|GAW Account Reps Is Shutting Down (Agencies Must Read This)|
Thanks for all the fish!
Google Adwords is shutting down the GAW agency support teams in a few weeks.
GAW is switching to a new model: support in a few verticals (incl. airlines, automotive, finance, etc.)
To qualify for support in that vertical, the minimum per client is $15,000 per month. If your client spends $35K, they get support. But another client at $12K gets zero support. Only the ones at $15K get support.
Furthermore, the GAW Verticals Support Person is assigned to the client, not the agency. So when the client switches agencies, the Verticals Support person continues with the client.
My Comments: Agency support started about five years ago. Only a few dozen agencies had support. The GAW team was surprisingly small.
But they were terrific. I've met many of them and they stay in touch, even after they move to other divisions or leave Google. There was a large flow of information both ways: they told me about upcoming issues; they helped me with my books about GAW; I made many suggestions for improvements (some of my ideas are standard features in GAW), wrote bug reports, etc.
By shutting down Agency Teams, which shuts down their long-term connection to agencies, Google loses that informal contact. Most large clients are clueless about GAW, so they won't make useful suggestions.
This also further reduces the relation between GAW and agencies. Only a few agencies have large clients, so most agencies will lose their GAW support. The primary relation is between GAW and the client, not the agency, which weakens the client/agency relation.
I really like our GAW team; they're great people (and I also like my contacts at Bing and Yahoo!); how many of you sent them a Christmas card (yes, the kind with a postage stamp)? And they sent me cards too. It's a pity this is coming to an end.
What is the source of this? Are there any other stories out there about it? References? I'd like to read more.
One of the senior persons at the GAW Agency Team called me a few days ago.
Call your Agency Team lead person to find out more.
It's true... I have confirmation from Google at [seroundtable.com...] and [searchengineland.com...]
vertical gives me the heebee jeebees, always thinking reps then know too much about that sector's details. platform / system insights are nice, but market segment insights are over-rated, imo. gotta go take my paranoia medz now, which are probably laced with...
My company was told about this change several months ago, and we started transitioning to the vertical Google reps then.
I've found the vertical reps to be very knowledgeable and responsive - at least as much so as past agency teams.
Also, we still have a main Corporate rep when we have questions or needs that cut across verticals.
In short, I'm happy with the transition. Google's agency support is still miles better than Microsoft/Yahoo's.
I've been very disappointed with this transition. Our agency had a support team and we loved it. The reps were very knowledgeable and willing to help, but over the past year we saw it dwindle down to pretty much nothing. We have a support team now, sort of, but they will only provide support for one of our clients.
|...the GAW Verticals Support Person is assigned to the client, not the agency. So when the client switches agencies, the Verticals Support person continues with the client. |
That makes it very difficult for an ad agency. Typically, an ad agency or consulting firm cannot represent two clients in the same field. You don't do ads for your client competitors. (Duh.)
So, you're in widget biz. You get on the phone with your "vertical ad rep" at Google and have this great conversation about what you should do to sell more widgets. Then, after you hang up, your competitor gets on the phone with the same guy. And, so on...
The "benefit" is that more power of who is doing what in a field moves to Google. And, that is the way it is. Newspapers are usually aligned that way--there is a gal assigned to handle auto dealer accounts or real estate.
Back in the day, the local daily newspaper was "it" as far ads; most print advertising went to them locally. And the papers acted as you would expect, they acted as if they were doing you a favor taking your money. (Yellow Pages was even worse. But there were always several radio, TV and direct mail firms.) Today, that is Google. Newspapers? Hmmm, not so much.
|So, you're in widget biz. You get on the phone with your "vertical ad rep" at Google and have this great conversation about what you should do to sell more widgets. Then, after you hang up, your competitor gets on the phone with the same guy. |
Good point. You tell the Verticals Support Person about your strategy or a tactic that works well.
The Verticals Support person would tell her other five clients, plus the Verticals team, and by the end of the day, all of your competitors are using the same idea.
It's in Google's interest to earn more money from the entire vertical, not just one client, so any idea will spread quickly.
It's happening in Brazil as well. We were notified a few weeks ago. Its probably a global move.
I take it as a setback.