PPC

Do you need a PPC management expert?

Last Updated: November 6, 2017 1

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The eternal question for businesses both large and small: should you run your marketing in-house, or should you hire an expert? There are numerous factors to take into account including level of expertise, the complexity of the campaign, existing internal resources and the management fee of said expert. We’ll come clean. Most of these types of articles are written by an agency of some sort and will therefore naturally have a tendency to be biased towards the benefits of external help. Some would call it bias, some would call it scaremongering. This article has also been written by an agency, but one looking to give as objective a view as possible. The truth is that both options are completely viable when everything goes to plan. In turn, both options can have significant downsides when those cogs do not turn quite as smoothly as intended. Note: We previously explored this topic on Search Engine Watch back in 2014. I will include some of the points made in the aforementioned article, as well as adding some new ones. Cost effectiveness On the face of it, one of the main points of the argument boils down to cost effectiveness. For a business, the obvious question is: why would you pay a potentially hefty management fee if you could find the time in-house and do it yourself? Especially when PPC is just a bidding system, and does not require design or development skills. Dig a little deeper, though, and there are key questions that you need to ask yourself on both sides of the coin. Using an agency How does the management fee stack up against the actual PPC spend and subsequent ROI offered by the campaign? More importantly, what is the risk profile of the agency not hitting the expected ROI and as such their management fee actually removing all of the margin in the campaign? Managing the campaign in-house Do you actually have the in-house resources to properly manage a campaign, or are you just going to try (unsuccessfully) to squeeze more time out of an already busy team? How will this impact other critical daily tasks within the business (i.e. opportunity cost)? If you are hiring a new person to run the campaign, what are their total costs? Basic salary is an initial indicator but what about benefits, pension, increased desk costs? Furthermore, is this something that you are committed to for the mid to long term? Hiring someone is easy, but if this is their sole responsibility, they may become an unnecessary part of your cost base should you not continue with the campaign. In the UK and EU especially, you can’t then just get rid of this unfortunate soul without going…

Source: Do you need a PPC management expert?

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About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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