Rick over at the Barbarian Blog touches on something that I’ve found confusing and disappointing lately. There have been some recent articles, most notably this one, about how creative agencies don’t often utilize paid search. The thrust of the articles is that it is somehow surprising that agencies often recommend paid search to their clients, but don’t practice what they preach. The supposed lesson here is that these agencies are making a grave mistake.
Idiot alert! These sentiments are a bit bewildering. As Rick puts it, “Like does anyone even GET search? Seriously?”
Here’s a newsflash for the authors of these articles: smart agencies know their business and their clients. They know where their potential clientele reside and they know how best to reach them. They also know how not to reach them. (more…)