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

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  • So why am I up here talking about Google? Well I joined Google in 2002 when there were fewer than 500 employees. Here’s a picture of the original AdWords crew with a few famous faces you might recognize… There’s Sheryl Sandberg, today COO of Facebook; there’s Al Gore, a Google advisor and almost President of the US and then most important of all, of course there’s me 
  • Let’s talk about Android a bit more. Granted this was an acquisition and not a home grown product but it was after it came to Google that it really took off and became the most widely used mobile OS. It’s an open OS and can be freely used and modified by anyone who wishes. And that may sound risky: Facebook’s Home App built for Android basically takes over the whole OS and hides Google’s functions as much as possible; Amazon’s Kindle is a modified version of Android where most Google apps are not even allowed to be installed and all apps must be approved by Amazon. That sounds like Google getting the raw end of the deal, right?But what’s more important is that Google’s philosophy about openenness makes for a better user experience and it forces Google to be competitive. If the Kindle is better than the Google tablet, then Google’s teams will be more likely to work hard at making theirs better. In a closed system, where users are largely locked in, that incentive to remain on the cutting edge is not present as much… after all, even if the features of the next release are not that compelling, users won’t leave because they can’t. It’s only over a long time that the negative effects are felt but by the time you realize your products suck, it’s too late and the company is on life support.How do you stay innovative as a company? One way is to be open. When others can adapt what you do, when consumers are one click from switching, it forces a company to be innovative or die.
  • Google’s founders think big, hairy audacious goals. Here’s one that Sergey is particularly fond of: a space elevator. It’s basically a tether connected on one end to earth, on the other to a satellite, and then it uses earth’s rotation to keep the cable tout. That cable can be used to run an elevator up and down. Sergey once joked that if this worked, packages could be delivered in a completely new way were they could be launched at people’s back yards from space rather than sitting on a UPS truck. Sounds crazy right… well their job is to separate crazy from crazy, but maybe just feasible…
  • And that’s where Google X comes into play. This is Google’s Skunkworks. Their original goal was to work on things that may be commercially viable in 50-150 years. What we’ve seen so far is already much closer to reality: from Google Glass to Google Chauffeur, their self driving car. Both of these would revolutionize wearable computing and transportation.The latest project they announced would address the fact that the majority of humans have no reliable high speed internet, if they have any internet at all. And Google’s mission is to “Make all the world’s information universally accessible and useful”. So that’s where project Loon comes in. Let me show you a video that illustrates a big hairy audacious goal and how Google is working to make it a reality:

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  • 1. Google Confidential and Proprietary 11 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX The 3 Habits of Effective Search Marketers Frederick Vallaeys @SiliconVallaeys #SMX
  • 2. Google Confidential and Proprietary 22 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Frederick Vallaeys Ten years as Google AdWords Evangelist Founder of Optmyzr.com @SiliconVallaeys frederick@optmyzr.com
  • 3. Google Confidential and Proprietary 33 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Silicon Valley
  • 4. Google Confidential and Proprietary 44 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google
  • 5. Google Confidential and Proprietary 55 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Culture
  • 6. Google Confidential and Proprietary 66 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary From the Garage to the Googleplex
  • 7. Google Confidential and Proprietary 77 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary From the Garage to the Googleplex
  • 8. Google Confidential and Proprietary 88 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary From the Garage to the Googleplex
  • 9. Google Confidential and Proprietary 99 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary From the Garage to the Googleplex
  • 10. Google Confidential and Proprietary 1010 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary We’re Not a Conventional Company 3
  • 11. Google Confidential and Proprietary 1111 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Meet Stanley 11
  • 12. Google Confidential and Proprietary 1212 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Meet Stanley 12
  • 13. Google Confidential and Proprietary 1313 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Meet Stanley 13
  • 14. Google Confidential and Proprietary 1414 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Serious Mission
  • 15. Google Confidential and Proprietary 1515 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX •Organize the world’s information and make it universally accessible and useful.
  • 16. Google Confidential and Proprietary 1616 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Self Driving Car 16
  • 17. Google Confidential and Proprietary 1717 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX •500,000 km
  • 18. Google Confidential and Proprietary 1818 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  • 19. Google Confidential and Proprietary 1919 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX What I learned • Data • Process • Scale
  • 20. Google Confidential and Proprietary 2020 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Data drives decisions 20
  • 21. Google Confidential and Proprietary 2121 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX •6000 changes tested on search results page in 2010 600 launched
  • 22. Google Confidential and Proprietary 2222 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  • 23. Google Confidential and Proprietary 2323 Confidential 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.
