Tell me, mister ad guru, just how do you define “top performing keyword?” How can you make a determination, from outside the account, which keywords actually perform best for anyone other than yourself without violating a non-disclosure agreement or something?
People laugh at my "about" page that contains two definitions - the definition of "metric" and the definition of "voodoo." But that's the best way to explain how we do what we do. It's Science-meets-Magic. We use analytics, mathematical formulas, mutli-variate and split testing, and all the other tools of the trade, but we look at things just a little differently because we allow a bit of intuition to express its opinion.
