Getting Googley at SES Chicago 2010

© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman

Everything I Know about Marketing I Learned from Google

Aaron Goldman

1 GoogleyLessons.com


Everything I Know about Marketing I Learned from Google

AND SO CAN YOU!



Why Google?

• Ubiquitous• Successful• Innovative• Aspirational• Mysterious• Fun• I know a thing or two about it!



Google Me



Googley Lessons

1. Relevancy Rules

2. Tap the Wisdom of Crowds

3. Keep It Simple, Stupid

4. Mindset Matters

5. Be Where Your Audience Is


Image Sources: iStockPhoto


6. Don’t Interrupt

7. Act Like Content

8. Test Everything

9. Track Everything

10. Let the Data Decide

Googley Lessons




Googley Lessons

11. Brands can be Answers

12. Your Unique Selling Proposition is Critical

13. Your Competition is Broader Than You Think

14. You Can Learn a Lot From a Query

15. Sex Sells




Googley Lessons

16. Altruism Sells

17. Show Off Your Assets

18. The More Shelf Space, The Better

19. Make Your Company a Great Story

20. Don’t Rely on Search Engine Marketing Alone




Search is at the CenterAll roads lead thru search

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Image Sources: http://images.businessweek.com/ss/06/05/mammoth_tvs/image/ln-s8281d-82--lcd-tv.jpghttp://libtute.usq.edu.au/userfiles/image/newspaper.jpg

http://www.marcopolo.ca/images/sangean%20wr20%20internet%20radio.jpghttp://www.penn-olson.com/wp-content/uploads/2010/07/billboard.jpg

http://chaselaw.nku.edu/images/admissions/laptop.jpghttp://www.uncrate.com/men/images/2010/01/google-nexus-one.jpg


And Google is Leading the Way

Not always successfully, but leading nonetheless

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Image Source: http://www.adverbox.com/media/campaigns/2006/09/google.jpg


Power to the Search Marketer“This is our time!”


Image Source: http://blog.80millionmoviesfree.com/wp-content/uploads/2010/07/the-social-network-justin-timberlake-jesse-eisenberg.jpg


Display is Getting Googley


Image Source: http://www.adexchanger.com/pdf/Display-Advertising-Technology-Landscape-2010-05-03.pdf





Display = $2.5 billion annually

for Google


Social is Getting Googley



Key Attributes of Search1. Precise Audience Segmentation



Key Attributes of Search2. Dynamic Creative Customization





Category = ElectronicsSub-Category = TelescopesSize = 10.1Brand = AstromasterItem = 572 510 480 10Name = DSC-H20Color = BlackPrice = $329.99Inventory = 3

Product Attributes

Auto Keyword Expansion

Category + BrandSub-Category + BrandCategory + Color + BrandBrand + Sub-Category Brand + CategoryBrand + NameName + ColorSize + NameName + Brand

Celestron Astromaster 114 Reflector TelescopeOnly 3 left at $329.99.Price Match Guaranteewww.telescopes.com/telescopes/celestron

Price

Inventory

Product Keyword

Promotion

Category Brand

Dynamic Ad Creation

Auto Campaign & Ad Group Creation


Key Attributes of Search



Key Attributes of Search3. Real-time Bidding



Key Attributes of Search4. Continuous Optimization



Future Proofing



Google YourselfAll roads lead thru you!


Image Sources: http://images.businessweek.com/ss/06/05/mammoth_tvs/image/ln-s8281d-82--lcd-tv.jpghttp://libtute.usq.edu.au/userfiles/image/newspaper.jpg

http://www.marcopolo.ca/images/sangean%20wr20%20internet%20radio.jpghttp://www.penn-olson.com/wp-content/uploads/2010/07/billboard.jpg

http://chaselaw.nku.edu/images/admissions/laptop.jpghttp://www.uncrate.com/men/images/2010/01/google-nexus-one.jpg

Your Name Here


Befriend the App-sisstant“Search-and-Act” Engine



Find Your $2 Bill


Getting Googley at SES Chicago 2010

Education

Transcript of Getting Googley at SES Chicago 2010