By Paul Morris
Confucius was a 4th century BC Chinese thinker and social philosopher.
It’s amazing to think that back then he was giving advice on Pay Per Click (PPC) strategy and optimisation techniques.
Don’t believe me?
Well take a look at the following top 10 Search Muse PPC tips from the man himself:
Confucius: It does not matter how slowly you go so long as you do not stop
What he meant: Work methodically day and night to optimise your ppc account. This includes refining your negative keywords, your target long tail keywords (use existing long tail keywords as seed keywords to generate further long tail keywords), raise/ decrease cpc’s per keyword for optimum results, change match types, test different ad copy, start/ stop/ extend or reduce content match, etc.
Confucius: He who will not economize will have to agonize
What he meant: Make sure you are spending your budget on the right ad groups/ keywords
Confucius: I hear and I forget. I see and I remember. I do and I understand
What he meant: Keep optimising, analyse the results on a regular basis and then act upon the findings.
Confucius: Ignorance is the night of the mind, but a night without moon and star
What he meant: Test day parting.
Confucius: Before you embark on a journey of revenge, dig two graves
What he meant: Not all keywords are ‘bad’ and should be avoided. You can turn a dog of a keyword in to a good one by the use of pre qualification within the ad copy.
Confucius: Everything has its beauty but not everyone sees it
What he meant: You may have created an account structure that is the eighth wonder of the ancient world however no one other than you cares. You care. People in the know care. The account would not be performing as well as it is without that structure. Take pride in that fact my friend.
Confucius: Study the past if you would define the future
What he meant: Use account history to guide activity.
Confucius: To see what is right and not to do it is want of courage
What he meant: Get of your backside and optimise the account.
Confucius: Our greatest glory is not in never falling, but in getting up every time we do AND Be not ashamed of mistakes and thus make them crimes
What he meant: Testing everything means by default some tests will fail. If we take Google website optimiser as an example; put together a testing matrix and when things fail/ succeed you at least have a plan (although anyone that has ever done multi variate testing knows you cannot account for all the outcomes and hence you really need, in part, to make it up as you go along anyway!)
Confucius: He who exercises government by means of his virtue may be compared to the north polar star, which keeps its place and all the stars turn towards it.
What he meant: Do not just focus on the ppc account; part of the quality score and ultimately the conversion rate depends on the website itself. As a result you need to optimise call the action messages, landing pages content and relevancy to the targeted term, test different landing pages, optimise the sales funnel, etc.
So now do you believe me?!