TTFN to BPF – the end of Google’s Best Practice Funding

It is often said that the difference between goodbye & au revoir are often mistaken. In the case of Google Best Practice Funding (BPF) it will more than likely be the former rather than the later.

The BPF programme was a commission based system that allowed Google to pay commissions to 3rd party companies, mainly advertising/media agencies and search specialist agencies, for work they carried out on behalf of their client to help plan, facilitate, execute and report on Google AdWords Advertising. The system was introduced for a variety of reasons though the smart money was on the fact the original commissions paid by Google (alongside other media owners and networks) was being abused and in some case being paid back to clients so certain agencies with buying power could negotiate ‘cost-effective’ deals with their clients – these pigeons have now come home to roost.

Like the credit crunch, the impending demise of the BPF has forced those agencies that integrated their business plan with commission, to think again or take a seriously hard look at the business they’re in – maybe even saying with a bah humbug,  TTFN to the business.

BPF – Volume or Value? Digital Clarity’s view

The imminent demise of Google Best Practice Funding (BPF) is one that for those unprepared will require a period of adjustment. Digital Clarity has always felt that sharp practice by larger players in the market lead to quality and delivery being superseded by those concerned with blurred cost effective media schedules.

Digital Clarity welcomes the move and embraces a new era where client of all sizes can see the benefit of an agencies work over and above volume.

The return of client centered practice alongside lean and value driven pricing models augmented to leading solutions & strategy have always been at the heart Digital Clarity’s thrust and this will continue to be the case – BPF or no BPF.

To have a confidential discussion on BPF or if you wish to discuss how this may effect you business, please contact Reggie James (reggie.james[at]digital-clarity.com) or call him on 0845 388 4071.