Clustering Google Display Placements using Tf-Idf + KMeans

Today I want to share an approach that can group display placements together based on their website content. The initial idea was that there will be very well performing clusters but also some poor ones. The problem we solve with approaches like that is that we can also handle and judge elements with low sample size. By grouping together elements of the same nature we suddenly have big numbers and we can run actions like blocking placements or adding positive patterns to our managed placement list. For our solution we need this: A large list of placement urls out of google adspython code for scraping all websites – putting all […]

Entity recognition in google ads

Entity recognition in google ads

Today I want to talk about entity recognition on search terms in google ads. There are several great use cases of how you can use the results for optimizing your google ads accounts. What does “entity” mean? Based on your business you will have different entities – let’s say you sell products. For each product you normally have a brand name, specific product identifiers, color, size, etc.I’ll bet you are already using entities for deriving keywords based on product feed data by concatenating different columns. Now think of inverting the whole process of keyword generation. You start with all types of user queries and you want to extract components to […]

How to identify high quality managed placements for google display by scraping the SERPs?

I discussed already of how to identify positive placements within your existing display campaigns: http://www.sealyzer.com/a-closer-look-on-googles-display-placements/Today I want to talk about identifying new high quality placements that possibly never appeared by using automated placements yet.When building a solution for that I thought about these points: We know our most important keywords for SEO and SEA already – for these keywords the traffic is of high value. How we can more out of that?There are a lot of SEO pages out there that are ranking for those keywords without being a direct competitor. They are niche sites making money with affiliate links or google AdSense.Let’s combine it: Scrape the search results for […]

A closer look on googles display placements

A closer look on googles display placements

If you are running ads on google display network you should better check the placements where your ads are shown. I seems to me that there are a lot of situations out there where website owners make a lot of money with AdSense running on crappy websites without any value. How is that possible? Google tells you all the time about new AI solutions in their Google Ads product but they are not able to classify those pages as “spam” or “bad” and stop those placements wasting your budgets? I do not believe that. Building some quality measures for display placements We have some KPIs that can be directly used […]

Negativation strategies for bad traffic segments in google ads

Google wants to drive even more traffic to your keywords by matching search queries that wouldn’t be triggered in the past. Their way to achieve this is how the keyword matchtypes work: Close Variants were introduced and exact is not exact anymore. This gives google a lot of power because they are in control of what “Close Variant” means.For us marketeers it means that we will see more and more inefficient search patterns we have to handle somehow. Here are my strategies for striking back: Monitor closely how google matches queries to keywords My guess is that there will be changes under the hood so we should monitor the system […]

Why googles smart bidding spent 339€ for just one click?

And why google is pushing everybody to use smart bidding? If this bidding approach is really that superior it would be very easy for google to take the total risk and provide pay for conversions. I was wondering why they did this in the display network – my guess is that they had to, because more and more people opted out completely because of all those fraud placements and clicks (but this is worth an extra blog post). Time to ask some questions! To get an idea what might happen I want to start with googles “in-market audiences”. In the background a model tells that the probability of a sale […]

Cui bono? A critical view on bidding features in google ads.

Cui bono? A critical view on bidding features in google ads.

“Do SMART Bidding! Why your own solution should outsmart google?” I always wait of sentences like that in the quarterly google meetings over several big customers we run manual CPC bidding on. Let’s have a look on how google tries to force you to give up bidding control. Enhanced CPC First: If you setup a new account please have a deeper look on all default settings google wants you to use. They want to maximize their profit. By default google enables enhanced CPC when you select manual bidding. Hm stop, what does it mean? First google was able to raise or lower your bids by 30%. Then they announced to […]

How to get unsampled reporting data in google analytics

How to get unsampled reporting data in google analytics

I will show you 2 approaches that will fix sampled data in your google analytics reports – also when you are using the free version of analytics. Long time period + lots of dimensions = sampled data If we have a situation where we want to report over a long time period for different dimensions we normally run into sampled data. For some cases, e.g. when you look at conversion data, this will give you just wrong numbers and lead to wrong actions. For that reason I highly recommend to always look at the “containsSampledData” field in the API Response if using the reporting API for fetching data. But which […]

Break down the bidding blackbox: Are there expensive, inefficient segments?

Break down the bidding blackbox: Are there expensive, inefficient segments?

If you are using a bidding system like google internal bidding or an external tool you are giving up most of the control. The don’t tell you the exact algorithms – it is blackbox to the user. What i observed over time are issues like that: When you use Googles CPA Target there are single Clicks that are more expansive than the CPA Target?! This can not be right… Stacked Bid Multipliers: In a lot of accounts bid adjustments make sense – but it is getting dangerous if they are not independent from each other. I those cases you might have very high CPCs where those bid multipliers are applied. […]

How to find high potential users and target them

How to find high potential users and target them

A very good starting point to get a feeling about the interesting customer attributes is to look into the brand traffic. What is the distribution of age/genders? What is the seasonality within a day, week or over the year? What is the device impression share? It depends a lot on your business how the derived user attributes look like, in the end you have a set of attributes with a value that is typically for your existing customer base. You can also cluster them using e.g. kmeans and build a group of the most important buyer personas. The result is a fingerprint of our target users. Too abstract? I will […]