Search term reports optimisation can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.

1. AUTOMATE & SCALE
STR TREASURE HUNT
MARCO FRIGHETTO @BOOSTER BOX
SEPT 30, 2019

2. “God is dead, Marx is dead ... and I do not
feel very well today”

3. BIDDING
IS DYING...
BID

4. ...AD TESTING
IS DYING...
AD

5. ...AND STR IS NOT
FEELING WELL
STR

6. TECH
BUT WE HAVE
THE SOLUTION!

7. 1/ How to Automate & Scale STR
To Bring Back

8. 1/ How to Automate & Scale STR
2/ Discover STR Hidden Insights
To Bring Back 🏡

9. 1/ How to Automate & Scale STR
2/ Discover STR Hidden Insights
3/ BigQuery is not optional anymore :-)
To Bring Back 🏡

10. Marco Frighetto
Head of Product
marco@boosterboxdigital.com
@grattoformiche

11. What do we do?

12. What do we do?
Scientific Performance
Marketing Agency

13. Let’s be clear...

14. Let’s be clear... AWESOME
DATA SCIENTIST/DEV

15. Let’s be clear...
ME :-)
AWESOME
DATA SCIENTIST/DEV

16. WIND OF CHANGE

17. EXA
ORDER
EXA
TYPOS
2010
Broader Reach or Less Control?
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
2019
*Check Frederick Vallaey Article on Search Engine Land

18. N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
Broader Reach or Less Control?
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
2019
EaseofControl

19. We live in a Fuzzy World
BEFORE
QUERYKW
CAR VEHICLE
+CAR +VEHICLE
1.0 1.0

20. We live in a Fuzzy World
BEFORE TODAY
QUERYKW
CAR VEHICLE
+CAR +VEHICLE
1.0 1.0
CAR VEHICLE
+CAR +VEHICLE
0.8 0.7
0.2 0.3

21. NOISE INCREASE

22. MONITOR
& REACT

23. DISPERSION
CANNIBALIZATION

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

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

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

27. 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

28. 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

29. CLOSE
VARIANTS
Dispersion Index | The Easy Way
*Check Andy Taylor Article
on Search Engine Land

30. BROAD Match Type Dispersion is Growing

31. But Especially for EXACT Match Type

32. Close
Variant
Dispersion Index | The not-so-easy Way
Accuracy
Complexity

33. Characters
Based
Close
Variant
Dispersion Index | The not-so-easy Way
Accuracy
Complexity
Levenshtein
Distance
Jaro-Winkler
Hamming
Distance

34. Close
Variant
Dispersion Index | The not-so-easy Way
Accuracy
Complexity
Levenshtein
Distance
Jaro-Winkler
Jaccard
DistanceHamming
Distance
Token
Based

35. Close
Variant
Dispersion Index | The not-so-easy Way
Accuracy
Complexity
Levenshtein
Distance
Jaro-Winkler
Jaccard
Distance
Wordnet /
SpaCy
Hamming
Distance
Semantic
Based

36. CI =
Cannibalization Index
COUNT Keywords triggered by the same Query
COUNT TOT KWs
Identify the frequency of a certain query is triggering different Keywords

37. Cannibalization Index
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK

38. Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK

39. Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
b) COUNT TOT KW = 3
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK

40. Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
b) COUNT TOT KW = 3
c) CI CAR
= 2/3= 67%
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK

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

42. RUN...STR...RUN

43. “STR IS NOT
STRESSFUL AT ALL”

44. JOHN
PPC SPECIALIST
21 YEARS OLD

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

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

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

48. 0 PERF.
STR
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
TOP PERF.
AD
REPORT

49. CANNIBALISATION Identify and fix Misplaced Queries
A Query can be considered Misplaced when a “Closer” Ad Group for
the same Query does exist in the Account

50. CANNIBALISATION Identify and fix Misplaced Queries
A Query can be considered Misplaced when a “Closer” Ad Group for
the same Query does exist in the Account
Conditions to be matched:
● Query ≠ Triggered KW & Triggered KW Variations
● Query = KW Account Variations (NLTK)
● Triggered Ad Group ≠ Matched Ad Group
● Query ≠ Triggered Ad Group KWs
● Query ≠ Negative Matched Ad Group KW

