No PPC agency is right for every advertiser. Andrew Goodman's recent SEL Post dividing the world of PPC practitioners into "Muddy Ones" and "Quants" was quite entertaining and accurately characterizes most firms in the space. We at RKG like to think of ourselves as "Muddy Quants" in Andrew's vernacular. Alan has the PhD in Stats, and...well...I'm muddy. We believe that for large, competitive, ROI driven accounts you must have both pieces. You need an advanced system to predicatively model data and execute bid changes automatically, because hand-bidding off of spreadsheets simply doesn't compete in 2009. At the same time, we know enough about numbers to recognize the limitations of the data and the need for human 'intervention' and control of the process. The predictive model has no way of knowing that there's a sale next week on Gibson Guitars or anticipating how that might impact performance; it has no way of knowing that you're out of Merrill boots sizes 9-11; or that a retailer has just gotten some co-op advertising dollars from Kohler; or that customers of certain types of products are much more likely to pick up the phone and call or visit the local store than the average spillover rate would suggest. Marketing is muddy, no matter how skilled one is at analysis. But not every advertiser is both ROI driven and competing a large, complex marketplace. How does your company think about advertising/marketing? Is the primary goal of PPC advertising to:
- Create positive awareness of your brand? or
- Generate maximum revenue within some acceptable ROI?
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