Sometimes it’s frustrating for a business to throw money at a marketing campaign not knowing if there will be any viable results. In that sense, PPC, or pay-per-click, advertising is a relief because you only pay for what works – you only pay when someone clicks on your ad and looks at your website. It can prove more affordable to the business on a limited budget than a flat fee, especially when you’re still testing to see which search engines, keywords and websites lead to the best combination to make your ads offer the greatest return on investment. If you’re unfamiliar with how to run a PPC campaign, you may be tempted to outsource it, which has its benefits and disadvantages.
What Can You Afford?
Forbes estimates the cost of hiring an in-house SEO and PPC expert to be between $50,000 and $150,000 per year, whereas hiring third party marketing professionals should set your business back around $30,000. The salary for your in-house expert doesn’t even include the cost of the actual campaign itself, which is more likely to be included in the quote you get from the professional marketing company. Outsourcing is significantly cheaper than hiring a full-time member of your staff to focus on SEO and PPC marketing or even asking an existing member of your marketing team to shift her focus to PPC marketing exclusively.
How Large Is Your Staff?
The smallest of businesses simply don’t have the number of staff necessary to give a PPC campaign the attention it needs to thrive. Since outsourcing is far more affordable than hiring a new addition to your employee roster, it usually makes sense to hire a third party when possible. Yes, the third party will have other clients that demand their attention, but you’re usually guaranteed a set percentage of their time each week. Ask them to check in with you to make sure milestones are being reached at least once a month, if not more often.
Do They Know the Local Market?
According to SiteWit, one in three Google searches includes a location. Your in-house PPC expert will be totally familiar with the local area and can tailor your campaigns, keywords and host websites to the local populace with ease. A third party company might not have a local office with local staff, but that’s not to say they don’t have the expertise to research the local area and adjust your campaign accordingly. Plus, there’s the possibility that the marketing company you choose may have local roots as well, which means they can offer local geo-targeting expertise and face-to-face communication when you want to meet up with them to check on the campaign’s progress.
So long as your business engages in a PPC campaign, it doesn’t matter if you outsource it or operate the campaign in-house – as long as it leads to results. Keep trying to see what works. If your in-house campaign is proving too expensive or not leading to the results you want, then it might be time to outsource. If you have no idea where to even start, it might make sense to outsource from the beginning and perhaps later move on to developing the PPC campaign in-house when your business grows.