3 habits-of-effective-search-marketers

Google Confidential and Proprietary 1Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX

The 3 Habits of Effective Search Marketers

Lessons I Learned At Google


Frederick Vallaeys

AdWords Evangelist Founder

@SiliconVallaeys

[email protected]


Our Toolbox

• One-Click Optimization™

• A/B Ad Testing

• Quality Score Tracker

• Report Builder

• AdWords Scripts Library


Google Culture

Culture In The Silicon Valley


Google Is Not A Conventional Company, Nor Do We Intend To Become One… - Larry Page


Empowered To Make Decisions


Despite the looks of it, serious work gets done…

13


Organize The World’s Information And Make It Universally Accessible and Useful


Google Chauffeur

http://www.youtube.com/watch?v=t9Fxp3HK6DI&t=5s


500,000 km

Google Confidential and Proprietary 18Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 1

8

3 Things Marketers Can Learn From Google

• Data Drives All Decisions

• Treat Your People Right

• Push Past Constraints


1. Data Drives All Decisions


6000changes tested on search results page

600 launched


Useful Data Can Be Everywhere

http://www.youtube.com/watch?v=FYFSNy9FGqA

http://www.youtube.com/watch?v=FYFSNy9FGqA


Google’s Algorithms Align Incentives

Google

Users

Advertisers

A

U

G

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


Data Applied to Marketing


Are There Dayparting Opportunities?

High Conversion Rate butLow Impression Share


Are Device Bid Modifiers Correct?

Cost and ConversionsOut Of Line


Are There Geo Bid Modifier Opportunities?


Hiring, Rewarding Employees, Sharing Data

2. Build People Processes To Support The Data


Hiring is at the heart of all we do


20% Time


1

Prioritize 20% Time

• 70%: core – e.g. account management

• 20%: related – e.g. learning and sharing

• 10%: far out stuff – e.g. try new technology


Learn From Failures


X: “Crazy” or “Crazy But Just Maybe”?


Share All Information: OKRs

Objective

Key Results


5

Dashboards


Wearables• The average user reaches for their smart phone 150 times

per day


Scale

3. Push Past Constraints

37


100hours of video uploaded every minute


Apps Scripts

App Scripts let you automate Google Docs, and now even AdWords!

SEO Research – Fetch URLs

Outreach – Gmail + Docs for mail merge


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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


Examples of Scripts

• Run different ads when it starts to snow

• Create ads from your product database

• Find the best performing ad text elements


Open is better than closed

1,500,000+Android devices activated every day


Let’s Stay in Touch!

• Try our scripts and tools:

– www.Optmyzr.com

– Try the Ad Template Script free, use code: AUTOMATE2014

• Contact Frederick Vallaeys:

– [email protected]

– @SiliconVallaeys

– @Optmyzr

http://www.Optmyzr.com/

mailto:[email protected]


Q&AThank you!

3 habits-of-effective-search-marketers

Technology

susans sister

silicon valley

silicon valley

years back

good things

smart people

data drives

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