Enrique Aguilera (Barcelona, 1972) is Co-Founder and CEO of a company that has been helping brands sustainably optimize the results of their Google Ads campaigns for more than 7 years. To find out a little more about how they do it and what their vision of the sector is, we spoke with Enrique.
In 2014 you collaborated in the foundation of Quarizmi. How do you remember that time? How did the idea come about?
It was at the very end of 2014. We had been maturing the idea for a few months, and I remember that we had spoken to literally a hundred people; colleagues, friends, family, and even “enemies”. We were looking for external validation somehow. To be honest, we were looking for someone to tell us it was a bad idea. We wanted them to give us clues as to where it could go wrong, but there was no way.
The idea of Quarizmi arose from suffering in my own flesh the pain of not being able to spend the marketing budget I had. They say it’s the best way, right? I had been leading teams and managing the Google Ads budget for many years, or Google Adwords as it was called when we created Quarizmi, with million-dollar investments, and I am clear that Google Ads is the perfect example that technology can help improve management.
Since then, and beyond the pandemic, everything has changed a lot in the digital sector: the massive popularization of , the implementation of eCommerce as a form of consumption, the regular use of mobile phones as a gateway to the Internet… What are they for? you the most outstanding changes?
The most important change is the victory of mobile over any other device. Also, I think that no one yet realizes what this change implies. And I say this because it seems incredible to me that seeing the whole world carry out all the daily transactions from the mobile, There are still many companies that do not have their websites even moderately adapted to mobile. As data, in some sectors mobile traffic exceeds 85%. Is it or is it not enough to have the website adapted and the customer experience fully optimized?
I honestly don’t get it, and it surprises me every day.
Of course, the way of advertising online has also changed radically. You are specialists in the field of Google Ads… What would you highlight in the evolution of this field?
The most important change is, in my opinion, the consolidation of the marketing technology. It is caused by the constant dynamism in this sector, the need to react in real time to any circumstance, and the fact that the plans become obsolete from the moment they are presented to the management team. Companies that sell online have realized that they are part of a large system, of which they only know a small part, but they know that they have to be always alert and able to react quickly and constantly.
It seems clear that automation is a trend that is here to stay. Google is pushing all its users to automate their campaigns as much as possible. What do you think? What risks do you see?
Automation is good, I am convinced of it and I think that in some cases it is the only option. But I don’t like Google’s model. I don’t like that it builds a black box and the advertiser loses controleven if it is the control to the data.
i think google it’s not sincere in your reasoning as to why you don’t give access to data in most of your automations. Especially in Smart Shopping, which seems to me bordering on illegality.
For which companies is it still useful to opt for manual campaign management?
For all companies. Definitely. Some campaigns will always have a manual component, for example brand campaigns, special promotions, etc… But, campaigns always on They should never be managed manually.
What do you recommend to a company that wants to start testing the automation of their Google Ads campaigns? How do you think it should be automated?
I recommend focusing on those automations where you can retain the highest level of data access possible. Google offers a wide range, from the possibility of generating ads automatically, to generating ad combinations from our templates; DSA (automatic keywords, semi-automatic ads), Smart Shopping, etc. It is important that we are all aware that at each level the advertiser loses a lot to gain something. Something that one fine day can also disappear.
Of course, in Quarizmi the client has access not only to 100% of the data always, in all our automations. You won’t see the details of why the changes were made, (this is our secret recipe), but he will always know everything about the campaigns that Quarizmi automates for him.
How will the disappearance of cookies and the application of Apple’s Tracking transparency affect Google Ads advertisers?
It will affect more advertisers who have a significant part of their budgets in complex options. But, in general, all the platforms are finding “options” so that this is minimized. I think the change is less drastic than it appearsand more tactical.
Can Quarizmi help in this new scenario?
Definitely. Because of the type of campaigns we focus on, we can help all advertisers who are harmed by complex remarketing strategies.
How does Quarizmi work inside?
Quarizmi is 100% remote since the day we founded the company and it is our main objective. I think that makes us special.
We have a weekly meeting called “Happy Customer”, in which we review the indicators of “happiness” of a client regarding the work we do for him, and try to anticipate how to improve this indicator proactively.
We’re a bit of a geek, especially when it comes to math (especially Jon, our Chief Data Scientist). We are super passionate about digital marketing, we also have some Excel wacko in the company. We love to share our knowledge and for this reason we continue to have a blog that we update every week. The team is made up of different and unique people but who share the same values of transparency, customer focus, love for life, having fun working, personal growth…
What are your clients like? What kind of needs do they communicate to you?
The main characteristic of our clients is the scalability of their business model. They are advertisers who carry growth in their DNA, and who have very aggressive goals to increase sales. Precisely for this reason, our clients tell us of their need to grow, and above all to grow continuously, and we we help them achieve it.
How does your proposal differ from other companies in the sector?
Precisely what I was saying in the previous question, if an advertiser is looking for a solution to reduce their , or lower the CPC, we are surely not the right solution. But if what he is looking for is rapid and sustainable growth, That is where we are going to help you.
What is the long tail? Can it be managed without automation?
I think if I tell you that accounts for about 50% of Google searches It is clear.
When a user uses more than three terms to refine their search, meaning “refine” to give us more clues about what they want and how they want it, it’s great for an advertiser, right? That’s long-tail and that’s what we do. It is infinite and not cannot be managed without automation.
Let’s take a trip back in time. What headline about Quarizmi would you like to read in Marketing4eCommerce in a year?
Quarizmi AdTech presents its Sponsored Ads solution for Google voice search.
Imagine that you could travel in time: What advice would you give to your 2011 Self?
Enrique, Google Ads will still have a lot of weight in 2021, don’t take your focus away from it, and continue to focus on still no competitor has realized its potential.
quick quiz
- What is the first social network you open in the morning? None: in the morning I have a very rigorous routine following Thiago Forte’s methodology (Building a Second Brain) and struggling to achieve Inbox Zero
- iOS or Android? iOS
- App or website? Web
- In which eCommerce and how long ago did you make your last online purchase? Yesterday
- And it was? A very cool sweatshirt!
- Last book read?
- Recommend us a Fargo fiction series
- What website have you come across lately that has surprised you for the better? brain.fm
- What is your favorite thing to do that has nothing to do with digital? Go to the supermarket!
- Let’s spin a magic chain: Which acquaintance of yours do you think we should interview? Why? Enric Quintero, good friend and master of web analytics, has a lot to tell…
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