Paid search conditions have improved in recent years, but do your old habits still linger?
A summer of home renovations gave me a whole new routine to enjoy. Up at the crack of dawn to slap on a baseball cap and pretend to be busy with something, lest the men doing the "real" work think ill of me and my kind.
And then there were the weeks without a laundry tub in the basement. In my former (damp, 120-year-old) home, I enjoyed the convenience of dumping the proceeds of the dehumidifier's work into the sink just steps away. New way: haul the heavy, sloshing water thingy up the stairs into the kitchen. This is about as close to hard labor as it gets over here.
The point? When everything was done, I once again had access to a nearby laundry tub. But wouldn't you know, I was halfway up the steps with dehumidifier water for about the third time before I realized I was forever free of that routine. I literally had to force my legs to turn right into the laundry room rather than trudge up the steps.
It's said that prisoners and kidnapping victims have similar troubles adjusting to normal civilization.
In that spirit, this column is about the things you used to have to do in paid search because of a lack of choice or circumstances years ago. Those conditions have long since improved, but many of the habits have lingered. Are you still stuck in the past?
Someday, when the promise of digital marketing reaches its full potential and transcends even more cumbersome siloes, you can tell your grandchildren about all the stuff you had to do just to get relevant messages in front of your targets. They won't believe you.
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Goodman is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. His spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become "the TripAdvisor for home improvement." He lives in Toronto with his wife Carolyn.
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August 21, 2014