Posted by Mark on 19 Jun 2009 @ 11:28 AMI'm chuffed to say that this morning I passed my Google Adwords Professional examination and having fulfilled the other criteria of loitering for a while and giving Google a few bob in ad spend I can now sport the natty GAP logo.
Now the next step... Mooch is currently running 5 accounts with upwards of 3,400 adgroups and even though we've automated 95% of them (more of that in later posts) there's plenty to go at.
Our oldest account celebrates its first birthday on Monday and we've amassed a huge amount of practical knowledge (none of which appeared in the test...) that has made a significant impact on our effectiveness.
The single most important thing for us is (in the words of Douglas Adams) the 'fundamental interconnectedness of all things' that's to say all things in the customer journey. Therein lies the rub, the approaches we get from Search Engine Marketing (SEM) consultants only point at that end of the journey, they often revolve around a very limted number of keywords and they rarely concern themselves with the bigger picture of site structure and customer experience.
So we're thinking that someone needs to properly join the dots and that maybe it's us.....