Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021
1 like633 views
This document provides a summary of a presentation about innovations in search targeting using Google. The presentation discusses how search has evolved as each search is unique based on individual user signals. It introduces Performance Broad as an automated targeting solution to account for all available signals. The presentation outlines how Broad Match has improved to better understand advertiser intent through signals and inputs. It provides recommendations for implementing Broad Match through account structure optimizations and recommendations in the Google Ads interface. The key takeaways are that Broad Match is not the same as before and has been redesigned, it can be easily tested via recommendations with low risk and high rewards, and can drive incrementality and new user acquisition.
![Proprietary + Confidential
Search Targeting is comprised of Keywords and Dynamic Search Ads. There are
three main match types, Exact, Phrase, and Broad Match.
Phrase match Broad match
Exact match
Matches to searches that are related to
the keyword. Recent launches to
improve Google’s understanding of the
query and relevancy.
Matches to searches that are
the same meaning as the
keyword.
Syntax: Syntax: Syntax:
Ads show on searches that include
the meaning of your keyword. The
meaning may be implied, or the user
search may be a more specific form
of the meaning.
"keyword" (or legacy BMM syntax
+keyword)
keyword
[keyword]
Precision Reach](https://image.slidesharecdn.com/brandon-ervin-google-innovations-in-search-targeting-211130084230/85/Brandon-Ervin-Google-Innovations-in-Search-Targeting-Friends-of-Search-2021-7-320.jpg)
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021
- 1. Proprietary + Confidential Innovations in Search Targeting Nov 16 & 17, 2021 Google Presents We will begin shortly!
- 2. Proprietary + Confidential Questions coming up during the presentation? Save them at the end! Meet the speaker! Brandon Ervin Sr. Product Manager
- 3. Proprietary + Confidential Intro Evolution of Search Targeting Why Performance Broad Account Structure Implementation Q&A ~20 min + Q&A! Google Presents
- 4. Proprietary + Confidential Search Has Evolved
- 5. Proprietary + Confidential How we search Optimizing for all of these unique signals, and the interactions between them, creates more complexity in account management. Automated targeting is the best solution to efficiently account for all available signals to improve performance. Query Browser Language Shopping Location Search partner Remarketing list Purchase history Device OS Day of Week Time of Day Every search on Google is unique, because each is fueled by an individual user sending many unique signals.
- 6. Proprietary + Confidential Proprietary + Confidential Facilitate growth Quality and infrastructure improvements Simplified management Joint optimization across bidding, creatives, & targeting Improved transparency and reporting Targeting product vision Recommendations as the main activation pillar
- 7. Proprietary + Confidential Search Targeting is comprised of Keywords and Dynamic Search Ads. There are three main match types, Exact, Phrase, and Broad Match. Phrase match Broad match Exact match Matches to searches that are related to the keyword. Recent launches to improve Google’s understanding of the query and relevancy. Matches to searches that are the same meaning as the keyword. Syntax: Syntax: Syntax: Ads show on searches that include the meaning of your keyword. The meaning may be implied, or the user search may be a more specific form of the meaning. "keyword" (or legacy BMM syntax +keyword) keyword [keyword] Precision Reach
- 8. Proprietary + Confidential Similar to the Smart Bidding evolution, evolve from managing Match Types to managing your Business ...more automation less automation... Manual Bidding set bids at the keyword level Smart Bidding set bids at the query level Exact Match only match to semantic variations of that keyword. No use of additional Google signals Broad Match Not restricted to semantic variations of the keyword. Leverages additional Google signals outside the keyword to ensure relevance and intent in expansions
- 10. Proprietary + Confidential LocL No understanding of User Intent No understanding of Advertiser Intent Incorporate use of other Advertiser inputs, like landing page, creative, and other keywords Incorporate use of Google’s signals like User Location, Recent Searches, and Related Queries Broad Match is not the same Broad Match you remember May drive Poor Performance Over the past several years, the Broad Match Product has evolved to better understand Advertiser Intent by incorporating the best of Google’s signals and other Advertiser Inputs in it’s matching technology to improve relevance and performance. Smart Bidding Quality launches benefit Broad Match more than other Match Types Legacy Broad Match Keyword Improved Broad Match Keyword May match to irrelevant traffic New Relevance Quality Thresholds Implemented
