The document discusses optimizing keywords through mastering the Google Search Term Report, emphasizing the importance of scientific performance marketing. It highlights the increasing complexity due to changes in match types and advocates for automation in analyzing search term data to identify budget burners and top-performing keywords. The text also provides strategies for creating new keywords and managing advertising campaigns effectively.

1. Boost Your Keywords
by Mastering the
Google Search Term
Report

2. Who am I?

3. Advisor for Google’s own
equity fund Capital G.
Who am I…
Gianluca
Voted 2nd Most Influential
PPC Person in 2019.
Binelli

4. We’re the best* scientific performance marketing agency
Who is Booster Box...
* we are the best according to our mums and now that we’ve won an award as the Best small PPC agency in Europe, it’s official: mums are always right.
That’s quite a mouthful, but it’s just a way to say that we love
numbers and the scientific method.
We have been running wildly successful international Paid
and Brand Media Campaigns since July of 2016

5. 1. STR is at the core of optimization
2. This is getting harder due to changes to match types
3. Key ways to automate the STR
Agenda

6. STR is at the core
of optimization

7. BIDDING is
automated

8. AD TESTING
is automated

9. https://www.slideshare.net/MartinRttg
erding/debunking-ad-testing

10. ...but STR is not
automated quite
yet

11. But we have
the solution!

14. https://searchengineland.com/google-ads-to-limit-search-terms-reporting-citing-privacy-340137

15. Keywords

16. Keywords
+advertise
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Count of words in Keyword

17. Keywords
+advertise
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Count of words in Keyword
- Low CR
- Low IS
- Low QS
��

18. Keywords
+advertise
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Count of words in Keyword
- High CR
- High QS
👍

19. Automating the Search
Term Report

20. Create New Keywords
+advertise
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Count of words in Keyword
[best online advertising]

21. The bigger the number of KWs, the better
advertise my website website advertising website marketing
Search Terms
Keywords [advertise my website] [website advertising] [website marketing]

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

23. Keyword research
is getting harder

24. Keywords are getting less “matchy”
N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
2019
Similarity
between
KW
and
ST

25. Keywords are getting less “matchy”
N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
Similarity
between
KW
and
ST
BMM = BROAD

26. Keywords are getting less “matchy”
Before Now
KW
QUERY QUERY
KW
QUERY
KW
QUERY
KW
QUERY

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

28. Less so now
advertise my website
Search Terms
Keywords [advertise my website]
website marketing
[website advertising] [website marketing]
website advertising

29. So, actually more like this
Search Terms
Keywords
website marketing
[website advertising] [website marketing]
website advertising
advertise my website
[advertise my website]

30. BROAD Match Type Dispersion is Growing

31. But Especially for EXACT Match Type

32. NOISE INCREASE

33. Dispersion

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

35. Dispersion Index
1000
CAR VEHICLE
+CAR +VEHICLE
100

36. Dispersion Index
1000
830
a) +CAR Tot Impressions = 830
CAR VEHICLE
+CAR +VEHICLE
0.8
0.3
100

37. 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

38. 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

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

40. Time to
automate

41. Do you really think that manually
doing the Search Term Report is
a good idea?
Imagine you could spend the
hours needed to find the right
keywords in watching cat
videos…..

42. STR
REPORT
AD
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action

43. STR
REPORT
MAGIC
AD
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action

44. STR
REPORT
MAGIC
BUDGET
BURNERS
MONEY
PRINTER
AD
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action

45. Key ways to automate the STR
1. Find budget burners
2. Find money printers
3. Find patterns with N- grams

46. 46
1. Find Budget Burners

47. Identify Underperforming Queries
A query can be considered Budget Burner
when is underperforming either in terms of Conversion or CTR
BUDGET BURNERS

48. Identify Underperforming Queries
A Query can be considered Budget Burner when is
underperforming either in terms of Conversion or CTR
CTR KILLERS
Query CTR < AVG Ad Group CTR
LOW PERFORMERS
CPA > n*tCPA or ROAS < ROAS/n
0 PERFORMERS
Conversion = 0

49. 49
2. Find Top Performers

50. Identify New Performing Keywords
A Query can be considered Money Printer when it is delivering
enough volume of Conversions and is below tCPA/above tROAS
MONEY PRINTER

51. 2 Options ahead
1. Add the keyword in the AdGroup
a. If we operate with DKI
b. If we operate with non-manual bidding
2. Create a dedicated AdGroup

52. 2 Options ahead
1. Add the keyword in the AdGroup
a. If we operate with DKI
b. If we operate with non-manual bidding
2. Create a dedicated AdGroup

53. ● KW is generated from the Triggering Query

54. ● KW is generated from the Triggering Query
● Headline1 as well is generated from the Query

55. ● KW is generated from the Triggering Query
● Headline1 as well is generated from the Query
● All other elements are copied from the Triggered Ad

56. 56
3. Find Patterns with N-Grams

57. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR

58. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR

59. n-Gram
how (3)
to (3)
online (4)
advertising (2)
...
how to do online
advertising
how to advertise online
online advertising
how to advertise
ad online
STR UNIGRAM

60. n-Gram
how (3)
to (3)
do (1)
online (4)
advertising (2)
...
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

61. Aggregate et Impera
advertising
n-GRAMs COUNT
CPA
advertise
online
ad
how to
online
advertising
cheap

62. advertising
n-GRAMs COUNT
CPA
advertise
online
ad
how to
online advertising
cheap

63. advertising
n-GRAMs COUNT
CPA
advertise
online
ad
how to
online advertising
cheap

64. how to do online advertising
how to advertise online
how
online
advertise
Smarter than n-Gram….Smart n-Gram

65. how to do online advertising
how to advertise online
how
online
advertise
Smarter than n-Gram….Smart n-Gram
WORD
ROOTS

66. how to do online advertising
how to advertise online
how
online
advertise
Smarter than n-Gram….Smart n-Gram
WORD
ROOTS
> Create new broad keywords
> Block low intent language

67. Aggregate et Impera
n-GRAMs COUNT
CPA
advertise
online
how

68. Summing up

69. 1. STR is at the core of optimization
a. Block bad search terms
b. Create new keywords
c. Show the right ads to the right person
2. This is getting harder due to changes to match types and data
limitations
3. Key areas to automate
a. Find budget burners
b. Find top performers
c. Find patterns with N-Grams

70. gianluca@boosterboxdigital.com
growth@boosterboxdigital.com