This started out as a very different post.  The plan was to just explain all of the reasons why using a tool that automates your pay-per-click decisions and changes is a very bad idea.  The plan was to explain using examples of nightmares, horror stories, as well as serious debates we had about the subject at ClickTracks.  That was the plan.  But, then the plan changed.

Recently, I moved to the DC area and spend a good bit of time not knowing how to get where I need to go.  Obviously, the logical solution was a GPS.  So, for the past weeks, I’ve been relying pretty heavily on my GPS…until this past weekend. 

My trip into DC went perfectly (although I will say that I always tend to second guess the routes chosen, knowing that there must be a faster, more efficient way).  After spending the day with my sister, I returned to the parking garage, fired up the GPS and headed home.  Or so I thought.

Navigating my way out of the parking garage, I was prompted with a question to which I responded ‘yes’ or ‘continue’ like I always did.  Or so I thought.

Apparently, the question is different IF you happen to be in a parking garage or anywhere else where the GPS loses the satellite.  The question (if one were to read it) has to do with the GPS going into simulation mode.  And, granted I probably should have read the manual.  But, the best that I can figure is that in simulation mode the GPS serves up the directions in reverse (from where you came from) to help you to ‘Go Home’ using the assumption that a) you know where you are and b) you follow the directions.  Neither of which - for me - happened.

But, the GPS happily continues to provide directions and locations for as long as the car is on.  I know this because as I was getting deeper and deeper into an area I know that I had not passed on the way into DC, I had this sort of false sense of confidence that I was somehow heading in the right direction because the GPS never said ‘Recalculating’ (as it does often when I miss a turn or don’t follow directions).

Then, that gut instinct took over and I realized I was incredibly lost.  You see my point about autopilot.

Of course, there was one more realization that also changed the point of this post.  As I sat on the Metro today, returning from a client meeting (sure, someday, I will trust the GPS again, but not now),  I started thinking about the evolution of pay-per-click:

Its Beginnings - Overture’s pure auction based pay-per-position model
Enter Google - A little smarter auction (bids teamed with history and performance)
Enter the Quality Score - Wow, even better now relevance factors in to what you pay for a click
Evolve the Quality Score - Landing pages, geography, and more stringent relevance considerations

And, I realized that Google doesn’t have AdWords on autopilot.  I imagine that there are teams of engineers, user experience experts, and business analysts who continually monitor AdWords performance - both for the users and for the massive revenue stream that it is.  And, continue to improve and evolve AdWords.

The premise that any technology can completely remove the human brain from having input is completely dangerous.  If Google is not willing to take this risk on something so key to its business model, maybe you should think twice about taking the risk with such a huge portion of your marketing budget.

Filed under: PPC on Tuesday, October 7th, 2008 by Joy Brazelle |
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