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Ambiguity with keyword/negative keyword

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

I'm interested in knowing how to help AdWords differentiate variations of the keyword "colocation" and its negative keywords.  

 

colocation - a term used to describe hosting your servers in a facility away from your offices

colocations - French word for roommate

co-location - a common alternative spelling for "colocation" as described above

co location - a location in CO (colorado) or a Co location (Co being an abbreviation for the word company).

 

How do you recommend setting up the keywords to bid on and the negative keywords so that the ads show up for the appropriate keyword definition if you're targeting outsourced server hosting? 

 

Thanks!

 

Mike

1 Expert replyverified_user

Re: Ambiguity with keyword/negative keyword

Top Contributor
# 2
Top Contributor

Hello Mike;

This is a very interesting and nice question about language targeting;

You need to remember that Adwords does not translate; but matches keywords to search queries in the contextual meaning of the language targeted;

So, if you your campaign is set to target  French, all meaning  will be "interpreted" and matched to a query in French.

 

Now you need to remember that Google has a huge statistical data of queries. Once a user types in a query it is matched to a huge statistical data, based on the language Google identifies as the user's language and only then matched to a keyword.

Thus, your last option seems unlikely  to be interpreted this way...

 

This should answer your question whether colocation will be interpreted as "technical term in EN" or as a roommate in French: it  depends on the user's language  and the language you are targeting in Adwords campaigns;

-Moshe

 

Read more :

How Google detects languages:

https://support.google.com/adwords/answer/1722078?hl=en

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Ambiguity with keyword/negative keyword

[ Edited ]
Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thank you for your reply.

Just a few follow up questions:

1. How can we help Adwords define the contextual meaning of a keyword in a target language? For instance, a foreign student may have their language set to EN but desire a French roommate. The search that person would do would be "[metro area] colocation" e.g. "Las Vegas colocation", which is the exact same search an IT director would type in when seeking data center colocation in Las Vegas. Is adding a negative keyword like "lodging" or "roommate" helping Adwords define the context? In this sense, does adding general/topical keywords and literal translations as negative help define the context?

2. "co-location" is a commonly used alternative spelling for "colocation", and I'm wondering if Adwords will show that word for searches of "co location" with the hyphen removed, such as "Denver co location"?

Thanks again for your perspective and assistance!

Re: Ambiguity with keyword/negative keyword

Top Contributor
# 4
Top Contributor

Hello again Mike;

As for your second question: - the system ignores the hyphen.

 

As for your first question: this is the beauty of statistics - trust Google  that its statistical linguistic data base is so vast that  when an English user (whom the system recognizes as a user in English - see the link  I provided) types in "collocation in Las Vegas - the system would "interpret" that as "data storage facility in Las Vegas " and would match the correct keyword (if added to the campaign).

 

So, for example, if you run a campaign targeting English users, while Geo targeting the West Coast, with a keyword  in broad match "data storage  hosting", the user is searching  for "collocation data storage in Las Vegas" - the ad should be triggered. (Assuming the usual assumptions for ad-rank)

 -Moshe

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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