• http://www.searchresultsmedia.com/ Search Results Media

    Hi,

    I absolutely agree with you that one must evaluate success based on strategy, execution and results against
    opportunity, not based on performance against wishful thinking
    forecasts. This is a very important point, & must not be ignored.

    Nice Post.. Keep Sharing

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Wise advice and resolutions, George, thank you. The days of easy gains are over and it takes more hard work and discipline to move forward. I have been thinking that universities should start offering Marketing Engineering programs, because as you say, the business we are in in part art and part science.

  • http://www.stoneig.com/ Matt Roney

    Also worth noting is that altering the text of an ad in AdWords will effectively erase your accrued data. The best practice is to always create a new ad rather than simply editing the old one, thus leaving the original in your account for reference.

  • http://www.rimmkaufman.com/ George Michie

    Now you’re getting greedy! :-) There does seem to be a school of management that views any success as a failure to do twice as well. Drive for improvement is important, but an occasional pat on the back goes a long way!

  • http://www.rimmkaufman.com/ George Michie

    Thanks Matt. You’re right that both Art and Science are required. My background was physics and math, so I’m more wired for that side of the game, but it definitely takes diverse talents to do this well.

  • http://www.rimmkaufman.com/ George Michie

    Great point, Matt, thanks for commenting. The extent of this problem depends on the degree to which you rely on the engines to store the data. We actually pull the data into our system so that we don’t lose history on these change overs, but this is a great reminder for folks who use the UI.