Anyone who has managed a serious paid search campaign knows the work isn’t easy. Eighteen months ago in a series of posts on this blog, I discussed some of the reasons why that’s true, namely a lack of clarity surrounding the data, difficulty in prioritizing opportunities and risks, and generally inefficient tools. Not surprisingly, these issues have greatly influenced the capabilities we’ve been adding to the ClickEquations paid search platform.
What Should You Do Today?
Paid search provides, as our friend Avinash has called it, “more data than God intended us to have.” We manage huge campaigns in changing business and competitive environments, and generate hundreds of thousands or millions of pieces of data every day. And there are dozens of variables that control the thousands upon thousands of keywords in our accounts. So every day when you log into your accounts, your have to play detective. You have to sort through all the new data, to discover what is going on, and try to determine why. Of course, you’re not looking for just one thing, but have to keep in mind dozens or even hundreds of issues that could be ‘wrong’ in your account at that particular moment. The reports aren’t going to tell you that anything is wrong. It’s up to you to notice that something is wrong, or could be improved. Then you have to turn into a Doctor. You have to diagnose the problem and choose the correct remedy. The symptoms may not be clear and some of the alternatives may be risky. And finally you must become the technician, implementating the prescribed solution – which could be as easy as a button click or a complex procedure with many steps and perhaps a lot of repetition.
Sounds Like A Job For Software
Until now, paid search software really didn’t help with this problem. It collected data, presented it to you, and enabled you to make changes. Everything in the middle – identifying, diagnosing, prescribing – was left up to you. This has been a huge challenge. It’s hard to spot every problem ever time it appears. It’s hard to always know what to do. And sometimes when you know what to do it’s hard to implement it. Shouldn’t your software help?
Best Practices in ClickEquations
The new automated best practices in ClickEquations tackle this problem. Now instead of conducting daily searches for every possible issue you might to prevent, or each opportunity you may wish to exploit, the software will do it for you. You specify the conditions you want to watch out for – choosing from a list of ready-to-use best practices. ClickEquations will then monitor your account and point out, for every campaign, ad group, keyword, and text ad, every best practice violation as soon as it occurs. You can then drill down on just the elements that need your attention with just a click. To help you understand just what the risk or opportunity is, and the types of solutions that are most likely to be appropriate, another click provides detailed descriptions and a list of recommended potential solutions or actions. And finally (although this really isn’t a part of the best practices feature) we’ve made it much easier and more efficient to execute the kind of changes that correct at least some of these issues.
A New Relationship With Your Paid Search Software
The overall effect of our best practices feature is amazing. Now as you browse your account, you get pro-active suggestions for ways to improve your results. When you log in each day, there is a suggested work list waiting for you. And when you polish those off you feel confident that your account is on the right track at least in terms of a pretty wide set of important issues. There will still be much work left to do, but now you can spend your time and brain power on more advanced issues, creative solutions, and issues truly unique and strategic to your individual account.
A Journey Of A Thousand Paces
The best practices features in the ClickEquations V2 release define the direction for the next generation of paid search software. It’s time for software to not just enable paid search management, but actually add value and help us to intelligently and efficiently deliver great results. The capabilities we’ve delivered are just the start of our vision for this type of paid search software. We’re calling it ClickEquations Adviser, and the capabilities we’ve just released will continue to expand and evolve. Looking at the three issues described in those old blog posts, we think we’ve made some good progress:
- Clarity – The first releases of ClickEquations focused on delivering best-in-class data and reporting, and we believe that the issues of clarity are largely resolved.
- Priority – The new best practices features and new one-click segmentation capabilities (also included in this release) is a huge step towards making prioritization far easier than ever before.
- Efficiency – We’ve put in some great efficiency features – bulk and mass editing for example, but still think that a lot more can be in this area. Watch for some innovations in this area in future releases.
There is undoubtedly a lot more work to do. But paid search management is easier and more effective than it was just a year ago. The new release of ClickEquations is another important improvement. We think you’ll agree.
See For Yourself
We’ll be showing off our new features at SMX in Santa Clara this week, at OMMA in San Francisco in two weeks, and in New York at SES at the end of the month. Please join us if you can at one of these venues, or sign up for one of our weekly webinars to get a complete demonstration of ClickEquations.