of their machine learning means that we could move away completely from the exact match," says Geddes.

In the example that Google pointed out in its announcement, Geddes says, "If I search for a campsite in Yosemite; I might want a blog post, stories, social media or a campground. If I'm looking for a campground – I want a campground. (By the way, after what I've found, Google does not monetize even the Yosemite Campground or Yosemite Campground results pages.)

Expected workflow changes

One important thing that Google has pointed out is that these close variation changes allow advertisers to focus on things other than creating giant keyword lists to show their ads for relevant queries. Rather than doing a lot of keyword research before launch, the idea is that management will occur after the campaign runs and the data builds up. Marketers will add negatives and new keywords as appropriate. But this reframing of the management process and what amounts to a new definition of exact match encourages marketers to think again about all types of correspondence.

"The lack of precision of the correspondence allows me to look again at the correspondence of the sentences," Friedman Bacchini explains. "I think this will have an impact on the use of the negatives and the time required to review the SQRs and apply the negatives correctly and comprehensively."

Taylor agrees. "This change gives more emphasis to regular checking of negatives, but it has already been rooted in our management processes for years and will not be anything new."

Geddes said that advertisers might run into negative keyword terms, which he found on the occasion. Rather than relying heavily on adding negatives, he says they can only consider using matching phrases

.

In addition to the fact that ads are triggered for irrelevant queries or do not convert correctly, it is necessary to have the appropriate ad trigger for a query when you already have close variants.

Matt van Wagner, president and founder of the research marketing firm Find Me Faster says the agency will monitor the impact before assessing the flow adjustments of work, but does not anticipate any increase in performance.

"We will monitor search queries and determine if, or if, other ad group traffic and CPC levels change. We think it will have a neutral impact at best, "says van Wagner," because we think our keywords are set to trigger searches with other types of correspondence. "

In this order of ideas, Geddes says that it will be essential to monitor duplicate queries that trigger keywords on an account to ensure the ad is showing up. . It focuses on negative keyword strategies, says Geddes:

Google will display the most specific matching keyword in a campaign. but will not do it on the account. So if I have both terms in my account as exact match ("Yosemite camping" and "Yosemite camping"), with a bid much higher than the other, my top bid keyword will usually display my exact matching word in another campaign. This means that I must now also copy my exact match keywords from one campaign and give them an exact image in another campaign that already uses exact match only to control the delivery and delivery of ads. I should never have to do that.

Update 9/14/18: Google says the above scenario will not happen because the exact match works at the campaign level and at the account level. Thus, if the exact keyword of the advertiser with the same string as the query is likely to be displayed for this query, it will be preferable to all others, including the exact keywords that are close variants and an offer higher. This logic applies to the entire account, not just the campaign, so advertisers do not need to copy the exact keywords and make them negative in another

Measuring the impact can be difficult

The effects of change will take some time to develop. Taylor says that it took several months to see the impact of the latest modification on nearby variants.

It is difficult to calculate the incremental effect of these changes to close variants, says Taylor, because some variants of traffic come from keywords – close variants or other types of matches – already located elsewhere in the account.

"Google is winking at its recent announcement, stating that" the first tests show that advertisers using exact keywords have an average of 3% accurate clicks and conversions, . does not reach today Taylor emphasizes by adding bold type.

Another complicating factor, especially for agencies, is that the effects of these changes do not reverberate uniformly from one account to another. Taylor shares an example:

An advertiser saw traffic on one of his key brand keywords switch to a different brand keyword several months after changing the closing variants last year.

"The normal reaction could be to use negatives to restore the correct keyword traffic, but we get a better CPC while getting the same amount of traffic with the new variant.

Given Google's claim, even in the current ad, "Google Ads still prefers to use the same keywords as the query," but if clicks are cheaper, clicks are cheaper. This also shows that there is not really a universal answer to deploy for changes in close variants, and to be attentive to incoming queries and their performance. "

For the future

Performance advertisers go where they get the best results.

"In the end, the question is whether a lower conversion of close queries could result in a sufficient drop in keyword performance to force advertisers to lower their bids," Taylor said. "As a general rule, giving savvy advertisers greater control over the appropriate bids for each query (or any other segment) allows for more efficient allocation of expenses, which should optimize overall investment in paid searches." . "

Geddes says their "priority is to make sure our Bing Ads budgets are maximized and that we leave nothing on the table. If our results [Google] worsen, some budgets will be transferred to other places. But we may have to do another account organization to get around Google's decisions. "

Once the change has been fully deployed and they have enough data to act, Christensen from ExtraSpace said they would evaluate again. "Since we have such a big [account] build, when we decide to make changes, we will have to show how we can do it on a large scale and maintain performance."

Bacchini draws attention to the current indifference of the exact match and said that Google should get rid of the exact match if it were to remove the initial control of the exact match. "It's particularly devious when we think about this move in terms of less sophisticated advertisers," Bacchini said. "If they did not click the" Learn More "link under the format to enter keyword match types, how would they know exactly that Google Ads does not really mean exactly?"

Related reading: Column of Frederick Vallaeys, The operation of keyword match types after the modification of new, close variants .

About the author

Ginny Marvin is the editor-in-chief of Third Door Media. She assists daily editorial operations in all publications and oversees paid media coverage. Ginny Marvin writes about paid online marketing topics, including paid search, paid social networks, posting and retargeting for Search Engine Land and Marketing Land. With over 15 years of marketing experience, Ginny has held both internal and external management positions. She can be found on Twitter as @ginnymarvin.