Algorithms. Google, Yahoo, Microsoft. They all have their own which are mostly hidden from the general public. Additionally, they are updated consistently to try and ward off those who would use them for spam, etc.

So what makes for successful Adwords Management? What would the client prefer? Is it someone who knows enough about html, programming, and network security to use tricks to gain an advantage? That’d work for some, but it could have repercussions on your overall account, and a legitimate business owner may become blacklisted by the search engines.

I’d submit that successful Adwords Management comes from someone that understands business and marketing in general. It is only because the internet can be so confusing that internet marketing is sometimes pursued by those that are more technically savvy with it than others that have an eye for business and markets. A business should last forever, and so should the marketing strategy.

I’ve spoken before about the idea of branding keywords which then become useful in PPC advertising. SEO relies on that idea heavily, and Google rewards those sites that have branded them so well that they’re considered experts on the subject matter. Furthermore, internet lingo changes. A ‘snazzy car’ in the 90′s might be a ‘dope ride’ now. But perhaps you don’t want to attract the users that are into whatever you perceive a dope ride is, but you realize that a ‘slick ride’ is close enough to your inventory. A successful Adwords Management campaign knows how to identify those subtleties and rationalize it with the business owner, and furthermore, work with them to shape the over all experience of the website.