Don’t be a Dictator
Filed Under (Partially True Stories, Pay Per Click Campaign Management) by Jeff Hudson on 05-10-2007
Partially fictional conversation between a client and a PPC Guy:
Client: We need to sell more *small goats*
PPC Guy: Sure, I understand.
Client: We sell a ton of them in our stores. It’s one of the most popular brands.
PPC Guy. Yes, I see.
Client: So how much should I spend on this? I want to really ramp up the sales. $xx,xxx?
PPC Guy: Well that’s hard to say. We have a campaign with thousands of SKUs, and normally how we approach this is to let the campaign tell us which items will sell the best. You see, through ROI tracking and….*cutoff*
Client: They sell like crazy in the stores. We should be selling more online.
PPC Guy: Right, I understand. *Small goats* sell well in your stores. We can certainly increase the exposure of your *small goat* keywords, I just can’t tell you how they will perform. Historically they have not converted all that well. See, normally what we do is….*cutoff*
Client: Great. Let’s ramp it up. When will I see some improvement?
Client: My comrades will be very happy to see the increase in sales.
Folks, listen up, you can’t dictate what will sell well. What you can do is *listen* to your data, and find out what is selling well.
Don’t be a dictator:
Be a listener.
Viva la PPC
Viva la ROI
