I’ve Resigned from Google – Why I quit my day job
Posted by yhk on Jul 1, 2010
Its been ages since I last updated this blog, and I do so now because of a huge change in my life. Yes – I’ve quit my Google day job. August 6, 2010 will be my last day in the organization. The reason: I am starting my own company.
I am starting a pay per click management company, with my elder brother Obair Khan, which will be based in Hyderabad, India (where Google’s headquarters in India is). The new company is called PepperClick as a pun for ‘pay per click.’
The decision to quit was inarguably one of the most difficult decisions in my life. I thought about it for more than a year and a half until I finally took the plunge. Outlined below are the reasons why I quit my job:
1) No new learnings:
I’ve spent 4 years at Google now and for the past one year, I have hardly learned anything new. I’ve been repeating the same stuff over and over again and the monotony got to me.
2) Shift in focus
The team I have worked with for the past 2 years started off as an optimization team where we worked aggressively on improving AdWords account performance for hundreds of advertisers every quarter. This is when I joined the team and really loved the work we did. However, the shift slowly moved towards sales where we were supposed to get on the phone and pitch several features related to AdWords which our advertisers were not using. I like being good at Adwords and knowing what to do but sales is not my cup of tea. Personal opinion this.
3) The motivators:
The people that motivated me to do this are the biggest influence in making this move. I list them below:
(i) My dad: he’s been into business for more than a decade now, previously being a service person. Looking at him I always feel that I can manage a business successfully too, inshallah.
(ii) Steve Pavlina: Obair once recommended one of Steve’s articles to me titled ‘10 Reasons You Should Never Get a Job.’ The writeup gave me the strength necessary to make this decision. I always read it when I get second thoughts and it acts like an excellent motivator. Thanks, Steve!
(iii) Rocket Singh: during the months of contemplation, I saw this movie called Rocket Singh about a salesman who starts his own company and how he does it. I really loved the movie and so did Obair. Is it because we related to it in some way? I’d like to think so… 
(iv) Michael J. Katz: I read one of his articles a few months before quitting. I believe it is definitely worth a read for anyone who is planning to quit and start a business but don’t have the courage to do so. The article is titled ‘10 really good reasons to quit your job and start your own business.’
(v) Michael Fox: a Xoogler (ex-Google employee) from Sydney Australia quit his Google job and started ShoesOfPrey. I really loved his business idea and admired his courage. He puts across his thoughts at each stage of the idea on his blog 22Michaels which I find highly motivating.
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Since this business revolves around search engine marketing and AdWords in particular, it is not possible for me to start off while still being with Google. According to the employment contract with Google, I am not supposed to help any agency outside of work or create my own account management service. It comes under the section called ‘Conflict of Interest.’ Therefore, I’ll be starting from scratch when I leave Google and will start creating a client base then.
Wish me luck!
Younus Khan
Tip: Using Google’s ‘Wonder wheel’
Posted by yhk on Sep 20, 2009
As discussed in the last post, here we are going to talk about how an advertiser can come up with related themes for their products to advertise on Google’s Content Network. We would like to introduce Google’s ‘Wonder wheel’…tada! This tool will help you come up with related themes to what you actually offer. Lets take an example to understand this better. Lets say an advertiser is selling ‘yoga mats’ and he is trying to create and target secondary themes. To access the tool and get suggestions, he should:
First go to Google Search and perform a search for the product ‘yoga mats’. Next, he should click on the little plus sign right below the search box, as seen in the image below.
After that, he should see a navigation panel on the left-hand side of the page which should have the link to the ‘Wonder wheel.’ Once he clicks that link, he should see a diagrammatic representation of the original search query with the related ones. A screenshot below. He can also click any of the related searches and get further related themes like in the second illustration below.
