SEM Holiday Wish List - Nancy Adzentoivich, Senior Media Manager
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Written By Reprise Media | December 21, 2005 | Share This
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I Wish the Search Engines Would Learn to Share
Information. Best practices and strategies. I wish Google & Yahoo would look at us lowly agencies as partners rather than competition. I want to be best buddies, not a casual acquaintance kept at arms’ length. Let’s go steady!
We have all seen Willy Wonka. We all understand the need to protect the Special Sauce. But come on. If I can mix that sauce on my own time and my own dime and increase your chocolate bar distribution - don’t you still reap the profits? If I sell your candy bars in a prettier package, doesn’t that make you look even better? And how about if I sell those candy bars for a little bit more money than you do? What does that say about the value of your Secret Sauce?
Sure, I can run a profitable campaign on either Google or Yahoo. I can increase a client’s ROI or decrease their CPA on a whim. But there comes a point where I can no longer scale that campaign while delivering those same sterling results. Then what?
Then I turn to my partners, the search engines, and ask for help. HELP! Please tell me something new that I can do with your technology, beyond the obvious, that will help me to spend more money. Please tell me some strategic way to manipulate a campaign through multiple sub-campaigns or categories. How can Site Targeting on a CPM basis really, truly, help this client to effectively increase their Search budget over the next few months? At what point do CTR and max bid translate into a higher Quality Score? How the heck can I control that YSM budgeting feature? How many characters will you crop from my copy that has gone through four revisions, client compliance review and performance testing (this is something just announced by YSM…). If you can’t tell me out loud then just pass me a note under the desk.
I wish the search engines would devote a pro-team to address pro-user issues. People who can work on a higher, strategic level. It is obvious that my questions are not the typical questions being asked by consumer-level users. The reps and product teams who are assigned to help often run into blocks imposed by the powers-that-be and cannot follow my path of questioning. They stop at the gate while I am already in the front door waiting for them to offer me a cup of hot cocoa.
Rather than spending my time hypothesizing, strategizing and testing new functionalities I should be effectively managing my client’s campaigns to the highest common denominator. Wouldn’t that make more sense? If you share with me, I’ll be able to share even more with you. Then we can all enjoy recess a whole lot more.
Topics: SEM: Paid Search |