Are adwords consultants heading for extinction?

[directmarketingadvice]

An interesting article by Howie Jacobson, author of 'Adwords for Dummies'. I agree with a lot of it (in terms of automation and google removing control of campaigns from advertisers):

http://searchenginewatch.com/articl...-the-New-Google-AdWords-Competitive-Advantage

 

[wdog5555]

"Are adwords consultants heading for extinction?"

I would say no, although, like many other business's, they may have to change &/or modify the service they provide &/or the customers they market to...........

Personally, as a PPC and SEO punter (by which I mean I use them, I don't sell services related to them!), I find it a bit confusing and for alot of the year I don't have enough time to always put into it (I'm still trying to read Adwords for Dummies after a year and a half!).
Although, as that article suggests, you can just follow the Google prompts to get started, you would be an absolute lunatic to do that (as you'd be in broad match hell to start!) and it's very easy to get alot of your keyword research disallowed due to 'not enough search traffic' or similar?

Also, especially now with the PLA ads, it is amazingly easy to blow a huge chunk of money with hardly any sales if you don't know what your doing.

Alot of markets and niches are getting very competitive now (where in the past it hasn't taken alot of skill to get top positions) so a GOOD adwords professional will be, theoretically, needed to maximise ROI (along the lines of 'a good accountant doesn't cost you money, they save you money', I would imagine a good PPC specialist would operate the same way?).

My 2 pence worth anyway

 

[garyk]

I think thats the key thing 'time'. People out source SEO and PPC even if it isn't difficult. Its still very time-consuming to stay on top of changes and trends.

So as a business owner in most cases your time is better spent doing what you do best and farming out your online marketing needs to those who work in it day in day out.

Personally I think that these 'optimisations' deliberately fool those who don't know in to becoming experts. I know it commoditises the service, I remember all too well the effect of things like Visual Basic in the 90s meant everyone could call themselves a 'programmer' but these are band wagon jumpers who have unsustainable businesses.

As a PPC expert and I would class you as one Steve you are continually learning by doing and that is the difference.

Gary

 

[Fresh Dimension Media]

I'd also say no... as much as Google constantly adjust their product offering to make it easier, they are acutely aware how many SME's have stopped using their advertising platform too, hence the time and effort they place into supporting agencies.

You know the clients that have walked away and cited "Adwords doesn't work..." - the clients who blew several £100's, even £1,000's per month and failed to generate business. The one's who set up campaigns with 100% Broad Match terms, all going to a single home page, then expecting those visitors to do the searching. The one's who used the Content Network unwittingly with no level of control where their Content Adverts were served. Or the ones without a "negative" term in place.

Whether offering PPC Management as a stand alone service will be as viable in 5 - 10 years, who knows, but any sensible web marketeer looks at the broader picture. How many p**s poor websites have you seen with PPC and SEO thrown behind them that don't convert, with nobody having the balls to tell their client what's wrong?

We turn away more clients than we take on these days, simply as if the website isn't up to scratch, it's not pleasurable being blamed for the failings. I think the only Adwords Consultants that will be extinct will be the ones "without the minerals" to do the job properly.

 

[mikekingpin]

Well I was about to write a lengthy post, but after seeing the one below, i'll just say that I agree with all the below!

I also agree that the adwords consultants (hmm PPC consultants in general actually) that will become extinct, are the ones that

a) Don't keep up to date,
b) offer a mediocre service, and
c) shouldn't 'really' be charging for their services anyway, as they just do the very basics to show some degree of returns for the client, rather than working WITH the client to ensure all elements, from KW selection to ad-copy through to landing pages, including split testing of multiple elements).

I'd also say no... as much as Google constantly adjust their product offering to make it easier, they are acutely aware how many SME's have stopped using their advertising platform too, hence the time and effort they place into supporting agencies.

You know the clients that have walked away and cited "Adwords doesn't work..." - the clients who blew several £100's, even £1,000's per month and failed to generate business. The one's who set up campaigns with 100% Broad Match terms, all going to a single home page, then expecting those visitors to do the searching. The one's who used the Content Network unwittingly with no level of control where their Content Adverts were served. Or the ones without a "negative" term in place.

Whether offering PPC Management as a stand alone service will be as viable in 5 - 10 years, who knows, but any sensible web marketeer looks at the broader picture. How many p**s poor websites have you seen with PPC and SEO thrown behind them that don't convert, with nobody having the balls to tell their client what's wrong?

We turn away more clients than we take on these days, simply as if the website isn't up to scratch, it's not pleasurable being blamed for the failings. I think the only Adwords Consultants that will be extinct will be the ones "without the minerals" to do the job properly.

