Navigating the Axiom of Choice

The decision process can be simplified

There is a branch of mathematics that deals with a problem called the 'axiom of choice'. It is an abstract concept, stating that if you have an infinite number of containers, each with at least one object, it is possible to select exactly one object from each container and create a new set. You are probably thinking 'Say what?', but there is a practical takeaway here. Essentially, when faced with an overwhelming number of decisions, a simple process is needed to sort through and assemble the valid options. This 'choice function' makes the complex simple. Let's see if we can pull this into the realm of reaching customers - and leave the mathematics to the mathmeticians.

The Google AdWords platform is a powerful tool for any business, with what may seem like an infinite number of choices to launch an ad. A single Google Ad account can contain thousands of campaigns, with thousands of ad groups per campaign and multiple keywords per ad group. Do the math and you'll see that the complexity mounts quickly. More importantly, experience shows that these campaigns may result in low conversions and high costs, raising important questions about campaign design, or even the process itself. After all, we're attempting to catch someone's attention based on a phrase entered into the search bar of a browser. Some liken it to operating with a blindfold, never getting a real handle on audience or intent. The challenges are understandable. The process is complex. So, maybe the axiom of choice is to simplify.

With Strategic Machines, we work with you to simplify the 'grid' for reaching customers by taking the guess work out of sales and marketing. Your content is the context. Based on the objectives of your campaign, you can target the right audience at the right time with relevant messages. Even an audience of one. More than that, you can engage your customers with winsome rich content, so that a message takes on features which draw customers into a conversation. The process is not only easy to understand, but so are the economics.

At Strategic Machines, our axiom of choice is finite: your customer, your content, your message. We help you manage everything from there.

Give us a call, and let's make the complex simple.