Rokas Golcas’ Post

Google Ads N-Gram Analysis As Google Ads is evolving, it’s becoming more and more difficult to control your search terms. Analysing search terms and keyword performance, naturally, is changing too. So how can you analyse effective & ineffective search terms? Introducing, the 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗡-𝗚𝗿𝗮𝗺 𝗦𝗰𝗿𝗶𝗽𝘁. Newly introduced, 9 years ago, Brainlabs created one of the most timeless scripts ever created. 𝗪𝗵𝗮𝘁’𝘀 𝗮𝗻 ’𝗡-𝗚𝗿𝗮𝗺’? An n-gram is a collection of n successive items in a text document that may include words, numbers, symbols, and punctuation. In simple terms, it’s counts the amount of time the same item shows. 𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝘁𝗵𝗶𝘀 𝘀𝗰𝗿𝗶𝗽𝘁 𝘄𝗼𝗿𝗸? The script will analyse all of your search terms and sort them into 3 main buckets. 1-Gram 2-Gram 3-Gram The script will then 𝗮𝘀𝘀𝗼𝗰𝗶𝗮𝘁𝗲 𝗰𝗼𝘀𝘁, 𝗖𝗧𝗥, 𝗖𝗣𝗔, 𝗰𝗼𝗻𝘃𝘀 and other essential metrics to each ‘Gram’ term. 𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝘁𝗵𝗶𝘀 𝗵𝗲𝗹𝗽? This will almost immediately highlight any terms that haven’t converted or may be costly. Longer ‘Grams’ will help identify combinations of terms that don’t convert. This will give you an idea of terms that could be included as a negative keyword (or terms to include in keywords). 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗿𝘂𝗻 𝘁𝗵𝗶𝘀 𝘀𝗰𝗿𝗶𝗽𝘁? You can find the script & instructions in this URL by Search Engine Land: https://lnkd.in/gbH7gytA 𝗨𝘀𝗲-𝗖𝗮𝘀𝗲 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: In the screenshot provided, you can see the '𝘁𝗶𝗹𝗲𝗿𝘀 𝗻𝗲𝗮𝗿 𝗺𝗲' 𝘁𝗲𝗿𝗺 𝗵𝗮𝘀 𝗮 𝗖𝗣𝗔 𝟯𝘅 𝘁𝗶𝗺𝗲𝘀 𝗵𝗶𝗴𝗵𝗲𝗿 𝘁𝗵𝗮𝗻 𝗺𝗼𝘀𝘁 𝗼𝘁𝗵𝗲𝗿 𝘁𝗲𝗿𝗺𝘀. This is a term I would consider adding as a negative keyword. Be sure to follow me for more #googleadstips

Do You Know What is Google Ads Keywords match and Keyword Match types? Here Is The Some Information About it. #DigitalMarketing, #Keywordsmatch types, #GoogleAds Subhash Mangalam Vaishnavi Anney Google Ads keyword match refers to the way Google matches keywords in an advertiser's account to search queries entered by users on Google. The keyword match type determines how closely the search query must match the keyword in order for the ad to be triggered. Here are the Google Ads keyword match types: ➡ . Exact Match (denoted by [ ]): The search query must be identical to the keyword, including the same words, order, and spelling. Example: [buy shoes online] ➡. Phrase Match (denoted by " "): The search query must contain the exact phrase, including the same words and order, but can include additional words. Example: "buy shoes online" ➡. Broad Match (denoted by no symbol): The search query can contain the keyword in any order, with additional words, and can be pluralized or modified. Example: buy shoes online ➡. Broad Match Modifier (denoted by +): The search query must contain the core words, but can be modified with additional words, and can be pluralized or modified. Example: +buy +shoes +online ➡. Negative Match (denoted by -): The search query cannot contain the negative keyword. Example: -free Understanding keyword match types is crucial for effective Google Ads campaign management, as it helps advertisers control which search queries trigger their ads and ensure relevant traffic to their website.