 

[DPOM]

No chance.

There are always going to be companies that prefer to spend their time running their business rather than their AdWords campaigns.

I work with several companies that have an outstanding knowledge of AdWords and have run profitable accounts for years - yet they still have us run their accounts. Why? It's cost efficient if its ran properly by an agency which leaves them time to concentrate on running/expanding their business.

 

[AlexJeffers]

People will always need Adwords consultants, even if they just need some help getting started rather than ongoing management of a campaign, they will want to ask someone where to get started and some advice on the best practises.

Also a lot of people don't have time to sort out their own adwords campaigns or can just simply get a bit forgetful with it and need someone to continually update it for them. It can sometimes be a case of whats worth more - your time or a consultants time?

 

[directmarketingadvice]

I seem to be seeing things very differently to the other posters on here.

IMO, the fact google has complicated adwords (over complicated, if you ask me) doesn't mean this has been their goal. Nor does it mean adwords couldn't get a lot simpler in the future.

Over the last 2-3 years, google has done a lot to promote their automated tools (such as bid enhancement). They've also done a lot to take away control and information from the advertisers.

Some PPC people see this removal of control as a result of google being under pressure to deliver the earnings growth that's factored into their share price.

And one way to do that is to force advertisers to take up the advertising inventory no-one is willing to pay full price for.

Is it too much of a stretch to see a day where adwords looks at your site and decides what keywords you should show for? After all, that's pretty much how product listing ads work. (Except you get to add negatives.)

So, when Howie Jacobson writes,

Google’s drive to level the playing field will not abate as long until the complexity of its system is no longer a barrier to entry to even the most modest business. And the ninjas currently at the top of the AdWords mountain will find their skills less and less relevant over time.

I see where he's coming from.

Of course, businesses will still need landing page optimisation, copywriting and other marketing skills. But actual "PPC techniques" - what you do in editor or the interface - would produce far less value to a client.

Just my 2p,

Steve

 

[wdog5555]

IMO, the fact google has complicated adwords (over complicated, if you ask me) doesn't mean this has been their goal. Nor does it mean adwords couldn't get a lot simpler in the future.

It probably hasn't been their goal, but Google do seem like a kid playing with an ant farm at the moment.:|

Although the PPC consultants service may differ slightly in the future (as most of us have had to adapt and/or change), I doubt you'll be joining the dole queue any time soon as PPC does seem to be alot of work for any online retailer (big or small) and out sourcing will be the way to go for most of them.

Personally, I find Adwords a PITA and the new PLA's are difficult to work with (especially as there are hardly any useful connected tools in the Google merchant center?).

Of course, businesses will still need landing page optimisation, copywriting and other marketing skills. But actual "PPC techniques" - what you do in editor or the interface - would produce far less value to a client.

Only if the client knows about and is familiar with the way adwords works.....

Just remember that what takes you minutes to do, or what you've tested, or what you know wastes/makes money could probably take me hours to do, I may not have tested and will probably waste my money as an adwords newbie?

 

[Fresh Dimension Media]

I see where you're coming from Steve, but to a degree, Google offer a specific product (Adwords Express) to meet the needs of smaller advertisers, which pretty much automates everything. However, it's far from perfect and a few local businesses I've spoken to about their experiences, haven't been too positive. Not enough control was the major issue.

Which leads us back to Google Adwords being overly complicated. So, ultimately Google Advertisers need to make a decision - completely self teach and self manage, invest in external training and self manage, or completely outsource.

As you've already stated, using the Adwords interface is only one small part of the work an Adwords Consultant does. Analysing competitors, advising different marketing angles, writing compelling ad-copy, split testing ad-copy, split testing landing pages - these are difficult skills to recruit and train, so while there are reasonably priced outsource solutions delivering value for money, like yourself, like us and many others who post here, I just don't see an immediate or medium term issue.

The same could have been said for Open Source CMS - on paper, it should have killed the web design and development industry. Instead, it's made decent looking, well coded websites affordable for all - but I still have client after client after client asking us to do their updates, new product postings, publishing news articles etc. And why? Because it's easier... ironic!

 

[directmarketingadvice]

I see where you're coming from Steve, but to a degree, Google offer a specific product (Adwords Express) to meet the needs of smaller advertisers, which pretty much automates everything. However, it's far from perfect

Howie brought this up in his article. The fact google hasn't managed to create an effective automated system only tells us they've been trying to create an effective automated system.

It tells us nothing about whether they'll succeed in the future.

