Notes on Query Oriented Search Engine Marketing

1. Notes on Query Oriented Search Engine Marketing Thor Whalen, Data Scientist, March 2012 https://www.linkedin.com/in/thorwhalen/ Query Overlap: Duplication and Russian Dolls Semantic Alignment

2. Query Overlap

3. Taxonomy of Query Overlaps Russian Dolls Duplicates Venn

4. Dups rome Hotel rome hotel [rome hotel]

5. Strip Dups Keyword Strip Keyword stripped of ignored characters rome Hotel rome hotel [rome hotel] [rome-hotel]

6. Lower Dups Keyword Strip Keyword stripped of ignored characters romehôtel Keyword lower-cased Lower rome Hotel rome hotel [rome hotel] [rome-hotel] [Rome Hotel]

7. Ascii Dups Keyword Strip Keyword stripped of ignored characters romehôtel Keyword lower-cased Lower rome Hotel rome hotel Keyword ascii (without accents) Ascii [rome hotel] [rome-hotel] [Rome Hotel] If close variant is on [romehôtel]

8. Order Dups Keyword Strip Keyword stripped of ignored characters cheapest roman hotels Keyword lower-cased Lower cheap hotel in rom cheap rome hotel Keyword ascii (without accents) Ascii Order Order doesn’t matter with Broads +rome +hotel +hotel +rome

9. Types of Dups Keyword Strip Keyword stripped of ignored characters Keyword lower-cased Lower rome Hotel rome hotel Keyword ascii (without accents) Ascii Order Order doesn’t matter with Broads [rome hotel] [Rome Hotel] [rome-hotel] [romehôtel] If close variant is on

10. Russian Dolls Russian Dolls

11. Russian Dolls Indicates the presence or absence of match types for a same keyword. For example, a keyword is a B_X if the broad and exact match types are present, but not the phrase. Russian Dolls The natural bid order should be: Broad no more than Phrase no more than Exact. This diagnosis counts when this is not the case.

12. Russian Dolls Splitting +rome +hotel 0.05 - [rome monument] 0.10 “rome hotel” 0.15 [rome hotel] Ad 1 Ad 2

13. Russian Dolls Splitting

14. Russian Dolls Splitting “rome hotel” +rome +hotel [rome hotel] 0.10 0.15 0.05 - [rome hotel] - “rome hotel” - [rome monument] - [rome monument] - [rome monument] Ad 1 Ad 1 Ad 1 Ad 2 Ad 2 Ad 2

15. Semantic Alignment

16. Semantic Alignment mess of data  something more organized signal feature vector

17. Semantic Alignment Search intent Search intent ≈ Search Term Search Engine Results Ad Group Ads Kws Landing Page

18. Semantic Alignment Search intent Search intent ≈ Search Term Search Engine Results Compute semantic alignment of search engine results and ads+kws of adgroups Ad Group Ads Kws Landing Page

19. Semantic Alignment Search intent Search intent ≈ Search Term Search Engine Results Compute semantic alignment of search engine results and ads+kws of adgroups Ad Group Ads Kws Landing Page

20. Semantic Alignment Search intent Search intent ≈ Search Term Search Engine Results Could compare ads to kws (this is closer to what search engines do to compute “quality score” (to estimate normalized CTR) Ad Group Ads Kws Landing Page

21. Semantic Alignment Search intent Search intent ≈ Search Term Search Engine Results Ad Group Ads Kws Could compare ads to landing pages. This gives you information on potential CVR and diagnosis of URLs Landing Page

22. Semantic Alignment Search intent Search intent ≈ Could compare search terms to search engine results. This gives you information on words related to successful search terms, essentially expanding the semantic space and pointing to untapped potential Search Term Search Engine Results Ad Group Ads Kws Landing Page

23. Semantic Alignment Search intent Search intent ≈ Search Term Search Engine Results Comparing search terms and/or their search engine results to landing pages gives you a sense of what supply-demand pairs one can create Ad Group Ads Kws Landing Page