Hands on entity recognition in google ads: Build a lookup database (Part 1)

I already described some basic concepts of entity recognition here – today I want to show you how it looks like when you start using those concepts for your google ads accounts. The goal is to classify/tag all available search query data as good as possible. First we have to build up an entity database. This is very time consuming and an ongoing process. Of course you already have some product data you can use easily, such as brand names – but you will realize that with this approach there are still many unclassified words in your search queries. Speeding up the entity management with AI on user searches Doing […]

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 […]

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 […]

Target CPA Bidding vs. Custom Bidding

Target CPA Bidding vs. Custom Bidding

First: Why not use draft and experiment by google? In my case I have a large amount of campaigns that should be part of the same test. Googles A/B Testing possibilities are always on campaign level. If all campaigns are used the number of cases is a lot higher and you have results more quickly. Some thoughts about how to set up the A/B Testing environment We have to split the account structure randomly in partitions that perform similar We have to ensure that the A/B Testing partitions do not overlap. For example one product has keywords in different matchtypes – if we split the same product into A and […]