How Amazon Automated its Google Advertising and Drove Billions in Sales | Blake Scholl

Invent like an Owner with Dave Schappell

Today, on the Invent Like An Owner Podcast, Dave speaks with Blake Scholl. They discuss Blake’s time working on the Amazon Personalization team, and how he went on to build the team that built Amazon’s Automated Advertising engine, that dynamically placed ads on Google Ads (before Google even had an API). Amazon’s Automated Advertising engine started slow, but went on to drive billions in profitable sales for the company. It was fun to hear not only about the successes, but also about the missteps along the way.

Blake was formerly the Manager of Automated Advertising and Social Networks, and is currently the Founder and CEO of Boom Supersonic, which is redefining commercial flight by bringing supersonic flight back to the skies.

Episode Resources:

• Blake Scholl’s LinkedIn
• Blake Scholl’s Twitter
• Boom Supersonic
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• Find Dave on LinkedIn and Twitter

What to Listen For:

• 00:00 Intro
• 02:44 Why did you join Amazon?
• 04:45 First project in the Personalization Services team
• 08:13 The Personalization Service algorithm
• 11:40 Experiencing the early days of Google Ad Words
• 19:47 The plan to be the ‘default’ app for online shopping
• 20:41 How long it took to build Google paid placements
• 25:03 Writing product ad content and pricing range
• 27:43 Placing ads on Google pre API
• 33:21 Running Google Ads on corporate credit card exceeding the limit
• 35:28 Amazon’s first version of a Pizza Team
• 36:24 The most cringe-worthy moments
• 39:10 Screening automation on non-profitable ads
• 40:46 The confluence of two bugs
• 42:22 Tips for innovators to succeed in their business ventures
• 44:56 Post Amazon business startups and founding Boom Supersonic