Keeping an Eye on Google’s AI - nilsrooijmans.com...Google will keep pushing it’s AI The...
Transcript of Keeping an Eye on Google’s AI - nilsrooijmans.com...Google will keep pushing it’s AI The...
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Keeping an Eye on Google’s AISearch Advertising Show 2019
Nils Rooijmans
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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PROBLEM
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Key Elements of a healthy Business Relationship
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Sundar Pichai, CEO Google
2017
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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AI Driven
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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An AI optimizes towards the goals you provide,
based on the input (data) you provide.
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Google’s goals?
How to keep everybody happy?
End users
Business partners
(including advertisers)
Employees
Shareholders
PPC experts??
Long run VS Short term?
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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An AI optimizes towards the goals you provide,
based on the input (data) you provide.
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Google’s data?
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Twitter: @thatSearchGuyNL, #searchadvertisingshow
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How many signals in Smart Bidding?
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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18 signals of Smart Bidding
SEARCH & DISPLAY & SHOPPING
• device
• physical location (at city level)
• location intent in user query
• weekday and time of day
• remarketing lists
• ad characteristics
• interface language
• browser
• OS
• user activity on your site
SEARCH & DISPLAY only
• demographics
SEARCH & SHOPPING only
• user query
SEARCH only
• search partner network
DISPLAY only
• placement
SHOPPING only
• product attributes in feed
FUTURE SIGNALS
• Mobile app ratings
• Seasonality
• Price competitiveness (Shopping)
HIDDEN SIGNALS?
• Traffic info?
• Search history?
• Surfer behavior?
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Is ‘Smart’ AI really smarter?
Or just using more data then we are allowed to use?
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Twitter: @thatSearchGuyNL, #searchadvertisingshow
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“We’ve got some new AI stuff for you!”
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Implement scripts to monitor and control
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Let’s see what the data tells us.
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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I use scripts to monitor Google’s AI for things like:
• Actual CPCs and CPAs of Enhanced Campaigns (search terms with high CPCs)
• DSA campaign performance (sudden spikes in impr and clicks)
• RSA performance(ETAs tend to have a better CPA/ROAS)
• Watch location targeting(people “regularly in” your targeted location)
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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#1Close Variant Match
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Sep 2018: Google expands ‘exact’ match…again
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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In theory it works great
“Powered by Google’s machine learning, exact match will now match with the intent of a search, instead of just the specific words.”
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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In practice it might do wonders!
Match user query to rebranded company name keyword[new brand keyword] matches old brand search term
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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SOURCE: Wordstream
Purse != Handbag
In practice it might also…
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Let’s monitor the performance using scripts
• For all Exact keywords• Aggregate stats on its Close Variant search terms
• Compare to the performance of the real exact match search term
SCRIPT: https://nilsrooijmans.com/effortlessly-monitor-close-variants-with-this-google-ads-script/
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Aggregated Exact Match keywords performance
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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And there’s more to come…Google extends same-meaning close variants to phrase match, broad match modifiers
Twitter: @thatSearchGuyNL, #searchadvertisingshow
Jul 31 2019: This change will rollout in English in the coming weeks, with more languages to follow through 2020.
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#2Daily budget overdelivery
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Google: “Let’s squeeze out every penny”
2017 2019
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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So let’s monitor using scripts
• Monitor daily overdeliveries
SCRIPT: https://nilsrooijmans.com/daily-budget-overdelivery-alerts-script/
• Observation: most overdeliveries occur at the start and end of month
• Research idea: compare performance of days with overdeliveriesversus days without overdeliveries. (my results differ)
Wait, you said: “Two times?!?”
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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#3Ad Suggestions
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Automatically applied Ad Suggestions
• Google creates ads for you
• Gives you 14 days to approve or reject the ad
• If there is no rejection, then the ad is automatically added live in your account
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Good or Bad?
Higher CTR means more $ for big G, not necessarily for the advertiser!
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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#4“Smart” Display / Shopping
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Set it, forget it
Smart display campaigns use the power of Google’s machine learning to automatically:
Connect your business to prospective customers who may be interested in your products
Create beautiful image, native and text ads that fit anywhere across the GDN
Set the right bids to meet your performance goals
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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How about those placements?
Do you really want the traffic from these TLDs?
.tk
.download
.fm
.info
.live
.ru
.sale
NB: Conversion might not mean $
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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So, Google’s AI is trying to do a great job…butWhat is the AI optimizing for?
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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The push towards AI
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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AI is Automatically applied in your account
With opt-out option
• Ad suggestions
• Smart bidding
• GDN automated targeting
• Ad rotation setting (AB testing)
• Responsive Ads
Without opt-out option
• Close variant matching
• Overdeliveries
• Cross device conversion tracking
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Google Reps are pushing
Google reps calling advertisers like crazy ->
“SWITCH TO SMART BIDDING NOW!”
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Recommendations automatically applied ?!?
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Google’s AI cannot fully be trusted
Google AI goals might not always align with our goals
Yet Google is pushing it’s AI upon us…
PROBLEM
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Solution
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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TEST , TEST, TEST
Use Campaign EXPs when you can(NB: have the original control campaignrun the smart bidding you want to test)
Split test using locations if D&E is not an option (ie Shopping)
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Implement scripts to monitor and control
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Close Variant match
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Simply make exact match exact again
Automatically exclude all close variants using scripts
SCRIPT: https://www.brainlabsdigital.com/adwords-scripts-reversing-the-exact-match-changes-from-google/
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Closely watch damn close variants
• Monitor Close Variants’ performance
• Negate bad performing CVs
• Add high volume CVs as separate KW
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Use scripts to facilitate the process
SCRIPT: https://nilsrooijmans.com/effortlessly-monitor-close-variants-with-this-google-ads-script/
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Daily Budget Overdeliveries
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Use scripts to pause campaigns when they hit certain daily spend
Limit AdWords Overdelivery to Any Amount You WantSCRIPT: http://www.freeadwordsscripts.com/2017/10/limit-adwords-overdelivery-to-any.html
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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(Smart) Display Campaigns
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Disable automated targeting in GDN
Hidden targeting setting at Ad group level:
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Use scripts to monitor placements
For Smart Display: Exclude bad placements at the account level SCRIPT: https://nilsrooijmans.com/request-script
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Does it really make a difference?
“After just two months of running Nils’ script for one client: Estimated annual money saved = $8,760 / year”
Twitter: @thatSearchGuyNL, #searchadvertisingshow
SOURCE: https://www.seerinteractive.com/blog/smart-display-not-smart/
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SummaryGoogle will keep pushing it’s AI
The interface probably will continue to be simplified (less data and options for us)
Make sure you monitor the AI performance and provide the right data
TEST TEST TEST
Use scripts to safeguard your campaigns and keep you on track
Twitter: @thatSearchGuyNL, #searchadvertisingshow
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Resources
A list of the scripts and checklists can be found at:
https://nilsrooijmans.com/sas
https://nilsrooijmans.com/request-script
Use code: SAS19SCRIPTS
Contact me: [email protected]
Twitter: @thatSearchGuyNL, #searchadvertisingshow