Frederick Vallaeys is Google's AdWords Evangelist. In this role, he helps advertisers learn about which Google products are best to support their marketing goals. He also represents the needs of advertisers to the engineering and product management teams. He first got involved in search marketing in 1998 when he ran campaigns on Goto.com. He joined Google in 2002 to help bring AdWords to the Dutch and Belgian markets. Since then, he has been involved in the design of many of AdWords' core features in addition to those related to new and traditional media.