uk-netmarketing Archive (2011-2015)

Hi Alec

Tricky one. I'd say outsource it because you will have two challenges:
1. You cannot just get someone from scratch to do a great job, even if they pass the exams it doesn't mean they'll have the understanding of what actually makes a successful campaign - because you have to understand that Google wants to train people to think like Google, but you get the best returns by mainly ignoring Google (as far as possible)
2. You can't suddenly fill a full time role - but designers and programmers just don't have the right skillsets to become good adwords operators - so it's difficult to put 'Bob' (or Belinda) on it just because there is some time to fill

Essentially it is a hard analytical marketing discipline with creativity mainly limited to ad copy and new approaches/angles based on the multitude of settings on offer (time, location, networks, retargeting and so on). And the more it has developed, the further it is removed from being something that you can send someone on a course to 'learn up' on. It is seriously complicated.

Therefore my suggestion would be for you to get a specialist to setup the campaigns, and then had someone in-house to run them with the specialist overseeing rather than doing too much of hands on work - you might get the best of all worlds. You can now have MCC and sub-MCC logins so you can have two people looking at campaigns.

The good news is that once you've got the right formula for a client, then it mainly needs management rather than reinvention...

All the best in your search... 

Cheers



John Braithwaite
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On 16 Mar 2012, at 16:00, Alec East wrote:

> Hi Folks
> 
> I run a small, specialist agency and need some advice about paid search: specifically wether I should outsource it or go and get my own people trained/certified (I'm based in Bedford which is hardly a hot-bed of digitally-skilled candidates).
> 
> I realise that I can get my own people certified but paid search & PPC to become a key part of our business. 
> 
> I am also concerned that, if successful adwords campaigns are more about understanding subtle nuances and details that only experience can bring, then I'd prefer to form a relationship with a proven, experienced specialist than do a shoddy - and ultimately ineffective - job.
> 
> I think my problem pretty much comes down to these issues:
> 
> 	How important is experience (as opposed to pure enthusiasm) in this area?
> 	Is the entry level Adwords certification enough to start offering it as a service?
> 	Can an averagely intelligent individual quickly master and learn as they go without massively screwing-up? 
> 
> 	Or 
> 
> 	Is it, like enterprise web-development or nuclear energy, and best left to seasoned professionals?
> 
> Your thoughts will be greatly appreciated.
> 
> Al
> 
> 
> 		Alec East Director
> 		 
> 		email: alec.east at thboom.com
> 		mob: +44 (0)7976 751 371
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> 
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