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Pay-Per-Click Process | What Do You See?
January 22, 2008 |
Continuing with the theme of time as it relates to process and quality, Lee Fried wrote a great post yesterday over at the Daily Kaizen titled Time to Think Time to Reflect. The gist of the post is about creating standardized work which facilitates a certain cadence of processes and meeting time that ultimately frees up time during the work day to think and reflect instead of waiting until late at night or the weekend to gather ones thoughts.
I like this idea of taking time out of the day to stop and think about some of the things I do in Paid Search - especially the reflection part. In fact, in a way, this idea is not necessarily new to to me. I once told an account manager (of a very important client) that I couldn’t predict exactly how the keywords we were bidding on would react, but that, over time - through a process of reflection, the keywords would tell me their story.
My explanation of ‘just sitting’ to reflect and wait for the keywords to speak to me did not go over so well with my account manager who is anchored in the Western way of doing business. And in all fairness, to some extent, it’s a little extreme. Or is it?
I can honestly say that I do not make a habit of just sitting around waiting for keywords to speak - I am not that crazy… In some ways though, there is some truth in the way keywords in an ad group begin to behave over time. At a certain point, once keywords have enough statistically significant click and impression data to reflect upon, you can begin to see certain patterns of keyword behavior emerge. And it’s with this pattern of behavior data that you can make campaign organizational decisions to separate like keywords into more targeted ad groups. This is one way of continuously improving the relevancy of keywords in order to achieve lower CPC’s.
This pattern of keyword behavior is also a reflection of the people who click on paid search ads and tally up the conversions which make your client more money who can then re-invest in more keywords to bid on and start the whole process of reflection all over again.
Namaste, keywords. Show me the way…
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Comments
2 Comments so far
i know that this post wasn’t intended to give your readers a chuckle. but for those of us who know the players, you delivered a really good belly laugh!
I’m just glad the keywords sing to you, Mattl! Based on the transformation of our CPC, they must be saying something good. ;0)