Content Network Tip: Using Secondary/Complimentary Themes
Posted by yhk on Sep 17, 2009
Google’s Content Network is not just limited to targeting those pages on the publisher network that are highly relevant and talk directly about what you offer to sell, as most advertisers think. A really effective strategy for advertising on the Content Network is creating secondary themes that are likely to convert.
Eg: Someone selling flowers online, apart from targeting websites that talk about flowers, might also want to target websites that talk about or sell chocolates. In such cases, their keyword theme would be something like:
chocolate
buy chocolates
chocolates online
send chocolates online
And the ad text should be something like:
Sending Chocolates?
Why Not Send Some Flowers Too?
Same-day Delivery Available Here!
www.flowers.com
Notice how the ad text tries to build a connection between the theme of the Content Network website and the theme of the advertised website. Advertisers who have used this technique have reported a noticeable increase in clicks and conversions coming from the Content Network. This method allows you to broaden your approach on the Content Network while maintaining high quality clicks.
Curious about how to figure out secondary and related themes? Watch out for our next post which will talk about a Google tool that will help you do just that.
Reasons to Advertise on Google’s Content Network
Posted by yhk on Sep 12, 2009
Click here for the article on PepperClick‘s Blog
Tip: Use Google’s Ad Planner Tool
Posted by yhk on Sep 11, 2009
With Google’s Ad Planner tool, you can create media plans for your business and find the audience you are looking for on the internet. This is a 
stand-alone tool which is not linked to AdWords, but it will also show you which websites support Google ads. To get a brief introduction to this tool, watch the video below.
Also, for a more detailed look into this tool and how you can use it effectively, see this recorded webinar by an expert at Google. It talks about what the tool is and its features, and also includes a demo of how the tool is used.
To summarize, here are the features:
- Search and categorize websites on the internet by demographic data (allows you to target only those websites for advertising that match your typical customer’s profile)
- Drill down based on potential keywords your customer/user might search on or similar websites they might visit
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For those AdWords advertisers who believe that targeting the Content Network in general has not really worked for them, this is an answer.
Tip: Understanding The Google Adwords Ad Auction
Posted by yhk on Mar 17, 2009
This is a new video released by Google that talks about how the auction system works for Google AdWords. It explains how bids (maximum cost per click) and Quality Score work together to determine your Ad Rank, which in turn determines how much you pay.
7 Reasons To Use AdWords Editor
Posted by yhk on Feb 25, 2009
Adwords Editor is a free Google application that allows you to manage your AdWords account/s through it. Here are my reasons why you should use this tool.
1.) Its Fast
AdWords editor will download your entire AdWords account to your computer. This way, you don’t have to wait for each page to load while creating an ad campaign. You simply create everything offline and then upload it to your account. This is precisely why it is faster than managing your account live online.
2.) Its easy
Using AdWords Editor is simple and easy. From creating an account to pausing a single keyword. Anybody can learn how to navigate by just playing around a bit. For those who still need Full article »
Tip: Understanding ROI in Google AdWords
Posted by yhk on Jan 29, 2009
One of the most important success metrics in Google AdWords is your return on investment. This will tell you how much of business AdWords got you, and whether it was worth it. The first time I used AdWords, I promoted my dad’s herbal medicines business. I spent less than $1 in AdWords advertising and got him around $200 in revenue. Thats what I call a super Return on Investment. Watch the video below to understand how it is calculated and what it should mean to your business and AdWords.
Tip: Using Analytics To Find Poor Keywords In AdWords
Posted by yhk on Jan 13, 2009
Like mentioned in the last post, Google Analytics can be used to review and optimize the performance of your Google AdWords campaigns. Below, is a short video which explains how you can identify and filter out poorly performing ads and keywords in AdWords using Analytics.
YHK
Tip: Regional Targeting In Google AdWords Using Analytics
Posted by yhk on Jan 11, 2009
Here is a short video from the official Google Business Channel on YouTube. It explains why and how you should smartly choose location targeting in Google AdWords using Google Analytics.
YHK