This action might not be possible to undo. Are you sure you want to continue?
Why do you Google?
A. Information B. Entertainment C. Commerce D. Navigation E. All of the Above
Today, when we have decisions to make, we turn to Google. Google has become the Kleenex (or, shall I say kleenex?) of the search category by providing the most relevant search results.
Apple is a shining — as in, bright shiny objects — example of how a company can make itself relevant to its audience by tapping into their passion points. Its marketing filter is airtight and runs all the way to the top — Mr. Steve Jobs. Ultimately, Apple helps people fill their fundamental need to be cool.
Every brand must solve a fundamental need and create a filter to remain relevant. Use Google as a litmus test. If you’re on the first page for the topic you think your business is most relevant to, you’re in good shape. If not, do some search engine optimization or create a tighter filter. Typically, the latter is going to be your best bet.
“When I search on Google, if the information’s not there, it doesn’t exist.” – Keith Kaplan, North American President, Adconion Media Group, @KeithKaplan
“It’s like if Kleenex came out with tissue that had holes in it and people blamed themselves for missing the paper when they blew their noses.”
– David Szetela, CEO, Clix Markting, @Szetela
“Apple cultivates a sense of helping people interact with what they’re passionate about.”
– Steven Hall, Professor, College Of Media, University of Illinois
Relevancy is more than a state of mind. It’s a state of being. And, to your business, its importance cannot be overstated.
Chapter 2: Tap the Wisdom of Crowds
Previous Chapter Next Chapter
How does Google work? Essentially, Google counts the number and quality of links pointing to each website as a measure of its popularity and credibility. In this way, the “crowd” — that is, webmasters — vote on what content is important by linking to it and Google tallies those votes to determine who gets the top rankings.
However, Google has strict checks and balances to make sure its algorithm can’t be gamed.
For marketers, turning to “crowds” can be an effective means of marketing and product development but only if the brand maintains a leadership role and doesn’t let the crowd run wild.
Seth Godin refers to crowds as Tribes in search of leaders.
In What Would Google Do?, Jeff Jarvis talks about the importance of Google being a platform.
Marketers must create platforms for their customers and prospects to engage with the brand and drive word-ofmouth.
Doritos did this with its Crash the Super Bowl promotion where consumers created their Super Bowl ads and the “crowd” voted on the winner.
Threadless does this by fulfilling the fundamental need for self-expression by democratizing the process of apparel creation and sales. The “crowd” contributes the designs and votes on which ones get produced.
“Build a great product and focus on the product and users first, not your corporate ambitions.” – Danny Sullivan, Editor-In-Chief, Search Engine Land, @DannySullivan
“Brands have a new responsibility to be ‘open 24/7’ and available.”
– Jon Raj, Founder and Managing Partner, Cello Partners, @JonRaj
“In most cases, crowd-sourcing is the equivalent of a suggestion box on steroids.”
– Saneel Radia, Director of Media Innovation, BBH Labs, @saneel
Remember, the only way to stand out from the crowd is to stand in it.
May 14, 2010: The Google Nexus One phone is cited in this chapter as an example of how Google creates platforms rather than products. Well, this one appears to have failed. Today, Google announced that it would “stop selling handsets via the web store” and instead offer the product through the carriers’ retail channels. In the book I wrote, “The Nexus One wasn’t a new phone; It was a new way to buy phones.” Now, it’s just a phone again.
Chapter 3: Keep It Simple, Stupid
Previous Chapter Next Chapter
What are you supposed to do on Google.com? Duh, search. But why is that such a rhetorical question? Because the Google homepage screams search. There’s nothing to distract you from the task at hand. Just a search box and a lot of white space.
In order to attract customers and prospects and generate that coveted word-of-mouth, your products and services must be so simple to learn about, use, and remember that a baby — or your mother — could do it.
FedEx is all about keeping it simple with its “Relax, it’s FedEx” tagline.
GEICO is so easy a caveman can do it!
Hone your Twitter pitch. Describe your company in 140 characters or less. Then shrink it to 95 characters and run it as a Google ad to see how people respond. Tweak. Iterate. Dumb it down without making people feel dumb.
“Don’t over think it. Sometimes simple creates the best experience.” – Sean Cheyney, VP, Marketing & Business Development, AccuQuote, @scheyney
“Sometimes consumers need direction, but they almost always want to feel as though they are making their own decisions.”
– Michelle Prieb, Project Manager, Research and Communications Organization, Center for Media Design, Ball State University, @meprieb
“Over the years I have found that being able to articulate things that are complex into simple concepts (not dumbdown but hone) and then making it relevant to the audience, consumer and or client have been absolutely key.”
– Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi, @RishadT
@SeanFinnegan “As a marketer focused on delivering ROI and measurable outcomes. Google inexplicably strayed from the KISS theme on its homepage. Google has cornered the market on reaching people in a commercial mindset. @Olivier_US Final Thought: As a business.com. white homepage. Pixazza created a platform to change the mindset of people looking at photos online from entertainment to commercial. thought this was the new default for Google. I. Starcom MediaVest Group. Lowe’s executes marketing plans aimed at reaching people who are moving as they’re often in a mindset complementary to home improvement.” Going forward. clicks on search ads. think this is a mistake. including yours truly. Marissa Mayer described the functionality and then updated it to explain that the default image was only a one-day “special doodle. to simply thrive you need to thrive simply. President and Chief Digital Officer. for one. each user would have the ability to choose an image or keep the clean. anything that distracts people from searching will have adverse impact on Google’s cash cow. Many people.“Focus and simplicity can lead to widespread adoption.” – Olivier Lemaignen. Newspapers are failing not because readers are migrating online but because readers no longer turn to them with commercial intent. Director of Marketing. They’re looking for something and often that’s something to buy. In a blog post. Chapter 4: Mindset Matters Previous Chapter Next Chapter Executive Summary: Why do search ads on Google work so well? Because people are often in “buy-mode” when they’re searching. . It released a new feature whereby the background of the Google homepage featured rich imagery (ala Bing) and rotated automatically upon refresh. 2010: Today. I prefer placing my budgetary bets based on what people DO versus what they SAY they’ll do.” – Sean Finnegan. Kodak Gallery. As discussed in this chapter. The Examiner and AOL are reinventing the content business focusing on topics that are both popular and commercial in nature. Updates: June 10.
President.” – Michael Lazerow. Select Quotes: “The sign of a good marketer. if they don’t exist. CEO. 2011: AOL is highlighted in this chapter for how it’s going about “Planting Seeds of Commerce” through outsourced writers. especially in search. He created ahub-and-spoke model with himself at the center to reach voters on their turf and connect with them on the issues that mattered most.” And. Break down your brand into sharable bits.” At least that’s what this “content slave” would have you believe. Google’s there. Google-owned properties. Google brings Google to you. @OutOfMyGord Final Thought: Be mindful of the times when buying fills the mind. Use your domain as a hub.” Where’s there? Wherever its customers are. Updates: June 19. Don’t just build it and expect people to come. Select Quotes: “The idea of websites on an island doesn’t work anymore. Buddy Media. Google-syndicated properties. State Farm is doing this. create them.” – Gord Hotchkiss. You name it — if it’s digital.Marketers must find apertures to reach people in “buy-mode.” . Mobile phones. State Farm is There. Obama laddered people up from personal supporters to social supporters to advocates. Its brand promise for years has been “Like a Good Neighbor. Chapter 5: Be Where Your Audience Is Previous Chapter Next Chapter Executive Summary: Where do Google searches take place? Everywhere. Apparently the approach is less content “farm” and more content “plantation. @Lazerow “Sometimes. Google doesn’t make you come to Google to Google. Enquiro Search Solutions. Barack Obama took a similar approach in his 2008 US Presidential campaign. is understanding intent and meeting your prospects halfway in helping them realize that intent. you have to step away from the spreadsheet. Businesses must ladder up their customers.
