3 habits-of-effective-search-marketers (i mac fv's conflicted copy 2014-03-31)
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Transcript of 3 habits-of-effective-search-marketers (i mac fv's conflicted copy 2014-03-31)
Google Confidential and Proprietary 11Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
The 3 Habits of Effective Search MarketersFrederick Vallaeys@SiliconVallaeys
#SMX
Google Confidential and Proprietary 22Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Frederick VallaeysTen years as Google AdWords Evangelist
Founder of Optmyzr.com
@SiliconVallaeys
Google Confidential and Proprietary 33Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Silicon Valley
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Google Confidential and Proprietary 55Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Google Culture
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Google Confidential and Proprietary
From the Garage to the Googleplex
Google Confidential and Proprietary 77Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Google Confidential and Proprietary
From the Garage to the Googleplex
Google Confidential and Proprietary 88Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Google Confidential and Proprietary
From the Garage to the Googleplex
Google Confidential and Proprietary 99Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Google Confidential and Proprietary
From the Garage to the Googleplex
Google Confidential and Proprietary 1010Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Google Confidential and Proprietary
We’re Not a Conventional Company
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Google Confidential and Proprietary
Meet Stanley
11
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Google Confidential and Proprietary
Meet Stanley
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Meet Stanley
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Serious Mission
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•Organize the world’s information and make it universally accessible and useful.
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Google Confidential and Proprietary
Self Driving Car
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•500,000 km
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What I learned
• Data
• Process
• Scale
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Google Confidential and Proprietary
Data drives decisions
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•6000changes tested on search results page
in 2010
600launched
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Google Confidential and Proprietary 2323Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Why does Google have quality score?
Users
Advertisers
A
U
G
Quality score is Google’s way of balancing the interests of all parties in the online advertising ecosystem.
Google Confidential and Proprietary 2424Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Optmyzr.comOptmyzr Proprietary and Confidential
Are There Dayparting Opportunities?
High Conversion Rate butLow Impression Share
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Optmyzr.comOptmyzr Proprietary and Confidential
Are Device Bid Modifiers Correct?
Cost and ConversionsOut Of Line
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Optmyzr.comOptmyzr Proprietary and Confidential
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Optmyzr.comOptmyzr Proprietary and Confidential
Are There Geo Bid Modifier Opportunities?
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Optmyzr.comOptmyzr Proprietary and Confidential
A/B testing
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Optmyzr.comOptmyzr Proprietary and Confidential
Process
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Google Confidential and Proprietary
Hiring is at the heart of all we do
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Google Confidential and Proprietary
20% is at our core
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Google Confidential and Proprietary
Ideas come from everywhere
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Google Confidential and Proprietary
Share all information
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Google Confidential and Proprietary
Share all information
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Dashboards
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Scale
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Google Confidential and Proprietary
Philosophy of no constraints
•100• hours of video uploaded every minute
•6 billion• Hours watched per month
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Google Confidential and Proprietary
Open is better than closed
•1,500,000+• Android devices activated every day
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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.
Google Confidential and Proprietary 4141Confidential 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
Google Confidential and Proprietary 4242Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Wearables
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Who Is Frederick Vallaeys
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“We’re Not a Conventional Company”
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Openness Fosters Innovation
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Separating “Crazy” From “Crazy But Just Maybe”
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Google X
• Commercial viability in 50 years
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Our Toolbox
• One-Click Optimization™
• A/B Ad Testing
• Quality Score Tracker
• Geo Performance Report
• Report Builder
• AdWords Scripts Library
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Agenda
Automating AdWords
Bid Automation
Automated Rules
AdWords Scripts
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Why automate?• Humans get distracted• Some humans are bad at
math• Humans want new
challenges
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Why not to automate?Tools treat your accounts with a cookie cutter mentality:
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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.” – Wired Magazine, January 2014
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Bid Management Tools
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Bid Management Challenge: Too Many VariablesLots of factors impact
performanceKeeping 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
Google Confidential and Proprietary 5555Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
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 CPAMore 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
Google Confidential and Proprietary 5656Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
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
Google Confidential and Proprietary 5757Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Automated Rules
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Challenge: Repetitive Data Analysis• Scenario: Look for poor Quality Score keywords
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Automated Rule Example: Enable Weekend Ads
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Advanced AdWords automation
AdWords Scripts
Google Confidential and Proprietary 6161Confidential 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.
Google Confidential and Proprietary 6262Confidential 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
Google Confidential and Proprietary 6363Confidential 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 MovieData
CompanyDataAPI
Google Confidential and Proprietary 6464Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
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.
Google Confidential and Proprietary 6565Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
AdWords Scripts Tip: Build Workflows• Use spreadsheets to create worksheets that your team can
process
• Upload via Editor or another Script
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Where to Start with ScriptsPrebuilt Scripts: From Google
https://developers.google.com/adwords/scripts/
Google Confidential and Proprietary 6767Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Let’s Stay in Touch!
• Try our scripts and tools:
– www.Optmyzr.com
• Contact Frederick Vallaeys:
– @SiliconVallaeys
– @Optmyzr
Google Confidential and Proprietary 6868Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Q&AThank you!