The exact match has not been “accurate” for a while, but last week Google announced that it was still expanding enlarging the exact match .
also begin to trigger ads for searches matching the keyword’s intent.
“Intention” may cover a wide range of research with different degrees of overlap. Advertisers must therefore be more attentive than ever to this change made to their accounts.
And as you know, I am all about automation .
The analysis I am going to describe is trivial to do thanks to a robust management of the PPC tool. Read the free Google Ads script that you can use to quickly scan one or more accounts.
A Positive Impact (On Average)
While Google provides the usual assurance typical account will see benefits of this change, we all know that no account is way.
We must therefore ensure that the impact we will see for each of the unique accounts we manage will be positive. .
What’s changing about the exact match?
In 2014, “plural” were added to phrase and exact match keywords.
Google has further relaxed the definition of exact match so that it can trigger the broadcast of ads when machine learning systems find that the searcher’s intent matches to the advertiser’s keyword.
scenarios where extra words are involved, where a term
While the plurals and spelling mistakes were fairly simple to understand and, to a certain extent measure, predictable, similar intentions are broader and may justify
The other aspect that deserves attention, is that the similar intention may not correspond to a similar value.
For reasons that are difficult to understand, even minor differences between keywords can amount to large differences in conversion rates.
This is even true for plurals and singulars. It is therefore wise to confirm with your data that the use of the word “campsites” vs. “camping” is similar. Otherwise, they must be managed as separate keywords with different bids.
Query Management Is A Must
Most of us have worked with Google long enough to understand that change is a constant for advertisers. .
So, rather than speculating on Google’s actual intent, I think it’s more productive to take into account this change and update our management processes to leverage potentially high quality traffic.
Specifically, you must ensure that your process for periodically evaluating queries continues.
This process will help you find new negative keywords as well as high quality queries to add as managed keywords.
Should we be worried?
This type of change is at the origin of the buzz.
Even if your process is ready to process new queries that your ads are starting to show, your boss or customer may be affected. uncomfortable.
Hey, maybe you’re a little worried because you’d like to look beyond Google’s hypothetical examples of the keywords for “camping in Yosemite”.
Take a look at how this change affects your account.
1. Using the Ads Interface to Search
To get an idea of the impact of this change on your account and the fact that spelling mistakes and plurals already have an impact on your account since 2014, you can refer to the search terms. report in Google ads.
Be sure to add the Keyword column to see which keyword triggered a particular search term.
This report has few gaps
The Match Type column is the query, not the match type of the keyword itself. This is one of those nuances in Google Ads; type of correspondence can refer to two very different things.
For example, a broad match keyword may exactly match a query when it is exactly the same as the broad keyword. Although the broad match keyword can trigger ads for a large number of searches, some subsets of these searches match exactly the keyword and are therefore reported as exact matches by Google.
The match type of the keyword is to examine the special characters in the Keyword column. For example, the square brackets around the keyword mean that it is an exact match keyword.
This limitation makes it more difficult to quickly analyze how correspondence keywords are mapped. And if you try to filter the keywords that contain the text “Googledit” there is no match since the parentheses do not technically share the key box
contains the query performance metrics. And although you can certainly use this data to eliminate poor queries, I like to do a little more in-depth analysis that also takes into account the relative performance of the query against that of the keyword.
2. Do Analysis in Spreadsheets
As this is usually the case, the analysis that we really want to do us takes us into spreadsheets. And you wonder why spreadsheets remain the preferred tool of many PPC marketers?
The methodology is as follows:
Download a keyword performance report (including type of keyword match). Perform a VLOOKUP to match each search term to the keyword that triggered it.Get all the keywords and query data for each query in individual lines. Filter the data to perform the task. analysis.
spreadsheet, but all these manual steps are a bit tedious.
Let’s automate that.
3. Analyze the impact of the closing variant on your ads with Google Ads scripts
Thanks to Google Ads Scripts you can automate the analysis so you can easily replicate it to other accounts you manage. ]
As Google makes new changes to the algorithm, you can periodically check if the impact is still positive. Just put the script on a monthly cycle to get a new spreadsheet with the latest data to review.
Another advantage of scripts is that if you need to add negative keywords, you can automate this by adding a few lines of code to the script.
The script also adds a matching subtype column where I consider BMM (broad match modifier) to be a unique match type different from the broad match. (Google does not consider BMM to be its own type of correspondence.)
Take a copy of the script code here:
The Elements that you need to edit are the email addresses that require an email when a report is ready and the user names of all those who should be allowed to access the generated report in Google Sheets.
emailAddresses & # 39; and & # 39; accountManagers & # 39; and leave everything else as it is, unless you know the scripts and know what you’re doing.
var time = & # 39; LAST_30_DAYS & # 39 ;;
var reportVersion = & # 39; v201802 & nbsp;
var emailAddresses = & # 39; firstname.lastname@example.org & # 39 ;;
var accountManagers = & # 39; email@example.com & # 39 ;;
var spreadsheetUrl = new & # 39 ;;
The output of the script
Here is an example of the data that you will obtain:
I’ve already used filters in Sheets to display only the exact matching keywords associated with a close variant. In this account, the only variants are typos and plurals.
I will continue to monitor this account with the script to find the words that Google sees as having the same purpose.
Proximity between the query and the keyword
In the output, I wanted a way to see more easily the aggressiveness of the variants close. In other words, until they are from the keyword.
I thought that one way to do this analysis is to count the number of differences between the query and the keyword.
The The distance from Levenshtein seemed like a good measure because it counts the number of characters to change to turn a string (the keyword) into another string (the query).
You expect the difference to be usually a character (the addition or deletion of the letter “s” in English). Typos usually consist of 1 to 3 characters incorrectly typed.
So, looking at variants where the Levenshtein distance is between 1 and 3, I can find the typical variants of Google doing for several years.
Looking for greater distances, I will be able to find where the words have been changed to those with similar intent.
As Google constantly updates its advertising system, it is essential that those who oversee the accounts assume the role of pilot who oversees the smooth running of automation.
Tools such as Google Ads scripts are a great way to make this work easier by flagging potential problems so that the account manager does not just need to trust automation, nor to check it manually.
I hope my script will help you do your job better.
More Paid Searc h Resources:
All screen shots taken by the author, September 2018
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