“The Freight Train that is Android. my digital marketing blog. 24. @GlennFishback “The key is to be a part of people’s lives. More initial observations on Google+ in this post: Nonplussed by Google+. Google announced the new Chromebook. Aug. 2011: At today’s I/O developer conference. 2011: At first. 2010: Here’s a quick screencast of the hub-and-spoke model in action. check that. “Chromebooks are built and optimized for the web. while I still think that’s a missed opportunity — that will be corrected — what I’ve started to realize is that by integrating its sharing network into the Google experience through a fixed placement on a new black bar atop Google. Catalyst SF.com is the hub and we’ve got spokes set up viaFacebook. the new social. simpler and more secure experience without all the headaches of ordinary computers. Mar.com. Updates: Aug. Integrated Marketing Communications Faculty. Nowhere in the UI is a Google search box. Slideshare. President and Managing Partner. I didn’t think Google was taking its own medicine with Google+. and every participant in my Blog Tour. 9. being where your audience is must be more than a state of being. and other Google properties. .– Glenn Fishback. And. McGraw-Hill and I have put the hub-and-spoke model into play to promote the book. Adify Media. MediaPost. People will always prefer to business with friends.” In other words. 2011: Looking for Facebook advertising best practices? Look no further than thedeck I presented at SES San Francisco.” – Marty Kohr. So you get a faster. now you can do more searches and click on more ads. where you already spend most of your computing time. sharing network. it really is being where its audience is. @ctreff Final Thought: After all. GoogleyLessons. YouTube. 11. 2010: Practicing what I preach. August 19. July 2.” May 11. 2011: Bill Gurley explains Google’s “Be Where your Audience Is” approach using the analogy of building a castle around your moat in his post. Twitter.” – Cory Treffiletti. Northwestern University Medill School. Gmail. @MartyKohr2 “Marketers’ only job is to figure out where your audience is. Senior Vice President.
Map your brand to their intent.” . People search because they have a problem to solve or a decision to make. They don’t interrupt what people are doing. and Dell are three companies taking advantage of the Twitter potential. Managing Partner.” – Riki Nakasuji. Federated Media Publishing. Founder and Managing Partner. Best Buy. Don’t yell. North America Agency Lead. Don’t tell. Marketers need to catch them. Seek out apertures when you can reach your audience at moments they are most likely to be responsive and not annoyed by your message.” – Leigh Terry. Focus on finding people in-between content consumption when they’re most likely to respond. it’s a great pull channel for sales. Zappos does this by placing ads in bins at airport security — where you’re likely to realize you need new shoes. Chose carefully. Show.Chapter 6: Don’t Interrupt Previous Chapter Next Chapter Executive Summary: Why do Google search ads get such high response rates? Ads on Google reach people at the right time. Don’t push.@RikiNakasuji “If someone from Google says it. Comcast. marketing and customer service. In turn. Online Sales and Operations. Gatorade did this for its G2 launch by surrounding its audience and creating mystique via teaser ads. Founder and CEO. because Google said it. Google. @JohnBattelle “Brands can’t win by yelling the loudest. What better time for a marketer to deliver a message? The key for brands is to plant intent in the minds of your customers and prospects. Don’t sell.” – Jon Raj. OMD Australia “Text ads can drive brand association and connection. Cello Partners. Select Quotes: “There is far more good work to do than there is time.” – John Battelle. Twitter is a channel that has become a trusted source of interesting and current information for consumers. @JonRaj “The pace is speeding up. it must be true. [Consumers] are speeding down the funnel.
trust-worthy content. Updates: August. Google looks for pages with relevant. One of the keys to Search Engine Optimization (SEO) is having a diverse number of authoritative websites linking to yours. Global Agency and Industry Development. BBDO North America.@MDGoldstein “Consumers will tune out when forced to tune in. @Shamberg Final Thought: Just remember. 10. Google goes to great lengths to position ads as content — in some cases. Marketing and Media. American Express built a robust small business center through its OPEN forum program. Laurie Sullivan shares more nuggets from this research in herMediaPost coverage. @PenryPrice “I’ve always believed that no one every learned anything while they were talking. SVP. Google.com. Key findings include 92% of online adults use search engines to find information but only 29% on a daily basis. The ads are a bunch of blue links. 2011: Pew Internet put out some new research about how people spend their time online.– Penry Price.” – Mark Goldstein. VP. Critical Mass. This is typically not the domain of advertising. When returning results for a given search query. the key is not to… …interrupt. Intuit has built a library of small business resources to attract the Google spider as well as potential customers. Vice Chairman and Chief Marketing Officer. Visa took it one step further by creating a small business network within Facebook. .” – Scott Shamberg. “position” is literal as in a recent move to shrink the white space between the organic search listings and the sponsored listings on the right rail of Google. Chapter 7: Act Like Content Previous Chapter Next Chapter Executive Summary: Why do so many people confuse Google’s paid and organic listings? The content is a bunch of blue links. This serves as a good complement/update to the OPA data presented in this chapter.
in every nuance. FedEx picked the theme of “Access” as its niche and built a huge campaign around it.They key is to pick a relevant niche to which you can add value. CEO. @Shamberg “Anyone who says that content is not important is not familiar with the space. Chapter 8: Test Everything Previous Chapter Next Chapter Executive Summary: How did Google choose the design for its now-famous logo? The same way it approaches every aspect of user experience — very carefully. Founder and CEO. President.” – Scott Hagedorn.” – Ed Wise. Global Advertising and Strategy. Marketing and Media. @ShaggyX “All brands must act more like publishers.” – Jeff Levick. Then develop content that provides thoughtleadership on that niche without being too salesy. SVP. U. @JeffLevick “Creating a fully conversant brand through the use of content is trickier but ultimately much more fulfilling for the end-user interacting with it. @JohnBattelle Final Thought: The best way to act like content is not to put on an act. Funny or Die has capitalized on this growing trend and built an entire business around brand integration into its professionally produced videos. Think of content distribution like product sampling.” – John Battelle. Select Quotes: “The future is free in a word where content is king. Federated Media Publishing. Eastern Sales. Critical Mass.” – Scott Shamberg. PHD. Branded entertainment is another method of acting like content. Accordingly. .S. AOL. VP. Funny or Die. it tested nearly every possible variation before picking a winner. @EdFunnyOrDie “Content is king is a cliché but that doesn’t mean it isn’t true.
Financial Services.” – Tom Simon. College Of Media. — and continuously optimizing.” – Linda Tuncay Zayer. Industry Director. etc.Search Engine Marketing (SEM) is all about testing various combinations of elements — keywords. Senior Account Executive. Because they’re so used to testing. @Olivier_US “To be successful in marketing you have to be curious about everything.” He describes how “Sesame Street” and “Blues Clues” went to great lengths to test variables like on-screen placement and show repetition to determine what would increase viewership. Get feedback. Get it out there. Google. SEM professionals are positioned well to climb the ranks within marketing departments. make mistakes fast. Senior Manager SEM & SEO. VivaKi.” – Olivier Lemaignen. Northern Illinois University. Professor. In Tipping Point. See what works.@Zahay . Kodak Gallery. Debra Zahay. Loyola University Chicago. Associate Professor of Interactive Marketing.” – Rishad Tobaccowala. @Jon_Kaplan “It is sometimes our assumptions about how we think consumers feel or why they do the things that they do that end up being the pitfalls to uncovering the realities of the situation. landing pages. Malcolm Gladwell describes how “little things can make a big difference. They know how to create a culture of testing. @ThomasWSimon “Launch and iterate. Select Quotes: “The end user experience always comes first. They’re comfortable with change. @RishadT “Getting out of the polemic is as simple as setting up a test and getting real data. Assistant Professor of Marketing. copy. And they never rest until they’ve reached the optimal outcome. Hewlett-Packard “Move fast. Ask what else you could be doing to improve. iterate fast. University of Illinois “I remember doing direct mail in the early 1990s and it was ok to wait three weeks to get all the responses. @Dr_Tea “Don’t look back.” – Mark Scholz.” – Jon Kaplan.” .” – Steven Hall. Chief Strategy and Innovation Officer. Google. Director of Marketing.Dr.
