Today, I was thinking. What if a genie suddenly popped out of a bottle of Pawtucket Ale (Family Guy Reference, ~ I love the that show) and he could offer me just one (1) wish with regard to paid search marketing, what would it be? And within 30 seconds, I would have to say a “Universal and Compatible Adwords Editor for Yahoo and MSN. However, all of this wishing is also making me feel like mentioning one of the most memorable quotes from one of my favorite movies Grumpy Old Men – “Well you can wish in one hand and crap in the other, and see which gets filled first!”
Can you imagine the raw efficiency of having that software program? In a post I wrote back in March of 2007, on Li Evan’s blog Search Marketing Gurus, entitled Revenge of the Adwords Editor I discussed some annoying compatibility issues with exporting campaigns into excel and then importing them into the very Beta Panama. Since then, the Yahoo import tools have been a little more forgiving, but I ask the question: “Is anyone out there building a Universal Adwords Editor that will make all of our lives easier without having to spend hours looking at an excel file and/or guessing if the Yahoo 3rd party import tool will work? Since were on the subject, here’s a good article from PPCHero.com about Tips on Importing Google campaigns into Yahoo. Anyways, if there is one in production, please reply to this post and I will help you get the word out.
Why Does the Industry Need This?
- Simplicity: Having the ability to structure simple to the most complex campaign structures in one place and copying them with a click of a button. This would make SEM life much more simpler.
- Efficiency: Many PPC marketers are required to make many changes to keywords and Ad/creatives daily, weekly and monthly. Imagine the possibilities????
- Improved Strategies: Personally this is the most important, especially in the sales and launch process. If your job performance revolves around ROAS%, Revenue, Leads or whatever, you will be able to increase the quantity and quality of all multivariate testing, creation of additional campaigns, and have that all important edge on the competition by launching very time sensitive offers and/or new products/services coming to the market.
In Conclusion: Again, unless I am totally off the mark, I am unaware of any such software, other than Web Analytics companies such as Omniture who have working PPC interfaces for all engines, but nothing close to the adwords editor. Plus, I have to believe that the AE is more heavily used than any of these analytics programs. Isn’t it about time we simplified our daily lives. At least Google understands us, However, they just make the advertisers/clients pay through the nose for it with increased CPCs, changing algorithms, broad match and the content network.
Filed under: Paid Search in General