I’m pretty pumped to announce I’ll be speaking at State of Search in Dallas, TX. The conference runs November 14 – 15th, 2016. I’m speaking at the end of the second day about doing international PPC when you’re a one man band. That includes not using an agency or consultant/freelancer on the side. Part of my pitch was:
How did paid search grow 30% MoM after I came on board in April 2015? This talk will focus on the process, the tips & tricks and lessons learned that went into growing our business by 30% with only myself running paid search and no outside agencies/vendors.
My 30 minute talk will be brand new content I’ve not presented anywhere els, which is my usually process for a conference talk. However, in this case I’ve never talked about international PPC at all.
2016. There are more startups than money, talent or consumers can support or even VC money can fund. We’re reaching a point where the pendulum is swinging back in the other direction for startups to be profitable. I mean profitable beyond just on a cash flow bases. This is should be a goal from day one.
The question then becomes; how do you build a startup marketing engine to fuel your growth? Over the last 10 years I’ve worked around the world from Toronto, where I was born, to Melbourne and London and now that I’m back home in Vancouver. One phrase that keeps coming up is how different I work then some of my colleagues in marketing.
Answering how you fuel your growth can be the difference between being number one in your space and being dead last. This isn’t a question of out spending your competition like Uber does because that’s not the reality of most startups in the world. It’s a question of doing the following:
The wholey trinity of marketing that separates A+ marketing that is going to shift your business from small growth to a rocketship from your average or worse yet, mediocre marketing that most startups do. Having my last startup, mopp.com, exit with an acquisition after I came on board after 9 month earlier is a testament to my process driven approach to marketing.
Over the next 12 months Google will finish a product roll out that will define the company for the next decade. With advertising being a $60 billion dollar business in the USA alone and Google making up 50% of that revenue. Any change Google makes to their AdWords has a profound effect on their future growth.
The two products rollouts are Expanded Text Ads and a major overhaul of their AdWords platform interface. I won’t go into detail on each change as you can follow the links above. Over ten years I’ve seen many changes with AdWords (and even Google Analytics). However, these two changes are a dramatic shift in how Google does business and a North star for the company to be more mobile focused.
If Google makes even a small misstep then that has an impact on their revenue and the moonshot projects they invest in. We are already starting to see early results roll in that Expanded Text Ads are underperforming compared to old AdWords ads. If Google can’t get this under control in the next 3 months then I don’t know if 2017 will be a brighter year for AdWords.
While speaking at Digital Summit Minneapolis 2016 earlier this week. I got the chance to sit on Brad Spychalski’s talk on crafting great content and how the team at Pinterest does it. He says his team looks at Values + Interests + Insights to build content for themselves and some of the big brands like Ziplock and Coca Cola that they work with on their platform.
What makes your brand stand out? What’s your unique selling point? Values come down to how you see the world and what you can offer your potential customers that the competitors can’t. A lot of brands are trading on experiences right now but that experience has to be unique and fit into people’s lives.
The 5 areas that interests break down into are Hobby, Vocation, Preference, Project and Passion. When you take you values as a brand and start to map them over your interests. You start to see some potential content ideas bubble up to the service. If we were lego we might have some of the following down:
What does Wikipedia consider data driven:
The adjective data–driven means that progress in an activity is compelled by data, rather than by intuition or personal experience. It is often labeled as business jargon for what scientists call evidence-based decision making.
compelled by data… yeah that’s not happen. There seems to be this uptick in people who think they are data driven and yet they can’t even understand some basic data points that are clearly labeled and given to them by someone.
If you think telling me average time on site is data drive, it’s not.
If you think telling me I feel this is right about campaign is data driven, it’s not.
If you think telling me your personal opinion is data driven, it’s not
If you can’t understand basic data points in a spreadsheet, you’re not data driven.
If you can’t pull anything from Google Analytics or MixPanel beyond the basics, you’re not data driven.
If you can’t create a compelling hypothesis from data given to you, you’re not data driven.
There are too many C and B marketers out there who think they have a mature marketing mind and are data driven. They are not. They need to recognize this and increase what they know about data, gathering information and understand what’s going on. It’s 2016.