In this deck you will learn about various tactics for negative keyword automation to tackle the changing exact match and increasing query overlaps across adgroups. The talk was held at MSX Munich 2019 by Christopher Gutknecht, Head of Online Marketing at norisk. The accompanying scripts can be found at: bit.ly/norisk_negatives Enjoy the content, in case of any questions, reach out via linkedin: https://www.linkedin.com/in/chrisgutknecht/

1. The End Of Exact Match?
Negative Automation for 2019
(And Beyond)
Christopher Gutknecht | #SMXMunich

2. My Goal for Today: New, Actionable Tips
How was Chris’ SMX session?
Not exactly entertaining.
But I got useful scripts!

3. English Slides for a Global PPC Community

4. Today’s 7-Part Negative Framework
DSA SEARCH
2. DSA List-Fencing
SHOPPING
1. Negative-List Sync 3. Query Overlap
4. Near Exact Add
5. Negative Conflicts
6. Negative Deduplication in Ads Editor
7. Bad NGram Finder with Big Query
ALL

5. I’m a PPC With a Passion For Automation
Javascript
Python
2008 2014 2016
PPC Automation
PPC
20182012
Christopher Gutknecht
Head of Online Marketing @ norisk
Munich-based
Focus Ecom & Retail
Self Taught Dev
Dad of 2,5 yr old

6. My Session Material For You
SCRIPTSSLIDES
slideshare.net/norisk bit.ly/norisk_negatives

7. Queries 2019: Easy to flood, hard to control

8. Queries: Way back in a Perfect Account

9. The Query Reality is Often This: Chaos

10. Many Keywords Aiming For Same Terms
1 Query
10 Candidates
#OverlapHell

11. End of Exact Match? Maybe A Slow Decline
2. Car Leasing
1. Office Furniture
→ Near Exact: Only 5-10%

12. Why Does Managing Negatives Matter?
- Reducing Misrouted Queries
- Lower Cost Per Click
- Reduce Non-performing traffic
- Increased Control
- Keep campaigns clean(er)

13. Today’s 7-Part Negative Framework
DSA SEARCH
2. DSA List-Fencing
SHOPPING
1. Negative-List Sync 3. Query Overlap
4. Near Exact Add
5. Negative Conflicts
6. Negative Deduplication in Ads Editor
7. Bad NGram Finder with Big Query
ALL

14. 1. Let’s Start With Negatives for Shopping
DSA SEARCHSHOPPING
1. Negative-List Sync
ALL

15. Shopping Negative Fencing Via Lists
1. Negative-List Sync
CAMPAIGN PARTITION

16. Shopping Fencing via List, Script & Feed
1. Negative-List Sync
LIST SYNC PROCESS
Generic
Brand
Titles_Exact_1
Titles_Exact_2
Product
Campaign Negative Lists
Brands_Broad
Categories_Broad
Sync_Scripts
Cat_Br
Titles_Ex
Brands_Br
Feeds
Script Download: bit.ly/norisk_negatives

17. Common Pitfall: Over & Underfencing
1. Negative-List Sync
OVERFENCING UNDERFENCING
Categories “Laufschuhe Stadt & Wald”
“aalborg GmbH & Co KG”
→ Regularly Check Your Input Data!
“Lo”
Brands “On”

18. Addon: Exact Match Shopping Campaigns
1. Negative-List Sync
EXACT MATCH SHOPPING FENCER
Brand_Exact
Query Negative List
Brands_Broad
Script Download: bit.ly/norisk_negatives
Query
Set Negative if not equals
Campaign

19. Smart Shopping: Fencing Outdated?
1. Negative-List Sync

20. Smart Shopping: Use With Caution!
1. Negative-List Sync

21. 2. Let’s Move On: Negatives for DSA
DSA SEARCH
2. DSA List-Fencing
SHOPPING
ALL

22. Consistent Increase in DSA Performance
2. DSA List-Fencing
DSA Segmenting + Smart Bidding = Win!

23. Caution: DSA is a Hungry Monster!
2. DSA List-Fencing
→ Fence Search against DSA

24. Who has DSA Negatives under Control?

25. 2. Search Queries
Volume-based Fencing Script For DSA
2. DSA List-Fencing
DSA_Fencing_Ex_1
DSA_Fencing_Ex_2
DSA_Fencing_Ex_3
....
{max = 5}
1. DSA Queries
DSA List Pool
DSA-FENCING PROCESS (EXACT)
if (Conv=0 & Overlap)
checkOverlap
if (clicks > x)
Script Download: bit.ly/norisk_negatives
Sync-Script Sources

26. 3. Handling Query Overlaps in Search
DSA SEARCHSHOPPING
3. Query Overlap
4. Near Exact Add
5. Negative Conflicts
ALL

27. Misrouted Queries Are Expensive
3. Query Overlap
Query Overlaps = Hidden Cost Drivers!
0.07 vs 0.32 € → 3.5 times more expensive

28. Solving Overlaps by Word Similarity
3. Query Overlaps
+Nike
“Nike Air Max”
Nike Air Max 97
Keyword LetterChanges
(Levensthein)
Similarity
Nike 9 27%
0 (/ 15) 1
Nike Air Max 3 80%
QUERY “NIKE AIR MAX 97“

