PPC is one of the most effective strategies in order to get traffic to your website. It gets almost instant results, and the fact that it specifically hits your target audience means conversion rates will ramp up. That’s not always the case though, and if your PPC campaign is handled by a member of the company with other responsibilities, eventually, you will need to hire an actual PPC manager and a team in order to focus on the PPC. Once you make that decision, the next thing to consider is whether to get an in-house PPC expert, or outsource.
A lot of times, this can be a really tough decision to make. There are many things you need to consider, and both in-house and outsourcing have their own pros and cons. In the end though, the main factor that needs considering is which one would best fit your company? What kind person do you want to manage your campaign? Would you want to hire an agency that specializes in digital marketing? Or do you want to take the risk of having someone join your company as PPC manager?
Pros of Hiring an In-House PPC Team
The most obvious benefit of hiring in-house is that they will be a part of the company, and therefore will know the ins and outs of the business. Even if they just started recently, in time they will get familiar with the company’s protocols, and how the outfit runs. They’ll be part of company meetings, be part of internal emails and communications, and in general will be more attuned to what the company really is.
PPC managers being a part of the company has its own advantages and disadvantages.
They’ll know where the company wants to go, and they will be able to use all that knowledge to better personalize the PPC campaign. Another thing to consider is that because they are part of the company, the success of the PPC campaign lies on their shoulders. They will feel more accountable considering they are being trusted by the company who hired them to take their online engagement higher. Considering that the success of the campaign can have a direct effect over the employees’ advancement, salary, and employment itself, can be a very good motivator for them to succeed.
Cons of Having In-House PPC
One downside to having PPC managers be part of the company is that they can be overwhelmed with the amount of work they have. In-house PPC managers rarely manage just PPC by itself. They are usually also tasked with email marketing, SEO, and other digital media strategies. Some of these tasks demand a lot of time and effort for them to become effective. It takes time and resources to have the PPC team trained to the point that they would be effective.
Even if you were to hire a PPC manager and team with experience, it is going to take some time to gather people with that much ability in one place. It is also going to be hard finding the right fit, considering that in an interview, people can just keep talking a good talk, but the real results are only seen when they’re already working. If, heaven forbid, you get an in-house PPC manager you need to let go of, that is going to translate into a colossal amount of money and time wasted—and you’re going to have to do it all over again to have the manager replaced.
Downside of Outsourcing PPC
One of, if not the biggest, problems with outsourced help is that communication between client and agency is not always clear. There are times when you just can’t entertain emails or calls from the agency, but the agency is going to need constant communication to be available in order to make the PPC campaign as effective as possible.
Another risk you’re taking when going with a digital media company is that you need to find the right one for you. You need to take into account an agency’s past clients, their references, what kind of projects they have handled, and if they have worked with a company similar to yours. You need to ensure the company that will handle your online marketing job can do it well; otherwise, it won’t bode well for the digital side of your business.
Advantages of Hiring Professionals for PPC
The biggest advantage for outsourced agencies right off the bat is expertise and experience. These people will most likely have years of experience working with various companies in different fields. They know how the current digital marketing landscape looks like, and they can adapt your campaign to fit the requirements to survive in such a platform. When hiring a PPC agency, you already have a team of dedicated and well-trained individuals who will make sure the job is done right.
Because companies like these have no choice but to be experts or else they’ll go under, you know they are worth trusting. They dedicate their careers to knowing the ins and outs of PPC and other digital media strategies, so skill is no question. Another thing to consider is that outsourcing can actually be a lot more affordable. When outsourcing you don’t have to pay individual salaries, their benefits and overhead costs, and depending on how the contract is written, it doesn’t have to be a long-term relationship. Just make sure you go with a company that is good for you, and they will take care of the rest.