An interview from the archives that we conducted with search marketing expert, Brian Davi.
How did you end up with the speaking gig at Google?
I was working for a small company and I was running their affiliate
marketing company amongst other responsibilities. I spent a lot of
time researching different markets and finding where the search volume
was high, but the click competition wasn’t completely saturated. I
started marketing a lot of different products especially in cosemtics
and in supplements and made it a goal to launch into a new market at
least ever few weeks.
After about a year I had been spending about 100k a month in adwords.
By the end of my first year running the affiliate company I had built,
managed and optimized about 40 adwords campaigns for an average of
about 30-40% return. During this time, we had been developing a
tracking system to fully optimize our search efforts and kept into
close contact with our Google Reps on our findings and also the
developments of the capabilities of our system. When I was approached
by Google to speak at Google Summit 2007 I was really surprised, but
according to them, they typically hadn’t seen that good of a
performance across so many campaigns at once and thought I would have
an interesting insight on how advertisers might be able to better
optimize their search efforts.
I was invited to cover whatever topic that I chose. Some of the main points were related to what it takes to optimize a campaign and how our company was adapting to the surge of competitors we were seeing moving into our markets.
Basic Outline of the Speech:
-Day to Day Management Techniques
-What I would like to see more readily available in the Google Interface
-Advanced Techniques for campaign management
-How we see our markets progressing
-Capabilities of our search software
It was great to have a voice with such a big company we were doing business with, even though we were only a company of 10 people at the time. Only 5 people were invited to speak that week and I was one of them. Brad Geddes was one of the other featured speakers that week and less then a year before I went to his Adwords Seminar out in Chicago. I made me realize that I had progressed very quickly and I was in a position to not only advance my career, but also to help others with their click needs, which I do from time to time.
The book is going to be a guide for all Adwords users. How to start a
campaign to Advanced techniques for optimizing campaigns that are
under performing. A lot of what I have been documenting over the last
few years are the techniques for campaign structure, writing adcopy
that seems to work in vastly different markets, adcopy testing, how to
utilize different tools for Click management, when to optimize a
campaign, landing page optimization, and general rules to follow when
building out a campaign.
No real release on the book as of now.I have an outline that is about
20 pages long and will be finalizing the outline within the next
month. I hope to have a DVD set and a book out by late this year early