3 habits-of-effective-search-marketers (i mac fv's conflicted copy 2014-03-31)

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Google Confidential and Proprietary 1 1 Confidential and Proprietary www.Optmyzr.com @Optmyzr #SMX The 3 Habits of Effective Search Marketers Frederick Vallaeys @SiliconVallaeys #SMX

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Page 1: 3 habits-of-effective-search-marketers (i mac fv's conflicted copy 2014-03-31)

Google Confidential and Proprietary 11Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

The 3 Habits of Effective Search MarketersFrederick Vallaeys@SiliconVallaeys

#SMX

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Google Confidential and Proprietary 22Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Frederick VallaeysTen years as Google AdWords Evangelist

Founder of Optmyzr.com

@SiliconVallaeys

[email protected]

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Google Confidential and Proprietary 33Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Silicon Valley

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Google Confidential and Proprietary 44Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Google

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Google Confidential and Proprietary 55Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Google Culture

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Google Confidential and Proprietary 66Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Google Confidential and Proprietary

From the Garage to the Googleplex

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Google Confidential and Proprietary 77Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Google Confidential and Proprietary

From the Garage to the Googleplex

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Google Confidential and Proprietary 88Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Google Confidential and Proprietary

From the Garage to the Googleplex

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Google Confidential and Proprietary 99Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Google Confidential and Proprietary

From the Garage to the Googleplex

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Google Confidential and Proprietary 1010Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Google Confidential and Proprietary

We’re Not a Conventional Company

3

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Google Confidential and Proprietary

Meet Stanley

11

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Google Confidential and Proprietary

Meet Stanley

12

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Google Confidential and Proprietary

Meet Stanley

13

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Serious Mission

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Google Confidential and Proprietary 1515Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

•Organize the world’s information and make it universally accessible and useful.

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Google Confidential and Proprietary

Self Driving Car

16

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Google Confidential and Proprietary 1717Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

•500,000 km

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Google Confidential and Proprietary 1818Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

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What I learned

• Data

• Process

• Scale

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Google Confidential and Proprietary

Data drives decisions

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Google Confidential and Proprietary 2121Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

•6000changes tested on search results page

in 2010

600launched

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Google Confidential and Proprietary 2222Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

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Google Confidential and Proprietary 2323Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Why does Google have quality score?

Google

Users

Advertisers

A

U

G

Quality score is Google’s way of balancing the interests of all parties in the online advertising ecosystem.

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Google Confidential and Proprietary 2424Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Optmyzr.comOptmyzr Proprietary and Confidential

Are There Dayparting Opportunities?

High Conversion Rate butLow Impression Share

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Google Confidential and Proprietary 2525Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Optmyzr.comOptmyzr Proprietary and Confidential

Are Device Bid Modifiers Correct?

Cost and ConversionsOut Of Line

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Google Confidential and Proprietary 2626Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Optmyzr.comOptmyzr Proprietary and Confidential

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Google Confidential and Proprietary 2727Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Optmyzr.comOptmyzr Proprietary and Confidential

Are There Geo Bid Modifier Opportunities?

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Google Confidential and Proprietary 2828Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Optmyzr.comOptmyzr Proprietary and Confidential

A/B testing

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Google Confidential and Proprietary 2929Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Optmyzr.comOptmyzr Proprietary and Confidential

Process

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Google Confidential and Proprietary 3030Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 3

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Google Confidential and Proprietary

Hiring is at the heart of all we do

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Google Confidential and Proprietary

20% is at our core

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Google Confidential and Proprietary

Ideas come from everywhere

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Google Confidential and Proprietary 3333Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 3

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Google Confidential and Proprietary

Share all information

33

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Google Confidential and Proprietary

Share all information

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Google Confidential and Proprietary 3535Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 3

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Dashboards

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Google Confidential and Proprietary 3636Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 3

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Scale

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Google Confidential and Proprietary 3737Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 3

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Google Confidential and Proprietary

Philosophy of no constraints

•100• hours of video uploaded every minute

•6 billion• Hours watched per month

37

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Google Confidential and Proprietary 3838Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

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Google Confidential and Proprietary

Open is better than closed

•1,500,000+• Android devices activated every day

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Google Confidential and Proprietary 4040Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

What Are AdWords Scripts?

AW Scripts are pieces of JavaScript code that are put into an AdWords account where they can be scheduled to run automatically on a predefined schedule.

