This is part 2 of my Un-Slap-able series on Google Campaign Settings.
It’s pretty shocking what’s going on here with the gurus creating Google Slaps everywhere.
Surprise, surprise. Turns out the “Google Slap” was not only first discovered and named by a “guru” it may well have been CAUSED directly and indirectly by the gurus.
Before i was a marketer, i was a promising young scientist in an area of computer science called Artificial Intelligence. My job was to find ways we can make computers learn from humans and imitate their behaviour. So it’s no big surprise that Google’s entire company is run on the back of some very powerful “artificial intelligence” software. Kind of like the stuff i was creating…
In fact, it had been my dream to work WITH Google in their research department. But i digress. I only mention this to help you see that i have a clearer understanding of the machinery of Google than most of the marketing blokes preachin’ Google out there.
And it turns out that as news and events occur around the world, what is relevant to one search keyword today, on a global scale may no longer be relevant tomorrow. Meanwhile, human marketers who think that they can ever “keep up” with Google’s “relevance” demands it is a bit of a joke.
Because it’s not a demand Google impose. It’s just that their computer is far more efficient at figuring out what is popular at this EXACT moment than we could ever be.
Understand then, that when the gurus told everybody to take control back from Google, it disrupted a very intelligent program.
Adwords was designed to help us as business owners and advertisers to find our customers. The manual settings were created to help us optimise our business goals. The only caveat is that every manual setting you put on creates a new “rule” or restriction that Adwords has to keep within. Which typically means less impressions, less clicks, less leads, and less sales.
Too many restrictions, Google gives up, slap happens.
Next time they tell you, turn off automatic settings, you tell em no.