Paid Search Waste Reduction with ClickEquations

February 15, 2009 |

LAST YEAR I wrote a post about the Seven Wastes of Paid Search Marketing that discussed examples of each of the seven wastes (lean) and how they apply to paid search. Of the seven types of waste, the waste of motion was the hardest, or the least apparent, type to provide an example for.

In lean production terms the waste of motion is defined as the movement of people that does not add value. Examples include, searching for tools, sorting through materials, and reaching for tools. Causes include workplace disorganization and poor workstation design. Now, again, I know we are not moving people in paid search, but there are similarities of how these examples and causes of the waste also apply to the daily activities of a paid search practitioner. Aside from the expanded data features like Impression Share, ClickShare, ClickVariance that are built into ClickEquations reporting, its multivariate ad creative testing functionality and the easy to use ClickEquations Analyst Excel plug-in - ClickEquations integrates management functionality for Google, Yahoo! and MSN that eliminates waste of motion.

It’s the integrated manager functionality of ClickEquations that has the ability to reduce the waste of motion and ultimately save time and increase productivity. Now instead of having to run reports, ad keywords, updates bids or change ad creatives in three separate places (AdWords, adCenter & Y!SM), ClickEquations allows you to report and manage all paid search components in one place. No more logging into AdWords, then the AdWords desktop editor and then adCenter, and back to AdWords, maybe CoreMetrics for a peak at some other data, and wait don’t forget Y!SM… No more waste of motion due to a disorganized workplace or switching between browser tabs and web applications. Needless to say, ClickEquations has made major improvements to a paid search practitioners workstation design. The best way to describe this industry improvement is that it’s kind of like the new paid search mission control.

ClickEquations manager also eliminates steps previously needed to make bulk edits in Y!SM - the only paid search platform without desktop editing capabilities…

While the manager benefits of ClickEquations are only a fraction of what makes this a revolutionary new paid search tool - operationally the benefits are also impressive. By removing the non-productive steps of managing paid search, ClickEquations helps to increase productivity, improve quality and allows you to spend more time on things that matter most to your customers.

Additionally, and what is not plainly obvious, is that not only does ClickEquations allow you to be more productive and spend more time on value added activities, but it is also better for you physically and mentally. I know that sounds odd, but it’s true. Within the realm of time and motion analysis things like eye fixation, natural rhythm and energy expenditure are closely observed. Although hard to measure at this phase, the added benefit of managing all three paid search platforms in one place, within a consistent web application layout, should reduce both mental strain and physical energy consumption and increase the rhythm and pace (takt time?) in which you manage paid search.

Related Resources

ClickEquations Paid Search Platform - The Feb ‘09 Release

The Seven Wastes of Paid Search Marketing

7 Wastes of Production

Methods, Standards, & Work Design

Takt Time in Service Operations