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Getting Googley at SES Chicago 2010
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Everything I Know about Marketing I Learned from Google
Aaron Goldman
1 GoogleyLessons.com
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Everything I Know about Marketing I Learned from Google
AND SO CAN YOU!
2 GoogleyLessons.com
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Why Google?
• Ubiquitous• Successful• Innovative• Aspirational• Mysterious• Fun• I know a thing or two about it!
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Google Me
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
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
5 GoogleyLessons.com
Image Sources: iStockPhoto
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
6. Don’t Interrupt
7. Act Like Content
8. Test Everything
9. Track Everything
10. Let the Data Decide
Googley Lessons
6 GoogleyLessons.com
Image Sources: iStockPhoto
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
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
7 GoogleyLessons.com
Image Sources: iStockPhoto
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
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
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Image Sources: iStockPhoto
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
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
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
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
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Power to the Search Marketer“This is our time!”
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Image Source: http://blog.80millionmoviesfree.com/wp-content/uploads/2010/07/the-social-network-justin-timberlake-jesse-eisenberg.jpg
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Display is Getting Googley
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Image Source: http://www.adexchanger.com/pdf/Display-Advertising-Technology-Landscape-2010-05-03.pdf
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Display is Getting Googley
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Image Source: http://www.adexchanger.com/pdf/Display-Advertising-Technology-Landscape-2010-05-03.pdf
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Display is Getting Googley
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Image Source: http://www.adexchanger.com/pdf/Display-Advertising-Technology-Landscape-2010-05-03.pdf
Display = $2.5 billion annually
for Google
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Social is Getting Googley
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Social is Getting Googley
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Key Attributes of Search1. Precise Audience Segmentation
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman GoogleyLessons.com18
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman GoogleyLessons.com19
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Key Attributes of Search2. Dynamic Creative Customization
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Key Attributes of Search2. Dynamic Creative Customization
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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
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Key Attributes of Search2. Dynamic Creative Customization
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Key Attributes of Search
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Key Attributes of Search3. Real-time Bidding
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Key Attributes of Search3. Real-time Bidding
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Key Attributes of Search4. Continuous Optimization
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Key Attributes of Search4. Continuous Optimization
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Future Proofing
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Google YourselfAll roads lead thru you!
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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
Your Name Here
© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Befriend the App-sisstant“Search-and-Act” Engine
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© 2010 McGraw-Hill, Kenshoo, and Aaron Goldman
Find Your $2 Bill
31 GoogleyLessons.com