Home Lead Generation The Importance Of The PPC Brain

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On Sunday, February 23, I was in the midst of a mundane task: putting away laundry. A loose piece of blanket binding on the bed had gotten looped around my leg without my realizing it. As I started to walk toward my dresser, the loop basically pulled the rug out from under me. I took a header into the dresser.

My first thought was, “That’s the hardest I’ve ever hit my head.” And then the pain kicked in.

To make a long story short, my husband took me to the ER, where I was diagnosed with a concussion. In a lifetime of playing sports, including risky ones like skiing, I get a concussion in my own bedroom.

The doctor ordered a week of complete brain rest. I was not to watch TV, check email, play video games, or do anything but rest, really. I was dismayed at this news.

As it turned out, though, I really couldn’t do these things anyway. Even forming a complete sentence was challenging those first few days. If someone was talking to me, I had to literally shut my eyes to be able to process what they were saying – any visual stimulus made it impossible to focus on the spoken words.

As the days progressed, things got easier. I was able to read by Friday – thank goodness, as I’d gotten bored with sleeping all the time! By Monday, I was cleared to return to work.

I thought I was in good shape mentally. And yet, I found that doing simple, routine tasks like preparing a report or reviewing Adwords or Google Analytics data was painstakingly slow and difficult. I made a few silly mistakes, too – I caught them before it was too late, but they were mistakes I normally wouldn’t have made.

In short, my brain wasn’t 100%. While I was fine with physical activities like showering and making dinner, I struggled with mental tasks like focusing on PPC.

At that point I realized how dependent we are on brain power in PPC. I knew that my brain was one of my most reliable tools for PPC, and yet I took it for granted.

I know many of you agree. When I polled my Twitter friends about their must-have PPC tools, several of you said “my brain.” (That post is coming, I promise! I’ll update this post with a link when it goes live.) We rely on our ability to think, analyze, reason, and create successful PPC campaigns. And we don’t realize how powerful that brain power is until it’s lost.

Thankfully, after just one day things got better. On Tuesday, my brain worked faster, and I made fewer mistakes. I didn’t get as tired. My brain “muscle” was getting stronger. It came back fast once I was ready. Today, I feel like myself again.

The moral of the story here is that we all need to take a moment and be thankful for our brains. In this profession, they’re our most crucial tool. We don’t use hammers, saws, stethoscopes, or chemistry labs. We rely on our brains. Respect the PPC brain, my friends.


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