Frightening Phrases Heard in PPC Management

Just in time for Halloween, I thought it would be fun to put together some scary phrases that I’ve heard recently in #PPC and paid search management.

Granted some of these phrases could go either way (good or bad) depending on your experience, your ability to read between the lines, and if you are able to control and optimize accordingly.  And yes, I’ll admit, I’ve actually used some of these myself to explain things when s#!+ happens, and unfortunately it does happen. Let’s just say, all the data we use is not…well…perfect and even then, when you have data “issues” or try to match data between platforms or analytics, it’s really tough to explain situations in simple words without grasping for nice ways to deliver not-so-great news. 

Anyways, here’s my list of some frightening phrases and a little snarky commentary/thought bubbles just for some fun.  Some of these really are not major deals and just mean you might not have a smooth, easy day. Others truly are terrifying. I’ll keep it at that. Please comment below and add your own horrifying, nightmarish things you’ve heard.

  • New Features, Automatic, Enhancement, Opportunity, Expanded  – Always ask yourself this, whose opportunity is this really all about? 🙂  Think about the macro-environment, quarterly earnings, how auctions work/react.
  • Under Review – what the heck is wrong with it? It’s fine. Please approve it asap, my client is looking for their ads.
  • Preserve your historical data  -IE Our server farms are growing too large, we are pushing data archiving costs onto you, our beloved advertisers. Note: this is also a reminder and warning – download pre-Oct 2012 Adwords IS data now, before November 1, or it will vanish like a spirit.
  • It may be wise to increase your bids…  which increases my blood pressure and frustration
  • Questionable data validity or data instability –not good, not good at all.
  • That’s a great question. I’ll need to check with a product specialist and get back to you. – are they making this stuff up as they go along?
  • Optimize for clicks  – unless all you care about is visits, which is a frightening business model in itself.
  • Unspecified Country (geographic performance report) – where the heck is THAT?
  • Data population issues or system upload issues – again, not good, not good at all.
  • Here’s a link to our Help Center –Uh, I already read that. No help.
  • Escalating. Stay tuned – Note to self: follow up
  • Data verification – we’ll need to analyze log files  -this is never a quick fix or painless and will require patience of a saint
  • I’m just now learning about this myself – if that’s true, then I suggest you follow #ppcchat
  • Proactively enforced –meaning we have had a policy, but didn’t know how to systematically enforce it until now or figure out its profit-loss.
  • Non-modified Broad match – nuf said. Scary mother. Use  at your own risk.
  • – Ghost placement. Transparency is so awesome.
  • UI Maintenance for more than 2 hours – often there is nothing noticeably different in the UI after a “maintenance” but usually something big is in the works in the background, being gradually rolled out.

Did I at least get the major ones?  What scary things have you seen, read or heard in PPC lately?

Lisa Sanner About the author
  • Great post! Can’t tell you how many times an AdWords rep has given me a brief response to an actual problem and spent the rest of the email explaining why I should increase a budget by some ridiculous amount. Never mind the fact that I’m very carefully working within a client’s budget limitations.

    October 30, 2012 at 8:39 am
  • Lisa Sanner

    Thanks Tim! Sad to say, I’ve seen one or two (actually many more) of those types of emails as well.

    A twitter friend also reminded me of “the other phrases under your SQR — the ppc version of not provided.” Both scary and aggravating. 🙂

    October 30, 2012 at 1:22 pm
  • Great collection. Do the majority of these happen to you on the weekly, as well? 😉

    October 30, 2012 at 1:52 pm
    • Lisa Sanner

      Haha Jasmine! Some weekly, some daily (long weeks), and some only once in a full moon.

      October 30, 2012 at 1:55 pm
  • informative blog

    October 15, 2015 at 3:37 am

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