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Category ArchiveGoogle Partners

Google Winter Wonderlab

How I expanded my business from Sacramento to San Francisco

Nutshell ver 3.0: 3 years in 60 seconds

Che and Sergey Brin at Wanderlust Tahoe

DC founder CT and Google co-founder Sergey Brin in Tahoe.

A week before Halloween in 2013, I found myself flying to Las Vegas courtesy of Google. A few weeks later I was helping Google test the waters in retail space at Google’s Snowglobe. When the party was over and the Google gig began fading away in my rear view mirror, I headed up to Lake Tahoe where I ran into Google co-founder, Sergey Brin. We had a brief and inspired engagement about international food and where he could find some. This auspicious event triggered me to get back on the Google train, which I did and promptly.

Today, I’m preparing to take my Google game to Oakland and San Francisco to meet with some major players in the 501(c)3 space. That may sound mundane, but trust me – it’s anything but routine.

Google Explores Retail

In 2013, Google took a serious pitch at entering the retail game, albeit late when compared to their rival, Apple. Sure, they had endcaps at Best Buy, but this pitch would be much stronger than setting shop up under somebody else’s tent.  Enter Google’s pop-up shop, aka Snowglobe. This effort required some 200+ trained Google Specialist to keep the shops running smoothly across the country from New York to Los Angeles.

As the week-long training came to a close, the prospect of failing the final exam was nerve-racking. Had I come this far only to fail and be left behind by one of the world’s most successful companies in tech? Hell no. I passed with a relatively low score of 97%, but it worked for me.

On my flight home, I thought about all the endless possibilities before me. Could I land a gig at Googelplex? How would I handle the commute from Sacramento? Were there other ways to get on but stay in Sacramento? Could I be a Google marketing manager at Best Buy? Did I really want to work at Best Buy? Who did I know at Google? All that I knew for sure is that this was just the beginning of a long-term relationship and I was betting big all on Google.

As I wrapped up my last shift on Christmas Eve, I felt triumphant but also knew that I had to figure out how to continue working with Google. As luck would have it, three months later, Google launched a program called “Google Partners.” I jumped in hook, line, and sinker. This was exactly what I needed to keep my Google “juice,” fresh and not allow my recent experience to fade to black.

Getting Googley

Vince Vaughn never gave up, we don't either.

Vince Vaughn never gave up, we won’t either.

Google Partners are tested and certified by Google as competent ad specialists, (AdWords).  Their ad system is fairly complex and requires serious studying and hands-on use before becoming an adept user. By 2016, I was managing Google Ad campaigns for the Sacramento Public Library, the Sacramento Zoo, The Crocker Art Museum, The California Nurse Practitioner’s Association, The Sacramento Philharmonic and others.

As 2016 came to a close, I began working more and more with nonprofits. My job evolved to help them leverage Google For Nonprofits and Google Grants, both of which are well suited for management by Google Partners.


The Takeaway

After three years and three months of working on Google stuff, the upshot is that it’s super critical to know your stuff better than the next person. After that, keep your professional relationships alive with regular communication. Lastly, realize innovative ways to apply what you’ve learned and carve out a new niche market if you can.

Know your stuff better than the next person. Communicate regularly with your network. Carve out a niche market.

Within 24 hours, I will be expanding my services into Oakland and San Francisco’s financial district. The players at the table have budgets beyond my wildest imagination. I’m not trying to get rich here, I’m trying to make a living and provide nonprofits with value added services that put money and results back in their pockets.

I like to tell clients that my goal is to help them realize a 10-to-1 return on investemt. For every dollar they spend with me, they get ten back.

As an aside, I was approached by Wanderlust management after I was spotted walking around with Sergey. They asked me if I knew how to get in touch with Google so they could present a proposal. Yes, I answered and dug into my digital Rolodex. I shot off some emails and made a few phone calls to Googlers I knew. Long story short, Google ended up being on-site the next year with Google Play Music. Below is the video they produced from this experience. My job often feels like a connector or people and ideas which often leaves me outside looking in. Lucky for me, I’ve got a memory like an elephant. Even better, I’ve finally developed a niche service for a huge market and I barely have to leave home to meet with my new clients, and besides all that – I love San Francisco and Oakland.




