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.
I’m speaking at Digital Summit Minneapolis on July 26th at 11am. I’m going to do a revised and shorter version of my talk I gave at HeroConf Phillidalia I gave back in April. This will be my first time to the midwest that doesn’t involve Chicago and I’m excited as can be.
While I was in London a few weeks ago. I had the opportunity to be interview for webcertain.tv, which covers news and updates around the marketing industry. The 5 minute talk was a cool experience and really glad I got to talk about mobile marketing.
The Importance Of User Experience In Mobile Marketing
Mobile marketing is now a vital part of any marketing strategy. We are joined by Duane Brown, performance marketer at Unbounce, to talk through differences between mobile and desktop and how that impacts user experience. We also discuss the small things that make a big difference, how to maximise the effect of mobile, and how to understand what content you should serve your customers.