” For more details. a “leading provider of integrated procurement technology and advanced analytics to the advertising industry. Updates: June 1. read the press release.” – David Szetela. June 13. 2010: This chapter included links to my 2 previous “Search Haiku” columns. CEO. Bill is now the CEO of MediaBank. They are used to rapid innovation.” – Penry Price. Google. Develop new experiments and always try and beat the control. maker ofInvisalign dental care products. @Szetela Final Thought: The next time you have the option to do a test. VP. @RishadT “Never assume you’ve reached the optimal outcome. sell. that has something to say.” – David Szetela. anywhere in the world. @Szetela “Being in search brings your attention to how to understand what people want and how to give it to them. Clix Marketing. Chapter 9: Track Everything Previous Chapter Next Chapter Executive Summary: How do you know your Google ads are working? . Executive Director of Interactive and Innovation. VivaKi. he done gooder. I published a 2010 edition. Olivier is now the Director of Consumer Marketing for AlignTech. or buy can use Google AdWords. @PenryPrice “SEM pros are positioned well. Bill Wise is featured as an example of an SEM-pro who done good in the broader marketing world. AT&T. July 28. @S_Gov “Be serious about constantly learning since things change so fast [but] not serious about [your] own position or knowledge since you will make a fool of yourself in learning. Clix Marketing. 2010: Like Bill Wise.” – Stephen Governale. 2010: In this chapter. don’t pass. Global Agency and Industry Development.” – Rishad Tobaccowala. Olivier Lemaignen is another SEM-er on the rise featured in this chapter that’s since taken on a new role. constant testing and finding ways to take new features from folks like Google to increase value. Well. Today. Chief Strategy and Innovation Officer.“Anyone. CEO.
com when selecting and promoting their URLs. @GlennFishback “When the economy heads South.” – Bryan Eisenberg. @DGouldo . VivaKi. Revere Talent.By tracking them. Stratigent. Select Quotes: “If the objective is to find more of your best customers. CEO. Through robust tracking. it’s a discipline. Only then can budget can be allocated to fully maximize the entire marketing mix. Managing Partner. analytics heads North. Eisenberg Holdings. VP. One way to track response to non-digital campaigns is by including a unique URL in your ad. Google’s trying to fix it. @TheGrok “Think Big. there’s no signal that advertisers and publishers can use to measure response to individual ads. Marketers must track all variables and give credit to the appropriate channel. Resolution Media.” – Josh Manion. and optimization. AccuQuote has boosted conversions over 60%. @RishadT “What doesn’t get measured doesn’t get done. Kaplan tracks every piece of marketing communications it creates with a unique identifier (and is now the largest and fastest-growing division of the Washington Post Company).” – Rishad Tobaccowala. you have to differentiate the signal from the noise.” – Jeff Campbell. analytics.” – David Gould. There are myriad data points you can track related to your Google ads and myriad tools you can use to track them. Without digital delivery. Measure Everything. Move Fast. President. Adify Media. Senior Vice President. That’s why Google’s radio and print experiments failed. Resolution Media. not just the last ad exposure or click.” – Glenn Fishback. The reason Google ads are trackable is that they’re delivered via digital platforms. AccuQuote tracks responses to its marketing through a very long and complex sales process that spans online and offline touchpoints. @CJeffCampbell “Analytics is not a tool. @JoshManion “Advertising as a model has been broken for a long time. Chief Strategy and Innovation Officer. Marketers should heed the lessons I share at GoodURLBadURL.
There are too many data points that can. agencies and publishers must find new and innovative ways to use data and add value or else they risk being disinter-mediated. science and data. 2010: On page 136. 8. the correct location for Learning Care Group is Novi. That’s why I ran an experiment to sell my data directly to marketers on eBay. This can make the Googleplex a difficult environment for right-brained thinkers. Michigan — not Nuvi.” . they’re made by data. BlueKai does something similar. In addition to what it’s doing to broker TV ads. be considered. Marketers must rely on data. and almost always do. Props to Scott Kier for catching that one. Data equals accountability. At Google. Google is trying to create an operating system (OS) for TV in much the same way it has with mobile and Android. Unfortunately. Don’t rely on your gut or a few focus groups. How true it is. he who controls the OS. people don’t like knowing that someone else is making money of their data. Sept. I penned a column for MediaPost asking. Google is an engineering company and engineers believe in math. controls the experience. In general. I love this phrase. To leverage all the available data. have varying opinions. “What Will Ads Look Like on Google TV?” Bottom line. At its core. Select Quotes: “Data trumps opinion. Chapter 10: Let the Data Decide Previous Chapter Next Chapter Executive Summary: Who is the key decision-maker at Google? Not Eric Schmidt nor Sergey Brin nor Larry Page nor any other member of the Google management team. Sorry! Must’ve had GPS on the brain. this type of targeting is misunderstood (at best) and deemed creepy (at worst) by consumers. Meanwhile. and must. especially in a creative agency where you can. not opinions when making decisions.” Today. major agencies are building demand-side platforms to buy large quantities of advertising inventory and decide on an ad-by-ad basis what message to show based on data gathered about the individual device where the ad will be displayed and the person using that device. decisions aren’t made by people. 2010: Looks like Google’s trying to skin the TV cat another way. On 5/20. Updates: June 2. Logitech and Intel to “put Google TV inside of televisions. Blu-ray players and companion boxes. letting people control their data and earn money that can be donated to charity. And a more searchfocused TV experience could be good for users and the Big G alike. Google annnounced a partnership with Sony.Final Thought: Tack your tractor to the fast track and gain traction with a tactful tracking tract.
being served a highly-targeted ad while checking her Yahoo email. they care about being surprised.” – Jeff Campbell. You’d have a lot of blogs or “one-guy-in-a-garage” companies purporting to answer your questions and solve your problems – a “cesspool.” – Bill Wise. I put this deal in context in today’s MediaPost column.– Paul Gunning. These attributes. Google does not necessarily favor brands in its search results but it does focus on trust. but I am happy to report that I’ve almost completely weaned Lisa off of Yahoo and onto Gmail. Lisa. @CJeffCampbell Final Thought: The only Android you should trust is sitting on the bridge of the Starship Enterprise. Updates: 6/16/10: Google has made its foray into the demand side platform space.” – Ariel Seidman. authority. Resolution Media. On 6/2. Yahoo!. @TribalDDB “Digital advertising has allowed us. are typically the domain of brands. VP/GM. Just try not to catch him in the middle of a data dump. Director. of course. @ASeidman “Data is only as good as the actions taken from it. people don’t care about privacy. ”Google Invites SEM Attributes to Display. itannounced the acquisition of Invite Media. VP. While I have no updates pertaining to such behavioral targeting practices nor has anyone cracked the code on cutting consumers in on the action. . Display Ad Products. 9/21/10: As Seth Godin points out. as marketers. CEO. @BillWise “PM Laziness = basing prioritization/product decision on gut when a few hours in data would have given you a clear answer. to reduce emotion and replace it with hard data.” 7/16/10: In this chapter I share an example of my wife.” as Eric Schmidt once called it. Yahoo!. and quality when deciding what websites to rank in what order. Chapter 11: Brands Can Be Answers Previous Chapter Next Chapter Executive Summary: What would Google look like if you removed all the brands? Let’s just say it would not be a pretty picture. Tribal DDB Worldwide. Product Management. reputation.
