Pay-per-click or PPC advertising is a great strategy to boost business sales online. It promises first-hand exposure to business ads, drives quality traffic to websites and facilitates immediate results in the form of lead conversions, sales and revenues. However, chances are high that many of your direct competitors are already reaping the benefits of PPC campaigns, while you have just begun with it. In order to achieve the excellent outputs of PPC advertising, you really need to act smart and take informed decisions.
If you have decided to read this post, I assume that you have already designed a PPC campaign which is either too basic to work or you find it difficult to take it further. And so, you are looking for the help of an expert who can assist you tread the difficult path of PPC management. The thought is definitely favorable as managing a PPC campaign for continuous success can be extremely complex and calls for great understanding and experience.
Here, we reach the underlying question of this discussion – whether to hire in-house PPC experts or outsource the task to a PPC or digital marketing agency. Making the right choice is easy if you compare some important aspects in regard with both the options. Let’s start with them.
Best PPC Tools and Using Them the Right Way
The success of any digital marketing campaign relies heavily on the best use of the most popular tools available for it. PPC advertising is not an exception in this direction as there are many tools that help advertisers to plan, design and optimize the PPC campaigns. Then, a great aid in managing PPC bids, analyzing the competition and monitoring the PPC performance. In addition to these tools, there are loads of useful PPC resources that must be referred to in order to make PPC campaigns even more effective.
If you plan to hire in-house experts, they might not be familiar to these tools and resources. If familiar, they might not be knowledgeable enough to utilize them in the most optimal manner. The dedicated teams of PPC agencies, on the other hand, usually develop expertise in choosing and using the right tools over many years of working with them. Hiring one of them would actually save you the efforts and costs of arranging these tools for in-house experts. Chances are that you get the advantage of the same PPC management tools that your competitors have been using successfully.
Flexibility that PPC Efforts Demand
In-house teams usually follow a rigid working style and it should not come out as a surprise to you. Depending on the fixed salaries they draw, they are usually unwilling to put in extra efforts to learn about what’s trending in their fields of work and what new updates they can refer to improve the outcomes. In other cases, the employees in a set office environment can’t help it but have deviated or divided focus as they might have to undertake different responsibilities and roles.
When it comes to PPC advertising, it is important to follow a flexible approach considering the fact that the field witnesses changes and updates dynamically. Outsourcing PPC management to an agency can address these concerns in many ways. First, their experts have complete focus on managing PPC campaigns and nothing else. Second, they are keen to know what’s happening in the global PPC trends to immediately adopt productive updates. Third, they tend to be more productive as they don’t find it an issue to devote extra time and efforts to get the work done at a much faster rate. Also, you don’t need to worry about paying them extra for this.
Three Important Activities – Bidding, Monitoring and Reporting
If you try to understand a PPC campaign, these three activities are interrelated and each has a direct impact on the other two. For a newly-hired team on in-house PPC experts, it might be burdensome to recognize the interconnection and make it work in the favor of your PPC campaign. If you successfully outsource PPC management to an agency that has been doing it for years, you would never face these hurdles.
These experts constantly look into the valuable PPC insights and make informed decisions for choosing the right keywords, optimizing the bids per keyword and changing the bids as and when required. At the same time, they monitor the performance of each and every bid to optimize a PPC campaign. Lastly, they generate useful PPC reports not only to keep the businesses informed but also to analyze what’s working and what’s not.
Credibility through Accuracy and Result-oriented Performance
The agencies offering PPC outsourcing services have experts who are not only experienced in PPC management but have a precise understanding of what may go wrong in the process. As a result, they know the ways to handle the possible mistakes and can, therefore, generate more accurate results. By eliminating these mistakes, they also reduce the turnaround time and ensure fast results. In short, these experts are highly credible for something as vital as PPC and can be easily trusted.
For in-house experts, you might have to devote time in providing details about your business, its audiences, market research and more. Moreover, their lack of understanding make lead to costly mistakes and redesigning of the entire campaign. That can indeed lead to a lot of time and loss of PPC success share to the competition.
PPC Costs – the Most Decisive Factor for Final Choice
In-house teams have always been costlier to hire and maintain. You would need to spend not just money, but also time and efforts to make in-house hiring. Then, you also need to invest in additional hardware and software as well as other infrastructural needs to accommodate the new employees. In the future, there would be a demand to upgrade the software and tools required for PPC management. Not to forget, the huge salaries while the outputs might not be satisfactory.
Outsourcing PPC management can be dramatically cheaper as it eliminates many of the expenses mentioned above. Moreover, you can switch from one agency to another if you don’t find the performance up to your expectation. This is practically not possible with in-house teams.
PPC campaigns and their management demand high-level expertise and dedication which only an experienced PPC agency can provide. Having said that, it is necessary to spend time and choose the best one that turns these benefits to real.