  • 24. Google Confidential and Proprietary 2424 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Optmyzr.com Optmyzr Proprietary and Are There Dayparting Opportunities? High Conversion Rate but Low Impression Share
  • 25. Google Confidential and Proprietary 2525 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Optmyzr.com Optmyzr Proprietary and Are Device Bid Modifiers Correct? Cost and Conversions Out Of Line
  • 26. Google Confidential and Proprietary 2626 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Optmyzr.com Optmyzr Proprietary and
  • 27. Google Confidential and Proprietary 2727 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Optmyzr.com Optmyzr Proprietary and Are There Geo Bid Modifier Opportunities?
  • 28. Google Confidential and Proprietary 2828 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Optmyzr.com Optmyzr Proprietary and A/B testing
  • 29. Google Confidential and Proprietary 2929 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Optmyzr.com Optmyzr Proprietary and Process
  • 30. Google Confidential and Proprietary 3030 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Hiring is at the heart of all we do
  • 31. Google Confidential and Proprietary 3131 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary 20% is at our core 31
  • 32. Google Confidential and Proprietary 3232 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Ideas come from everywhere
  • 33. Google Confidential and Proprietary 3333 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Share all information 33
  • 34. Google Confidential and Proprietary 3434 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Share all information
  • 35. Google Confidential and Proprietary 3535 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Dashboards
  • 36. Google Confidential and Proprietary 3636 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Scale
  • 37. Google Confidential and Proprietary 3737 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Philosophy of no constraints •100 • hours of video uploaded every minute •6 billion 37
  • 38. Google Confidential and Proprietary 3838 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  • 39. Google Confidential and Proprietary 3939 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary Open is better than closed •1,500,000+ • Android devices activated every day
  • 40. Google Confidential and Proprietary 4040 Confidential 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.
  • 41. Google Confidential and Proprietary 4141 Confidential 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
  • 42. Google Confidential and Proprietary 4242 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Wearables
  • 43. Google Confidential and Proprietary 4343 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Who Is Frederick Vallaeys
  • 44. Google Confidential and Proprietary 4444 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX “We’re Not a Conventional Company”
  • 45. Google Confidential and Proprietary 4545 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Openness Fosters Innovation
  • 46. Google Confidential and Proprietary 4646 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Separating “Crazy” From “Crazy But Just Maybe”
  • 47. Google Confidential and Proprietary 4747 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google X • Commercial viability in 50 years
  • 48. Google Confidential and Proprietary 4848 Confidential 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
  • 49. Google Confidential and Proprietary 4949 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Agenda Automating AdWords Bid Automation Automated Rules AdWords Scripts
  • 50. Google Confidential and Proprietary 5050 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Why automate? • Humans get distracted • Some humans are bad at math • Humans want new challenges
  • 51. Google Confidential and Proprietary 5151 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Why not to automate? Tools treat your accounts with a cookie cutter mentality:
  • 52. Google Confidential and Proprietary 5252 Confidential 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.”
  • 53. Google Confidential and Proprietary 5353 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Bid Management Tools
  • 54. Google Confidential and Proprietary 5454 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Bid Management Challenge: Too Many Variables Lots of factors impact performance Keeping 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
  • 55. Google Confidential and Proprietary 5555 Confidential 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 CPA More 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
  • 56. Google Confidential and Proprietary 5656 Confidential 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
  • 57. Google Confidential and Proprietary 5757 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Automated Rules
  • 58. Google Confidential and Proprietary 5858 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Challenge: Repetitive Data Analysis • Scenario: Look for poor Quality Score keywords
  • 59. Google Confidential and Proprietary 5959 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Automated Rule Example: Enable Weekend Ads
  • 60. Google Confidential and Proprietary 6060 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Advanced AdWords automation AdWords Scripts
  • 61. Google Confidential and Proprietary 6161 Confidential 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.
  • 62. Google Confidential and Proprietary 6262 Confidential 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
  • 63. Google Confidential and Proprietary 6363 Confidential 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 Movie Data Company DataAPI
  • 64. Google Confidential and Proprietary 6464 Confidential 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.
  • 65. Google Confidential and Proprietary 6565 Confidential 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
  • 66. Google Confidential and Proprietary 6666 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Where to Start with Scripts Prebuilt Scripts: From Google https://developers.google.com/adwords/scripts/
  • 67. Google Confidential and Proprietary 6767 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Let’s Stay in Touch! • Try our scripts and tools: – www.Optmyzr.com • Contact Frederick Vallaeys: – frederick@optmyzr.com – @SiliconVallaeys – @Optmyzr
  • 68. Google Confidential and Proprietary 6868 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Q&A Thank you!