“Learn to evolve and change because what was a month ago no longer is today.
Survival is the ability to adapt and change when it’s needed.” 
EarlGrey, SEO

About a month ago, I wrote a post about using Automated AdWords Bidding successfully for the first time. At the time, I believed I was writing a post that showcased how clever I was in figuring out how to use an aspect of AdWords that I had previously dismissed as only useful for folks that don’t know how to professionally manage paid search accounts.

However, when I look back at that post, I see something somewhat personal and quite dark – something even the most experienced account managers can fall prey to – pre-judgment. After all, so my original thinking went, Automated AdWords Bidding is stupid because I’m letting Google decide where to bid and how much to bid (up to my stated limits), therefore Google will choose what’s best for Google and not for my client.

But, let’s take a step back now…

What is “AdWords Automated Bidding”? It’s a tool.

Is a tool inherently good or bad? No. A tool is only good or bad based on how it’s being used.

How do most people use AdWords Automated Bidding? They use it as a substitute for actively managing their campaigns, which isn’t ideal for account success.

How did I use the tool? As a vehicle for professional paid search management. And the tool met my expectations and needs.

Now, please go back and watch the above clip from Apollo 13. In it, the NASA engineers were tasked with saving the lives of astronauts using a bunch of items not well-suited for that purpose. However, because the engineers were bright, creative, out-of-the box thinkers, they were able to successfully accomplish their task.

Pre-judgment caused me to not act optimally on my client’s behalf as it pertained to Automated AdWords Bidding. Fortunately, I saw the error of my ways and coached myself to success.

Recently, AdWords announced a whole bunch of changes that most in the paid search industry are very upset about. I also question what AdWords is doing…especially making “rotate ads” a 30-day maximum setting.

But, then, I “remove myself” from the situation and look at it from a more objective perspective.

Am I pre-judging what Google is doing? Yes.

Can my clients and I actually profit from Google’s changes? Yes.

Are Google’s changes actually a disguised opportunity for future growth and success for my clients and me? Yes.

How might that be? I’m working on it.  :.)

 

It now becomes incumbent on my teammates and me to make Google’s changes work for us instead of being controlled by them.

Game on!

 

 

 

 

 

 

 

Todd Mintz, Senior SEM Manager

12 Comments

  1. rodnitzky May 15th, 2012

    The Tools of PPC Ignorance http://t.co/UmqybyvG

  2. Terry Whalen May 15th, 2012

    Are Google’s changes actually a disguised opportunity for future growth and success for my clients and me? Yes.

    One way to think about this – when Google does things that may not be good for most advertisers, the cleverer PPC managers potentially gain, because they react and adjust as need be, while others may not react. This tilts the playing field in favor of the clever ones, even more than had Google not made these (widely seen as non-optimal) changes. In this respect, Google’s changes can be a benefit for our clients, even if we do not really like the changes themselves.

  3. ThinkFirstWeb May 15th, 2012

    The Tools of PPC Ignorance http://t.co/MOEmwWjN

  4. dinactate May 15th, 2012

    The Tools of PPC Ignorance | PPC Associates Blog http://t.co/WKPnlHgb

  5. David Rodnitzky May 15th, 2012

    How did Wings of Desire make it into this post?

  6. jeremymayesppca May 15th, 2012

    The Tools of PPC Ignorance | PPC Associates Blog http://t.co/QiGGLTEr

  7. rodnitzky May 16th, 2012

    The Tools of PPC Ignorance – “Learn to evolve and change because what was a month ago no longer is today. Survival i… http://t.co/pVA2F1D4

  8. NewsSEM May 16th, 2012

    The Tools of PPC Ignorance http://t.co/aSVVTJOg

  9. NewsSEM May 16th, 2012

    The Tools of PPC Ignorance http://t.co/j7cz2n1A

  10. DanButiu May 16th, 2012

    The Tools of PPC Ignorance | PPC Associates Blog http://t.co/AQ3lNaN0 via @wibiya

  11. RichardFergie May 17th, 2012

    There are some great posts by @ToddMintz on the PPC Associates blog http://t.co/yC8l6WV1

  12. jbmustin May 17th, 2012

    Is Google evil? No, but learn to use their tools to be most effective. The Tools of PPC Ignorance http://t.co/kYxUwILl via PPC Associates

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Todd Mintz
Todd Mintz, who has been with 3Q Digital since March 2011, has worked in search engine marketing since 2000 and has used Google AdWords since it began. He also is very visible in the SEM social media space and is a curator/contributor at MarketingLand. He was one of the founding members of SEMpdx (Portland’s Search Engine Marketing Group), is a current board member, and writes regularly on their blog.