Managing Director. Chapter 12: Your Unique Selling Proposition Is Critical Previous Chapter Next Chapter Executive Summary: What catches your eye in a sea of Google text listings? . Principal. North American President. it’s increased its social media fan-base by over 700%.” – Keith Kaplan. University of Illinois “Your brand’s real value to prospective customers is always just one Google-click away. perception. Not bad for a few lines of text. AT&T positions its brand as an answer for people seeking entertainment or personal connection. By doing so. Shift your acquisition and retention messaging from “advertising” to “service offering.D. @NettieHartsock Final Thought: Quick.” – Jill Balis. Professor.” Select Quotes: “Google is the Good Housekeeping seal of approval. Google is capturing more brand advertising dollars and not just direct response budgets. The key for marketers is to know what questions your brand(s) can be the answer to and make sure your product or service speaks for itself. Hartstock Agency.” – Steven Hall. Founder and Media Economist.Many studies have been conducted showing that search engine marketing (SEM) can improve brand awareness. etc.E.” – Nettie Hartsock. @JackMyersCom “Search engine marketing is so much more than driving transactions. Adconion Media Group. EVP. favorability. your CFO’s coming. M. it drives experiences. College Of Media. @KeithKaplan “Google has greater potential value as a marketing partner when it is the connective tissue between people and things they emotionally care about. @JillBalis “The best brands are those you build emotional connections with.” – Jack Myers. You’d better have answers. Starcom MediaVest Search. As a result.I.Advisory Group.
@ShaggyX “Only you can define yourself.com to evaluate – you guessed it! – good and bad slogans. @SearchBoss “Don’t talk about the secret under the hood if people don’t know how to drive the car. GroupM Search. Bing overpromises with its “decision-engine” billing.” – Matt Spiegel. Google has very strict guidelines about what you can say in your ad. Distilling your entire brand down to what it is. CEO. A great exercise to develop your USP is the Four-Boxes of Branding. Director of Brand Marketing and Business Development. CEO.S.” – David Szetela. Never let others tell you who you are or what you can be.” – Chris Copeland. focused on benefits.@macknuttie “Clients and brands have been taught to communicate in single sentences and thoughts – “I Tarzan. jingle. This is one time it’s ok to let yourself get boxed in! Select Quotes: “Search requires that brands think about how to communicate their value proposition beyond the sound-byte.@MDGoldstein . PHD.” – Mark Goldstein. No marketing asset better typifies the USP than a slogan. Google doesn’t have a slogan per se but its AdWords tool promises.” – Scott Hagedorn. @Szetela “The key to the USP is identifying the ‘unmet need’ in a category or service. The model is timeless and works for every organization from CPG to B2B to restaurants.” I’ve set up a blog at GoodSloganBadSlogan. and relevant. Clix Markting.A differentiated value proposition aka a unique selling proposition (USP). Global CEO. Make sure your USP is succinct. you Jane. Zappos. what it means and who it is can be an effective way to go to market. @MSpiegel “Find your brand promise and live it every day!” – Aaron Mangness. Vice Chairman and Chief Marketing Officer. U. what it does. CEO. BBDO North America. or image ad. A slogan is your brand promise. Following their rules can help you craft your USP. “It’s all about the results. Omnicom Media Group Digital.
sometimes you need to just put your blinders on and do what you do best regardless of what anyone else is doing. like comScore.000+ of them to promote their retail locations. it also partners with in some capacity. @JanelLaravie . Gotta love his unintended pun when referring to the Apple “core.com competes with virtually every food service provider in the search results and beyond. Co-Founder. I’ve been replaced by Google.” Chapter 13: Your Competition Is Broader Than You Think Previous Chapter Next Chapter Executive Summary: Who does Google compete with? Pretty much everyone. if not all. And any company that could come up ahead of you in Google results for a relevant query is now a competitor. The barriers to entry are much lower. Updates: Sept. In today’s digital world. while partnering with 13.Final Thought: Do your customers and prospects see your brand as unique? If not.” – Keith Kaplan. Chacka Marketing. Google has been dubbed a frenemy. But. the rules of competition have changed. As such.” – Janel Laravie. you reek. @KeithKaplan “Some of the biggest companies in the world are scared of Google.” Check out this video of Steve Jobs in 1997 talking about the Apple brand and introducing the tagline. There are many tools. 8. Federated Media decided to “go where Google isn’t” and create high-end marketing opportunities for brands while helping content creators pocket $25 million in revenue. Adconion Media Group. To find Blue Ocean territory. North American President. Amazon is another company that competes with almost every company it partners with en route to generating $10 billion in a single quarter. of the companies Google competes with. Restaurant. most. 2010: One of the 25 best slogans of all-time listed in this chapter is Apple’s “Think Different. However. marketers must understand the competitive landscape. that can help illustrate who the direct and indirect competitors in any industry are. Select Quotes: “As a father.
location. check the list twice to make sure it’s complete. can provide better direction that any mere focus group. @ThisIsSethsBlog “We’ve had the luxury of a cash cow in search to fund experimental things and invest that other companies without that funding can’t do. The insights that can be inferred from search queries extend well beyond Google. Self-reported intent.” – David Berkowitz. . 360i. @ThisIsSethsBlog “While big brands have numerous advantages over mom-and-pops. author.“You don’t have to like competition in order to understand that it exists. indeed. @DBerkowitz Final Thought: When thinking about with whom you compete. BlueKai. Queries are a window into people’s intent and. though. the rear mirror” – Omar Tawakol. etc. @Jon_Kaplan “Competition is everywhere. blogger and founder.” – Seth Godin. Chapter 14: You Can Learn a Lot From a Query Previous Chapter Next Chapter Executive Summary: Why does the same Google search bring up different results for different people? By tracking people’s queries over time. Squidoo.” – Seth Godin. author. Google. we just forget to notice it. @DBerkowitz “It’s much easier to drive looking out the front window vs. Google can deliver personalized results. the competitive possibilities are endless with search. Squidoo. 360i. blogger and founder. Senior Director of Emerging Media and Innovation. @OTawakol “The competition changes with every keyword and with every minute. CEO. Financial Services. when aggregated. Senior Director of Emerging Media and Innovation.” – David Berkowitz. Industry Director.” – Jon Kaplan. This takes into account your preferences.
Research and Communications Organization. Project Manager. has caused some backlash with various groups boycotting GoDaddy. @NutTheSquirrel “Marketers have the ultimate petri dish of research in intent-driven responses provided online. Select Quotes: “Search is a bit like a window to the soul. private. Sex certainly sells in the domain space.” – Michelle Prieb. The Internet makes it easy. CEO. put your faith into the power of the query. Executive Chairman & Co-Founder. and free to find it. And no-one knows this better than GoDaddy that sexes up its Super Bowl commercials each year with overt innuendos and scantily clad women.com went for $9.5 million. GroupM Search. This strategy. @meprieb “There is an abundance of data available in the digital world and if it’s harnessed effectively and correctly it can provide terrific insights.” – Gian Fulgoni.” – Chris Copeland. @GFulgoni “So do people in Australia refer to the rest of the world as ‘Up Over’?” – Nut the Squirrel. Ball State University. while attention grabbing (100%+ increases in site visits and orders the day after the game). Center for Media Design. Chapter 15: Sex Sells Previous Chapter Next Chapter Executive Summary: What’s the most popular search category on Google? Porn. and free to consumer porn and Google makes it easy.com once sold for $14 million and Porn. private. Tap the “database of intentions” to learn about your audience and better service them. . Sex. Surprised? You shouldn’t be. @SearchBoss Final Thought: If your marketing plan is looking dreary. comScore.Many search engine marketing (SEM) agencies have rounded out their services to include other facets of digital marketing because the data and insights driven by search have some far-reaching application from (re)defining your audience to deciding what markets to support to predicting elections! Marketers must use query data beyond their SEM campaigns.
