Angie, VP Search Marketing Strategy
DIY is the way of the world now. Do it cheap, do it fast, — do it yourself. Technology – and more specifically Google – has put the tools of the trade in the hands of the business owner. This “everything you need to succeed” approach is simply fantastic, but is it SMART? Should a business owner who specializes in making widgets suddenly assume that they are a search marketing professional? Knowledge garnered by years of industry experience and various degrees are suddenly rendered useless because of this unprecedented access. That’s what they want you to believe, but will you fall for it?
Lets imagine for a moment you, the business owner, are a gambler. Your company’s advertising budget is your chips. Google is the Casino or “the House.” You see every gambler plays on a different level, but in the end the house always wins. However, the difference is in the details. Novice players use novice techniques based on limited knowledge. Professionals use advanced techniques built upon experience and skill. Both are present in the casino at any given moment and all are contributing to the house’s bottom line. The novice loses everything to the house and has nothing to show for it. The professionals walk away with free rooms, free dinners and still clutching a handful of chips.
It’s in the interest of “the House” to keep it occupied with as many novice gamblers as possible for obvious reasons. Rookie mistakes are worth millions to the house. It is in the interest of the Business owner (or gambler) to give their money to the pros. Let the pros at AdzZoo win you a jackpot by getting your business the best results at the optimum price.
{ 3 comments… read them below or add one }
Angie, that was a great analogy.
Unfortunately, people still try to “beat the house” with their DIY systems, and after they’ve received their whooping they often get soured on SEM. I attended a PPC seminar two years ago and sat beside a fellow who had an online printing store. He set-up the company’s Google campaign himself on a Friday, and made two very costly mistakes. One, he neglected to target his geographic area, so his ads displayed worldwide. What was even worse, he didn’t cap his daily spend and when he returned Monday morning he had spent $25,000. He would have spent more, but he maxed-out his credit card.
It’s like most other things, we can choose to self-medicate, overhaul our car’s engine or re-roof our home, but in most cases it’s always better and less expensive if we let the pros do what they do best. If people actually understood the entire process of creating an effective PPC campaign, and all the factors that contribute to a successful campaign… they wouldn’t dream of doing it themselves.
Angie,
Great to finally meet you yesterday. We appreciate all you do !!
I also have run across clients that have been badly burned by trying it themself. They get a low quality score trying to reach keyword terms that their site is not optimized to reach at an effective cost so they end up spending more than they should trying to “bandaid” the issue.
Our approach of starting with an optimized site against the key words/services our clients want to target is critical to the cost and success of the campaign. You all know what you are doing and you make us look good out here by doing it the right way which optimizes results and return on investment for our clients. Think about how much our clients time is worth, add the potential errors that they could make that cost them their entire gambling bankroll and the only solution is to leave it to the pros.
Jeff McGinty
I have been in business for 30 year and have used every every type of marketing for many types of businesses. I have done it my self many times and thought I was going to save a bunch on money when the reality is it cost me more. Time value; our time is worth the value we place on it and in business if you can’t measure it you can’t manage it.
The small business owner has been blessed that AdzZoo has come along with a valuable, measurable and manageable marketing product.
Thanks for helping us beat the house.