I Don’t Want No Scrub (Agency) on Search Engine Land

You know the song, so sing it with me people! I made some modifications to the lyrics below that demonstrate my point well:

I don’t want no scrub (paid search practitioner)

A scrub (PPC ) is a guy (PPC person) that can’t get no love from me

Hanging out the passenger side

Of his best friend’s ride

Trying to holler at me (a customer and/or prospect interested in PPC)

To me, a scrub practitioner pretends to know the ins and outs of PPC. They go to search conferences, read related forums and articles, use the right jargon, and send out flashy looking proposals.

In the end, they’re a bunch of PPC posers who “talk the talk” but don’t contribute much to a company’s bottom line. A real shame as PPC can be a fantastic customer acquisition tool if used well. In this article, I’ll discuss what I think excellent PPC practitioners do for their clients. Then you can determine if you’re working with a PPC winner or someone from the scrub club.

Continue reading on Search Engine Land for the tell-tale signs of a scrub practitioner