Effective pay per click management can be used to increase traffic, reduce cost per click and boost profit. A well managed pay per click campaign can, in fact, make the difference between a profit and a loss.
The decision to outsource your pay per click campaigns management should therefore be seriously considered and the pros and cons weighed before trying to save money by doing search engine marketing in-house. Some points you should consider are:
1. Do you have pay per click management expertise in-house?
A Pay-Per-Click managements agency could dedicate account managers, AdWords Professionals and search engine marketing experts who have years of experience with PPC campaign management. You need to ask yourself:
* Does your company have similar expertise in-house?
* Will you need to hire new employees and train them?
* Will you need to train current employees on pay per click?
* How long will it take to grow and train your in-house PPC management team?
2. Can you dedicate the time and resources?
Setting up a pay per click campaign and managing it can be a very time-consuming exercise. Typical campaigns with just 10,000 keywords can take 1-2 full days to set up and organize correctly. This does not include time required for keyword research, competitive analysis or learning how to use the Google AdWords and Yahoo! Search Marketing systems.
* Have you estimated the set up time correctly?
* Have you estimated the daily campaign maintenance time?
* Have you estimated the campaign management and review time?
* Do you know how much PPC training can cost?
* Did you account for developer time required to build landing pages?
* How much time will your sales and offline marketing team need to dedicate?
3. Are your Pay-Per-Click managers familiar with marketing techniques?
Pay per click management involves strategic placement, copy writing, copy testing, split testing, tracking, visitor analysis, segmentation, convergence of online and offline marketing and synchronization of online and offline sales.
* Can your campaign management team write good marketing copy?
* Are your pay per click team excellent at number crunching?
* Will your PPC campaign managers know where to place your listing ideally?
* Do your development, marketing and sales team work efficiently together?
4. Can your pay per click management team speak foreign languages?
There are only a few PPC Management agencies that provides its SEM services in more than one language.
* Do you sell products internationally?
* Would you like to build and maintain a global online presence?
* Can your marketing team speak in the native language of your customers?
5. What else could your marketing team be doing with their time?
One of the most important considerations any company or manager should take into account when deciding whether or not to outsource is what else could the in-house personnel be doing with their time. Ideally, their time should be spent coordinating the various online and offline marketing activities, devising overall marketing strategies, and setting marketing goals, guidelines and initiatives that the agencies can go out and implement for them effectively.
All things considered, outsourcing Pay-Per-Click Management to a qualified company is more often than not a wise decision if you intend to make online marketing an important part of your company's overall marketing strategy.
