“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"]