The Zoom In, Zoom Out Approach to Successful Search Campaigns

I recently came across an interesting analogy for a decision making approach called “zoom in, zoom out.” Similar to a lens on a camera, you zoom in to see a significant amount of detail in a small area and zoom out to get a wide picture of the environment, leaving out much of the detail. This analogy was developed by Harvard Business School professor Rosabeth Moss Kanter, and after reading the article on BNET, I determined that the analogy could be applied to search marketing campaigns as well.

 When considering strategies for search campaigns, it is important to consider both the micro details as well as macro-level trends. Often our lens gets stuck at the micro level, or zoom-in mode, preventing us from thinking about the broader planning approach of search, which is important for trending, developments in search engine algorithms, and of course any competitive insights. Some prefer to see things up close and take a worm's-eye view in a campaign's approach versus the bird's-eye perspective. Successful search campaign strategists need the ability to zoom in and out so they aren't in fixed positions and are thus able to "see" the complete picture.

 So how do you know when you're too zoomed-in? You may be thinking too tactically, preferring to see a handful of tactics drive the performance of a campaign. The devil is in the details, and you'd rather spend time executing versus hammering out a plan that may open up other ideas for the campaign. When you're too zoomed-out, you miss out the finer details that can help build strong search campaigns based on knowledge and experience. 

 The idea is to develop wide-angle strategies, looking for patterns or trends in the industry, and then zoom-in and ask "how do I make this happen?" Often the answer comes from fellow teammates and colleagues, the problems get resolved by others, and you've learned something in the process.

 Adjust your lens and I'm sure you'll see more than you imagined.

 Thanks to Sean Silverthorne and Rosabeth Moss Kanter.for the inspiration

Productive vs Reproductive Thinking in Search Campaigns

 

When it comes to problem solving we know that we sometimes need creative ideas to resolve issues that come along. Productive thinking generates a solution for each problem. In contrast, reproductive thinking reuses an old solution to solve a new problem.

In my years in working with search campaigns I've realized that I've become complacent in not only in resolving issues that sometimes arise but also in generating new ideas for search campaigns. Process has its place in search campaigns, understood. If it ain't broke, don't fix it. Ok. There comes a time however where reproductive thinking can be counterproductive. How flexible is your campaign process when a challenging client or a new initiative requires creative thinking to meet expectations? 

Don't become the tethered elephant. Get your team together and brainstorm on how you can improve upon your exisiting process and ways to develop strategies for your search campaigns. Just remember that if you do break it you might have to fix it.

Thanks to Tim Hurson for the inspiration