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3 habits-of-effective-search-marketers

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3 habits-of-effective-search-marketers

  1. 1. Google Confidential and Proprietary 1 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX The 3 Habits of Effective Search Marketers Lessons I Learned At Google
  2. 2. Google Confidential and Proprietary 2 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  3. 3. Google Confidential and Proprietary 3 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Frederick Vallaeys AdWords Evangelist Founder @SiliconVallaeys frederick@optmyzr.com
  4. 4. Google Confidential and Proprietary 4 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Our Toolbox • One-Click Optimization™ • A/B Ad Testing • Quality Score Tracker • Report Builder • AdWords Scripts Library
  5. 5. Google Confidential and Proprietary 5 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  6. 6. Google Confidential and Proprietary 6 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  7. 7. Google Confidential and Proprietary 7 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Culture Culture In The Silicon Valley
  8. 8. Google Confidential and Proprietary 8 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  9. 9. Google Confidential and Proprietary 9 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  10. 10. Google Confidential and Proprietary 10 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Is Not A Conventional Company, Nor Do We Intend To Become One… - Larry Page
  11. 11. Google Confidential and Proprietary 11 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Empowered To Make Decisions
  12. 12. Google Confidential and Proprietary 12 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  13. 13. Google Confidential and Proprietary 13 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Despite the looks of it, serious work gets done…
  14. 14. Google Confidential and Proprietary 14 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Organize The World’s Information And Make It Universally Accessible and Useful
  15. 15. Google Confidential and Proprietary 15 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Chauffeur
  16. 16. Google Confidential and Proprietary 16 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 500,000 km
  17. 17. Google Confidential and Proprietary 17 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  18. 18. Google Confidential and Proprietary 18 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 3 Things Marketers Can Learn From Google • Data Drives All Decisions • Treat Your People Right • Push Past Constraints
  19. 19. Google Confidential and Proprietary 19 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 1. Data Drives All Decisions
  20. 20. Google Confidential and Proprietary 20 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  21. 21. Google Confidential and Proprietary 21 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 6000changes tested on search results page 600 launched
  22. 22. Google Confidential and Proprietary 22 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Useful Data Can Be Everywhere
  23. 23. Google Confidential and Proprietary 23 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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.
  24. 24. Google Confidential and Proprietary 24 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Data Applied to Marketing
  25. 25. Google Confidential and Proprietary 25 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Are There Dayparting Opportunities? High Conversion Rate but Low Impression Share
  26. 26. Google Confidential and Proprietary 26 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Are Device Bid Modifiers Correct? Cost and Conversions Out Of Line
  27. 27. Google Confidential and Proprietary 27 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Are There Geo Bid Modifier Opportunities?
  28. 28. Google Confidential and Proprietary 28 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Hiring, Rewarding Employees, Sharing Data 2. Build People Processes To Support The Data
  29. 29. Google Confidential and Proprietary 29 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Hiring is at the heart of all we do
  30. 30. Google Confidential and Proprietary 30 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 20% Time
  31. 31. Google Confidential and Proprietary 31 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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
  32. 32. Google Confidential and Proprietary 32 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Learn From Failures
  33. 33. Google Confidential and Proprietary 33 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX X: “Crazy” or “Crazy But Just Maybe”?
  34. 34. Google Confidential and Proprietary 34 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Share All Information: OKRs Objective Key Results
  35. 35. Google Confidential and Proprietary 35 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Dashboards
  36. 36. Google Confidential and Proprietary 36 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Wearables • The average user reaches for their smart phone 150 times per day
  37. 37. Google Confidential and Proprietary 37 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Scale 3. Push Past Constraints
  38. 38. Google Confidential and Proprietary 38 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 100 hours of video uploaded every minute
  39. 39. Google Confidential and Proprietary 39 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  40. 40. Google Confidential and Proprietary 40 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Apps Scripts App Scripts let you automate Google Docs, and now even AdWords! SEO Research – Fetch URLs Outreach – Gmail + Docs for mail merge
  41. 41. Google Confidential and Proprietary 41 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
  42. 42. Google Confidential and Proprietary 42 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
  43. 43. Google Confidential and Proprietary 43 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Examples of Scripts • Run different ads when it starts to snow • Create ads from your product database • Find the best performing ad text elements
  44. 44. Google Confidential and Proprietary 44 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Open is better than closed 1,500,000+ Android devices activated every day
  45. 45. Google Confidential and Proprietary 45 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX 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: – frederick@optmyzr.com – @SiliconVallaeys – @Optmyzr
  46. 46. Google Confidential and Proprietary 46 Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Q&A Thank you!

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