3 habits-of-effective-search-marketers (i mac fv's conflicted copy 2014-03-31)
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
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Google
5. Google Confidential and Proprietary 55
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Google Culture
6. Google Confidential and Proprietary 66
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From the Garage to the Googleplex
7. Google Confidential and Proprietary 77
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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
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Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary
We’re Not a Conventional Company
3
11. Google Confidential and Proprietary 1111
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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
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14. Google Confidential and Proprietary 1414
Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Serious Mission
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Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
•Organize the world’s information and make it universally accessible
and useful.
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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
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19. Google Confidential and Proprietary 1919
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What I learned
• Data
• Process
• Scale
20. Google Confidential and Proprietary 2020
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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
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Optmyzr.com Optmyzr Proprietary and
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Optmyzr.com Optmyzr Proprietary and
Are There Geo Bid Modifier Opportunities?
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Optmyzr.com Optmyzr Proprietary and
A/B testing
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Optmyzr.com Optmyzr Proprietary and
Process
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Hiring is at the heart of all we do
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20% is at our core
31
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Ideas come from everywhere
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Share all information
33
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Share all information
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Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Dashboards
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Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Scale
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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
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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
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Wearables
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Who Is Frederick Vallaeys
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“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
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Separating “Crazy” From “Crazy But Just Maybe”
47. Google Confidential and Proprietary 4747
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Google X
• Commercial viability in 50 years
48. Google Confidential and Proprietary 4848
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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
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Why automate?
• Humans get distracted
• Some humans are bad at
math
• Humans want new
challenges
51. Google Confidential and Proprietary 5151
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Why not to automate?
Tools treat your accounts with a cookie cutter
mentality:
52. Google Confidential and Proprietary 5252
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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
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Bid Management Tools
54. Google Confidential and Proprietary 5454
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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
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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
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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
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Automated Rules
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Challenge: Repetitive Data Analysis
• Scenario: Look for poor Quality Score keywords
59. Google Confidential and Proprietary 5959
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Automated Rule Example: Enable Weekend Ads
60. Google Confidential and Proprietary 6060
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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
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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
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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
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Where to Start with Scripts
Prebuilt Scripts: From Google
https://developers.google.com/adwords/scripts/
67. Google Confidential and Proprietary 6767
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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
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Q&A
Thank you!
Editor's Notes
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: