• Pat Grady

    We have that conversation all the time, you cracked me up!

  • http://www.facebook.com/andries.devilliers Andries Petrus de Villiers

    Fantastic article George. Anyone can find a metric to prove a point, but aligning metrics with client goals and articulating them as such is a skill bestowed on very few SEM managers. Hopefully this gets teams thinking along the right path.

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

    Thanks folks. Pat, I really wasn’t calling you out by name :-)

    This one resonated with a great many folks. I do think it is incumbent on SEM managers to keep close records of goal changes and show those demarcations on long-term performance graphs. It isn’t possible to show everything, but the big shifts should be noted every time the program is reviewed to fix that short term memory issue. Anyone who’s been in the space for a while has been punished for doing as instructed. The fact that we advised the client against advertising on KW “free shipping” or “black Friday deals” doesn’t mean we’re not going to take the heat for the bad outcome.