I grew up on a small farm in Southeast Idaho. School was a vacation and vacations meant it was time to work. Waking up at 6 am to move irrigation pipes was how every day of my summer began. I know farming.
During college I got into PPC. I was excited by how fast PPC moved. You set up a campaign, plugged in some keywords, wrote a couple ads and you saw results within a few hours. While farming was tedious and slow, PPC was fast-paced and exciting. However, speed kills too.
I’ve seen many AdWords and adCenter campaigns fail because of speed. They were set up too quickly and/or corners were cut. The great potential of PPC was lost and often these clients were jaded by the experience. Speaking with these clients I often found myself using farming analogies. The more I thought about it, the better the analogies fit.
How PPC Is Like Farming
Over the next couple weeks I will be writing a series of posts comparing PPC account creation, management and optimization to farming. You’ll learn how to prepare the soil (research), plant (account creation), grow (testing) and harvest (landing pages) your PPC crops. So go buy your Wranglers and straw hats now, because we’re gonna be getting our hands dirty!