Jeff Hughes of Rocket Clicks sent me the following article in Wired Magazine:
http://www.wired.com/culture/culturereviews/magazine/17-06/nep_googlenomics
I loved it. Lots of cool insights. I sent a note to the author, Steven Levy – here’s what I said to him:
Steven,
Loved your article about Googlenomics and the AdWords auction system.
Most articles about AdWords barely scratch the surface. It’s an entire universe of human psychology combined with geek rigor. I’ve personally been immersed in AdWords for 7 years, I’m author of the most popular AdWords book on the bookstore shelves (Google me or Amazon me).
I can assure you that most of the people who manage AdWords campaigns in a big way have a major geek streak but are also very comfortable with the human / artistic side. I’ve noticed its is very common for such people to have a strong affinity for jazz or other sophisticated kinds of music.
Some of my customers spend $15,000 to $25,000 per day so that kind of spend is a pretty big deal to a small company. It takes a special kind of person to orchestrate all that. The historical perspective on auctions in your article was insightful and I think you’re right.
What you are describing signals a shift in what “sales” and “marketing” even mean and how they are done in the world. Yes, people who sell online ARE much more comfortable with whiteboard markers than fairway irons. It’s a different culture.
In the largest and most general sense, all advertising is sold on an auction system because if advertisers aren’t willing to pay the asking price, the magazine or media outlet folds.
Once again, nice work. It’s great to read someone who’s done their homework.
Perry Marshall
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About the Author
Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.
He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.