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Google is an amazing company. In just over 10 years, it’s become the most valuable brand in the world and generates more t...
<ul><li>Why do you Google? </li></ul><ul><li>Information </li></ul><ul><li>Entertainment </li></ul><ul><li>Commerce </li><...
How does Google work? Essentially, Google counts the number and quality of links pointing to each website as a measure of ...
What are you supposed to do on  Google.com ? Duh, search.  But why is that such a rhetorical question?  Because the Google...
Why do search ads on Google work so well? Because people are often in “buy-mode” when they’re searching.  They’re looking ...
Where do Google searches take place? Everywhere.  Google-owned properties.  Google-syndicated properties.  Mobile phones. ...
Why do Google search ads get such high response rates? Ads on Google reach people at the right time. They don’t interrupt ...
Why do so many people confuse Google’s paid and organic listings? The content is a bunch of blue links. The ads are a bunc...
How did Google choose the design for its now-famous logo? The same way it approaches every aspect of user experience — ver...
How do you know your Google ads are working? By tracking them.  There are myriad data points you can track related to your...
Who is the key decision-maker at Google? Not Eric Schmidt nor Sergey Brin nor Larry Page nor any other member of the  Goog...
What would Google look like if you removed all the brands? Let’s just say it would not be a pretty picture.  You’d have a ...
What catches your eye in a sea of Google text listings? A differentiated value proposition aka a unique selling propositio...
Who does Google compete with? Pretty much everyone.  But, most, if not all, of the companies Google competes with, it also...
Why does the same Google search bring up different results for different people? By tracking people’s queries over time, G...
What’s the most popular search category on Google? Porn.  Surprised?  You shouldn’t be.  The Internet makes it easy, priva...
Why did Google choose “Don’t be Evil” as its corporate credo? For one thing, it’s a great public relations spin.  “ Don’t ...
Why is Google in such a hurry to digitize the world? The more stuff Google digitizes, the more stuff you’ll be able to Goo...
Why does Google limit the number of listings each advertiser can buy? A relentless focus on user-experience dictates that ...
How did Google get started? We all know this one.  Two guys in a dorm room set out to change the world.  Why do we all kno...
What leads you to search? There’s always some stimulus that triggers a search query.  Often, that’s a marketing message.  ...
In 10 years, will everything I know about marketing still be learned from Google? Who knows.  It’s unlikely search as we k...
Get Googley! Anyone who tells you they know what the future holds for marketing is either lying to you or trying to sell y...
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Who is the key decision-maker at Google? Not Eric Schmidt nor Sergey Brin nor Larry Page nor any other member of the  Google management team . At Google, decisions aren’t made by people, they’re made by data. At its core, Google is an engineering company and engineers believe in math, science and data. This can make the Googleplex a difficult environment for right-brained thinkers. Data equals accountability. Don’t rely on your gut or a few focus groups. There are too many data points that can, and must, be considered. Agencies and publishers must find new and innovative ways to use data and add value or else they risk being dis-intermediated along the path from advertiser to consumer. Chapter 10: Let the Data Decide QUOTABLE: “ Data trumps opinion. I love this phrase. How true it is, especially in a creative agency where you can, and almost always do, have varying opinions.” – Paul Gunning, CEO,  Tribal DDB Worldwide GET GOOGLEY: The only Android you should trust is sitting on the bridge of the Starship Enterprise. Just try not to catch him in the middle of a data dump.

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