• http://www.audettemedia.com Adam Audette

    In total agreement with this, George, and finding many parallels to organic search campaigns too. Only difference is that we usually need to plan for implementation (since getting things done seems to take so long with SEO), but otherwise need to adapt, adjust, analyze, and work in process rather than plan.

  • http://www.rimmkaufman.com George Michie

    Thanks Adam.

    Yes, planning — and the expectation management that comes with it — at start-up definitely makes sense. In PPC transitions to a new management team can range from keeping the existing program as is while gathering data and building out improvements, to scrapping the existing program and building from scratch. Planning where on that continuum an advertiser should fall is critically important for the relationship.

    After that the good provider needs the freedom to react to shifting priorities.

  • http://www.cpcsearch.com Terry Whalen

    George, thanks for writing this – this issue just came up with a current client of ours where we are switching over the team to whom we report on a weekly basis. Your column really helps in terms of framing and putting context to this issue.
    –Terry

  • http://www.rimmkaufman.com George Michie

    Thanks Terry.

    I could easily be accused of simply writing down in blog form conversations we have with our clients all the time :-)

    Hope to see you in NY next week!

    George

  • http://redspringsmedia.wordpress.com/ redsprings

    Hi George,
    Thank you, an excellent article. I agree some clients think that PPC is the only answer and wish to rely on it for a cure all now and in the future.

    It is really helpful to have this as a reminder that paying attention to the product, events, offers and changes is beneficial to the business.

    Nicely put information, straight to twitter from me, thanks!
    Sharon