• http://www.sporkmarketing.com Jason Lancaster

    Loved the oil change analogy here – a lot of people don’t understand the time value of money.

    However, when it comes to AdWords, DIY is less like changing your own oil and more like rebuilding your own transmission. It’s complicated work, and if you make even a small mistake, you can light a pile of money on fire.

    • http://kecreate.com/ Kirk W

      Thanks Jason, I think you’re 100% correct about the oil change analogy only covering the “time” aspect. I like your idea of a transmission fix better, but humorously enough people generally have a more realistic fear of doing their own tranny overhaul so it’s not really a temptation for most DIY’ers!

      This is why I get frustrated by the Search Engines pushing the DIY aspect so hard. What about this analogy:

      This would be like Tesla marketing its vehicles by saying “Buy our Model S and never go to a mechanic again, do all your own upkeep!” Sure, Tesla’s sales initially go up… until people start to realize the car is still too complicated for them after they’ve tried to do some fixes (and actually had to pay more for the mechanic to fix their mistakes, and THEN the original problem). Then they have everyone annoyed at them. Mechanics, end users, and the general populace!

      I would argue this is exactly what is happening in PPC right now and I think it will keep happening until Search Engines begin doing more to emphasize the complicated nature of PPC and the importance of having professionals (in-house or agency) running things (and quit going so hard after the DIY’er!).

      Until people begin having the same respect for PPC as they have for, say, the complicated nature of major auto repairs, we’re still going to keep hearing things like “I tried PPC and it didn’t work.”

      • http://www.sporkmarketing.com Jason Lancaster

        Preachin’ to the choir my man! :)

        I’ve been saying for years that Google’s “AdWords is cheap and easy and anyone can do it!!” messaging has been ultimately damaged the value of their offering. I can’t tell you how many business owners/managers I’ve spoken to over the years that have told me that “AdWords doesn’t work,” largely as a result of their own half-hearted attempt at creating an AdWords campaign once upon a time. They didn’t configure things correctly, didn’t bother to learn about the system, and wasted thousands of dollars before writing off the platform in disgust.

        The best thing Google could do for themselves, business owners, and for agencies is to stop talking about how “easy” AdWords is and start talking about how powerful it is. Then, they could refer AdWords customers to a certified ad management provider that specializes in their industry and/or locality. That way, Google’s customers would get good performance on a consistent basis, and Google could focus on marketing the platform to a much smaller, much more knowledgeable customer base (agencies). The total revenue figures might not be as high, but they would be steady and Google’s image would be improved.

    • Andrzej Muzaj

      I likne the rebuilding transmission analogy even more :D