Google Grants Sacramento

How-To Guide To Google For Nonprofits

According to Google, the tech giant has given $100,000,000 annually to nonprofits around the world in investments and grants every year since 2014. As a Google Partner, a big part of what I do at DC is to help nonprofits process their grant applications, setup their new AdWords accounts, install Google Analytics on their websites so I can analyze what’s working, what’s not and how to maximize clients’ advertising efforts with Google.

Organizations need more insights, not more data

Here is the outline of the process a 501(c)3 will experience when engaging the Google Grant process.


The application process is a straightforward process. In late 2016, Google brought San Francisco nonprofit specialist, TechSoup aboard to review applications to the Google Grant system. Although the exra layer of security is more than what was required previously, it’s still a fairly simple action and should take no longer than 15 to 20 minutes to process. Click here to get started:


Google Analytics is a very powerful application that users install on their website. If you’re using WordPress, there are some great plugin’s to make this process super simple. Here’s a full list of Google Analytics plugins for WordPress sites:

This application will help you understand who is visiting your site, how they found the site, what keywords are being used and how frequently, when users visit, how long they stayed, what they clicked, and even more complex data depending on how diligently your webmaster or Google Partner setup your analytics system.

What Google Analytics does

  • Provide data on bounce-rates. If a lot of visitors to your site leave after visiting only one page, that’s going to be reflected in your analytics as bounce-rate. Poorly designed site with little relevant content are the most common cause of high bounce rates.
  • Helps webmasters identify new markets by providing detailed data on demographics.
  • Understand users’ behavior, (flow), with a graphical display. The more you understand what your users are doing on your site, the better you can arrange and create content and calls-to-action to heighten those actions.
  • Provide key data on trends. A good Google Partner can look at your site’s analytics and provide keen insights to trends. From day-to-day, week-to-week, and month-to-month, it’s critical to see the big picture and make adjustments to enhance your site’s engagement with users.
  • Identify traffic sources. One of the easiest and most useful metrics to understand with Google Analytics is traffic source. Whether it’s Facebook, or Twitter, organic or paid search – traffic sources is easily one of the most useful data sets that you should monitor carefully.

WRITE GREAT AD COPY and then some

Once you’ve been accepted into the Google Grant system, your organization is ready to run ads, for free. Sounds pretty simple, but this is probably the most critical part of your investment into this program. Even a well-written ad will fail miserably if you have not taken the time to do some homework. Here’s a checklist to ensure that your ads will be seen, even in a competitive market where some companies may be spending upwards of $10 per click (CPC); Google Grants limits your ad budget to $2 CPC, but not to worry. A savvy Google Partner or webmaster with Google AdWords experience can help you overcome this seemingly insurmountable hurdle.

  • Money is not the key to a great ad rank with Google.
  • Google ranks ads based on the ad content AND the page on your website that it links to.
  • Do not link ads to your homepage, unless the homepage has a call-to-action directly related to the ad.
  • Create custom pages that resonate well with the content of your new ad.
  • Create unique campaigns and test variations of ads with different keywords and negative keywords.
  • Do not max out your bid (CPC) from the get-go, start small and increase your bid incrementally over a short period of time.
  • Review your Google Analytics report every morning, at the least.

A nice and short presentation that puts all of the above into a perspective you can digest, easily.

Growing Your Business With Google



WHO:  Deep Creatives and Google

WHAT:  A free and live event  called “Google Partners Connect.”

WHEN:  Wednesday, February 11, 9 a.m. PST

WHERE:  Sacramento but if you are not able to attend the fixed location, you can join us via our live stream, hosted on Youtube.

RSVP’s are required in either case.

What’s Google Partners Connect about?

You have a business.  You sell something, but you’d like to boost sales without breaking the bank. That’s where Google Partners can help. We’re certified advertising professionals with the knowledge and experience of running successful online advertising campaigns.  This event will review the essentials of growing a small  business using Google AdWords, Google’s advertising platform.  DC’s founder will follow up the 1 hour presentation with a 30 minute Q&A.

A well designed ad campaign can attain as much as a $10-to-$1 ROI.  How this is done will be outlined by DC at our Google Partners Connect event.

