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Match-typ Mayhem: How to automate your search term report as keyword close variants cause chaos

Gianluca Binelli

Recently, keyword match types rules have changed again extending same-meaning close variants to phrase match and broad match modifier. Not cool, right? We now have search terms that don’t match our keywords popping up all over the place. If you are already seeing an impact from this in your account you’ll be pleased to hear that we have some fast automated solutions to measure and fix the problems that this can cause. Our scripts not only enable you to measure the impact of search terms and keywords that appear in the wrong place in large accounts. On top of that, we will find search terms that could be matched to a better keyword and automatically suggest a negative keyword to send it there in future.

Gianluca Binelli


Gianluca Binelli hails from the hills of sunny Tuscany and is the Founder of Booster Box – a scientific online marketing and technology agency based in his hometown of Pietrasanta. Gianluca aims to use his love of numbers to build Silicon Tuscany and is well on his way to doing so. This summer, Booster Box was elated to win the award for Best Small PPC Agency at the European Search Awards and was recently nominated for Agency of the Year at the 2019 Drum DADI Awards. Currently, Gianluca is ranked as the 2nd Most Influential PPC Expert of 2019 by PPC Hero. It’s safe to say that Gianluca knows his stuff. In the age defined as BBB (Before Booster Box), Gianluca graduated from Bocconi University with full marks in an MSc in Marketing Management. He later spent over 6 years at Google wearing various marketing hats. From managing online marketing for Google’s products in the EMEA region to becoming an advisor for Capital G – Google’s equity fund, Gianluca’s experience has furnished him with an in-depth understanding of the advertising giant. Now, outside of building PPC acquisition machines and putting Tuscany on the map for more than just wine, scenic rolling landscapes and the Renaissance, Gianluca is set on nurturing the next generation of PPC greats. He can be found moulding young minds at the University of Pisa, of which is also a graduate himself and is a regular fixture as an invited speaker at global digital conferences such as Hero Conf, AdWorld Experience, Web Marketing Festival and more. He can also be heard spreading his knowledge worldwide through webinars hosted by the likes of SEMRush.

Unfortunately, we have decided not to organize a Belgian edition of Friends of Search in 2024. The 11th edition of Friends of Search we are organising in the Netherlands. Belgian visitors are of course more than welcome. Join us on March 21, 2024, in de Kromhouthal in Amsterdam.

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