Eeeeeeh. I clearly don’t understand what I’m doing. I don’t completely understand why certain keywords I’ve chosen get clicks while very similar keywords don’t. It’s aggravating. And it seems like the rules are constantly changing.
I’m probably going to have to hire out to get help with this. And that frustrates me, because I really do want to master this tool. But there’s just something about it that I don’t “get” yet.
I’ve started reading “Ultimate Guide to Google AdWords” but no light bulb moments so far.
What struck me most about your post, is the lack of hypotheses behind
the thinking processes of the users.
Well…I’m building a functional spec tool If you want to build functional specs, my tool may be useful. There’s no hypothesis to be had there, it’s the simplest scenario in the world.
The rationale behind “talking to customers” is exactly to build such
hypotheses, so it can inform the rest of the channel building process.
Don’t get me wrong, I’ve talked to potential customers in the form of fellow freelancers. The general takeaway so far is " When I want to build functional specs, that tool may be useful". I’m not doing anything complicated here.
"Specifically, you might find, that neither engineers nor managers are
interested in “functional specifications” -rather, they might look for
ways to “improve communication”, or “remote collaboration”.
See, this may be why I don’t “get” AdWords, but that makes no sense to me. None. If you need to create functional specs and don’t know how, or don’t have a good tool, Googling “functional specification” makes way more sense than Googling “improve communication”, which seems really broad, even more so than “functional specification”.
Is my thinking on this subject just broken? Am I hopelessly locked into “engineer-itis” when it comes to understanding marketing?