Everything I Know about Marketing I learned from Google

SIMply Search and Social

June 22, 2012 by Aaron Goldman

Last week, I pulled out all the analogies in the book (hey, there’s another one!) to describe search and social marketing at the SIM Partners SIMposium at the (too legit) Wit Hotel in Chicago.

Below is my presentation and below that is my (too legit) rap…


Easy as 1, 2, 3 at I.R.C.E.

June 6, 2012 by Aaron Goldman

Yesterday, I presented at the Internet Retailer Conference and Exhibition with Sachin Gadhvi, director of search and mobile marketing at TicketsNow. The topic we addressed was “How to Turn Dynamic Inventory, Seasonality, and Promotions into an SEM Advantage” and the answer was easy… via automation. Although, as we discussed, you still need a healthy dose of human strategy and intervention because the machine needs to be properly calibrated to your business needs and goals. Methinks the rap I threw down at the end of the session could’ve used some intervention as well, particularly by way of offering any other closing line than “yeah-yeah-ee.” See below for deck and video.


The gloves (and shirt!) come off at ad:tech

April 10, 2012 by Aaron Goldman

Last week I took the stage at ad:tech San Francisco with my peeps Kevin Lange from SMG Search and Bryan Kelley from Ampush Media to discuss the similarities and differences between Google and Facebook (deck embedded below) and lo and behold a rap battle broke out.

Unlike the Search Insider Summit, where I got pounded by the SEO Rapper, I set up a battle I couldn’t lose. Yep, I battled myself! In character, though, as Mark Zuckerberg from Facebook and (after a near wardrobe malfunction at 1:25 in the video) Larry Page from Google. Round 2 featured Sergey Brin vs. Sheryl Sandberg aka me vs. me again.

Who won? All Voices called it a draw (man I can’t even beat myself!) so you be the judge…

Facebook vs. Google ad:tech SF 2012

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Google Gets Clever

January 4, 2012 by Aaron Goldman



Three weeks ago Google bought Clever Sense, maker of the app-ssistant, Alfred.

Last week, I shared my take in MediaPost’s Search Insider: Will Clever Sense Help Google Become The Perfect Search Engine?

Sometime, we’ll get our answer.


Progress, not Perfection…

December 11, 2011 by Aaron Goldman

2 days ago, at the Search Insider Summit, I tackled the heady topic of the perfect search engine and, after 45 minutes on stage with Alan Osetek, Jason Lehmbeck, and Vural Cifci, we made a good deal of progress but could not reach consensus on what would make the perfect search engine. At the end of the day, it appears one man’s perfection is another man’s defecation.  Now we know what life is like for the engineers in Mountain View! Here’s the vid and, below that, the deck…


Thank Goodness so Many Things Rhyme with Facebook…

November 17, 2011 by Aaron Goldman

Otherwise this Q&A would’ve gone D&O (down and out)…


Google’s Next Acquisition? Got My Antenna Up!

September 27, 2011 by Aaron Goldman



Q: Who Will Google Buy Next?
A: Tune in to my Search Insider column to find out.


Rocking Out in Boulder

September 24, 2011 by Aaron Goldman

Yesterday, I made the trek to Boulder to speak at the inaugural PivotGuild event. The Boulder Digital Arts center was packed… and dark!

My presentation topic was Why Social Media Matters to Your Business but rather than tell people what they already know (It matters because everyone’s doing it!) I addressed that in 1 slide with a link to an AdAge column that features 50 Social Media Stats to Kickstart Your Slide Deck.

Then I got into my revised topic: MAKING Social Media Matter to Your Business. I used the 20 Googley Lessons in my book as a framework and shared successful examples (and some not so much) of social media initiatives that reflected each one. I only got thru the first 10 in my 40 minute talk. As usual, I strayed from the script and improvised. No rapping this time though. Boulder struck me as more of a rock town.

Here are the slides…

Many thanks to Alyson Miller and Don Greenfield at PivotGuild (pictured with me below) for organizing a great event and inviting me to present. Boulder’s got a great creative, digital, and entrepreneurial community and Pivot Guild is positioned nicely at the intersection.

Among the many interesting folks I met in Boulder was Russell McDougal who is a punny photographer and amazing acronymizer. He has a product called Isle of View (I Love You, get it?) that turns words into acronyms. He also has an iphone app that lets you put in your name (he has 4k total in his database) and get a custom output. He can also do them quickly on the spot. Here’s mine.

A.A.R.O.N. – Awakening Awareness Reveals Ongoing Nourishment
G.O.L.D.M.A.N. – Google Offers Life’s Directions – Manifest Answers Now

And here’s a custom card Russell whipped up for me…

Until next time, Boulder (and there will be a next time!) keep it real and keep it googley!

Update Sept. 26, 2011: Another one of the cool cats (check that, Kats) I met at this event was Brett Greene from Hip Chameleon. Here’s a quick video we ripped after my talk. Brett asked me to pick the one (just one!) great nugget from my book. I told him that’s like asking which of my children I love best! Finally I settled on one (nugget, that is, not kid!)…


Thoughts on the Zagat Deal: Content is Information. Information is Power.

September 15, 2011 by Aaron Goldman

Last week Google bought Zagat for a rumored $125 million. I shared a quick point of view on the deal with MediaPost for its coverage: Google Buys Zagat To Support Mobile Local

“Zagat gives Google quality reviews to fuel business listings through Google Places,” said Aaron Goldman, Kenshoo CMO. “Professional reviews, rather than biased reviews from families of restaurant owners or competitors that weaken the signal from other review sites, is what differentiates Zagat.”

Over the past week, there’s been a healthy debate about Google getting into the content creation business and whether that jeopardizes its status as an unbiased search company. For what it’s worth, I think that’s a very tired and, frankly, irrelevant thread.

Google’s in the business of organizing (and monetizing) all the world’s information. Zagat’s content is very valuable information for restaurant seekers. Local and mobile search queries are becoming more and more prevalent. So what better way for Google to improve (and monetize) its local restaurant information than by buying a company that has developed a means to continually provide it?

The bottom line is Joe Searcher doesn’t care if Google is biased. Joe Searcher has come to learn (and trust) that Google will find the best and most relevant information for each query. Joe also doesn’t care how Google gets the information. In fact, Joe might prefer Google to be biased if it means it can give him the best and most relevant information.

This isn’t about journalism or publishing. This isn’t about church and state. This is about needs and fulfillment. Supply and demand. Once again, Google is well-positioned at the intersection. And it will continue to zig-zag along the way.


Getting Social at SES

August 18, 2011 by Aaron Goldman

Here’s the presentation I gave at SES San Francisco this week about automating Facebook ads. Sorry no rap video accompaniment. All footage of my rapping at the SearchBash and singing before my Theater Presentation (Oh Say Can You Tweet…)  has been sequestered. You can scroll down for some pics from the conference, though.

All good at the Kenshoo booth.

Poppin’ off at the DataPop happy hour.

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