In 2000 or 2001, I was working with a company that needed an advertisement campaign manager. I stayed awake for fours days straight drinking gallons of coffee and taking only power naps to write an ad campaign manager from scratch using ColdFusion and MS SQL. This was before the days of keywords so instead ads were organized by categories. Each ad could be categorized and subcategorized. Campaigns could be scheduled for date ranges with multiple ads meeting IAB industry standards and the particular place on the page could be dynamically specified. Personally, I was pretty proud of the end product and impressed with how it turned out for being built so rapidly.
The experience of writing an ad campaign manager helped me appreciate the complexity of such an endeavor but nothing prepared me for the awe inspiring product that is Google Adwords! Prior to yesterday, I thought Google Adwords was just the name Google used for selling ads that appeared on sites of publishers using Google’s Adsense and in search results. Google’s Adwords is such a complex product that they offer a certification exam for people wanting to become Google Advertising Professionals. I spent yesterday reading, reading, and reading, and watching video after video after video to learn as much about running efficient campaigns as possible. There is definitely an art to writing an effective Adwords campaign and not wasting money.
I was going to give an overview of what I learned yesterday but I have so much more to learn and Les Jones has does an excellent job already. Read Les Jones’ post My quick advice on getting the most from Google Adwords.