Reach Local, Super Media, and AdzZoo would like you to believe that their is a ton of work to do on an Adwords campaign each and every month. They want you to believe that they have some advanced proprietary software that gives them a competitive edge in the “bidding war” for keywords. (they do have software, but I believe it is designed to maximize their profits by minimizing man hours, and maximizing the clients to employee ratio.)
I have even heard (as recently as today) that Reach Local reps are still telling potential clients that they get a discount on keywords because Reach Local buys in bulk. Google clearly states that they give NO ONE a discount. On Google’s FAQ page about resellers, under “Companies and Claims to Avoid when considering Adwords”, Google states “Nobody receives preferential prices for AdWords”
and they say “Every advertiser pays the same price for AdWords. We don’t give discounts to anyone.”
(see this link for proof)
These companies will tell you that you have to stay on top of Adwords, and that you have to change your bids many times a day.
THE DIRTY SECRET IS:
There just isn’t that much work to do.
Don’t get me wrong, there is work that needs to be done, and you need to monitor your Adwords account to ensure that everything is still running fine, but you don’t have to look at it 10 times per day.
The honest truth is that for most small businesses, on budgets less than about $1500 per month, there will be less than 10 keywords driving the bulk of your traffic. You should watch this traffic, and look at the Analytic’s (not just the Adwords reports) to make sure your ad’s are converting at an acceptable rate that gives you a Return on your investment. You should run comparison ad’s to see if one ad is more successful than another…but this is not that much work, and is definitely not worth the management fees that Reach Local, Super Media, and AdzZoo charges in markup & management fees.