Just look at SEO and how long spam links got the job done. Now most SEO's have been mauled and pecked to death by various pandas and penguins.

I just don't see an immediate or medium term issue.

Nor do I, but I'm looking beyond the medium term.

The same could have been said for Open Source CMS - on paper, it should have killed the web design and development industry. Instead, it's made decent looking, well coded websites affordable for all

Yes, and massively reduced the fees web most designers could charge.

Steve

 

[Fresh Dimension Media]

Howie brought this up in his article. The fact google hasn't managed to create an effective automated system only tells us they've been trying to create an effective automated system.

It tells us nothing about whether they'll succeed in the future.

Just look at SEO and how long spam links got the job done. Now most SEO's have been mauled and pecked to death by various pandas and penguins.



Nor do I, but I'm looking beyond the medium term.



Yes, and massively reduced the fees web most designers could charge.

Steve

Should we fear Google being innovative? To be honest, if they get Adwords Express right, that's a good thing - the tiny budgets aren't really for us, but if those clients grow, the next logical step is with an agency (or in-house) onto the full blown product. In my opinion, this creates more potential clients for us, either training them or managing them completely. Maybe those agencies that don't manage or consult anything else apart from Adwords could feel an impact, so I guess this firms up why we offer a broader range of digital marketing solutions.

The direct comparison to the Black Hat side of SEO and the impact(s) of Google's algo updates last year isn't the same. Google have always been open about "quality links" - I'm sure you read Webmaster Tools updates and follow Matt Cutts too... those who got bitten were the clients/providers looking for a quick buck with shed loads of $ivver type link building strategies.

Personally, I can't see the merit focusing beyond the medium term. There are far too many clients to service, train and build upon over the next few years to allow it to have an impact, but I understand why you've voiced your view.

So, addressing your final point... massively reduced fees in web design caused by Open Source CMS & E-commerce platforms... on one hand I agree, it's taken away a lot of the coding mystery that web designers used to rely on to over-inflate their charges, but at the same time, it's created a whole raft of potential new clients by making Themes and customisation accessible to SME's. For us, that's been a great impact - I guess for those who focused more on Blue Chip and Corporate work, it's had an impact, but then that's business. Fast paced, changing conditions for us all to adapt to.

Steve, I hope you don't find my comments confrontational. I enjoy seeing our industry from others points of view, even if those views differ from my own.

 

[directmarketingadvice]

Steve, I hope you don't find my comments confrontational.

I don't. You've made it clear you see no point in thinking about this subject - the long-term future of adwords - so we're talking about two different things, rather than having 2 different opinions about the same thing.

Steve

 

[Fresh Dimension Media]

I don't. You've made it clear you see no point in thinking about this subject - the long-term future of adwords - so we're talking about two different things, rather than having 2 different opinions about the same thing.

Steve

Maybe as it's such a fast paced industry, I don't see any benefit trying to second guess what's going to change beyond the medium term. I attended Digital Kent yesterday and listened to some wildly speculative predictions for the future of Google, Microsoft and Facebook, but they came from somebody I hold in high esteem - which I could try and prepare for and react upon, but the reality is we all just have to keep on top of changes as they arise and interpret what that means to both our own businesses and our clients.

If I had to address the long term future for Adwords Consultants, I still maintain there's more to a successful campaign than any automation could deliver, unless of course they find a way to give computers common sense and the ability to make a commercially viable recommendation. I hope to be long retired before that happens. If I'm completely wrong Steve, I guess my next question will be 'Would you like to go large with that...'

 

[directmarketingadvice]

If I'm completely wrong Steve, I guess my next question will be 'Would you like to go large with that...'

I don't understand the question.

Steve

 

[Chris Ashdown]

There will always be a place for adwords consultants simular to the need for accountants as many companies do not have the in-house experience to do it themselves, but as they grow they will begin to have in-house accountants, IT guys, adwords experts and a few other new expert departments

I would expect to see more larger organisations moving into PPC and SEO services to give a more professional aproach to these area's, If for instance a company like say Virgin, Rackspace or one of the dragons from TV, started up a PPC service, then you could soon see they would blow the cowboys out of the water as people would credit them with integrity and value for money just by the name, where as say tom smith of ppc services could never compete.

 

[directmarketingadvice]

I would expect to see more larger organisations moving into PPC and SEO services to give a more professional aproach to these area's, If for instance a company like say Virgin, Rackspace or one of the dragons from TV, started up a PPC service, then you could soon see they would blow the cowboys out of the water as people would credit them with integrity and value for money just by the name, where as say tom smith of ppc services could never compete.

There are already big companies in the PPC world.

