Efficiency and productivity are two essential aspects that you need to consider when hiring a PPC specialist. It is because setting up a PPC campaign should be done correctly or else, it’s a disaster. Your marketing and advertising spend might be doubled or tripled. And as a business owner, it’s not your ideal outcome.
Many entrepreneurs are trying to figure out whether PPC management should be handled by their in-house team or outsource to PPC agencies. I believe there’s no right choice here. Each situation has its own unique set of pros and cons.
Interestingly, several factors will help you determine which route makes the most sense for your company.
How Much Time Can Your Team Invest Into Ads?
Whether you hire an agency or do everything yourself depends primarily on how long your staff members spend managing paid search accounts.
Having an internal PPC expert is good because he has deep knowledge about your business goal. But what usually happens to house employees is that even though they are capable of doing PPC advertising, they can’t focus on it because there are many tasks on their plates. Chances are the hired PPC specialist will also be in charge of SEO, social media marketing, email marketing, and many more.
If you only have one person who handles ad campaigns, then outsourcing them could be very beneficial because they won’t need as many hours per week and can also focus on the primary role of a PPC professional. However, if multiple people are working with your paid search marketing, then putting together a strong marketing budget for their services is necessary. Also, setting time to meet with them is required for regular reports.
What Are Their Skill Sets And Capabilities?
When choosing between doing the job internally or contracting out, look into what skills they bring to the table. An excellent way to gauge this is by looking at their experience level and knowledge about PPC tools. Do they know how to write code, create landing pages, optimize relevant keywords for prospective clients and search engines, monitor campaign performance and quality score through Google Ads and Google Analytics, etc.? How about bidding strategies? These are some important things when it comes to getting results from your online advertising.
If you want to do it with your in-house team, ask them questions like “what advertising platforms have you already used?”, “how long do these search campaigns need to run to generate qualified leads?” and “will this require us to learn anything new?” Knowing their capabilities will help you identify if it would be a good business decision to keep internally or not.
When outsourcing PPC marketing to agencies, you can test their proficiency by requesting work samples and allowing them to show some testimonials from previous clients. You can also ask them to send their advertising solution proposal that applies to your business goal. It enables you to assess whether their PPC management services are effective and worth the investment or not.
Take note, to pinpoint the huge difference, make sure that they both understand exactly what type of tasks you want to be done before making a decision. Training your internal team may sometimes be a reasonable action than outsourcing, or the other way around.
How Many Budgets Do You Have?
The “P” on PPC stands for “Pay”. It simply means that the campaign alone already requires money to drive valuable leads and increase the conversion rate. Regardless if you have your internal team or an external agency do your PPC campaigns, you need to prepare an adequate budget for digital advertising.
You need to be aware of the PPC specialists rates, premium software tools pricing, and the average cost of an advertising campaign when you’re planning to hire a full-time employee. Though you don’t necessarily need to think all of those when you go through the agency route because PPC management companies usually have a flat rate pricing model and don’t have long-term contracts, they sometimes have other agency fees that you need to look at. Some digital marketing agencies charge you for their exclusive PPC strategies and advanced tools.
Are They Reliable?
Check if your in-house employees or the digital marketing agency that you are working with is honest and trustworthy. Especially that PPC campaigns contain bidding and advertising costs, they should be transparent about every detail, even up to the smallest one. As much as possible, custom reports should be data-driven and accurate.
Having a sustainable and authentic business relationship is essential. You would not want to work with a fabricator or a scammer, right? It is imperative to entrust your business to the hands of credible people.
Conclusion
The answer to this question is mainly dependent on how much time and money you have available. Both are best on their own terms. If your resources are limited, it may be best for your business if you choose an in-house team that can manage the work of running ads yourself while still having someone else focus entirely on driving conversions. However, if you have plenty of both time and funds, then contracting professionals to handle all aspects of paid search advertising might make more sense.
PPC advertising is a Digital Ads specialty. With years of experience, proven and tested, we can help you drive more traffic and revenue to your website. Feel free to book a call, and we can discuss how we can serve your thriving business.