If someone were willing to dedicate the time to learn and attended this seminar they could definitely do it themselves if they were not advertising something really tough like insurance or mortgages. There is much to be said for experience and it is almost essential to get any traction on highly competitive keywords.

Tusinesses that are making money would be better off hiring expert management. The challenge is finding someone truly qualified to advise them for THEIR best benefit and not the pay per click engines’. Since most of the training available is provided by the ppc engines it is slanted to recommend what benefits them over what benefits the advertiser.

The people behind this seminar once taught the Yahoo! seminars and always put the advertiser’s interests FIRST. I could get recommendations from them and I know of a couple people who truly understand. It takes more than just knowing how to use these systems; it takes intelligence.

You don’t want ALL the traffic you can buy – you only want the traffic that will buy from you. I have seen agencies advertising on all the wrong keyword phrases because they could buy lots of cheap traffic. That is not bright. You don’t want cheap traffic – you want the traffic with the best ROI.

Advertisers often think they can buy maximum sales and maximum ROI and that is not possible. What you can do is slide between maximum sales (with a lower ROI per sale) and maximum ROI (with fewer sales at the highest profits per sale). They are opposite sides of a sliding scale.

The post I’ve linked to this comment has specifics on how to evaluate the performance of your AdWords account and ppc consultants plus specific settings that are best for most advertisers.
Internet Strategist @GrowMap´s last blog ..How to Evaluate Your AdWords Accounts

-Mark
NJ Ad Agency