OK, well, that was the first one like take let's take the second one when we were off running.
So now we're going to talk about what I call your slow knowledge acquisition.
That is how you can kind of maybe speed up your acquisition of knowledge in a new domain where you really
need it.
So and in a situation where you don't do that, actually.
So let's take a concrete example again.
We have a couple of people who are starting talking about something that needs to be done in the business.
So we need to increase the hot sales.
So one person is saying that we need really to increase our sales, so more specifically, maybe Gelo
has already tomorrow will make sure that happens and you can use and that's good.
And you have a thousand bucks to do it.
Sure, I can do that.
OK, that's the kind of reply, but then this person actually goes away thinking that I've never I've
never used words before.
But however, I know that you pay for clicks on keywords that people search for.
How hard can it be?
I will set up a deal about it for a thousand dollars for hats.
OK, so this person actually had a quite simple conceptualisation when he was about that.
It was something about campaigns with keywords on and that you might have bonded for that campaign and
then people click and it cost you money.
OK, very simple conceptualisation.
Then the person as they meet up a month from now and this campaigning and running.
So we evaluate the result of the thousand dollar campaign that you ran last month and the conversion
rate was disastrous.
It didn't give us a bit.
OK, yet again.
So something went very wrong here, of course.
And they continue saying, look, here are some of the suggestion that we pay a lot of money for like
yellow flowers for a hat trick, come on, like hot dog brought wishes and a language like or hot during
long Swedish.
So, again, waste of money, isn't it?
So instead of just taking using that simplified conceptualisation and I can agree with the first person
here, the second person here, because I know that ad wars could be quite complex to use.
But what I usually do when I come in a situation like that, I try to do a conceptual analysis and a
conceptual map as quick as possible of the new domain that I need to learn.
So that is the first way.
So that is the first thing I do, actually, because then that will learn me how to get around in this
new kind of domain, in this new language, so to speak.
So even if it's English or Swedish, it's kind of a new language when you get into a new domain.
And I think everybody has experience that if you go into science, for example, a kind of a subject
you've never been in.
So because World War was kind of the minimal conceptual knowledge needed here, at least.
So we need to know that a campaign has a daily budget.
That's fine.
You need to know that in a campaign you add an ad group and in the outgroups you add a couple of ads.
You need to know that a keyword is something that is actually generic.
So there are some keywords already set up in AdWords and then you connect keywords that you can look
up how you like to use to your ad group and that becomes your campaign keyword.
And the campaign keyword is described using a match type, a bid strategy and the maximum bid match
type could be of two different types, could be a broad match and exact match and a phrase match.
And you use different types of match depending on where you're trying to achieve.
So then you have a search area and the search area searching for something and the search the doing
is including a couple of search terms.
So usually not search for just one word.
So the maybe search a whole phrase, and that includes a couple of search terms.
What happens is that the AdWords tool is matching the search terms against the match type that you set
up for your campaign keyword.
So depending on if it's a broad match or an exact match or a face match, different algorithms will
actually be used.
And when he finds a match, then the Connecticut connection links a link between that specific search
team right now in this search and your campaign keywords, and then it will be included in the bidding
session.
So then we'll have a bidding session that is regulated by the daily body to have and also your maximum
bid and some other attributes.
And if you're lucky, so to speak, in that bidding, then your campaign keyword, which is your connection
to that keyword, will be ranked.
So there will be a couple of winners.
So there's not just one winner here.
So there'll be a ranked list of winners and depending on your ranking, you will get an impression.
And that impression could actually be located on different pay and different locations in the page.
So now the search is actually seeing your ad impression, hopefully, and that means that you get one
impression.
Good.
But then the search also might click on your impression.
And then the connection between the ad impression and the actual click is what we call the click through
rate.
So here's a subset of the concepts that are needed to understand how ad works work.
Right.
And it's not formal with all the multiplicity and everything, but it's it's a very high level conceptual
framework.
And that is not equal to this or a simplified one.
Right.
And you can definitely see directly that if this person had a little bit broader understanding about
what how the conceptual model that is underlying AdWords, then they probably wouldn't have done the
easy mistakes that they did.
One of these mistakes that they have done here is that they have not used to match type criteria correctly.
OK, and a lecture.
So what I wanted to say with that is that is so, so many situations when you need to gain knowledge
very fast and modelling and mapping conceptual domains is a very quick way of getting that knowledge.
So I can assure you that if you didn't know a bit about AdWords just two minutes ago, I think you know
quite a lot more now after looking at that map about the concepts of adverts than before, you did think
about that.