Old Good Broad Match
An Overview Of The Topics Discussed At 2021 PES@Home Summit


What did we talk about during the summit? You should know already, I have been saying that for years!
Back in my first teaching days in specialisation courses at the IULM University in Milan, a student used to make fun of me by repeating “reverse, reverse, reverse”.
Then we took a walk together in San Francisco, to the Plex, home of Google, to attend a summit and he saw with his own eyes how things do look like: there are two Google worlds.
I mean Google Ads, of course… the PROFIT world of the Google Ads Community and the SALES world, more focussed on Partner agencies and
Premier Partners.
Both are winning philosophies for Google, but on one hand the performance is like a lemon squeezed to the last drop… on the other hand instead it comes from the choice of turning a blind eye and pretending nothing inappropriate happens… so that we can be awarded a nice soccer table we can brag about and take some selfies at the office!
Well… putting (sterile) controversies aside - and I do not intend to spark any controversy - let’s get back to the very first sentence I wrote at the beginning of this column: I have been saying that for years.
2004: Google AdWords hits Italy in 2003 and I immediately started working on it, right after my career as publisher at Overture by Altavista & Co. had begun. A story that most of you already heard of.
But, what do I really mean? Basically that the key to winning ways, and a lot of people still take KEYWORD for QUERY (search term), proving they cannot tell which is which yet, has been and is always going to be generic correspondence.
The difference is that in the past you needed to fill your account of reverse correspondences, but today this needs to be done less and less, if the Machine Learning system is allowed to perform at its best.
Back on September 13th this was one of the topics discussed at the Product Expert Summit. Just a little breeze for now… meant to blow as a hype wind soon.
Long live Broad Match!
____________________________________________

For those of you who do not know me yet, my name is
Andrea Testa and I am a Platinum Level Product Expert of the Google Ads Official Support.
Please find more information on Product Experts at
https://productexperts.withgoogle.com/directory

For further questions and or to get more information find here the link to the
Google Ads Support.

Andrea

Cara Vecchia Broad Match: di cosa abbiamo parlato al PES@Home Summit 2021

Ma se sono anni che lo dico!

Un mio vecchio allievo, dei miei primi anni di docenza ai Master IULM, mi “prendeva in giro” dicendo “inverse, inverse, inverse”.
Poi ci siamo fatti una passeggiata insieme a San Francisco, al Plex… per un Summit, e ha toccato con mano la realtà delle cose: ci sono due mondi Google.
Google Ads intendo… quello PROFIT della Community degli inserzionisti Google e quello SALES, più verticalizzato sulle agenzie Partner e Premier Partner.
 
Sono entrambe filosofie vincenti per Google, ma da una parte la performance è quando il limone lo spremi fino all’ultima goccia… dall’altra, talvolta la scelta è quella di chiudere un occhio, così vinciamo un biliardino da sfoggiare in qualche selfie di ufficio!
 
Ma dai… polemica (sterile) a parte – e la mia intenzione non è quella di fare polemica – torno a bomba sulla prima frase che ho scritto. Sono anni che lo dico.

2004, Google AdWords arriva in Italia nel 2003 e io inizio a lavorarci nel 2004, dopo aver iniziato la mia carriera di publisher con Overture di Altavista & Co.
Storia che tanti di voi già conoscono.
 
Ma cosa intendo? Che la chiave vincente, NB e qui tanti fanno ancora confusione confondendo PAROLA CHIAVE con QUERY (termine di ricerca), è sempre stata e sempre sarà la corrispondenza generica.

La differenza è che prima avevi bisogno di riempire l’account di corrispondenze inverse… oggi, se lasci lavorare il Machine Learning, di fatto le inverse da inserire sono davvero poche.
 
Al Summit dei Product Expert di lunedì 13 settembre ne abbiamo parlato.
Per ora un soffietto leggero… poi diventerà notizia di dominio pubblico.
Lunga vita alla broad match.

——————————————————————————————————————————

Per chi ancora non lo sapesse, mi chiamo Andrea Testa e sono un Esperto di Prodotto Platino del Supporto ufficiale di Google Ads.

Puoi trovare maggiori informazioni sugli esperti di prodotto a “questo indirizzo”: https://productexperts.withgoogle.com/directory

Per ulteriori domande o per saperne di più, ecco qua il link diretto al
Supporto di Google Ads
 
 

Andrea

 

Old Good Broad Match
An Overview Of The Topics Discussed At 2021 PES@Home Summit


What did we talk about during the summit? You should know already, I have been saying that for years!
Back in my first teaching days in specialisation courses at the IULM University in Milan, a student used to make fun of me by repeating “reverse, reverse, reverse”.
Then we took a walk together in San Francisco, to the Plex, home of Google, to attend a summit and he saw with his own eyes how things do look like: there are two Google worlds.
I mean Google Ads, of course… the PROFIT world of the Google Ads Community and the SALES world, more focussed on Partner agencies and 
Premier Partners.
Both are winning philosophies for Google, but on one hand the performance is like a lemon squeezed to the last drop… on the other hand instead it comes from the choice of turning a blind eye and pretending nothing inappropriate happens… so that we can be awarded a nice soccer table we can brag about and take some selfies at the office!
Well… putting (sterile) controversies aside - and I do not intend to spark any controversy - let’s get back to the very first sentence I wrote at the beginning of this column: I have been saying that for years.
2004: Google AdWords hits Italy in 2003 and I immediately started working on it, right after my career as publisher at Overture by Altavista & Co. had begun. A story that most of you already heard of.
But, what do I really mean? Basically that the key to winning ways, and a lot of people still take KEYWORD for QUERY (search term), proving they cannot tell which is which yet, has been and is always going to be generic correspondence.
The difference is that in the past you needed to fill your account of reverse correspondences, but today this needs to be done less and less, if the Machine Learning system is allowed to perform at its best.
Back on September 13th this was one of the topics discussed at the Product Expert Summit. Just a little breeze for now… meant to blow as a hype wind soon.
Long live Broad Match!


For those of you who do not know me yet, my name is 
Andrea Testa and I am a Platinum Level Product Expert of the Google Ads Official Support.
Please find more information on Product Experts at 
https://productexperts.withgoogle.com/directory

For further questions and or to get more information find here the link to the 
Google Ads Support.

Andrea







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