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» Paid Search in General » The Burger and Chardonnay Approach to Search Marketing

The Burger and Chardonnay Approach to Search Marketing

In our daily lives, there are people who simply do not follow "conventional wisdom" in whatever they do. In Search Marketing, that can also be associated with the way search marketers, both novice and experienced, create a strategy/plan, perform keyword research, write a text ad or even how they analyze a success event.

In effect, does it really matter how they go from Point A to Point B, just as long as Point B is a success and they can track the steps on how they got there? Just because someone suggests I have a Australian Shiraz with Fillet Mignon, doesn't mean I have to take their word for it. And since we are on the subject, remember that great quote from the 1995 movie TommyBoy "I can get a good look at a T-bone by sticking my head up a bull's ass, but I'd rather take a butcher's word for it." Let's discuss….

Now, there are many ways to do the basic tactics in Paid Search and here are some simple examples of the many different ways to think about Paid Search.

Keyword Research: (many ways to identify keywords)

  • Look at your website content.
  • Buy an expensive keyword research tool.
  • Use content from old brochures, print advertising and/or any other print media.
  • Look at your internal website search engine.
  • Perform search query report (from analytics)
  • Run an "organic search only" keyword report using analytics

The PPC Strategy/Plan (Play it safe, or take risks)
When creating the PPC plan…

  • Does the search marketer decide to leave some additional $$$ in the budget to test different audiences or do they stick with the obvious and play it safe?
  • Does the PPC Guru decide to switch up the agreed upon time line to take advantage of current events happening in the world which could have an impact on the client's ROAS or ROI or do they follow the plan?
  • All of these questions are real life scenarios and what matters most is what is the end result.

Web Analytics/Analysis:
This area of paid search has the potential to be like Gavelta Fish and Warm Oval-tine. There are many ways one could "slice and dice" data to come to a conclusion worth talking about. Questions arise such as

  • Does it really matter that Thursday generated 10 more clicks on the brand campaign than Wednesday?
  • Or if they noticed a 25% jump in conversions due to the fact that the client changed the shopping cart without you knowing (how many times has this happened to you???)
  • It's all in how you look at it.

In Conclusion:
I was inspired to write this post because I recently remembered a speech given by my best man at my wedding where he said and I quote "For anyone who does not know Greg, most people see a glass of water half full and other see the glass as half empty. And then there's Greg who sees nothing but Chocolate Milk" and then the crowd broke out laughing.

So I guess it's safe to say that I see the glass of Chardonnay as a Irish Car Bomb in a frosted beer mug with a little umbrella and 3 olives. Hey, if I think it tastes good, does it really matter? (Tip: That sounds disgusting!)

Filed under: Paid Search in General

4 Responses to "The Burger and Chardonnay Approach to Search Marketing"

  1. Eric says:

    I love Ovomaltine too 🙂
    That’s how Ovaltine is called in Switzerland.

  2. Naval Kumar says:

    I agree to your philosophy, does not matter how you get to point B so long as you are able to get it and it is a successful trip.
    On the flip side, over the years I have realized following some kind of a strategic approach of going from point A to point B can be helpful. In no way trying to promote my blog, but thought I would share the link below as sometimes even the most experienced PPC managers can forget few basic steps on the way which can be helpful and I would really appreciate it if you would let me share it with your audience:
    Hope you enjoy my thoughts. Thanks for the great posts.

  3. My son love chocolate milk,.. lol
    Yes, I agree.., play it save.

  4. Marty says:

    Dude, this is some seriously great title bait. 🙂

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