When it comes to SEM campaigns, I always assume that science and math govern the day. In truth, it is the successful union of mathematical methods, technology familiarity and command of natural speaking & written language that drive results, no matter the industry.
Even after 15 years of working in and around paid search, SEO and other forms of online media that involve targeting via keywords or tags, common sense understanding of how people talk and write, such as when they are using search engine query boxes, is key.
People query Google the way they used to query their friends, neighbors, family and coworkers. Think about that the next time you are writing up hyper-complicated ad copy for a PPC campaign.
Image Courtesy of SEOTermGloassary.com