As many of you know, I’m the mom of twins. They’re 16 and about to start their junior year of high school. They’re great kids – smart, well-behaved, laid back – but at times they try my patience.
What does this have to do with PPC, you may ask? Stay with me – I’m getting there.
When they were younger, parents of older kids said, “Just wait till they’re teenagers. I thought I’d kill my kids when they were teens.” I was horrified to hear people saying this about their children.
But now, I understand. I don’t want to kill my teenagers, but there are days that I think to myself, “I can’t wait for them to go off to college.” The back-talking, arguing, and laying-about wears thin after a while. Not to mention the stress of having two inexperienced drivers in the household all of a sudden. I won’t even go there.
What keeps me sane is reminding myself that these behaviors are totally normal for teens. It’s part of growing up. Teens naturally challenge their parents on the road to independence – which parents ultimately want, right? We want our children to be ready to leave the nest when it’s time. Although we love having them around, we know that they must strike out on their own one day.
And I believe it works this way not only for the teenagers, but for their parents as well. The fact that they test us on a daily basis eases the blow of them leaving home. I felt the same way when they went to kindergarten. While the emotional part of me was sad that my kids were no longer babies, the rational part of me was tired of all-day daycare. The kids were past that and had gotten squirrely. I knew they were ready for the new challenges and opportunities that school would bring.
It’s the same thing with teens. They challenge parents as a way of teaching us that they’re ready for the next phase in life.
In the PPC world, Google is akin to a parent. They make the rules, and we PPC manager “children” must follow them or else. That’s fine. The absence of rules is chaos, and no one likes chaos.
But if Google makes the rules, why do they treat us like regressing toddlers? I’m sure you can guess that I’m talking about enhanced campaigns and the loss of control we’ve experienced as a result.
Search is a maturing industry. On the industry lifecycle scale, it’s still in growth mode, but it’s not a startup, either. PPC managers are becoming more and more sophisticated with campaign optimization.
So why has Google taken away our car keys?
Instead of truly enhancing things by offering bid multipliers for tablets and search partners, they’ve omitted search partner control (AGAIN) and taken away tablet bidding altogether. What a disaster. Just this week I lamented that one of my clients is paying $1.94 per click for desktop and $5.10 for tablets. Are you kidding me Google??? Why????
The complete lack of control over search partners continues to frustrate me, too. It feels like the times that I ask my children to do something over and over and over and over and they still don’t do it. But with my children, I can enact consequences for their disobedience. The only consequence I can impose on Google is to stop spending money there – which in most cases is cutting off my nose to spite my face. It makes no sense to stop advertising where all the traffic is.
So, I’m stuck with Google and its all-or-nothing setup. Either I advertise on all search partners, or none of them. I have no way to boost bids on high-performing partners and turn off low-performing partners. If search partners as a whole are doing better than Google search, I can’t increase my bids (and pay Google more money). And I’m stuck with tablets – either I accept the (frequently) poor performance or I turn off my campaigns altogether. Can anyone say Bing Ads?
And don’t get me started on the foolishness that is display placements on tablets. Google’s treating us like toddlers in this case. Sean Marshall did a great writeup over at PPC Associates on tablet display lunacy. His post is a must-read.
The kicker of all this is, Google already has Adwords Express for inexperienced advertisers. It’s pretty much a disaster as is, and I don’t recommend it, but if you’re looking to get started in PPC in a simple way, Google offers that. Why not put all the “basic” or “standard” features in Express, and then create an “advanced” version for the rest of us with all the levers and dials? Kind of like video games: there is a simple mode with just a few controls, and there is an advanced mode with lots of options. When I’m playing video games, I want to keep it simple; when I’m managing PPC, I want all the controls.
Google, please stop treating us like children. Many of us are PPC grownups. Please give us the control we’ve earned.
Are you as frustrated as I am with the lack of control in Adwords? Have a teenager that’s trying your patience? Just want to vent? Share in the comments!