Everything I Know about Marketing I learned from Google

Gold Medal for Goldman in Axiom Awards!

March 26, 2011 by Aaron Goldman

Just got word that the book won the Gold medal in the “Advertising/Marketing/PR/Event Planning” category from the Axiom Business Book Awards. No cash prize but will be receiving one of these fancy medals.

Very honored and appreciative but seems like a miss that these guys don’t give out online badges for winners to display on their websites. As covered in chapter 7 (Act Like Content) this is a great opportunity to build up link juice by offering something of value that people would be happy to put on their sites along with a link to the authoritative domain.


Round 2: PPC MC vs SEO Rapper

March 10, 2011 by Aaron Goldman

The Ultimate SEO PPC Rap Battle continues and it looks like we’re a lock to do this live at the next Search Insider Summit in Captiva. Giddyup!

Lyrics below.

Update: Chuck came back strong… see the bottom of this post for his response.

Alright stop whatcha doin’
Cuz I’m about to ruin
The rapper known as Mo Serious.
See he came after me
With some rhymes that were quite delirious.
Talkin’ bout I’m on drugs and other crazy things.
The only drug I’m on is Charlie Sheen.
Yeah, I may be a diva but I earned that right.
I got more screaming fans than those dudes on Twilight.
Maybe I should quit rapping and stick to writing books,
But I can aways get by on these good looks.
You’re like the cat from Jersey Shore that nobody missed,
With that way in every video that you’re pumpin’ your fist.
C’mon, what is that move, Chuck? Seriously!
But enough about you and enough about me.
Let’s get back to SEO and PPC.
Chuck, you backed the wrong horse, now you’re going down.
I’m gonna slay you in Florida and steal your crown.
Cuz PPC’s the one that pays the bills.
SEO’s for them with those hacker skills.
You’ll do anything for links, beg, borrow or bait ‘em,
You worship Matt Cutts. Man it looks like you ate him!
You’re obsessed with position, aways tryin’ to get on the top.
But with PPC you buy your way in like K-Fed with hip hop.
Yeah, I may look like that dude. Hell I’m probably whiter.
But I can guarantee you that my rhymes are tighter.
“Oops I did it again” is what you say when you screw up,
Get your client blacklisted when your link farm blew up.
PPC’s more controlled. Sure you pay the price.
But I’d rather do that then roll them SEO dice.
It can take IT forever to update your website.
But with PPC your ad is up overnight.
Now I’m gonna save somethin’ up for when we battle in Captiva,
You best stay out the sun so you don’t catch a fever.
When we go live, we’ll all see what you’re worth.
You call yourself the King? More like Colin Firth.
S, S, SEO… heeeell no.
Chuck, you’re quite the producer. I ain’t gonna lie,
But let’s see what happens when we go on the fly.
No machines, no rehearsals, no do-overs,
And I know the SIS crowd won’t be sober.
It’ll be like 8 Mile and I’m B-rabbit.
I’m gonna make owning you my personal habit.
That’s all I got, Chuck. Time to take your lumps.
And while we all fade out, let’s do Chuck’s fist pumps.
C’mon. Pump it up. Pump it up.
I got him.


Why Facebook Needs More SMB Apps

March 3, 2011 by Aaron Goldman

I haven’t been using Google Apps much since I joined Kenshoo but I was a power-user with Connectual.

Today I logged in to my Google Apps account on a whim to see if anything had changed a lo and behold, I was greeted with the message below.

This got my thinking about how valuable an asset it is to Google to have over 3 million businesses using Google products to power their internal operations. And why Facebook needs more small/medium business (SMB) apps if it wants to continue growing it’s share of the digital advertising pie — which is already growing quite nicely, mind you, with 1 in 5 online display ad dollars going to Facebook this year per eMarketer.

By working its way into the SMB infrastructure, Google makes itself indispensable to businesses. And with that level of penetration, cross-selling advertising products becomes much easier. Just check this box to send traffic to your domain!

I was talking to a friend the other day who works for Facebook and joking with him about why Facebook doesn’t use its own messaging system for internal corporate communication. Then the light bulb went off. Why not create an messaging app for SMBs? They gave everyone a Facebook email address. Why not let people use Facebook to manage messages to their own domains? And do it for free to trump Google App’s $50 a year.

Of course, creating business products like this would require a ton of new development around security and other protocols that are critical to servicing SMBs but, in the long run, this would really pay out for Facebook by getting businesses more active on the platform beyond managing pages. And once they’re more active on the platform, getting SMBs to fork over some ad dollars would become a much easier proposition.

Penetrating SMBs is the key to Facebook doing better than 1 in 5 display ad dollars and closer to the nearly 1 in 2 total online ad dollars that Google gets today per eMarketer. Now that would give Facebook investors something to really like!

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