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Everything I Know about Marketing I Learned From Google
Want Market Share? Google It!
“Google is a once-in-a-generation company. Aaron Goldman has written an essential book that goes beyond telling us how Google became so important to explaining why the revolution it’s leading will affect everyone in media and marketing.” —Brian Morrissey, Digital Editor, Adweek
“An insightful tour of the elements that have made Google successful combined with a usable guide on how to apply this learning to your business.” —Rishad Tobaccowala , Chief Strategy & Innovation Officer, Vivaki
About the Book
You know you’ve hit it big when your name becomes a verb—and no one knows that better than Google. In just over 10 years, Google has become the world’s most valuable brand, consistently dominating its category and generating $6 billion in revenue per quarter.
How does Google do it? In a marketing.
You may not think Google does much marketing. Indeed, it doesn’t do a lot of what has traditionally been viewed as marketing. But in today’s digital world, marketing has taken new shape—and Google is at the cutting edge.
In Everything I Know about Marketing I Learned from Google, digital marketing expert Aaron Goldman offers 20 powerful lessons straight from Google’s playbook. Taking you deep into the inner workings of the Googleplex (which are simpler than you think), Goldman provides the knowledge and tools you need to build and grow your brand (which is also simpler than you think).
Along the way, he shows how Google’s tactics are being used by a wide range of successful corporations, from Apple to Zappos. Key principles
Tap into the Wisdom of Get the signals you need directly from your customers Keep It Simple, Craft messages people can grasp in a nanosecond and pass along Don’t Join the conversation— but avoid disrupting it Act Like Provide value, not sales pitches Test Take no detail of your program for granted; you can always improve Show Off Your Distribute your brand everywhere The beauty of it all is that these Googley lessons can be applied to every aspect of marketing, in organizations of any size. Whether you run a PR department in a multinational corporation or serve as the sole marketer in a small business, these tactics work.
In its mission to “organize the world’s information,” Google has rewritten the book on marketing. Use Everything I Know about Marketing I Learned from Google to remake your own organization’s marketing—and engage more customers than ever.
“Google is a once-in-a-generation company. Aaron Goldman has written an essential book that goes beyond telling us how Google became so important to explaining why the revolution it’s leading will affect everyone in media and marketing.” —Brian Morrissey, Digital Editor, Adweek
“An insightful tour of the elements that have made Google successful combined with a usable guide on how to apply this learning to your business.” —Rishad Tobaccowala , Chief Strategy & Innovation Officer, Vivaki
About the Book
You know you’ve hit it big when your name becomes a verb—and no one knows that better than Google. In just over 10 years, Google has become the world’s most valuable brand, consistently dominating its category and generating $6 billion in revenue per quarter.
How does Google do it? In a marketing.
You may not think Google does much marketing. Indeed, it doesn’t do a lot of what has traditionally been viewed as marketing. But in today’s digital world, marketing has taken new shape—and Google is at the cutting edge.
In Everything I Know about Marketing I Learned from Google, digital marketing expert Aaron Goldman offers 20 powerful lessons straight from Google’s playbook. Taking you deep into the inner workings of the Googleplex (which are simpler than you think), Goldman provides the knowledge and tools you need to build and grow your brand (which is also simpler than you think).
Along the way, he shows how Google’s tactics are being used by a wide range of successful corporations, from Apple to Zappos. Key principles
Tap into the Wisdom of Get the signals you need directly from your customers Keep It Simple, Craft messages people can grasp in a nanosecond and pass along Don’t Join the conversation— but avoid disrupting it Act Like Provide value, not sales pitches Test Take no detail of your program for granted; you can always improve Show Off Your Distribute your brand everywhere The beauty of it all is that these Googley lessons can be applied to every aspect of marketing, in organizations of any size. Whether you run a PR department in a multinational corporation or serve as the sole marketer in a small business, these tactics work.
