Gen AI in Business - Global Trends Report 2024.pdf
3 habits-of-effective-search-marketers
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The 3 Habits of
Effective Search
Marketers
Lessons I Learned At
Google
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Frederick Vallaeys
AdWords Evangelist Founder
@SiliconVallaeys
frederick@optmyzr.com
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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
Google
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 but
Low Impression Share
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Are Device Bid Modifiers Correct?
Cost and Conversions
Out 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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100
hours 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:
– frederick@optmyzr.com
– @SiliconVallaeys
– @Optmyzr
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Q&A
Thank you!
Editor's Notes
So what do I know about Google. Well I joined them in 2002. The AdWords team was 20 peopleHere we are a bit later with the AdWords team. Some people you may recognize… Sheryl, COO FacebookAl Gore, who should have been presidentMe, who built the AdWords Editor and helped buy GA. At this type of conference, I hope that makes me as important as these other two
On vacation, I enjoy going for a swim with sharks, here I am in the Bahamas, the other guy bought GA and built the Google toolbar.Why this picture? Well because online marketing is a tough business and it’s sort of like swimming with sharks. So I know a thing or two about swimming with sharks, and hopefully some things about SEM and SEO too. Today I’d like to share some of my thoughts on how you can be more effective in this hyper competitive
So back to Google, here I am at my desk. Notice all the knick-knacks… Most people when they talk about Google are very focused on the perks and the culture. That stuff is pretty common in the SV. So let’s talk about that.
My dad worked at Tandem, my friend’s grandpa started HP. But Google took all the culture quirks to a new level.
L&S also put a trex in the courtyard but it took on a life of its own. Maybe to tell the story that we could be extinct if we rested on our laurels. Someone brought in pink flamingos
Stories acted out.Story of taking initiative, shark fin shows up one day after someone sent an email.
But Google also is a pretty serious company…
So how does a self driving car (built by a German) fit in? Well imagine that everybody could click on ads while driving!
Car has now driven over 500k KM
And only with a few accidents. Here’s one right next to the Google campus. Of course the human was in control at the time!
So what did I learn at Google, they have 10 rules for innovation and I think a few of those can also help online marketers be more successful and effiicientData processNo fear of limitations
First, data drives all decisions…
To see what works with the wisdom of the crowds, you have to run enough tests. In a typical year there are a lot of experiments on Google. And Google is ready to face the fact that the majority of these tests don’t make users happier so they get changed. In our businesses too we always have to be testing. As marketers we may assume we know what users want but remember data drives all decisions and when you run experiments, the data will tell you exactly what users like and don’t
Another example, I was on the team that built Google 411, a directory assistance service. Used to cost $2 per call, so Google wanted to have this sponsored by companies. But then smart phones came along and people stopped using 411. While the project was scrapped, the data was still immensely useful. How different accents ask for pizza was a building stone of the voice recognition that is today part of Google Now, Google Glass, etc. So don’t think of an unsuccessful experiment as a loss, but see how you can leverage your findings to go on and achieve greater things.
A final example is perhaps Google’s most brilliant move ever. This is the $65 billion dollar slide I would say. What Google figured out was how they could use data and math to fix online advertising. 12 years ago online ads were very broken, banner blindness. L&S didn’t like ads themselves but then one day they and Salar figured out that the incentives were simply misaligned. By fixing the incentive, everyone would benefit. QS made ads more relevant… users paid more attention… publishers made more money. Win win win. I’ll host an entire session on QS later today with lots more detail.
Data drives all decisions… how does that play into being a better online marketer? Well I think it’s about figruing out how to use the data to your advantage. A lot of conferences I go to talk about big data and that;s what AW is too, a big data puzzle. The trick is to get granlar insights from different segments and figuring out how to aggregate data for long tail items that don’t have enough data themselves.
Let’s take a look at another lesson I learned at Google… This is about building a process that will support the first point, supporting data driven decisions
Well Google eventually started to apply a 70/20/10 rule to 20% projects. This was to focus efforts on areas that were related to tge business.
And when you fail, know that this is okay. In Silicon Valley, a failire is a good thing because it shows you’ve pushed hard. So long as you’ve learned this is a good thing. And take what you learned and apply it to the next thing you do. Google Wave was too complicated and underdelivered but the technology lives on in Google Docs with real time collaboration.
Nowadays Google does the far out stuff under XGoogle’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 the final point about process is to share all information. The idea is simple… you have smart people on your team and you let the data drive all decisions. Well then presumably if all people have the same information, they will come to pretty similar conclusions about what to do next.
In our business as online marketers, sharing information is extremely important. Ultimately we know SEO or SEM but our clients still know their business best so arm them with the information they need to become key players. Share internally and externally with your clients
And no doubt the next wave of staying connected to all that data and staying connected with your teams will be with wearables. Whether they are Google Glass or smart watches, make sure you’re using this always connected mentaility to give yourself an edge.
The 3rd big lesson I learned at Google is to push past constraints and not be guided by the status quo.
How does Google do it… well here is Google’s first server and one of their more recent ones.Lego pretty expensive, corkboard pretty flammableBut servers in a shipping container are perfect for flexibility and nicely self contained
For us as marketers, we should leverage that Google infrastructure and nuild on top of that amazing infrastructure!
Open forces you ti win because you have the best product not because you’ve captured your usersData Liberation Front?
