bayonblog

(Welcome to version 2 of bayongblog. I over-reached on version 1, trying to write long articles and then version 1 was hacked thanks to a security hole in WordPress that I didn’t patch. Nothing screams ‘competence’ like having ‘hAcK3D bY sCr1pT k1dD13s’ on a hacked placeholder page for your domain. Anyway, thanks to the script kiddies, I have another shot.)

PPC can be a bit of a black box affair at best, largely because the networks involved feed us shit and keep us in the dark when it comes to many of the algorithms and metrics used to decide how, when and where they display our ads as well as how much they charge us and why that is. While they give us a lot of information, they never give us quite enough to figure the puzzle out (Quality Score ).

The client I’m currently working with has a medium-large sized PPC program that runs completely an auto-pilot: thousands of keywords lumped together in a very few adgroups on which they spend deeply into five figures a month all with absolutely no internal tracking other than total conversions per network. Over the last month or so, I’ve been working with a junior employee at the company to architect a PPC strategy and definea PPC manager role. During this time, we’ve been playing around with all kinds of small tactics to get better control of our programs and I think that last week witnessed a watershed moment.

During a drunken dinner out with what happened to be all the male members of the local staff, I requested that everyone please go home and beat off with their left hands that night. The next morning conversions were up about 10-12%. I am a PPC wizard.

This entry was posted on Thursday, July 19th, 2007 at 12:15 pm and is filed under Click Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.