In its mission to “organize the world’s information,” Google has rewritten the book on marketing. Use Everything I Know about Marketing I Learned from Google to remake your own organization’s marketing—and engage more customers than ever.
353 pages, Kindle Edition
First published August 5, 2010
11 people are currently reading
121 people want to read
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Displaying 1 - 10 of 10 reviews
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September 22, 2025A simplicidade é um dos pontos principais, com a página inicial do Google sendo minimalista, focando na eficiência e na confiança do usuário. O Google se tornou sinônimo de ferramenta útil, priorizando a relevância em suas buscas, o que é considerado um grande desafio. O livro menciona que o Google prefere não exibir anúncios irrelevantes, enfatizando que a relevância é o produto em si. A discussão se estende à importância de testes constantes, exemplificada pela famosa história dos 41 tons de azul, que simboliza uma cultura de otimização baseada em dados. Essa abordagem não deve eliminar a intuição, pois a hipótese de teste muitas vezes surge do entendimento do mercado. A conexão entre testes e conteúdo é ressaltada, onde os anúncios do Google se misturam aos resultados, parecendo informações úteis. O conteúdo de qualidade é essencial para o SEO, e empresas como Quicken e American Express se destacam por oferecer valor real. O artigo também menciona que o sucesso passado não garante o futuro, trazendo à tona a discussão sobre o futuro da busca, onde assistentes virtuais como Siri realizam tarefas, mudando a interação do usuário. Isso levanta questões sobre como as marcas se posicionarão nesse novo cenário, onde a visibilidade e a relevância precisarão ser conquistadas em um ecossistema diferente, com foco em integrações diretas com assistentes e dados estruturados.A estratégia de agir como conteúdo de valor, em vez de ser uma interrupção, é fundamental para o futuro do marketing digital. Com o avanço da inteligência artificial e assistentes virtuais que se tornam cada vez mais inteligentes, a forma como as marcas se conectam com os consumidores está mudando. A relevância não será mais apenas sobre ser encontrado, mas sim sobre ser integrado ao fluxo da vida digital das pessoas de maneira inovadora. Essa nova abordagem exige que as empresas reflitam sobre como construir pontes para esse futuro que já está se desenhando. A integração ao cotidiano dos usuários se torna um desafio, onde a capacidade de antecipar necessidades e oferecer soluções de forma fluida será crucial. Essa transformação no marketing de busca implica em repensar estratégias e criar experiências que se alinhem com as expectativas e comportamentos dos consumidores em um ambiente digital em constante evolução.
January 14, 2019
I thought the whole thing was rather bogus - just Google fanboy stuff. Google knows squat about marketing. As John C Dvorak has noted, the only time you ever hear about Gooogle products is when they kill them.
April 26, 2020
Best book around!!!
January 5, 2013
Some useful insights, but overall superficial. Some of the chapters seemed to stretch marketing concepts to somehow have an ancillary tie to Google. Others tried to generalize aspects of Google's business model to marketing. Overall, I found it to be a bit disjointed. I admittedly was looking for some better coverage of Internet marketing and while there Were some nuggets of this, they didn't add up to anything all that insightful.
January 4, 2015
Not a basic marketing book, but the concepts are interestingly presented. It lacks structure and connection between chapters (however, some kind of summary of key concepts is included in the last chapter, making it easier to get the big picture). However, the sheer volume of real life examples are good as enrichment materials.
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May 28, 2012
February 1, 2016
Great insights into strategic marketing operations. Tells so much about how Marketing at Google works and how companies have been adapting their marketing strategies to make them more Google-Centric and Google-able!
August 24, 2010
If you've ever wondered how far that corporate motto "Don't Be Evil" got Google, here's your book.
February 7, 2013
The book describes how Google uses some of the basic marketing tools such as getting close to the customer, collecting data and analyzing data. A decent book but no enlightening thoughts.
January 20, 2016
Marketing consultant Goldman uses Google to illustrate digital marketing lessons - some more noteworthy than others.
Displaying 1 - 10 of 10 reviews