• Charles Cawley

    AdWords are a major headache and we spend around 1/3 of our revenue on them.

    But there is a growing feeling that Google has lost the will or ability to innovate. Its growing use of sanctions to try to control web content is telling when it should be improving its indexing system.

    The impression is that it is living on borrowed time despite its present profits. The elimination of the British Motorcycle industry from the largest in the World to virtually nothing in under 10 years has some similarities including apparent listening problems and a maturing management moving from the idealism of youth to ‘family first’ without a change in corporate management style. This latter trend has torn many IT companies to pieces.

    AdWords are still a bit of a dark art. We do what we can to make sure we do not spend too much.

  • http://www.bayareaseo.net Ross Taylor

    As far as I can tell, Google has been very active in supporting agencies with the Google Partner program, free certification, and presenting seminars like Google Partner’s Connect. The more agencies out there keeping their customers going with a monthly ad spend, the better of Google is.

  • http://www.randyhilarski.com/ Randy Hilarski

    With the advent of BigData Google Adwords are just one of the AdNetworks that we use. The net is evolving and Google must feel threatened. Never put up walls, you just make a great target.

  • http://www.swydo.com/ jeroen maljers

    Great article. Googles main focus is the advertiser, not the middlemen indeed. if providing more effectiveness and efficiency to the end advertiser means cutting out the middle men, Google will not hesitate, is my prediction. But I agree that it will always require human insight to have the best campaigns. At Swydo, we focus on giving a great dashboards, reporting and workflow to support that. If I were Marin, I would focus on cross channel, attribution and see Adwords just as one of the Channels.

  • https://www.sunnyreports.com bastienSR

    I agree with jeroen’s analysis on the Google philosophy.

    We focus too on giving our users what they can’t found in Adwords easily and quickly.

  • http://www.paulcarl.com/ Paul Carl Gallipeau

    I recently did a case study on an AdWords Express account that I was hired to replace. The AdWords Express account had a 0.0006% conversion rate. My build has a 29% conversion rate. I don’t think they’re going to cut us managers out anytime soon!

  • http://www.idunmarketing.com Idun Marketing

    The more complex Google makes AdWords, and the more automated suggestions (that are mainly rubbish keywords), the more needed are the agents that manage the advertising.

  • http://www.idunmarketing.com Idun Marketing

    Paul, you are absolutely correct. As most companies, and quite a lot of agencies, don’t know how to advertise effectively, you will always be needed for your ability to improve performance of a campaign. My only question is, how did they ever manage to get a conversion rate that was that low? Even in my first campaign (without much knowledge of AdWords) I managed to get a conversion rate of around 1% (That’s without Split testing ads, Separate landing pages, measuring and tweaking every day). 29% should make your client ecstatic :)

  • Nenad Molerovic

    Google gave you adwords scripts for that purpose. If you know how to manage properly your campaigns you don’t need Kenshoo/Marin platforms. You can build your own bidding or viewing tool. Much better solution than these platforms and FREE! True on Bing/Yahoo but they have 5% share in 50% of the online markets so not a big deal.

    The paid search advertisers are the one that will take over the overrated platforms like Marin/Kenshoo not Google. Google is already giving us the tools to take over. You just need to know how to be a good advertiser in the first place.

  • http://www.crealytics.de Maximilian Hainlein

    Great article. I think it is unlikely that Google will further invest in own (bid) technologies. It would have made sense a couple of years ago when there were only a few. Although, buying one would be a possibility.

  • http://www.crealytics.de Maximilian Hainlein

    As far as our experience goes scripts hit a usability limit at one point, dependent on the amount of keywords. We’ll still need technology but also the managers using it properly.

  • http://www.TheeDesign.com/ TheeDesign Studio

    This is so true. Just a few years ago you couldn’t even contact or talk to someone from Google. They are getting better with their support and trying to be more proactive. With that said, with the complexity of the modern Adwords and new features coming out all the time, I don’t feel as though PPC managers will ever be cut out. There is a certain amount of knowledge and time involved in learning that most companies would not be willing to go through.

  • Arie

    This article speaks too much on the technical standpoints and doesn’t understand why Google loves agencies in the first place. The reason Google embracing agencies is not really for their technical skills on Adwords but their acquirement of new Adwords clients. Agencies are out there actively and physically going door to door, calling businesses to offer them Adwords. Google wants as many people as possible to try Adwords, and they can’t do it by just relying organically from their online advertising, Google always need real people out there to go door to door physically to offer people Adwords, so until the day Google invent robotic salespeople to replace agencies to physically come to people’s offices and do some Adwords presentation ,Google will always be in love with agencies