Kevin Newcomb has word from scholars at Stanford Business School that many PPC advertisers are paying much more than they need to.
“We want to educate advertisers about the fact that in some sense they are being taken advantage of,” Ostrovsky said in a statement. “Under the current mechanism, if they don’t think carefully about their bidding strategies, they can end up paying a lot more to the search engines than they need to.”
That’s exactly why we’re seeing more companies outsource their pay-per-click management to SEM firms. Sure, according to the SEMPO study, two-thirds of companies handle their PPC “in-house” but that doesn’t mean they fully understand how to get the best out of it.
If my tooth hurt, I could probably pull it out myself, but I’d still be better off going to a dentist. [file that under "another one of Andy's wild analogies"]