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
