On this episode of the Lab Coat Agents, Jeff talks to Fred Vallaeys. He is an absolute pioneer in the PPC world and is now the CEO of Optmyzr. Optmyzr is a PPC management platform. Fred is an author of a book called ‘Digital Marketing in AI World: Future-Proofing Your PPC Agency’. He is writing another book as well. Tune in to hear from him. Episode Highlights: The most exciting thing in the world, like technology, gets invented in Silicon Valley. At the age of 15, from Fred’s perspective, computers and everything exciting in the world was happening there. Fred’s first interaction on the Internet was his dad sitting him down and asking him, “What is it you want to achieve? Let’s write down the steps that we are going to need to take.” When Fred’s dad moved to California, he worked in a computing company doing servers. Hospitals and banks used it and where transactions were mission-critical.  Jeff asks Fred, you were one of the first 500 employees of Google so, tell us how you got to Google and then tell us a bit of the culture that it was back then and is it still like that today that you know of? Fred went through an interview process with Matt Cutts, whom most people recognize as the Google SEO guy. He was looking to build the SEO spam team, and he needed some help. Fred dabbled in PPC advertising back in 1998, and Google was the only place to do pay-per-click and keyword advertising. Fred became an eBay affiliate for 21st-century car insurance, and he started buying ads and various keywords for the businesses. Finally, he figured out what clicks he could get cheaply and with a decent conversion rate to make money on the spread. While the engineers at Google were building products, Fred put products into practice and shared what needed to be better. There is a big divide between what the engineers theoretically built and how you put it into practice. Jeff asks what evolution looks like for the PPC world and ad words and how it applies to the real estate world. Fred was one of the original team members on the Ad Word editor team, and he was on the team that acquired Persian, which is now known as Google Analytics.  Google’s mission is to have long-term loyal searchers, and the way that you get that is by consistently being good at answering questions, says Fred. Jeff asks as a realtor if I want to grow my Google presence and start working my way towards ads, what is the best piece of advice that you can give somebody to simplify that process so they can get into Google?  Jeff asks, what are some of the more significant mistakes you see people making as they get into this PPC world?  Google knows a lot about users through previous searches they have done, through previous behaviors, and what kind of websites they read. In our world, there is a sea of sameness. A lot of people are doing the same stuff. They are using a lot of the same tools, the same automation, and styles of marketing. So, Jeff asks, what do you recommend for someone to be more effective than the masses?  Jeff inquires, how would you compare an Optmyzr to something like a tube buddy that helps you tubers optimize and use proper keywords?  Optimyzr knows what you want to achieve and will help you achieve more results in less time. If you’re a realtor you want to dabble in PPC, it’s a good place to get your beginnings, says Fred.   3 Key Points: Fred was one of the original team members on the Ad Word editor team, and he was on the team that acquired Persian, which is now known as Google Analytics.  One of the bigger problems advertisers have is keeping ads In Sync with the ever-changing inventory, which can be challenging. Optmyzr  has tools like Campaign Automator and a big realtor for realty companies, says Fred. You should have your Google cookies running on your Google tracking code so that you can automatically start to retarget customers as they go and do other things, and it is not very complicated, suggest Fred. Resources Mentioned:  Lab Coat Age