BT offer PPC services. So do Yell. And, of course, Google themselves will set up PPC campaigns for free.

Steve

 

[abstractindigo]

As mentioned already, a good PPC manager is like a good accountant - he/she should lower your CPC and increase your conversion rate. If they don't, fire them and get a new one!

Success with PPC (ie converting traffic into sales) is also influenced by good on-page SEO, so PPC and SEO do complement each other. A web site with good on-page SEO and well structured and relevant landing pages will get a higher Quality Score and hence a lower CPC - this allows you to rank higher with lower keyword bids! Again, a good PPC Manager will know this.

Adwords is not going to get any simpler - it's complex and will continue to get more complicated as G expands their search and display networks and continue to dream up new types of ad formats to make money!

Focus on running your business. Like you hand over your tax return and accounts to an accountant who can do it better and faster, the same goes with web design, SEO, PPC.... It's a false economy trying to do it yourself if you don't really know what you are doing. It will cost you more time and money struggling along than it would hiring a specialist to do it for you.

There is no sign of accountants becoming extinct despite advances in technology and online services like Sage One, Kashflow etc. The tax system has become more complex and accountants are in even higher demand than before!

 

[directmarketingadvice]

Adwords is not going to get any simpler

Surely CPA bidding is one example of how adwords has offered an automated alternative to something a PPC manager would do.

Adwords express was an attempt to make things similar (didn't work very well).

Product listing ads are a simplified version - where you don't get to choose your keywords. (Negatives excepted.)

So there are numerous examples of google trying to make it simpler - with varying degrees of success.

So, knowing google are trying to do this, knowing what resources they have, is it too much of a stretch to think they're likely to eventually succeed?

Clearly I'm the only one (aside from Jacobson) who is looking at it from that perspective.

Steve

PS Of course, people will still need copywriters, web designers, marketing strategists etc.

I'm not suggesting that all of online marketing will be automated, just the things that are "Adwords work" - in the sense of being the things Google test for in their certification programme.

 

[abstractindigo]

It's true and I agree with you there. They do offer some automated options (and will surely add more) and things like Adwords Express, but many business owners won't entirely trust Google to run things on auto-pilot for them even if the whole thing could be automated - afterall Google's main desire is to make as much money as possible so there's a conflict of interest which can be mitigated by managing PPC internally or getting an agency to do it.

A combination of automated options and a human overseeing it, tweaking it etc. is probably the best mix. I don't think anyone would want to leave the whole thing to Google to do automatically, esp if there are significant sums involved (ie enterprise size accounts).

 

[VLAHAKISA]

Google Adwords used to be easy many many years ago in the early days of it coming out, but the last time I used it about a year or so ago, I must say I found it quite boggling and I suspect my lack of understanding rendered it fully effective.

I'd say that good consultants are probably worth their money in this respect and I'd certainly consider hiring one if using Adwords again.

Amanda

 

[Fresh Dimension Media]

I don't understand the question.

Steve

It was a reference to the fact that if the Adwords side of our business disappears overnight, I'll be flipping burgers and serving you with a smile

There are already big companies in the PPC world.

BT offer PPC services. So do Yell. And, of course, Google themselves will set up PPC campaigns for free.

Steve

And from client experience, sold by slick sales guys/girls without the commercial nous in-house to make it cost-effective.

Surely CPA bidding is one example of how adwords has offered an automated alternative to something a PPC manager would do.

Adwords express was an attempt to make things similar (didn't work very well).

Product listing ads are a simplified version - where you don't get to choose your keywords. (Negatives excepted.)

So there are numerous examples of google trying to make it simpler - with varying degrees of success.

So, knowing google are trying to do this, knowing what resources they have, is it too much of a stretch to think they're likely to eventually succeed?

Clearly I'm the only one (aside from Jacobson) who is looking at it from that perspective.

Steve

PS Of course, people will still need copywriters, web designers, marketing strategists etc.

I'm not suggesting that all of online marketing will be automated, just the things that are "Adwords work" - in the sense of being the things Google test for in their certification programme.

I don't think what your suggesting by highlighting Jacobson's comments mean that Google won't achieve a better, automated offering than an Adwords Agency can provide. I just believe they're so far away from being able to deliver and truly support such an initiative that it's not troubling me and the direction we steer our clients in. Even if they get Adwords automated efficiently to the degree clients can effectively self manage their campaigns, how the Analytics data is interpreted, how the websites are split tested and what overall impact we have on our clients businesses - those are the key reasons that will keep us involved with those clients and making a living.

Anyway, how do you like your burgers...