- 11. Proprietary + Confidential How Broad Match improvements benefit you User Location For the keyword, rose, advertisers who have the keyword in Broad Match can benefit from using this additional signal to differentiate between a word that has multiple meanings. For the search, hotels near me, advertisers who have the keyword in Broad Match can benefit from using this additional signal to show a more relevant ad to the user location rather than a generic ad. For the search, Paris Hilton, advertisers who have the keyword in Broad Match can benefit from using this additional signal to differentiate between groupings of words that have multiple meanings The content of the landing page Other keywords in an ad group to better understand keyword intent vs vs vs
- 12. Proprietary + Confidential How we capture broad queries efficiently while ensuring relevance.. Combine performance with maximum reach Leveraging the power of Smart Bidding with Broad Match Query LP Signals Language Geo Smart Bidding buy couch trending couch colors return couch couch Keyword Query 3€ Bid 2€ 0€ BROAD MATCH Auction-time & query-level matching Combination of signals to set best bids & ensuring Keyword relevance to query Smart Bidding ensures that your business KPIs are met in aggregate Drive business impact with automated bidding & individual bid queries Most effective Match Type for covering relevant queries & increasing reach Leveraging all relevant signals to ensure high matching quality
- 13. Proprietary + Confidential Is Broad Match suitable for my business? Broad Match works best with Smart Bidding, following the easy steps should give you the answer Ensure that you are using Smart Bidding for the campaigns you want to test Ensure you are accurately representing your business objectives with the data you are providing to Google. If your campaigns are a good fit for Broad Match, you will likely find a recommendations card in your Google Ads account. Smart Bidding Accurate KPI’s Use Recommendations Google Presents
- 15. Proprietary + Confidential Account structure with Smart Bidding: Fundamentals Base campaigns on business objectives Smart Bidding is objective-based bidding. The goals of your campaigns will help determine which bid strategies to use. Theming is still important Technically Smart Bidding can work if you mix themes together in an ad group. However, creative relevance is still important, so a well-themed ad group is ideal. Grouping themed keywords together also helps us better understand your keywords to select the best keyword + ad option to serve. Provide better data for better performance A Machine Learning algorithm is only as good as what we give it to learn. Make sure you are set up for success by measuring and reporting what really matters. Google Presents
- 16. Proprietary + Confidential Changing the way our advertisers approach Account Management ● Match-type-specific ad groups and campaigns ● Duplicate keywords across every match type ● Single keyword ad groups ● “Funneling” to match type using negatives ● Monitoring the search terms report and adding low-volume search terms as exact keywords (even though they’re already captured by other targeting) ● Manual bidding at the keyword level and using bid adjustments / bidding rules Common Practices / Artificial Constraints
- 17. Proprietary + Confidential Broad Exact Phrase A broad match keyword covers all the same queries as the same keyword in narrower match types, plus more. When using Smart Bidding, there is no incremental gain to having keywords repeated in different match types. Note: not to scale Google Presents Broaden match types under Smart Bidding
- 19. Proprietary + Confidential Explore Broad Match Recommendations in your Ads Account One Click Apply to replace your Phrase Keywords with Broad or set up an experiment IMPLEMENTATION EASE Only surfaced when predicted to drive incremental conversions at your efficiency target IMPACT Clearly understand where the largest opportunities for Broad Match are across your account PRIORITIZATION Surfaced only when the recommendation meets criteria that indicates performance objectives CRITERIA Easily upgrade your match types to Broad Match and increase performance Apply Broad Match Type Recommendations directly in your Google Ads Account. Available for tCPA, tROAS, Max. Conv., Max. Conv. Value NEW!
- 20. Proprietary + Confidential Easily set up One-Click Experiment Recommendation for Broad Match Remember: All Draft & Experiment Best Practices still apply Optimal for advertisers who want to test Broad Match through Draft and Experiments Step 1: Select “Apply” for campaign and “Apply an experiment” Recommended Approach Step 2: New D&E campaign is created Google Presents
- 22. Proprietary + Confidential 3 things to take away from this session Broad Match is not the same as it was It was redesigned completely to make your autobidding more powerful. Low risk, high rewards Easy to test via recommendations tab On average, advertisers that upgrade their exact match keywords to broad match can see 35% more conversions (in Target CPA campaigns) and 20% more conversion value (in Target ROAS campaigns) -Google Internal Data, July 2021 Broad Match drives incrementality and new user acquisition At the same ROAS, it is truly incremental to your program 1 2 3
- 23. Proprietary + Confidential Live Q&A