Attendees will receive special gifts from Google as well as vouchers to help you start advertising.   At our last event, we provided $125 in ad incentives for new clients.

Here are the speakers at the event:

Todd RoweManaging Director – Global Channel Sales

Leveraging Technology to Thrive
Todd will talk about how small businesses can differentiate themselves from their competitors through digital marketing.

Fred VallaeysAdWords Evangelist

Advertise your business online
Fred will cover how small businesses can navigate the web and expand their online presence through smarter insights.

DC currently manages Google Ad accounts with an aggregate annual budget of $50,000.

In 2012, Google’s Ad network generated revenues of $43 million USDs.  This growth would not be possible if it didn’t work, and work well.

Google Partners Connect: Oct 15, 2014

DC wants your input about our hosted Google Partners Connect event held on October 15, 2014. Whether you attended in person, logged into the stream via Youtube or didn’t attend at all, your input helps us evolve into a better agency. We know that sounds vague and cloudy, but believe us when we say, your opinions matter to us.



Google Partners Connect: Oct 15, 2014  re-broadcast: How to grow your business with Google AdWords.

Google Shopping 101 – must upgrade by late August 2014

Notes from today’s Google Hangout by CT.

Streamed live on Jul 10, 2014

In the past few months our Shopping team has covered Merchant Center and Shopping campaigns. For this Google Partners HOA, we’d like to cover some best practices for Product Listing Ads to improve on the performance for existing campaigns. We’ll share tips and insights on how to optimize your ads by using tools such as the bid simulator or impression share.

This will be a live Hangout On Air with a Q&A. Ask your questions on the event page, or via the Q&A app in the Hangout to get them answered live by Googlers Nicole Premo and Chris Azalde



For agencies in North America (required) we also invite you to join the Google Partners North America community where you can discuss tips and tricks for growing your business and making the most of Google products like AdWords, Analytics and YouTube –


  • June Recap
  • Shopping camp. optimized feed best practices
  • updated attributes
  • Adwords editor feature

Why change?

google best practice 1

How to transit to Shopping

  • Create Shopping camp
  • Segment inventory into prod groups
  • Pause regular PLA camp.

 Summary of takeaways

  •  upgrade to Shopping camps by late Aug.
  •  bid and budget based on relative retail value
  •  optimize for data quality and bidding effectiveness


  • Product data is complete, fresh and accurate
  • Titles, descriptions and images are user-friendly.
  • Product type and custom labels are in good shape

 Product eligibility

  •  Ensure data feed is clean, fresh and accurate
  •  Provide all req’d and recommended attributes
  •  Align your data feed w info on your website
  •  Upload your data regularly (Content API or FTP)
  •  Submit your unique product identifiers:

  Attribute   Values

   gtin            Global Trade Item Numbers (GTINs) include:
UPC, EAN (Eur), JAN in Japan, ISBN

   mpn           Manufacturer Part Number MPN – not SKEW

   brand         Manu’s brand name

 Be user-friendly, no stuffing!

  Talk to your customers in a way they’re familiar with.

Create glamour-shot images

 Show shoppers what they’re looking for.

Bid Based on your product group’s relative value

How to think about bidding on your prod’s.

Maximize efficiency on bidding

Organize your inventory w product_type

Make up whatever categorization system works for what YOU want to bid.

Client’s often reuse what’s used in their existing Ecomm system, but not tailored to SCM objectives.

Use custom labels for your own tagetable values

AdWord labels or groupings, Custom Labels are similar but more structured, and powerful.

Target sellers with high bids as BEST SELLER.  Define how to use each of the five labels and have clients’ input.


 2014 Data Specification update

  • Update data feeds to new data feed specs
  • Allows us to send users’ directly to mobile site/landing pages.
  • Rules are same for mobile as standard. Items should be ON that landing page in either case.

is_bundle:  merchant defined, not manu. Camera+case = bundle. Previosly, no way to tell Google about bundles, now this allows a package deal. More info in help center. Only use bundle as a clear main item where CAMERA is main item, and case is secondary.

availability attrib: in stock is anything that can be delivered in a timely manner. Timely is determined by merchant. Custom couches might take 3 months, but electronics should be delivered within about one week. It’s about the standard in the industry for that particular item.

