beesticles - 10:47 am on Mar 23, 2007 (gmt 0)

TrafficGal, I think it's important to let Google in on things, as you put it. For a start, a lot of people at Google genuinely don't understand what agencies do, and if you don't tell, who will?

I've found Google's maximisers to be a very useful resource, *if* you manage them in the right way. Brief them properly, discuss with them what you and the client are trying to achieve and it will be beneficial.

What I don't share with them is numerical data - CPAs, conversion rates etc. As Google determines the price of the traffic, we don't want them to know what it's really worth!