uk-netmarketing Archive (2011-2015)

Hi Al,

 

I think there's a critical phrase missing from your second para below that
would affect how you might best go forward.

 

If you DO want PPC to become a key part of your business, you'll need a plan
for getting the right skills in place for the level of service that you
intend to provide. Small, low spend campaigns for local/regionally based
clients should be perfectly well serviced by people who know their way round
Adwords' cunning little ways - a qualification helps in so far as it
demonstrates a level of knowledge but a bit of experience will always be
handy, even at that level.

 

On the other hand, if your clients are likely to be big spenders, you'll
need external help until you get your in-house people skilled up. The
problem there is that most external agencies like to keep their campaigns
confidential - it's their intellectual property. So make sure that if you go
down that route, your supporting agency is willing either to run the
campaigns from your Google Client Centre/Account or to transfer/sell the
campaign at an agreed price later on - get that in writing. Apart from
anything else, you'll want to keep the Quality Score that a good agency
should be able to earn for a campaign over 6-12 months. If your clients are
serious spenders, you'll also need people who are experienced in campaign
testing - A/B split and multi-variate.  

 

Good luck and if you need any more help/advice, please feel free to contact
me off list.

 

Cheers,

 

Paul 

Paul Lock

01453 760271

 <http://www.epicado.com/> http://www.epicado.com

small

 

Follow me on  <http://www.twitter.com/paulepicado> Twitter

Find us on <https://www.facebook.com/Epicado.web.marketing>  Facebook

Connect on  <http://www.linkedin.com/profile/view?id=189653&trk> Linked-in

 

 

 

 

 

From: uk-netmarketing-bounces at mm.chinwag.com
[mailto:uk-netmarketing-bounces at mm.chinwag.com] On Behalf Of Alec East
Sent: 16 March 2012 16:01
To: uk-netmarketing at mm.chinwag.com
Subject: [uk-netmarketing] PPC / AdWords assistance

 

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

                                                web: http:// <http://www/>
www.thboom.com

 

  <http://twitter.com/aleceast> http://twitter.com/aleceast

 

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compliment you on your attention to detail.

 

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