Google BPF, The END

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October 11th, 2007 by Nick

Recently it was no surprise Google announced that from Q1 2009 there will be no more BPF payments. BPF was set up to ensure Best Practice Funding within agencies, and allow agencies to invest back into there business thus having a beneficial effect on ultimately the client.

Since Click Consult started in 2003 that is exactly what we have done as an agency, now employing more than 20 staff and expanded into areas such as SEO, Email Marketing, Affiliate Marketing, & Shopping Feeds.

Google state that they think this will allows agencies to be on a more of a level playing field” which I agree on, to be honest I think that certain agencies, we all know who they are! have abused the programme, one instance I have seen is an agency offering 2% back of there budget spend and they can still manage the campaign in house, apart from breaching the programme terms surely this is just an unethical way to run a company, an agency in my opinion is all about service and growth, not about making money quick.

I do think that agencies like these over the next year will do one of two things, firstly they will cease trading, or secondly they will try and sell, as you cannot build your business off the back of a commission in our industry.

My belief is that over the next year businesses will really asses agencies, you must bear in mind the service levels, because the days of making money off the back of Google will be gone, and in my opinion PPC management from a clients perspective will become more of a service decision than cost, because agencies can currently discount based on there BPF if that is the approach they take but will suffer from a resource point of view because of the reduction of business income.

So my advice is, look wisely where and who manages not only your PPC accounts, but also your entire search marking, biggest is not always best and quality is always better than quantity, finally nothing is free in life!

Matt Bullas
Managing Director – Click Consult

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