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 […]

How to rule the longtail with product keywords?

In this post I want to share some ideas to solve the challenges when you want to add high quality keywords for your products: It is very common that you have thousands of products. It is no option to do the work manually – so we have to automate the process somehow to be scalableJust concatenating columns in your product feed normally is a bad idea because most of the keywords will never get traffic: product names in your master data is not the way the users are searching. Keywords are getting too specific.If possible use keywords where no brand identifier of the product is used: The competition will be […]

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: https://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 […]