<< by Amanda Sides on June 5th, 2009
Everyone is familiar with the concept that change is the only constant. In the SEM industry, this is an ever present occurrence we must all struggle with. The current economic downturn makes it even more important to better prepare yourself and your company for the uncontrollable factors headed your way.
Engines. Sometimes it seems that the second you get a good grasp on how Google, or any other engine works, they evolve. This is one factor that you have zero control over. The only thing you can do is be ready and adapt to the changes as soon as you can. A recent change in the Google AdWords interface may have thrown many for a loop, but just keep in mind that these changes are intended to make your life easier. If you have not yet mastered the new AdWords interface, start learning it because the old interface will soon fade out. Another major recent change that took place earlier this week was the launch of Microsoft’s new engine Bing. So far, there are mixed reviews on its performance. They are trying to rejuvenate the search engine to become a decision engine. Only time will tell how it will affect your accounts. Monitor the changes in your performance and make changes where they are needed.