Getting Googley at SES Chicago 2010

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Presentation from Kenshoo CMO, Aaron Goldman, at SES Chicago 2010, sharing lessons from "Everything I Know about Marketing I Learned from Google."

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Getting Googley at SES Chicago 2010

  1. 1. Everything I Know about Marketing I Learned from Google Aaron Goldman GoogleyLessons.com
  2. 2. Everything I Know about Marketing I Learned from Google AND SO CAN YOU! GoogleyLessons.com
  3. 3. Why Google? <ul><li>Ubiquitous </li></ul><ul><li>Successful </li></ul><ul><li>Innovative </li></ul><ul><li>Aspirational </li></ul><ul><li>Mysterious </li></ul><ul><li>Fun </li></ul><ul><li>I know a thing or two about it! </li></ul>GoogleyLessons.com
  4. 4. Google Me GoogleyLessons.com
  5. 5. Googley Lessons <ul><li>Relevancy Rules </li></ul><ul><li>Tap the Wisdom of Crowds </li></ul><ul><li>Keep It Simple, Stupid </li></ul><ul><li>Mindset Matters </li></ul><ul><li>Be Where Your Audience Is </li></ul>GoogleyLessons.com Image Sources: iStockPhoto
  6. 6. <ul><li>Don’t Interrupt </li></ul><ul><li>Act Like Content </li></ul><ul><li>Test Everything </li></ul><ul><li>Track Everything </li></ul><ul><li>Let the Data Decide </li></ul>Googley Lessons GoogleyLessons.com Image Sources: iStockPhoto
  7. 7. Googley Lessons <ul><li>Brands can be Answers </li></ul><ul><li>Your Unique Selling Proposition is Critical </li></ul><ul><li>Your Competition is Broader Than You Think </li></ul><ul><li>You Can Learn a Lot From a Query </li></ul><ul><li>Sex Sells </li></ul>GoogleyLessons.com Image Sources: iStockPhoto
  8. 8. Googley Lessons <ul><li>Altruism Sells </li></ul><ul><li>Show Off Your Assets </li></ul><ul><li>The More Shelf Space, The Better </li></ul><ul><li>Make Your Company a Great Story </li></ul><ul><li>Don’t Rely on Search Engine Marketing Alone </li></ul>GoogleyLessons.com Image Sources: iStockPhoto
  9. 9. Search is at the Center <ul><li>All roads lead thru search </li></ul>GoogleyLessons.com Image Sources: http://images.businessweek.com/ss/06/05/mammoth_tvs/image/ln-s8281d-82-- lcd-tv.jpg http:// libtute.usq.edu.au/userfiles/image/newspaper.jpg http:// www.marcopolo.ca/images/sangean%20wr20%20internet%20radio.jpg http:// www.penn-olson.com/wp-content/uploads/2010/07/billboard.jpg http:// chaselaw.nku.edu/images/admissions/laptop.jpg http://www.uncrate.com/men/images/2010/01/google-nexus-one.jpg
  10. 10. And Google is Leading the Way <ul><li>Not always successfully, but leading nonetheless </li></ul>GoogleyLessons.com Image Source: http:// www.adverbox.com/media/campaigns/2006/09/google.jpg
  11. 11. Power to the Search Marketer <ul><li>“ This is our time!” </li></ul>GoogleyLessons.com Image Source: http://blog.80millionmoviesfree.com/wp-content/uploads/2010/07/the-social-network-justin-timberlake-jesse-eisenberg.jpg
  12. 12. Display is Getting Googley GoogleyLessons.com Image Source: http:// www.adexchanger.com/pdf/Display-Advertising-Technology-Landscape-2010-05-03.pdf
  13. 13. Display is Getting Googley GoogleyLessons.com Image Source: http:// www.adexchanger.com/pdf/Display-Advertising-Technology-Landscape-2010-05-03.pdf
  14. 14. Display is Getting Googley GoogleyLessons.com Image Source: http:// www.adexchanger.com/pdf/Display-Advertising-Technology-Landscape-2010-05-03.pdf Display = $2.5 billion annually for Google
  15. 15. Social is Getting Googley GoogleyLessons.com
  16. 16. Social is Getting Googley GoogleyLessons.com
  17. 17. Key Attributes of Search <ul><li>Precise Audience Segmentation </li></ul>GoogleyLessons.com
  18. 18. GoogleyLessons.com
  19. 19. GoogleyLessons.com
  20. 20. Key Attributes of Search <ul><li>Dynamic Creative Customization </li></ul>GoogleyLessons.com
  21. 21. Key Attributes of Search <ul><li>Dynamic Creative Customization </li></ul>GoogleyLessons.com Auto Keyword Expansion Category + Brand Sub-Category + Brand Category + Color + Brand Brand + Sub-Category Brand + Category Brand + Name Name + Color Size + Name Name + Brand Celestron Astromaster 114 Reflector Telescope Only 3 left at $329.99. Price Match Guarantee www.telescopes.com/telescopes/celestron Price Inventory Product Keyword Promotion Category Brand Dynamic Ad Creation Auto Campaign & Ad Group Creation Category = Electronics Sub-Category = Telescopes Size = 10.1 Brand = Astromaster Item = 572 510 480 10 Name = DSC-H20 Color = Black Price = $329.99 Inventory = 3 Product Attributes
  22. 22. Key Attributes of Search <ul><li>Dynamic Creative Customization </li></ul>GoogleyLessons.com
  23. 23. Key Attributes of Search GoogleyLessons.com
  24. 24. Key Attributes of Search <ul><li>Real-time Bidding </li></ul>GoogleyLessons.com
  25. 25. Key Attributes of Search <ul><li>Real-time Bidding </li></ul>GoogleyLessons.com
  26. 26. Key Attributes of Search <ul><li>Continuous Optimization </li></ul>GoogleyLessons.com
  27. 27. Key Attributes of Search <ul><li>Continuous Optimization </li></ul>GoogleyLessons.com
  28. 28. Future Proofing GoogleyLessons.com
  29. 29. Google Yourself <ul><li>All roads lead thru you! </li></ul>GoogleyLessons.com Image Sources: http://images.businessweek.com/ss/06/05/mammoth_tvs/image/ln-s8281d-82-- lcd-tv.jpg http:// libtute.usq.edu.au/userfiles/image/newspaper.jpg http:// www.marcopolo.ca/images/sangean%20wr20%20internet%20radio.jpg http:// www.penn-olson.com/wp-content/uploads/2010/07/billboard.jpg http:// chaselaw.nku.edu/images/admissions/laptop.jpg http://www.uncrate.com/men/images/2010/01/google-nexus-one.jpg Your Name Here
  30. 30. Befriend the App-sisstant <ul><li>“ Search-and-Act” Engine </li></ul>GoogleyLessons.com
  31. 31. Find Your $2 Bill GoogleyLessons.com

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