51. CANNIBALISATION cheap car

52. CANNIBALISATION
Conditions to be matched:
● Query ≠ Triggered KW & Triggered KW Variations
car BMM_car
cheap car

53. CANNIBALISATION
Conditions to be matched:
● Query = KW Account Variations (NLTK)
● Triggered Ad Group ≠ Matched Ad Group
● Query ≠ Triggered Ad Group KWs
● Query ≠ Negative Matched Ad Group KW
cheap car car BMM_car
BMM_cheap car UK | Search | Generic | Car cheap car

54. A Query can be considered Budget Burner when is underperforming
either in terms of Conversion or CTR
BUDGETBURNERS Identify Underperforming Queries

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

56. A Query can be considered Money Printer when is delivering enough
volume both in terms of Clicks and Conversion above Target
Identify New Performing KeywordsMONEYPRINTER

57. ● KW is generated from the Triggering Query
MONEYPRINTER

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

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

60. SUMMING UP

61. CANNIBALISATION BUDGET BURNERS MONEY PRINT

62. CANNIBALISATION BUDGET BURNERS MONEY PRINT
- ADD NEGATIVE
- ADD NEGATIVE
- PAUSE KWs
-LOWER BID
- ADD KEYWORDS &
ADS

63. CANNIBALISATION BUDGET BURNERS MONEY PRINT
90%
70% 50%

64. BONUS: NGRAM &
SMART N-GRAM

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

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

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

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

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

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

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

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

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

74. how to do online advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
WORD
ROOTS
PROs
> Ignore grams order
> Aggregate grams in Words Root

75. SCALING UP

76. 0 PERF.
STR
REPORT
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
SONS OF
BMM
AD
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Min. Clicks
- Min. Impressions
- Target
- Conversion Action

77. 0 PERF.
STR
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Target
- Min. Clicks
- Min. Impressions
- Conversion Action
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
SONS OF
BMM
AD
REPORT
1/INPUT
2/ENGINE
3/OUTPUT

78. STR
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Target
- Min. Clicks
- Min. Impressions
- Conversion Action
AD
REPORT
1/INPUT
CONNECTOR & STORAGE

79. Tons of off-the-shelf
Solutions
*Check stackscape.com by Wijnand Meijer

80. “All roads lead to Google Ads”
AdWords API
BQ Service
Transfer
Google Ads API

81. PROs
> Faster GET than GAds API
> Structured Data Format (CSV)
> Tons of Documentations
The Old Fashioned Way AdWords API

82. PROs
> Faster GET than GAds API
> Structured Data Format (CSV)
> Tons of Documentations
CONs
> Clunky and Complicated POST
> Soon Deprecated
The Old Fashioned Way AdWords API

83. PROs
> Exhaustive Data Export
> BigQuery Based (Computational
Power)
BigQuery Data Transfer Service

84. PROs
> Exhaustive Data Export
> BigQuery Based (Computational
Power)
CONs
> Maintenance Cost ($5/M/Account)
> Refresh Window (Max 30 Days)
> High Initial Investment
BigQuery Data Transfer Service

85. PROs
> Structured POST (gRPC)
> Powerful Query Builder
> Easier access to Granular Data
Future Proofed Google Ads API

86. PROs
> Structured POST (gRPC)
> Powerful Query Builder
> Easier access to Granular Data
CONs
> Very little Documentation
> Back to Beta… :-(
> Slow slow GET (2x vs AW API)
Future Proofed Google Ads API

87. One Size does not fit All
EFFORT
FUTUREPROOF

88. One Size does not fit All
EFFORT
FUTUREPROOF
“Quick & Dirty
Delivery”
“Aim for the Long
Run”

89. There is storage and STORAGE
SQL
DB
VS

90. 3+1 BigQuery (Unfair) Advantages
• Direct Integration with Google Ads

91. 3+1 BigQuery (Unfair) Advantages
• Direct Integration with Google Ads
• Detached from your Server Architecture

92. • Direct Integration with Google Ads
• Detached from your Server Architecture
• Computational Power
3+1 BigQuery (Unfair) Advantages

93. 3+1 BigQuery (Unfair) Advantages
• Direct Integration with Google Ads
• Detached from your Server Architecture
• Computational Power
+ Plug & Play ML Solution

94. MAGIC
2/ ENGINE

95. GCP
From Virtual Machine...
VM
STR_1
STR_2
...

96. GCP
...to Microservices Approach
VM
STR_1
STR_2
...
GCP
STR_1
STR_2
...
STR_3
STR_4
...
STR_5
STR_6
...
VMs
K8S ENGINE

