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Name Surname
COMPANY NAME
When it’s right to send
Google the WRONG data
Inderpaul Rai
WEDISCOVER
Speakerdeck.com/inders
@inderpaul-rai
@inderpaul_rai
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Change is the
only constant
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Game changing releases
2015
Customer Match
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Game changing releases
2015
Customer Match
2016
Right sidebar ads gone
STAs deprecated
ETAs launch
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Game changing releases
2015
Customer Match
2017
Exact Match
brutalised
2016
Right sidebar ads gone
STAs deprecated
ETAs launch
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Game changing releases
2015
Customer Match
2017
Exact Match
brutalised
2016
Right sidebar ads gone
STAs deprecated
ETAs launch
2021
PMax launch
BMM deprecated
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Game changing releases
2015
Customer Match
2017
Exact Match
brutalised
2022
ETAs
deprecated
2016
Right sidebar ads gone
STAs deprecated
ETAs launch
2021
PMax launch
BMM deprecated
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Control taken away
With their iterative updates to Google Ads
2020
Search
Terms
Restricted
2017
Exact Match
Killed
2021
BMM Killed
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Increasingly relying on AI
PMax
Launched
RSAs
Launched
Keywordles
s
Campaigns
?
2018 2021 2025
With new features
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And how does this
make us feel?
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No content
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Our jobs have changed
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We’ve been told that
Data is the New Oil
for years
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And ever since we’ve been
obsessed with sending
the right data
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Because increasingly
that’s all that’s left for us
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“But I’m doing
everything
Google has told
us to do and not
geing results”
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Our jobs have changed
PPC
Teachers
PPC Doctors PPC Pilots
Unlevel the Playing Field: The Biggest Mindshift in PPC History - Fred Vallaeys
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Client
Problem
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Focussed on growth
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Suddenly wanted
eiciency
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ROAS
CPC CPA
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Without
cuing volume
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Option 1: Bid strategies
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Option 2: Ad Copy
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Option 3: Keyword Mix
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We did something drastic
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We edited the values of
14% of our revenue data
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No content
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The Great Hanoi Rat
Massacre of 1902
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The Four Pests Campaign
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These are known as
Perverse Incentives
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Let’s take a step back
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CPC and CPA inflation
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Unusually high value
bookings led to volatility
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And this was a
recurring paern
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But why?
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The client would
apply premiums
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Misleading Google’s
bid algorithm
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Google reacted by
bidding higher
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RAT PROBLEM
SPARROW
PROBLEM
OUR PROBLEM
PERVERSE INCENTIVES
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Why not add bid caps?
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Capping
CPCs would
lose us
incremental
revenue
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No content
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We wanted to test limiting
Google’s sensitivity
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Without killing these
bookings from occurring
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And using OCI we could
artificially limit the value
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So we
capped the
value
distribution
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Capping 95th Percentile
9% of conversions
would be impacted