Change in Google's Reseller Program

Many companies have the potential to enhance their profits by improving their digital marketing strategy. One of the most common areas of digital marketing where businesses under perform is paid search advertising. Having a high performance paid search campaign is now even more essential than before as each year more and more businesses are relying on it as their core digital marketing strategy. Hence if not closely monitored one's pay per click campaign can easy change from generating high ROI's to even negative returns.

If a company does not have the expertise to maintain a high performance Adword's campaign in-house it is highly recommended that they employ an externally digital marketing agency that can do this for it. The fee paid to the digital marketing consultancy which is usually between 5-10% of the campaign spending is usually well worth the investment as the saving's an expert team can generate should considerably outweigh their fee. As campaign spending increases most digital marketing agencies are willing to charge fee's closer to the 5% mark which further justifies outsourcing if larger budgets are being spent.

A number of digital marketing agencies at present work in partnership with Google as part of their re-seller program. This involves the digital marketing agency selling Google Adword's management to a third party business which it then manages in-house itself. Recently however Google has announced that it will be making significant changes to its re-seller program which is most often used by digital marketing consultancies which target local SMB's. Although Google has been evasive about the exact changes it is planning to implement it is thought that it is bringing about the restructuring due to the high mark up charged by some digital marketing agencies which use the program which can be as high as 40 to 60%.

Although some digital marketing consultancies that rely on high mark ups through the reseller program will be disappointed with the change; all in all we, believe it will be a good thing for the paid search industry as a whole. Google's restructuring plan would hopefully generate greater transparency for SMB's when outsourcing their paid search and reduce the number in agencies which charge excessively high fees.

Qudos Digital is a leading Digital Marketing Consultancy and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk

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