 Update data feeds to new data feed specs

New landing page policy, more at help/support

REVIEW to ensure familiarity on these policies.

USE white background, clear, pro-style shots.
This will have positive effects on sales.

Char limits are warnings thru Aug, then ERRORS in Sept.


 AdWords Editor: 10.5 advertisers able to

  •   DL camps to edit offline
  •   mng bids and URLs of prod groups in bulk
  •   update promo text across ad groups
  •   bulk mng neg keywords

Q&A – personal notes.

Q It seems like most of my clients have to navigate into multi-store product listings to reverse engineer fields to get the right data into their feeds. Shouldn’t Google take the product name and auto-suggest these fields to save a TON of research time?

Q Should you have only one product per product group? For example, should you have a product in Bestsellers OR Mother’s Day? Or can a product be in both?

Q We update our feeds twice a day usually and have noticed ads being served with outdated data days later. There seems to be an alarming latency in updating the ad serving to reflect the latest feed info. Can you comment on this?

  Google Rep said this should not be the case. Google requested a ticket to address.

Q hi, is google shopping a good option for products like tradeshow displays or google adwords is a better route?

QMy company sells products that are built to order. These products can have very long lead times – 4-5 weeks is possible. What status do I use when submitting the items in my feed and Why? I want to keep advertising even though lead time is long. Thanks.

Both systems use the same algorythms. NO changes to back-end system if one changes.

if you don’t have a spec mobile link to submit, use LINK re: responsive sites.

Showing on Google vs Google/shopping

Search results vs Shopping result. More parity coming, but now, that data is not available.

Ad position: text ads, pos 1, vs 2, correlates to performance.

Google’s challenge here is that there a lot of dif ways PLA show.

CTR is not as correlated to pos (1-11) huge dif.

Google Partners Connect 2014 Success

Google Partners Connect

Some swag, that matches DC’s branding.

On May 21st, 2014, Google hosted a YouTube Live Streaming event called, Google Partners Now.  

By CT Perez
Founder, Deep Creatives
(916) 546-5707 or

The panel was led by three leaders with deep knowledge of Google’s tools for growing businesses.   They discussed best-practices and essentials that professionals working with Google’s business development tools must know.


  • Respond to reviews, negative and positive
  • Don’t duplicate reviews (copy to your website(s))
  • Maintain current copyright notices on your sites
  • If you’re an expert in a field, write, blog, publish
  • It takes 2 minutes to create copy for a Google Ad
  • 72% of consumers who search for a local business make a purchase within 5 minutes
  • Utilize Google’s remarketing technology to double conversion rates
  • Don’t try to “game,” Google, e.g., don’t ‘stuff’ your website with keywords
  • Get listed in directories, GET REVIEWS and GET ON GOOGLE MAPS
  • Establish ownership of your Google + page for business
  • Be consistent with your name, address and phone number
  • 94% of consumers research products online before making a purchase
  • Use Google Analytics to understand what’s working and what’s not
  • It can be complicated, hire a professional if you want to save time

One element that was not mentioned was the use of negative keywords. It’s an advanced technique, but one that will  maximize your ROI.

Unlike many other webinars that discuss what businesses can do to increase their effectiveness within their digital sales and marketing strategies, this presentation was to-the-point with no fluff.

The stream was live, so if you missed it, you’ll have to wait and see if Google decides to post it on YouTube.  My guess is that they probably will, but they want to ensure that those of us who took time to be present, in the now, are in the know, first.

If you would like assistance growing your business with Google’s tools, I’d be more than happy to to talk with you.

The speakers

Arjan Dijk, VP, Global Small Business Marketing

Help small businesses succeed on the webArjan, author of The Small Think Big Book, will share unique insights, inspirational stories, and actionable ideas to help small businesses thrive in a hyper-connected marketplace.

Fred Vallaeys, Google AdWords Evangelist

Maximize your business onlineFred will examine how businesses can navigate online advertising and expand their online presence through smarter insights—leading to greater customer engagement with digital ads.

Ben Wood, Director, Channel Sales Americas

Work and win with an agencyBen will discuss how small businesses should approach working with an agency, what resources the Google agency team provides, and the importance of working with an online professional.