Marketers have been using sex to sell for years. 20. Now they’re taking over these newfangled video game systems that enable humans to be the remote controls. Chapter 16: Altruism Sells Previous Chapter Next Chapter Executive Summary: Why did Google choose “Don’t be evil” as its corporate credo? For one thing. But Unilever clearly positions the brand as the key to getting young men laid. We’ll see how “lucky” it is for them. 2010: As discussed in the book. – we’re doing no evil!” Nowhere has Google’s motto been put to the test more than in China. most recently. In the early days of search. Selling sex isn’t for everyone though. even subliminal. If you’re going to play in the gutter. the approach has been more indirect. Along the same lines. Vice Chairman and Chief Marketing Officer. 2010: In this chapter. 16. Updates: Oct. Often.com. Funny or Die – which also counts young men as its primary demographic — often includes sex-related themes in its video content and titles garnering it top placement on search engines and millions of views. Select Quotes: “It’s true that sex sells. Google has donated generously – money and manpower — to various philanthropic efforts ranging from wind energy R&D to disaster relief. where.AXE takes a more tongue-in-cheek approach to selling sex in its ads. prepare to get dirty.@MDGoldstein Final Thought: There’s a fine line between sex and ex. “Don’t question our motives when it comes to user-privacy. Here’s an example of turning Microsoft Kinect into a sex game. the adult industry is always the first to take advantage of new technologies. Over the years. This works (#1 grooming brands in the US excluding shaving) because the target audience is young men. etc. Looks like Clover Holdings is buying the domain for $13 million. it’s a great public relations spin. the porn guys were everywhere. I covered the. It’s also true that sex can burn your fingertips and char your brand. Google has stopped censoring results at the demand of the Chinese government. BBDO North America.” – Mark Goldstein. ahem. . escapades of Sex. Make sure your marketing hits the spot. Keep your target audience in mind when thinking about sexing up your marketing. Dec.
com launched “Feed It Forward” to let people share free restaurant gift certificates and generated over 60 million PR impressions. Today. but a matter of when. Google announced that the Chinese government renewed its ICP license. 19. Aug. Shared my POV in this blog post about the recent Google/Verizon net neutrality proposal. It’s an underpinning of commerce moving forward. 30.hk from within China. “Cause Marketing’s Still All to the Good. Wiredreports that Steve Jobs told Apple employees that he thought Google’s “Don’t Be Evil” mantra was “bullshit. 2010: Puma is selling altruism by making sustainability sexy with its “clever little bag. Scott Kier has launched Mosaic EcoSystems to help companies capitalize on the triple bottom line – people. 2010: More green marketing from GE.” Nov. leverage it. waste and energy at home. To fully exploit… er. 2010: Apparently not everyone is buying Google’s altruistic angle.GE has touts “ecomagination” as an altruistic endeavor to “market new technologies that will help customers meet pressing environmental challenges. SocialVibe helps consumers raise millions for charities by interacting with brands.” July 9.” It’s earmarked over $1. Today. 13. “GE Campaign Turns YouTube Videos and Flickr Photos into Clean Energy.” Sept. all of these truisms must be taken into account.” . Green marketing and selling altruism can be more than just an effective PR ploy. Aug. “it’s not a matter of if. brands must fully embody the concept of sustainability and show consumers the impact you’re having at the local level. 28. and profit. Updates: Jan. Lawrence Wan of Omnicom Media Group is quoted as saying. the Chinese government starts blocking and slowing down access to google. It’s ok to brag if you have the bag to back it up.@MDGoldstein Final Thought: When it comes to altruism. 2010: Per Cone in AdWeek. It’s not a two-year-plan.com. 2010: “Don’t be evil” is being tested again in the context of the net neutrality debate. 2010: In this chapter. 2010: It’s all aboard Altruism Air for Proctor and Gamble (P&G) as the company expands its Future Friendly initiative to “consumers save water. Restaurant. Select Quotes: “Green Marketing isn’t a fad.” Looks like that when has been pushed off a bit. planet.5 billion towards clean technology research. BBDO North America. 29. Vice Chairman and Chief Marketing Officer.” April 15.” – Mark Goldstein.
the more stuff you’ll be able to Google. For what it’s worth. Imagine the highlytargeted marketing opportunities within a memex. Intel sponsored “Centrino boots” in World of Warcraft to give gamers an edge. Google is busy digitizing books to “preserve them” for future generations. @Lazerow . Sprint developed a plug-in on FoodNetwork. 15. Northern Illinois University has students create YouTube videos to promote the interactive marketing program. Digitize all your assets. 2011: Google has carved out precious real-estate on its homepage to promote to this page with information on the recent earthquake/tsunami in Japan and ways to contribute. the more ads Google can sell. Microsoft is running a project called MyLifeBits in which it’s developing a memex – memory extender – by digitizing one person’s entire life from email to phone calls to photos to media consumed. And the more stuff you’re able to Google. even the less tangible or obvious ones like your brand iconography. For marketers. the more ads Google sells.com for people to send recipe ingredients to their cell phones. And. Marketers take heed. Select Quotes: “Google lucked into the best business model in the history of business models. and created a safe website for kids to play and learn.Mar. Buddy Media.” – Michael Lazerow. the more marketing costs increase due to bid competition. Chapter 17: Show Off Your Assets Previous Chapter Next Chapter Executive Summary: Why is Google in such a hurry to digitize the world? The more stuff Google digitizes.” Ronald. The key is to think about what utility you can provide with your assets. McDonald’s has digitized its “mascot. not what objects you can create. Take stock of your asset inventory and look for opportunities to extend them far beyond your website and/or retail location. the more costs increase. Time Warner digitized its entire LIFE magazine photo archive and made it available after the print title was shuttered. the more important it becomes to distribute your digital assets in places that don’t require paying for placement but can still drive revenue. CEO. I’ll be donating 25% of my first royalty check from the Japanese edition of this book to the Japansese Red Cross to help with the relief efforts.
Many studies show a 1+1=3 effect when you have both paid and unpaid listings on the same SERP. Updates: May 20. we’re looking for “buy-mode” or at least “lean-forward. create a bookshelf and rank-order the screens you want your message to infiltrate based on timespent by your audience with said screen and the mindset of your audience when engaging with said screen.” – Gord Hotchkiss. shake what your momma gave you. @OutOfMyGord Final Thought: When it comes to leveraging your assets. President. Google has abandoned its “master-plan to archive the world’s newspapers. 2011: Per the Boston Phoenix. a corporate governance was issued to help various business units achieve listings without cannibalizing each other’s performance. At Intuit. Let’s hope that “All the news that’s fit to print” is also still fit to archive! Chapter 18: The More Shelf Space. Marketers should consider all the various “screens” that consumers engage with throughout their day. Remember. That doesn’t — nor should it — stop marketers from trying to capture as much shelf-space as possible on the SERPs. Ball State University’s Center for Media Design has research showing that 18-24 year olds spend 10+ minutes a day with 10 different screens. One way to generate multiple listings on Google is to submit separate ads for different products or lines of business. As an exercise. you’ll need separate domains to do this without violating Google policies. Enquiro Search Solutions. Note.“Information now lives everywhere. the Better Previous Chapter Next Chapter Executive Summary: Why does Google limit the number of listings each advertiser can buy? A relentless focus on user-experience dictates that each search engine results page (SERP) have a diversity of options for searchers. Another way to get more shelf space at the Google Mart is to optimize your website to garner listings in the unpaid or natural results.” Don’t forget to factor in labor costs when evaluating your return on “unpaid” marketing placements.” Looks like publishers are on their own when it comes to digitizing their assets. .
