Over the last several weeks, with the passing of Steve Jobs and the subsequent release of Jobs' biography by Walter Isaacson, we've learned a lot about Steve Jobs and his philosophies, work style, and personality traits. Malcolm Gladwell wrote a fascinating piece for The New Yorker magazine called "The Tweaker: The real genius of Steve Jobs." Gladwell makes the point that like other so-called inventors, there are those in the areas of science and technology that are truly just obsessed and obsessive tweakers. Gladwell includes Thomas Edison in that group.
The "tweaker" in Jobs resulted in many unhappy personal experiences and yet it delivered results. Gladwell writes: "The tweaker inherits things as they are, and has to push and pull them toward some more nearly perfect solution. That is not a lesser task."
Whether you started your own PPC search campaigns or you inherited someone else's, it's your responsibility to relentlessly tweak everything about the campaign until you are satisfied that any additional work required to improve it isn't worth the effort. Steve Jobs might say that when it comes to product design there's no point in time when additional tweaking isn't worth the effort, however, your resources and time constraints may require you to move on from tweaking one element of a campaign to the lower hanging fruit in another part of the campaign.
What can you "tweak"? The list of things you can "tweak" in a paid search campaign is almost endless. However, some good places to start are:
There are lots of other things you can tweak. The best advice with regards to continuous improvement of your search campaigns is to start with the types of tweaks that can make the biggest difference in your campaign performance. Within my teams, I find that one of the best indicators of a seasoned campaign manager or strategist is being able to use a combination of analysis and experience to correctly identify the areas for testing and improvement that will in fact yield the greatest lift in results.
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
March 19, 2014