29. Suggesting Negative For Broader KW
3. Query Overlaps
+Nike
“Nike Air Max”
Nike Air Max 97
Keyword LetterChanges Similarity
Nike 9 27%
0 1
Nike Air Max 3 80%
QUERY “NIKE AIR MAX 97“
“Air Max 97”

30. 1. AdGroup Selection
Overlap Script I: Data & Scope
2. Week Label Scope

31. Overlap Script II: Email Output
4. Overlap Cases,
Suggestions &
Comment Column
3. Config & Impact

32. Overlap Case I: Word Hierarchy
CASE
Separate Adgroup or new Keyword variation?

33. Overlap Case II: Exact - BMM
CASE
Missing Exact BMM Fencing
Script Download: bit.ly/norisk_negatives

34. ADDON: Exact - BMM Keyword Sync
SCRIPT SCOPE
- Synchronizes positive & negative keywords in exact / bmm adgroups
Script Download: bit.ly/norisk_negatives
[ ] +

35. 4. Handling Expensive Near-Exact
DSA SEARCHSHOPPING
3. Query Overlap
4. Near Exact Add
5. Negative Conflicts
ALL

36. What To Do With Exact Variants?
4. Near-Exact Split
CHOOSE BY TYPE, CLICKS AND CPC
Word Order
Word Variant
Spacing Variant
Typo
Letter Variant

37. How To Distinguish Typos & Variants?
4. Near-Exact Split
GOOGLE SUGGEST & CUSTOM SEARCH
1. Suggest
for Variants
2. Custom
Search for
Typos

38. The Uncertainty With Similar Keywords
4. Near-Exact Split
SIMILAR KWS IN THE [ SAME ] AD GROUP

39. Near-Exact in 2019: End of the SKAG?
4. Near-Exact Split
SKAGS IN 2019 : PROS & CONS
Source: unbounce.com/ppc/skags-ppc-best-practice/
High CTR & Quality Score
Query Overlaps if Near-Exact

40. Near-Exact Handler Script: What It Does
4. Near-Exact Split
ADDS KEYWORDS OR CREATES NEW ADGROUPS
Script Download: bit.ly/norisk_negatives
1. Add Keyword
Queries
Query
wordSimilarity = high
Actions
2. New SKAG AdGroupQuery 2
Query 3 3. All Typo AdGroup
clicks greater x
is Typo = true

41. 5. Resolving Negative Conflicts
DSA SEARCHSHOPPING
3. Query Overlap
4. Near Exact Add
5. Negative Conflicts
ALL

42. Google’s Negative Conflicts MCC Script
5. Negative Conflicts
SCRIPT OUTPUT IN SHEET
Run Weekly → Will NOT (!) cover DSA & Shopping

43. How To Find Harmful Negatives? (Hard)
5. Negative Conflicts
LOOK FOR LONG-TERM IMPRESSION DROPS
Impression Drops without Status or CPC Changes

44. 6. Deduplicating Negatives
DSA SEARCHSHOPPING
6. Negative Deduplication in Ads Editor
ALL

45. Use the Deduplication Tool in Ads Editor
6. Neg Deduplication
Set Scope &
Configuration
> Tools

46. Use the Deduplication Tool in Ads Editor
Set Scope & Configuration
6. Neg Deduplication
ALL

47. 7. Finding “Bad“ Ngrams with Big Query
DSA SEARCHSHOPPING
7. Bad NGram Finder with Big Query
ALL

48. Ngramming Is Better with BigQuery
7. Find Bad Ngrams
BRAINLABS SCRIPT > TIMEOUTS

49. The Basis: Google Ads Data Transfer
7. Find Bad Ngrams
ALL SETTING UP THE ADS TRANSFER: 5 MIN
Set up Cloud console & go to: bigquery.cloud.google.com

50. Where To Run Ngram Queries?
7. Find Bad Ngrams
BIG QUERY GOOGLE COLAB DATA STUDIO

51. Pre-Analysis: Data by Word Count
7. Find Bad Ngrams
QUERY PERFORMANCE BY WORD COUNT
No relevant long tail here!

52. Example Unigrams: Not Helpful
7. Find Bad Ngrams
1-WORD RESULTS (UNIGRAMS)
No clear indication of “bad” words

53. Example Bigrams: Not Helpful
7. Find Bad Ngrams
2-WORD RESULTS (BIGRAMS)
No clear indication of “bad” words

54. RECAP: 7-Part Negative Framework
DSA SEARCH
2. DSA List-Fencing
SHOPPING
1. Negative-List Sync 3. Query Overlap
4. Near Exact Add
5. Negative Conflicts
6. Negative Deduplication in Ads Editor
7. Bad NGram Finder with Big Query
ALL

55. RECAP: My Session Material For You
SCRIPTSSLIDES
slideshare.net/norisk bit.ly/norisk_negatives

56. Takeaways: Take Control of Negatives!
1. Face your overlaps by volume
2. Use the 7-part framework
3. Never assume all is ok
4. Save € & reinvest WE’RE HIRING!
#SMXMunich