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Google Confidential and Proprietary 4141Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

What Can AdWords Scripts Do?AW Scripts can read from and write to your AdWords account and make changes to:

• Keywords

• Bids

• Ads

• Ad Groups

• Campaigns

• Targeting

• Bid modifiers

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Google Confidential and Proprietary 4242Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Wearables

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Google Confidential and Proprietary 4343Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Who Is Frederick Vallaeys

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Google Confidential and Proprietary 4444Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

“We’re Not a Conventional Company”

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Google Confidential and Proprietary 4545Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Openness Fosters Innovation

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Google Confidential and Proprietary 4646Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Separating “Crazy” From “Crazy But Just Maybe”

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Google Confidential and Proprietary 4747Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Google X

• Commercial viability in 50 years

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Google Confidential and Proprietary 4848Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Our Toolbox

• One-Click Optimization™

• A/B Ad Testing

• Quality Score Tracker

• Geo Performance Report

• Report Builder

• AdWords Scripts Library

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Google Confidential and Proprietary 4949Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Agenda

Automating AdWords

Bid Automation

Automated Rules

AdWords Scripts

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Google Confidential and Proprietary 5050Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Why automate?• Humans get distracted• Some humans are bad at

math• Humans want new

challenges

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Google Confidential and Proprietary 5151Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Why not to automate?Tools treat your accounts with a cookie cutter mentality:

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Google Confidential and Proprietary 5252Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Smart Automation Leverages Your Team’s Knowledge

“Adding human judgment to

statistical methods makes

results roughly 15 percent

more accurate. And it’s even

true in chess: While the best

computers can now easily

beat the best humans, they

can in turn be beaten by

humans aided by

computers.” – Wired Magazine, January 2014

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Google Confidential and Proprietary 5353Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Bid Management Tools

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Google Confidential and Proprietary 5454Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Bid Management Challenge: Too Many VariablesLots of factors impact

performanceKeeping track of what you’ve tested is complicated

Bid Tested Date Results

$1.00 Sep 1, 13 +120%

$1.10 Sep 8, 13 +130%

$0.95 Sep 15, 13 -80%

… … …

Thousands of keywords

Real-time factors

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Google Confidential and Proprietary 5555Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Google’s Automated Bid Strategies

Bid Strategy Goal Level

Maximize Clicks More Site Visits Campaign, ad group, keyword

Target Search Page Location More Ad Visibility Campaign, ad group, keyword

Target CPAMore Conversions at Target CPA

Campaign, ad group

Enhanced CPC More Conversions Campaign, ad group

Target ROAS More Return on Ad Spend Campaign, ad group, keyword

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Google Confidential and Proprietary 5656Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

A Word Of Caution About Automation

“As long as the humans […]

understand what it is they are

controlling, we’re fine. It’s

when they become slaves to

the numbers that trouble

breaks out.”

– Wired Magazine, January 2014

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Google Confidential and Proprietary 5757Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Automated Rules

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Google Confidential and Proprietary 5858Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Challenge: Repetitive Data Analysis• Scenario: Look for poor Quality Score keywords

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Google Confidential and Proprietary 5959Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Automated Rule Example: Enable Weekend Ads

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Google Confidential and Proprietary 6060Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Advanced AdWords automation

AdWords Scripts

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Google Confidential and Proprietary 6161Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

What Are AdWords Scripts?

AW Scripts are pieces of JavaScript code that are put into an AdWords account where they can be scheduled to run automatically on a predefined schedule.

Page 62: 3 habits-of-effective-search-marketers (i mac fv's conflicted copy 2014-03-31)

Google Confidential and Proprietary 6262Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

What Can AdWords Scripts Do?AW Scripts can read from and write to your AdWords account and make changes to:

• Keywords

• Bids

• Ads

• Ad Groups

• Campaigns

• Targeting

• Bid modifiers

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Google Confidential and Proprietary 6363Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Benefits of Scripts• Your secret sauce can be automated

– Scripts can run automatically, as frequently as every hour.

• Scripts can talk to external data sources

– Google Sheets, email, arbitrary URLs (APIs).Weather

Data MovieData

CompanyDataAPI

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Google Confidential and Proprietary 6464Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

AdWords Script Ideas• Get notified when an ad group’s CTR drops 3 days in a row.

• Add the same negative keywords to several AdWords accounts.

• Track Historical Quality Score.

• Calculate the right mobile bid modifier.

• Add new keywords based on the Search Terms Report.

• Detect anomalies in clicks and impressions in near real-time.

• Find ad groups with underperforming ad texts.

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Google Confidential and Proprietary 6565Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

AdWords Scripts Tip: Build Workflows• Use spreadsheets to create worksheets that your team can

process

• Upload via Editor or another Script

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Google Confidential and Proprietary 6666Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Where to Start with ScriptsPrebuilt Scripts: From Google

https://developers.google.com/adwords/scripts/

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Google Confidential and Proprietary 6767Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Let’s Stay in Touch!

• Try our scripts and tools:

– www.Optmyzr.com

• Contact Frederick Vallaeys:

[email protected]

– @SiliconVallaeys

– @Optmyzr

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Google Confidential and Proprietary 6868Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

Q&AThank you!