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Thursday, January 04, 2007

AdWords is actual work (just ask seomoz)

A recent Seomoz post, AdWords is giving me a headache, caught my attention this morning.

Here's the quote that reminded me of a past PPC Discussions post:

"What am I supposed to do, check the campaigns a couple of times each day in order to see if the ads are still visible? Not only is that going to throw off my impressions, but I (obviously) have other things to work on than to devote a good chunk of my week making sure AdWords is doing its job."

The short, and often unfortunate answer to that question Rebecca is yes, you'll need to practically live in your AdWords account if you want to achieve decent results.

The reality today is that AdWords (or PPC management in general) is a complex marketing platform that requires the attention of a professional if you're looking for decent results. Despite what Google would lead you to believe AdWords is not a marketing platform that anyone can pick up in a few minutes and be successful with. A few years back that wasn't the case. The rules that governed the system were pretty straightforward and the competition was light. It's just the opposite today. The rules are complex and ever changing and the competition is fierce. I also think we're just seeing the tip of the iceberg in terms of complexity - 5 years from now we'll yearn for the simple PPC management days of 2007:-)

I loved Rebecca's post and hope it serves as a reminder to everyone that if you decide to self manage make sure that at minimum you have a solid grasp of the fundamentals before you hand over the credit card number. If you're a company looking to dive into PPC either hire a dedicated internal resource or hire a professional PPC company or consultant to manage your campaigns. Good PPC managers will cost justify themselves in no time. Always remember that when it comes to AdWords Google is in the business of making money and they are more than happy to take yours while you're figuring out AdWords isn't as easy as you may have thought.

Now in case you missed the linkup at the top, go read Rebecca's post and the comments - it's good stuff.



At 4:22 AM, Blogger Keef said...

I am a full time adwords professional - yes it is a full time job :)


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