Sometimes Todd Miechiels feels a lot like John Henry, a steel-drivin' man who tunneled through mountains with a sledge hammer. Miechiels likens Henry's task to managing precious budgets for paid
search campaign across multiple ad networks, using manual tools and labor.
To lighten the work burden, Miechiels suggests companies may want to outsource rather than try and do it
themselves. He defines "digging and blasting" to emphasize the point that some paid search tasks take precious time and "once the strategy has been clearly defined, can be executed by relatively cheap
labor and in many cases automatically by a computer." He lays out the pros and cons of bringing in outside help, as well as how to gain the best from both worlds.
Read the whole story at Search Engine Land »