Groupon has a hidden gem when you unsubscribe from its newsletter. Take a tour of the Googleplex in Mountain View and there’s a story behind everything and everyone you see.” – Robert Murray. Give people — your employees. Stock your cash register with $2 bills and give people a reason to tell others about their experience.” – David Szetela. today. and syndicate content to address all end points.2 billion sales to Amazon. Southwest Airlines has charismatic flight attendants that do things that get people talking. CEO. you need to do something remarkable. people share those stories. @Szetela “The people that have a story and evolve the story will succeed [because]. eco-conscious image of Google as a company actually matches what you find behind closed doors. everyone — something positive to say and a forum to say it. Google is full of great stories beyond just its origin. too. And great stories get great mileage. your customers.” . Zappos also wowed people with its $1. Clix Markting. CEO. distribute. To get that elusive word-of-mouth and free PR. And they’re stories that bear repeating and get repeated to the tune of untold favorable PR impressions. iProspect Final Thought: If an opportunity presents itself to capture more shelf space. Select Quotes: “The warm. don’t shelve it! Chapter 19: Make Your Company a Great Story Previous Chapter Next Chapter Executive Summary: How did Google get started? We all know this one. Why do we all know this one? Because it’s a great story.Select Quotes: “As a marketer you have to understand what your search shelf-space strategy is and have a content strategy to create. Two guys in a dorm room set out to change the world. Zappos “wows” people with customer service — and a pretty good origin story and corporate culture. your relatives. fuzzy.
be ready to answer. College Of Media. Dec. 2011: Doing my part to make Kenshoo a great story. Oct. Love this commercial. 24. 2010: In keeping with the story-telling theme. Apr. Professor. Aug. Krazy Jim’s Blimpy Burger in Ann Arbor takes the $2 bill strategy quite literally! Dec. 2010: Zappos continues to make itself a great story. 2010: Posted thoughts on Groupon and Google and why Groupon matters. Carve out a slice of what you love and own it. “What’s the story?” Updates: Apr. Today. 24. University of Illinois “The best brands have good customer service that pervades their environment. 2010: Groupon has certainly become a great story. 30. Sept. 1. College Of Media.” – Steven Hall.35 billion! Aug. 2010: Kenneth Cole has quite the unique origin story. 18. 13. changing the name of the company to Kenneth Cole Productions and masquerading as a film studio to get permits from NYC to set up trailers on the street. 14. University of Illinois Final Thought: If you want to wake up to the morning glory. 2010: Here’s another great Google story — 23 Walls of Googley. 2010: Per Scott Kier (seen here holding his change). 8. 1.– Steven Hall. Google has been sharing “Your Google Stories” on its blog — a collection of stories submitted by Google users about how the Big G changed their lives. Oct. Chapter 20: Don’t Rely on Search Engine Marketing Alone Previous Chapter Next Chapter Executive Summary: What leads you to search? . TechCrunch reported that Groupon took a round of venture capital that valued the company at a whopping $1. Professor. 2010: Methinks Groupon’s gone a bit too far in it’s bid to make the company a great story (and give its CEO a great tan).
A study from Yahoo! revealed that 88% of sales influenced by online advertising was spent offline. Orbitz shifted too much marketing budget to SEM and saw its volume dry up because there was nothing priming the pump at the top of the funnel. CEO. Microsoft launched a full-blown multi-channel campaign for Bing — including a Bingathon on Hulu — and saw its user-base increase by 30%. That’s why it doesn’t rely solely on search engine marketing (SEM) to promote its products.” – Jon Kaplan. To overcome these hurdles. Google. A GroupM Search report found 94% higher click-rates when people were exposed to both paid search and brandinfluenced social media. Industry Director.” – Janel Laravie. Select Quotes: “People don’t just magically search. @JillBalis “Can’t wait to watch the Superbowl tomorrow. especially when silos have been erected between corporations. that’s a marketing message. @EricSchmidt “A search is a response to something. @JanelLaravie “The biggest opportunity moving forward is to understand the interaction effects between media. agencies. And that’s why it doesn’t count on SEM alone to grow revenue. Managing Director Starcom MediaVest Search. Chaka Marketing. Financial Services. Often.There’s always some stimulus that triggers a search query. Google. EVP. Research from iProspect shows that 40% of searchers make a purchase after being driven to search by exposure to an offline ad. Google knows this. but a “holistic” approach is critical. Marketing channel integration can be difficult.’)” – Eric Schmidt. align incentives and centralize data systems. Tracking — and acting on — these linkages is critical for marketers. Be sure to watch the ads in the 3rd quarter (someone said ‘Hell has indeed frozen over. It’s an over-used buzzword. @Jon_Kaplan Final Thought: .” – Jill Balis. For years Google did very little traditional marketing but now it is active in out-of-home and even bought a Super Bowl ad. and media companies. Co-Founder.
” – Matt Spiegel. This enables information to interact with other information without pesky humans getting in the way. we’ll see a shift in focus towards applications that can handle complicated tasks based on our stated intent — eg. 2011: Speaking at the Cannes International Festival of Creativity after accepting the Cannes Lions Media Person of the Year Award.” . Eric Schmidt confirmed that Google’s Superbowl ad “paid for itself” based on incremental search traffic. The monetization model for app-sisstants is unclear but brands will have a role. Siri is an iPhone app that acts as a virtual personal digital assistant. Omnicom Media Group Digital. It’s unlikely search as we know it today will be search as we know it in 10 years. Updates: June 21. To give your organization the best chance to succeed in a world of search-and-act engines. In the coming years. June 22. Today this is accomplished via application programming interfaces (APIs). This means changing the search paradigm. This means reimagining the search interface. follow the 20 Googley Lessons in this book. planning a trip to Italy. 2010: Kelly Graziadei was quoted in this chapter sharing key takeaways from Yahoo’s research online buy offline (ROBO) study. Try to maintain some SEM-blance of balance. @MSpiegel “The ecosystem is going to be even more always-on and connected. Google’s role could be providing search functionality within apps or it could be a provider of apps and/or app platforms. The key will be allowing people not just to search but to search and act. Chapter 21: Future-Proofing Previous Chapter Next Chapter Executive Summary: In 10 years. don’t put all your eggs in the SEM basket. Hunch. everything and everyone is locatable and navigable.If you want to bring home the bacon.com is way of applying artificial intelligence to enable decision-making. will everything I know about marketing still be learned from Google? Who knows. Reminds us that we can’t rely on SEM alone but also that it’s critical to track everything. These are just 2 examples of the potential that “app-sisstants” or “search-andact” engines hold. Kelly recently left Yahoo and is now on the Brand Agency Strategy & Account Management team at Facebook. Relevancy must be replaced with usefulness. Global CEO. Select Quotes: “Google is actively tackling technology challenges that are required to pave the way for a future world that puts intelligent technology at the center of both micro and macro decisions. In a world of Ambient Findability.
