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Is Outsourced PPC Right for You?

August 3, 2012  

Have you considered using an agency to handle your PPC campaigns? "Knowing what to expect, and what not to expect can help you judge whether or not outsourcing this work is a good fit for your organization," writes Nathan Pabich at the Renegade Search blog.

Pabich offers nine points to consider as you explore the option.

Here are a few examples of an outsourced PPC manager's added value:

  • Up-to-the-minute industry knowledge. A dedicated manager has a better view of the PPC landscape than an in-house employee who has multiple focal points. Why is that so important? Pabich offers an example: "Just within the last couple of months," he notes, "AdWords announced two major changes that will affect the implementation of PPC strategies for the foreseeable future."
  • Broad experience in PPC campaigns. Because agencies manage so many campaigns across so many industries, they can often suggest solutions that might not occur to an in-house specialist whose experience is more limited.
  • Cost savings through intelligent spending. Many default settings are designed to cost more than you actually need to spend; an experienced PPC manager can indentify and eliminate unnecessary expenditures.

Pabich also highlights a few things you should not expect from an outside agency. For instance:

  • Even the strongest PPC campaign won't compensate for a poorly designed site, or glitches in your merchant services.
  • When you introduce new products or services, you'll need to alert your PPC provider.

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  • by Ramiro Rodriguez Fri Aug 3, 2012 via web

    I was going to hire someone to do a few Facebook ads and she doesn't have that much experience. She's done one campaign so far.

    After reading this article, I'm not going to hire her. Instead I'm going with someone with a little more experience! I think you just saved me a lot of money :-)

  • by Terry Cavanaugh Mon Aug 6, 2012 via web

    I think it's important to stay on top of the outside agency, for close review of results, so you can tweak and refine the campaign. Some agencies are not that aggressive about refining, once the campaign is underway.

  • by Lennart Johansson Fri Aug 10, 2012 via web

    I totally agree with the authors. During my 8 years of managing PPC campaigns for my customers I have seen customers that thought that they should do it inhouse which ended up in burning a lot of money on bad selection of keywords.
    You must know the purpose of the campaign. Is it branding using generic keywords or do you want to sell a specific product/service?
    Regulary monotoring and updating the keywords is very important in order to keep the cost down and still get good results.

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