Responsive Search Ads are a mess because you get what you measure. But what is Google measuring for Responsive Search Ads? Let’s take a step back, and address the real question “How many headlines should I add to RSAs?” To answer this we need to look at how much data you have because: The more conversion data you have the more likely it is for Google to use conversion rate as a factor in what constitutes a high performing headline. If you have a low amount of data, the main factor for Google to whittle down the field is CTR. Let’s say you create 15 headlines, and 4 description lines. This will scatter the data across 15 different headlines, and it’s impossible for the system to get near statistical significance on conversion rates. So it’ll use CTR to determine what headlines should be shown the most because it’s the best way to determine performance. Which brings me to the issue: I don't believe there ALWAYS is a correlation between high CTR and high conversion rate, so I believe for many this causes the system to push more towards high CTR instead of high conversion rates — which will cause a performance issue in the long run. So be careful with adding too many assets.

👎 Warning against using Search Themes in P.Max! The other day, someone in my marketing group messaged for help as his Search campaigns stopped spending alongside pMax. I had an entire conversation with him to understand his P.Max settings when I found that Search Themes was responsible for the cannibalization! But Search Themes isn't the only culprit! Here's the deal with running P.Max & Search campaigns: 👉 Internal matching dictates the possible result. To understand this better, 4 factors determine whether your search campaign or the P.Max will capture a search query: 𝟭: Exact Match Keywords Vs. P.Max Search Themes: This keyword type in Search Campaign takes priority over the broad, phrase keywords, and P.Max search themes. (This means if you are using Exact Match in your search campaign, the traffic will be attributed to it over P.Max.) 𝟮: Phrase or Broad Match Keywords Vs. P.Max Search Themes: In such a case, both Search and P.Max have equal potential in the auction. This is where most P.Max Campaigns end up eating up the Search Traffic. 𝟯: No Keyword Match with the Search Term: If no keyword or search theme matches the query, the most relevant keywords and search themes are considered (AI determines the meaning of the 'keyword' in the search campaign and 'keywords + landing pages' in the case of P.Max). 𝟰: Ad Quality If all the keywords in search and search themes in P.Max share an equal priority, the ad with the highest AdRank or Ad Quality will be prioritized in the auction. So while using P.Max, make sure you avoid cannibalization by keeping in mind the above steps! #googleads #googleadsupdates #advertising #digitalmarketing #pmax #searchads #googlesearch #ads

You might often hear, “Start with broad match keywords and an automated bidding strategy.” This is all you need. But is it that easy? Do you need other match types if broad match is so amazing? Yeah, you do... I wrote a little article about it, but if you're busy, here are a few takeaways: 1️⃣ If you have a limited budget, you should be using exact or phrase-match keywords. You will get better results. 2️⃣ If you want to see a more accurate impression share report, you have to add exact keywords, at least your top-performing ones. 3️⃣ I would not recommend using broad match keywords without an automated bid strategy (tCPA or ROAS). Without Google knowing what keywords convert, it’s very easy to spend your budget on useless clicks. 4️⃣ Depending on your budget, you can scale up or down with broad match keywords. If your budget increases, you can use more broad keywords to capture additional conversions. If the budget decreases, you can pause the worst-performing broad keywords. You can also control performance with exact terms and negative keywords. 5️⃣ No match type is the best. You don’t have to pick one. If someone tells you that one match type is way better, take it with a grain of salt. It depends on a lot of factors. Match types are to help you control the traffic. A combination of match types get’s you insights and help steer machine learning the right way. https://lnkd.in/g_GDDAbr

The search terms report is a performance tool that shows how your ad performed when triggered by actual searches on the Google Search Network. The report shows specific terms and phrases that triggered your ad to show, which helps determine if you're bidding on the right keywords or using the right match types. If you find search terms that aren't relevant for your business, you can easily add them to your negative keyword list repository. This helps you spend your budget more effectively by ensuring your ads are only triggered for relevant, useful searches by potential customers. How To Create A Search Terms Report Creating a search terms report in your Google Ads account is simple, and better yet - it can be automated! To view your search terms report, you'll need to: • Log into your Google Ads account. • Navigate to "Campaigns" >> "Insights & reports" >> "Search terms" • Below is an example of where to navigate in your Google Ads account to find the search terms report. • Add top-performing searches to corresponding ad groups as keywords. • Select the desired match type (e.g. broad, phrase, exact) if adding new keywords. • Add irrelevant search terms to a negative keyword list #googleads #sem #paidmarketing #googlesearchads #ppcads