Because of the info Google has collected about you. Mr. Google has gone to great and unusual lengths… buying Motorola Mobility for $12. . to within a foot. everything I know about marketing will have been learned from Apple. it’s a search engine for apps. Rather than returning web pages.” May 29. roughly who your friends are. Here’s an excerpt… Let’s say you’re walking down the street. in 10 years. And another… Says Mr. BBDO North America. 11. 2010: I wonder if Steve Jobs somehow got an advanced copy of my book? Perhaps. 14. 2010: In today’s Wall Street Journal.” Perhaps. roughly what you care about. August 15. It will tell you a store ahead has a collection of horse-racing posters. Smart way to organize the mobile search experience. that a 19th-century murder you’ve been reading about took place on the next block.com is another great example of an app-ssistant that uses APIs to gather data from multiple sources and create added value and time savings for its users. Updates: May 5. Aug.@MDGoldstein Final Thought: However marketing is defined in the future. where you are. Changes the search paradigm from crawling publishers to letting them (or app developers) answer themselves. applying each of the Googley Lessons we’ve learned will be critical to success in this brave new world of search-and-act engines.” Google also knows. MIT’s Technology Review has good analysis of the deal and Google’s motivations for doing it. the Wall Street Journal reported that Apple had acquired Siri. like his iPhone 4G. author. Essentially. it shows you apps that have the content/functionality you’re looking for. And that’s basically the role of [Artificial Intelligence]. from what you typed to what you meant. Schmidt leaves it to a listener to imagine the possibilities: If you need milk and there’s a place nearby to get milk. As I wrote in today’s MediaPost column. “we know roughly who you are. I take this to mean that “Apple is Siri-ous about Search. Aug. Vice Chairman and Chief Marketing Officer. you really want to go from syntax to semantics. Profile and intro video courtesy of TechCrunch. blogger and founder of Squidoo. Same concept as the API economy for the fixed (non-mobile) web I described in the book. Eric Schmidt shares his vision for the future outlining a scenario that aligns very closely with the app-ssistant functionality described in this chapter.– Seth Godin. @ThisIsSethsBlog “Google’s so successful because they built a community without worrying about building a business. one of my associates mistakenly left the manuscript at a bar. 2011: In an attempt to future-proof its business and protect the Android ecosystem. Google will remind you to get milk.5 billion.” – Mark Goldstein. I think we will be the world leader in that for a long time. 2011: There’s a new app-ssistant in town. On 4/28. Schmidt: “As you go from the search box [to the next phase of Google]. 2010: Mint. Do@.
but. match mindsets. Google may not be the big winner. Introduction Google It Google is an amazing company. by following the 20 Googley Lessons outlined in this book. and scale SEM. Along the way. you just might be. stay simple. stay sexy. behold brands. Booking a flight? Google it! Need help with your homework? Google it! Looking for a new camera? Google it! Trying to win a bar bet? Google it! From a business standpoint. by learning from the Big G’s successes and setbacks. That said. seriously. comprehend competition. To future-proof your marketing. respect relevancy. it’s become the most valuable brand in the world and generates more than $6 billion in revenue per quarter. snatch shelf -space. anchor audiences. covet content. spin stories. covet crowds. If you’re not at the top. Final Thought: In the end. infrequently interrupt. utilize USPs.Conclusion Previous Chapter Executive Summary: Anyone who tells you they know what the future holds for marketing is either lying to you or trying to sell you a book. try testing. It’s changed the way we think about product development. tackle tracking. Since you’re reading this on my website and may not have bought the book yet. It’s changed the way we think about financial models. deify data. . question queries. Google has done more than just change the way we use the Internet. activate assets. And it’s changed the way we think about marketing. associate altruism. you’re not growing. In just over 10 years. I’m pretty confident that. It’s changed the way we live. Want to grow your market-share? Google it! No. Google it. you’ll be well -prepared for any possible outcome. Google has changed the way we think about operating. I suppose I’m guilty of the latter.
My job was to demystify Google. my job wasn’t to upload ads to Google. This is a book about what Google has taught me and the rest of the world about marketing. I was approached to be Google’s first advertising salesperson in Chicago in 2002 — yes. My job wasn’t to optimize Websites for Google. If Google’s mission is to “organize all the world’s information and make it universally accessible and useful. I first used Google in 1999 — although I didn’t become a certified Googlaholic until a few years later. you’ll want to pay close attention. yes. an Omnicom Media Group company. Hertz and State Farm get to the top of Google — and stay there! How did I do it? Well. if your business plan has the words “Google-killer” in it.But this isn’t a book about getting to the top of Google — although you’ll certainly pick up some tips for accomplishing that Herculean feat. not money in my pocket — I was one of Google’s biggest clients as part of the executive team at Resolution Media. I declined. This is a book about iconic brands like Apple that are Googling their customers to remain relevant to their passion points. Bank of America. Visa. sadly. This is a book about global Fortune 500 firms like GE that are Googling their marketing plans by selling altruism. the agency was Starcom. and the price was $1 per click. that was pre-IPO. . Six years and several hundreds of millions of dollars later — in managed media spend. And that’s just what I’ll do in this book. I’ve had a unique vantage point to watch Google take the world by storm. My job wasn’t to analyze reports from Google — although I certainly did plenty of that. And this is a book about innovative upstarts like Threadless that are Googling their products by tapping the wisdom of the crowds. I brokered my first ad on Google in 2003 – the marketer was Network Solutions. I helped companies like Dell. Along the way. And this isn’t a book about creating the next Google — although. and. Looking for answers to improve your marketing? Google Me Over the past 10 years.” then my mission is to organize all the marketing lessons learned from Google and make them universally accessible and useful.
The truth is. presidential campaign to generate a compelling pitch and connect with voters on their turf. Heck. Search engine optimization — or SEO as its known to those of us with true geek credentials — is the practice of improving a brand or Website’s visibility on Google and other search engines. at the other end of the spectrum. Best Buy. Visa and FedEx to act like content. I’ll also share personal anecdotes about working with Google from sitting on its agency advisory council to participating in beta product releases. I’ve always tried to show people how easy SEO is. and Comcast not to interrupt their customers or prospects. I’ve even said SEO is so easy. as Tom Kuthy. we’ll see how Pier 1 Imports shut down its e-commerce store and now uses Google to drive offline sales. I won’t do it alone. And I’ll share how Google taught AT&T that brands can be answers too. Many SEO firms try to overcomplicate the practice as a means to scare marketers away from trying to do it themselves and/or justify their exorbitant fees. don’t get me wrong. what’s old is new again.com/EliaraGoldmanSEO The bottom line with SEO and Google is. we’ll hear their stories — and tweets. I’ll share how Google taught Intuit. Alas. then a great company. sometime you have to teach a new dog old tricks. the basic principles of SEO are simple: if you create great content that can be readily accessed and promote it well. In this book. . a baby can do it. likes to say. Want to validate my Google street cred? Check out the jacket photo on the back cover and do what my shirt says. We’ll see how Tony Hsieh at Zappos focused on reaching his customers in the right mindset and then took a page from the Google playbook to make Zappos first a great story. I’ll share how Google taught Dell. Not me.S. We’ll see how Barack Obama Googlified his 2008 U.” In this book. I’ll unplug the Internet and show you how the lessons learned from Google reveal a new approach rooted in the old principles of classical marketing. And. Here’s the dirty little secret of the SEO industry: it’s not that complicated. Just because it’s not complicated doesn’t mean it’s easy to get to the top of Google.Although. Google Unplugged Google has spawned an entire industry of companies that try to reverse engineer its algorithms to claim top rankings for themselves and their clients. to prosper in a Googley world. I’ve spoken with hundreds of senior marketing execs at companies large and small. Google will find you and reward you with high rankings. Now. a colleague of mine who spent years in the marketing departments at Frito Lay and Procter & Gamble. And I’ll share tangible takeaways from their experiences. “When it comes to search. And then I put my money where my mouth was by claiming top spot on Google for my daughter’s name just days after she was born! GoogleyLessons.
