Ok. So you’ve decided that you want to implement a PPC marketing strategy in order to boost your site rank and increase revenue. You’ve run the numbers and it looks like this is the most profitable and efficient way to use your growing site to make money. You know this is a good idea, but do you know how to properly manage a PPC campaign?
The answer to this question will determine whether or not you should manage your PPC strategy in-house or whether you should outsource it. There may be someone on your staff or in your circle of friends that understands pay-per-click and what it takes to make sure it does what it is supposed to do, but you have to ask yourself if it is worth it to pay someone as a “consultant” as opposed to a staff member. Basically, these are the things you need to consider:
SECURITY: When you manage your own systems, your data is more secure. If this is important to you then you may want to lean more on in-house PPC management instead of opting for outsourcing.
BUSINESS KNOWLEDGE: Although PPC companies are good at what they do, they cannot always know all of the important and pertinent information on every existing industry. If your business serves a specialized industry or clientele, hiring a PPC company might prove less effective.
COST: small marketing campaigns (PPC and others) can be relatively low cost. If your campaign is small enough it might not make sense to pay an expert because you might be able to learn what you need to know. This issue depends on how much work you are willing or able to do in order to learn what you need.
CONTROL: Basically, when you hire someone, you put them in charge. When you do it yourself nobody can tell you what to do. If you know what direction you want to move in, it might be better to take the reins and do it yourself.
EXPERTISE: Internet is constantly changing and PPC management is incredibly specialized. As the owner of the business, you probably don’t have the time to focus on this aspect of your business. A quality PPC agency is educated and well-versed in this and can remove this stress from your life.
RESOURCES: PPC agencies use specialized tools to help keep their operations efficient. These tools are not necessarily something that are readily available to just anyone.
RESULTS: Like any other specialized field a lack of the previous two things will yield very poor results. This means that you could end up wasting a lot of time, money, and energy if you try to do it yourself.
Obviously, there are benefits to both the in-house and outsourcing aspects of managing your PPC campaign. The bottom line is that hiring an expert is always a good idea, no matter what you are doing, but you have to make sure that it is a worthy investment.