Sun Tzu and the Art of SEM
In recent days I have been reading The Art of War by Sun Tzu and the truth is a very good book with advice that can be applied to almost any situation in life, such as business or personal relationships, so it was not very difficult for me to find the right one. relationship between the teachings of the book and SEM with Google Adwords.
So here are 4 phrases from the Art of War related to SEM with Google Adwords:
1) In the same way that the water is tracing its course adapting to the accidents of the ground, an army, to achieve victory must adapt to the situation offered by the enemy.
Our campaigns must adapt to the conditions offered by the competition, the volume of qualified traffic for our niche, the costs per click, etc. This changes over time and we must be able to understand these changes to avoid being affected by them and even take advantage of them.
2) A sovereign can bring his army to ruin by ordering it to advance when it must not or to retreat when it must not retreat..
Both cases make us lose money, keep moving forward with our ad groups that are proven not working and NOT moving forward as much as possible with those that are doing well.Pausing our worst ad groups in order to allocate a larger budget to the best performing ones is a basic optimization technique for any campaign.
In the book, it is very common to criticize kings and sovereigns who, because they are the ones who are investing the money, believe they are "more right" than the commanders when it comes to creating strategies They try to impose their opinion even if for the experts this strategy clearly destined the entire campaign to fail (Sound familiar?;))
3) In general, driving by many people equals driving by few. It is a question of organization.
The organization greatly facilitates the handling of large campaigns, if our campaigns and ad groups have a bad structure, we will take much longer to analyze the data we need to perform optimizations.
4) The elements of the Art of War are: First, the estimation of space; second, the estimation of quantities; third, the calculations; fourth, the comparisons; and fifth, the chances of victory.
I think this phrase is quite self-explanatory and nothing needs to be added or clarified, basically to carry out any business it is necessary to know well our time, budget, perform the corresponding calculations, if it is possible to compare them with the competition and finally analyze what our real possibilities are with the resources we have.
And did you read the Art of War? What other phrases would you add? 😉