Through it all. But. Google is a surprisingly simple company. Google Juice Google is notorious for its employee perks. And. you don’t need a 3. Free haircuts. Free time. In this book. Google developed simple ad creation tools that allow clients to become their own creative shop. Google sifts through 100. Fighting off claims of monopoly. in the process. has hired over 20. in the process. Google launched robust analytics tools that allow agencies to track their clients’ entire digital media spend and Website performance. distilling simple truths that you can apply to your marketing initiatives. Free laundry. Google developed simple ad creation tools to allow creative agencies to crank out customized ad units for their clients.0 GPA to read this.000 people largely using one baseline criteria for all new hires — a college GPA of 3. But.000 job applications each month and. Google makes it clear that it handles every issue based on the best interests of its users. in the process. Free lunches. Defending data retention policies.Google Base For all its complicated algorithms. yes that means both agencies and clients. . As I learned from Google — and you will too in Chapter 3 — it’s always wise to keep it simple. Google makes it clear that everything it does is in the best interests of its employees. Google built an innovative ad platform that allows clients to drive afore-mentioned ROI without an agency. But. I’ll break down the Google mystique to its lowest common denominators. Google built an innovative ad platform helping media agencies deliver ROI for their clients. Google is also notorious for being a frenemy to Madison Avenue. no. Google is also notorious for its PR machine. no matter who’s drinking it. stupid. Google launched robust analytics tools that allow clients to track everything without some fancy agency business intelligence suite. Google indexes over 1 trillion pages on the Internet by crawling it one link at a time and generates over $20 billion in revenue per year selling a scant 95 characters of text to advertisers. Google makes it clear that everything it does is for its paying customers — and. The bottom line is that the Google Kool-Aid comes in many different flavors and tastes good.0 or higher. Tweaking the costs and format of advertising. since its inception.
In fact. but. one of the companies guzzling it is Gatorade. People who use Google love Google. I’ll pour small doses of Google juice that you can use to quench your thirst for more effective marketing. .As a matter of fact. People who buy ads from Google love Google. People who work for Google love Google. People who work for Google fear Google. It never fully discloses to advertisers how their rates are calculated. In this book. It never gives guidance to Wall Street. And what’s good for its users — innovative ways to get answers and solve problems — is good for people that buy ads from Google. And people who buy stock in Google love Google (unless they bought it in late 2007). Google Fear Everyone fears Google. People who buy stock in Google fear Google. I’ll show you what we can learn from this virtuous cycle of goose and gander goodness so you can inject a little bit of Google love into your marketing plans. Why? Google built a business that makes what’s good for its employees — a culture of innovation — also good for its users. Love is all you need. they stepped up their game and now compete at a much higher level on Google and beyond. Open wide. Their competition was broader than they thought. rather than bury their heads in the sand. People who buy ads from Google fear Google. people that buy stock in Google are good for people that work for Google — more cash to pay for that free food. a leading sports drink producer. Supposedly. of course. rumor has it that no single person knows all the criteria of the Google search algorithm. that knowledge is spread across multiple employees like keys and codes at a Swiss bank. Google Love Everybody loves Google. In this book. And what’s good for people that buy ads from Google — innovative ways to position their brands as answers and solutions — is good for people that buy stock in Google. Why? Google built a business with just enough opacity that no-one really knows what it’s up to. People who use Google fear Google. I’ll never forget the look on the faces of the brand managers at Gatorade a few years ago when I showed them what came up for their brand name on Google. And.
yet. We’ll see how marketers like Kaplan. lest you follow Google blindly into the marketing light. Not everything Google touches turns to gold. Google Habit For many folks around the world — myself included — Google has become a habit. . new habits die hard. We’ll look at areas where Google has failed and I’ll show you what can be learned from those endeavors. Kodak. is Google’s never afraid to try something new. After all. I’ve actually created a 12 step program for breaking the Google Habit but no-one ever seems to make it past step 1 — admitting it’s a problem. One thing that’s certain. the only thing we have to fear is fear itself. And I’ll share stories about my URL-spotting hobby and selling my non-personally-identifiable data directly to marketers on eBay. But there is reason to be afraid. I’ve even seen marketers allocate all of their marketing dollars to Google. And. though. the worst trap you can fall into is the habit of thinking that what’s worked yesterday. In this book.In turn. and AccuQuote have adopted these mantras. everyone still Googles. It can lead to marketers allocating all their search marketing dollars to Google. It can lead to people leaving the house without addresses or directions for their destination figuring they’ll just Google them along the way. I’ll share a healthy dose of Google fear. GoogleyLessons. It can lead to Internet users going to the Google search box to navigate to a website instead of the browser address bar. People who buy stock in Google fear that they won’t know when it’s time to sell. The Google habit manifests itself in different forms at different times. Heck. People who buy ads from Google fear that their rates will increase out of the blue one day. or what’s working today. People who use Google fear that their personal searches will be revealed. will also work tomorrow. people who work for Google fear that their jobs may someday become automated.com/12StepsPost I guess that’s why no-one’s been able to quit. In the case of Google. In the case of marketing. Its willingness to experiment has taught us a number of important lessons like testing and tracking everything and letting the data decide.
many of my paragraphs are just one sentence.” – Marissa Mayer. “Maybe our 6th sense will be ‘crowd sensing’ – like crowd sourcing but done passively through sensors on phones and enabling trends 2b seen. VP. Like this. Think of this book like rehab.S. That’s why I love Twitter. Whatever stage you’re at. In this book.com. Google @MarissaMayer And this. PHD U. scatted throughout the text directing you to Web pages where you can get more context on a particular topic or see an example in action. But not experimenting will make you a total failure. Like this. . but it’s starting to get hip to the Google habit. Google GURLs When I set out to write this book. For one thing. Search Products and User Experience. I took my own Google habit into account. GoogleyLessons. So I thought I’d bring a little taste of Twitter to this book. And this.” – Scott Hagedorn. influential marketers and agency-types as well as other (to use a term coined by AdWeek) Tweet Freaks. my attention span for anything longer than 140 characters is limited. In turn. interspersed throughout the text you’ll find thought-provoking tweets and assorted sound-bytes culled from Googlers. CEO. Just don’t quit. Secondly.Microsoft learned this the hard way. Google has conditioned me to expect the information I need wherever and whenever I need it. “You can learn a lot from a failed experiment. @ShaggyX You’ll also see URLs from the website I created for this book. we’ll hear from the folks who had a hand in developing Bing to go head-to-head with Google by not just relying on search marketing. make the lessons learned from Google a habit and give your marketing programs the best chance to succeed.
by the time this book goes to press. pointing me to Interbrand’s 2009 “Best Global Brands” study which showed — yep.Hopefully these nuggets will break up the long-form copy and infuse a little extra insight. we’ll envision what the wide world of Google will look like ten years from now and consider what you can do today to future-proof your marketing. With search ads. And. we’ll work through exercises to use that scant space to prove out your unique selling proposition and capture more shelf space at the Google Mart. hopefully. Google could own Twitter. you get just 95 characters to prove your worth. In the meantime. To join the ongoing dialogue. And we’ll see how McDonald’s found the fountain of youth by showing off its assets. keep reading. In this book. Twitter will enable the conversation to continue around marketing lessons learned from Google. Group Manager. . Updates: June 7. Google Proof Marketers on Google don’t have the luxury of 140 characters. Finally. Google Yourself This book is about Google. This book is about how you can learn from all the companies out there Googling themselves. So can you. We’ll also look at how companies like GoDaddy and AXE took a swig of the Google 95-proof before using sex to sell their products. you guessed it! — Coke atop the list. Strategy & Planning at Coca-Cola. follow and tweet @GoogleyLessons on Twitter. After all. Everything I know about marketing I learned from Google. 2010: Tom Daly. One sentence at a time. This book is about marketing. And I’ll show how to find all kinds of proof points in search queries. I guess Google will have to settle for “World’s Most Ubiquitous Brand. Trying to make your marketing gel? The proof’s in the Google pudding. (who received an advance copy of the manuscript) took exception to the first line of my second paragraph here.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.