The likelihood of success in your Google Ads search campaigns comes down to 2 variables: 1. Your keyword match types 2. Your bidding strategy You can spend all the time in the world crafting stellar ad copy, doing the best keyword research, highlighting benefits/features, but the campaign won't serve you well with the wrong keyword match types and/or bidding strategy All of the above is also necessary and important of course, but understanding the relationship between keyword match types and bidding strategies is equally as important Read my - recently updated - thoughts about this topic here: https://lnkd.in/dC6eWM6F

Google's latest Q3 CTR (Click-Through Rate) data highlights evolving trends in search behavior. With organic CTRs declining on desktop and mobile, competition for visibility intensifies. Paid ads and enhanced SERP features like featured snippets and videos are reshaping user engagement. For digital marketers, optimizing for diverse SERP elements and balancing organic with paid strategies is crucial to maintain visibility. https://lnkd.in/gR5czs6c #googleupdates #seo #digitalmarketing #Banyanbrain #SERP

Consumers come to Google Search every day to find products and services they're looking for. When people search for a product or service, they'll naturally use different combinations of words to describe what they're looking for. These words, known as search terms, lead to different search results. Your ad may appear ( a number of factors lead to whether your ad may show on the search results page ) when someone uses a search term that matches the keyword list that you've created in an account. As part of your keyword strategy, you have the option to use different keyword match types. EXACT MATCH : Ads may show on searches that have the same meaning or same intent as the keyword. Of the three keyword matching options, exact match gives you the most control over who sees your ad but reaches fewer searches than both phrase and broad match. PHRASE MATCH : Ads may show on searches that include the meaning of your keyword. The meaning of the keyword can be implied, and user searches can be a more specific form of the meaning. With phrase match, you can reach more searches than with exact match and fewer searches than with broad match, only showing your ads on the searches that include your product or service. BROAD MATCH : Ads may show on searches that are related to your keyword, which can include searches that don't contain the keyword terms. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work. You can use optimization score recommendations to identify ways to improve your keyword strategy, such as adding new keywords, removing duplicate keywords, adding negative keywords, or addressing conflicting negative keywords. Defining the right keyword list for a campaign can help show the right ads to the right consumers. Keywords should match the terms that consumers would use to find your products or services. For building an effective keyword list : Think like your audience Organize your keywords by themes Look at the search terms report Use negative keywords Google Keyword planner #Google_Ads #Google_Search_Campaigns #Keyword_Strategy #Marketing #اعلانات_جوجل

Exact match is so 2023. Keyword research is crucial for #GoogleAds success. In the past, it required lots of time and effort. We spent hours gathering and structuring keywords. Example: a campaign with 1,800 keywords in many ad groups. Now, the approach has changed. 𝗖𝗵𝗮𝗻𝗴𝗲𝘀 𝗶𝗻 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀: - Keyword match types now target the meaning, not just the words. - Exact match keywords no longer match the search query exactly. 𝗨𝘀𝗲𝗿 𝗦𝗲𝗮𝗿𝗰𝗵 𝗕𝗲𝗵𝗮𝘃𝗶𝗼𝘂𝗿: - More search queries have 5 or more words. - 15% of daily searches are new and unique. 𝗡𝗲𝘄 𝗞𝗲𝘆𝘄𝗼𝗿𝗱 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: - Use broader, thematic ad groups (STAGs) instead of single keyword ad groups (SKAGs). - Include long-tail broad match keywords with at least three to five words. - Conduct search term audits to refine and add exact match and negative keywords. 𝗦𝘁𝗲𝗽𝘀 𝗳𝗼𝗿 𝗞𝗲𝘆𝘄𝗼𝗿𝗱 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗶𝗻 2024: 1. Use Google’s Keyword Planner to find new keywords. 2. Focus on broad match keywords with relevant themes. 3. Regularly perform search term audits to adjust and optimise keywords. 𝗥𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻𝘀 𝗳𝗼𝗿 𝗵𝗶𝗴𝗵 𝗖𝗣𝗖 𝗻𝗶𝗰𝗵𝗲𝘀 like real estate or emergency plumbing: - Start with exact match keywords to control costs effectively. If you've got questions about your Google Ads, DM me and I'll help you with pleasure.