3 habits-of-effective-search-marketers
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Transcript of 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
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Frederick Vallaeys
AdWords Evangelist Founder
@SiliconVallaeys
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Our Toolbox
• One-Click Optimization™
• A/B Ad Testing
• Quality Score Tracker
• Report Builder
• AdWords Scripts Library
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Google Culture
Culture In The Silicon Valley
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Google Is Not A Conventional Company, Nor Do We Intend To Become One… - Larry Page
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Empowered To Make Decisions
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Despite the looks of it, serious work gets done…
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Organize The World’s Information And Make It Universally Accessible and Useful
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Google Chauffeur
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500,000 km
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3 Things Marketers Can Learn From Google
• Data Drives All Decisions
• Treat Your People Right
• Push Past Constraints
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1. Data Drives All Decisions
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6000changes tested on search results page
600 launched
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Useful Data Can Be Everywhere
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Google’s Algorithms Align Incentives
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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Data Applied to Marketing
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Are There Dayparting Opportunities?
High Conversion Rate butLow Impression Share
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Are Device Bid Modifiers Correct?
Cost and ConversionsOut Of Line
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Are There Geo Bid Modifier Opportunities?
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Hiring, Rewarding Employees, Sharing Data
2. Build People Processes To Support The Data
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Hiring is at the heart of all we do
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20% Time
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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
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Learn From Failures
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X: “Crazy” or “Crazy But Just Maybe”?
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Share All Information: OKRs
Objective
Key Results
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Dashboards
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Wearables• The average user reaches for their smart phone 150 times
per day
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Scale
3. Push Past Constraints
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100hours of video uploaded every minute
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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
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Examples of Scripts
• Run different ads when it starts to snow
• Create ads from your product database
• Find the best performing ad text elements
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Open is better than closed
1,500,000+Android devices activated every day
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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:
– @SiliconVallaeys
– @Optmyzr
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Q&AThank you!