Andy Black
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@Samy Bazizi
It makes perfect sense to hire in an expert, and you probably should if you don't want to bleed at the start, and you want to get out of the gates at pace in the right direction.
And like anything, you want a good grounding to understand WHAT that expert is going to do, and WHY they are going to do it (so you can choose between them).
Sure, you don't need to know the mechanics of HOW they are going to do it. That makes sense.
However, if you go completely hands-off from the campaign management, you LOSE out on what is more important than the buying of the traffic, and that is the data that you get in your account.
For AdWords paid search for instance, you might find that whilst you sell blue widgets, everyone is searching for yellow widgets this year. An agency, freelancer, or even an employee managing your account might not spot this, might not realise it's significance if they do (since they don't know your business as well as you do), and might not care to tell you (since they certainly aren't as passionate about your business as you are).
I had a client years ago. They were a quarry and construction materials business. I bid on "precast concrete" and after a month I told them that 50% of all people coming through that keyword were looking for precast concrete fence posts. This is GOLD to a business, although in this case the client just stared at me and said "but we don't sell that". Sigh...
So learn enough to know WHAT can be done, and WHY it's good for you.
Be aware that much of what you will read will be technical how-to stuff, or written by technical people who do it day-in-day-out, but who DON'T RUN THEIR OWN BUSINESS (I'm thinking agency staff here).
If you're already adept at marketing, then maybe you just need to chat to someone who does it for a living and pick their brains. Maybe find someone local to you and offer them lunch to have a chat?
If you want more control over it and want to "learn" it, then there's no substitute for putting your hand in your pocket and buying traffic. Everything then comes into really sharp focus, and it'll beat any amount of reading and talking to people.
You can read a lot of the stuff I've linked to in my signature, but it will just be "nice posts" theory until you're actually spending your own money.
HTH
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