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Really the days of segmenting your paid search marketing (or SEO for that matter) are gone. Most of the time, we working in an environment that has paid search specialists in-house and using us as well. With PPC having so many parts moving at the same time to determine the ROI, (such as landing page testing, ad writing, and other testing opportunities) it has become the norm.
Fact is, if your purchasing is over $10-15,000 a month, you really should be outsourcing some parts of your paid search advertising campaign, just as a business frequently outsources some sides of accounting such as audits, conventional promoting, and legal work some of the time. You could have an agency handling your campaign, you may be using paid campaign management technology, or a consultant.
Reasons Why Companies Done Not Outsource Their Search Marketing
Many companies have reasons on why they do not utilize outsourcing. They range from “to important to our bottom line”, “we are the experts”, “we got burned by one”, or the famous “they will never understand us like we do”. Some of these (and others) can be valid reasons but honestly the majority of the time it is about having the lack of knowledge of using an agency or feeling threatened.
Why Companies Should Use Outsourcing For PPC Purposes
- Productiveness – Search management is a time-intensive activity as you are in what ever bid management tool going over ads, keywords, and bids all the time. Remove that function from your internal team so they can focus on more ROI focused tasks such as landing page testing or developing good ROI bait like a solid white paper. These are also tasks when finished provide further bidding leverage on keywords.
- Speed to market – Most agencies have huge technical resources at their disposal, they can process even the most complicated campaigns at lightning-fast speed by leveraging bid management tools or just more resources at hand. They can also handle more dedication to your campaign at times when you need it like the holiday season.
- In house knowledge development – A good search agency is transparent about their tactics. Your internal staff will benefit from this greatly.
- Total accountability. Many of times I have seen issues happen like de-listings or lost of Quality Score. A lot of finger pointing goes on when this happens by the in-house team. If your campaign is mishandled, it is the service provider’s responsibility to mend things. If the supplier can’t ( or will not ) cure the situation to a satisfactory level, you can sue.
- Cost – The big one! Agencies trump in-house search marketing departments as they simply have more resources. It really is a terrific example of economy of scale. Having an in-house ppc specialist that is salaried at $40-50,000/year to manage a $120,000 in total spend just does not make sense. The management cost of this is 30-40%. Outsourcing this will cost you between 8-10%. If your business spends less than $100,000 a month on Google, adCenter, and online display, there’s a strong chance you can economize by outsourcing your search and internet promoting management operations. Do the mathematics. Work out how many hours your workers are devoting to Google-related activities, work out how much you are spending, and compare the figure to the plans offered by 1 or 2 selling suppliers.
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