97. ...to Microservices Approach
• Clustering
(Account Clusters)
STR_1
STR_2
...
STR_3
STR_4
...
STR_5
STR_6
...
GCP
VMs
K8S ENGINE

98. S
...to Microservices Approach
M XL
• Clustering
(Account Clusters)
GCP
VMs
K8S ENGINE

99. ...to Microservices Approach
STR_1
STR_2
...
STR_3
STR_4
...
STR_5
STR_6
...
• Clustering
(Account Cluster)
• Job Scheduling
GCP
VMs
K8S ENGINE

100. 0 PERF.
CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
SONS OF
BMM 3/ OUTPUT

101. Spreadsheet BigQuery
Sharing is Caring

102. PROs
> Fast & Easily Accessible
Spreadsheets as Plug & Play Solution

103. CONS
- Size (5M Cells & 200K Rows)
- Bugs (Permissions)
- Sharing Limitations (Emails)
- Slow Data Print
PROs
> Fast & Easy Accessible
Spreadsheets as Plug & Play Solution

104. CONS
- Size (5M Cells & 200K Rows)
- Bugs (Permissions)
- Sharing Limitations (Emails)
- Slow Data Print
PROs
> Fast & Easy Accessible
Spreadsheets as Plug & Play Solution

105. SCRIPT
RESULTS
Introducing BigQuery as Middle Man

106. SIZE
EVALUATION
+
PRINT
SCRIPT
RESULTS
Introducing BigQuery as Middle Man

107. SIZE
EVALUATION
+
PRINT
SCRIPT
RESULTS
Introducing BigQuery as Middle Man
SCRIPT
RESULTS
SCRIPT
RESULTS

108. 0 PERF.
STR
REPORT
SETTINGS
- Time Range
- ROAS/CPA
- Target
- Min. Clicks
- Min. Impressions
- Conversion Action
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
CTR
KILLERS
MISPLACED
LOW PERF.
SONS OF
BMM
AD
REPORT THE BIG PICTURE

109. GADS
DATA
GADS
DATA IN BQ

110. GADS
DATA
GADS
DATA IN BQ
RUN
SCRIPT

111. GADS
DATA
GADS
DATA IN BQ
RESULTS IN
BQ
RESULTS
RUN
SCRIPT

112. ACTUAL
ARCHITECTURE
PREVIOUS
ARCHITECTURE

113. ACTUAL
ARCHITECTURE
4h
/day
PREVIOUS
ARCHITECTURE
20h
/day

114. WRAPPING UP

115. You may have your own working-pretty-good approach...
STR
REPORT
MAGIC CANNIBALIS
ATION
BUDGET
BURNERS
MONEY
PRINTER
AD
REPORT

116. ...but be keen to change as soon as the context change
● Dispersion Index
● Cannibalization Index
● n-Gram & Smart n-Gram

117. Get the Right Tool to do the Right Job

118. ... STR IS STILL NOT
FEELING WELL?
STR

120. Let’s get in touch!
marco@boosterboxdigital.com
@grattoformiche
www.boosterboxdigital.com

121. QUESTIONS?

122. APPENDIX

123. Resources & Materials
Wind of Change
● Reach more of the right customers with phrase match and broad match modifiers
● Timeline: The long, slow death of Exact Match in Google Ads
● The impact of ‘close variants’ in exact match types
● SKAG vs The World
● Search query reports show a huge increase in Google close variant traffic
Scaling Up
● Google Ads Query Builder
● gRPC
● Google Ads Transfers
● Google Ads report transformation
● What is Kubernetes

126. SKAG GANG
{INSERT RANDOM
ACRONYM}
vs

127. CAMPAIGN 1 AD GROUP 1
KEYWORD 1
KEYWORD 2
KEYWORD 3

128. CAMPAIGN 1
AD GROUP 1
AD GROUP 2
AD GROUP 3
KEYWORD 1
KEYWORD 2
KEYWORD 3

129. GADS
DATA
GADS
DATA IN
SQL
RESULTS
RUN
SCRIPT

130. ACCOUNT
STEP0

131. CANNIBALISATIONACCOUNT
STEP0 STEP1

132. CANNIBALISATION
BUDGET BURNERS
PERFORMERS
MONEY PRINTER
ACCOUNT
STEP0 STEP1 STEP2

133. CANNIBALISATION
BUDGET BURNERS
PERFORMERS
MONEY PRINTER
BUDGET BURNERS
CTR KILLERS
ACCOUNT
STEP0 STEP1 STEP2 STEP3