Many businesses initially try to manage PPC campaigns internally. However, PPC is complex with continuous optimization needed. At some point, brands often consider partnering with an expert for ppc services. What are the pros and cons of this approach?
Below we’ll explore key factors to weigh when deciding between in-house PPC management vs. working with an agency partner.
Access to Specialized Skills and Knowledge
Top PPC management agencies have seasoned strategists who live and breathe PPC. These experts use proven strategies refined over hundreds of client accounts and years of experience.
They stay on top of constant platform algorithm changes, leveraging new capabilities early. And they operate with a rigorous, data-driven approach to optimization.
This degree of specialized skills and knowledge can be difficult for in-house marketers to match while handling other significant responsibilities. Partnering with experts provides turnkey access to PPC excellence.
PPC campaigns done right require extensive work. Researching keywords, creating ads, setting up tracking, monitoring performance, running reports, and optimizing regularly – it adds up, fast.
When partnering with an agency, they handle the heavy lifting. The time investment is outsourced so internal marketing teams can focus on high-value initiatives aligned to company goals.
Unbiased Strategic Planning
Third-party PPC strategists often provide more unbiased insights than internal marketers. Without preconceptions or politics, they objectively assess accounts and make data-driven recommendations.
Agencies also specialize in upfront strategic planning based on proven frameworks. This clear direction aligns campaigns with overarching business objectives for maximum impact.
The ultimate benefit of partnered PPC management is driving better campaign performance and lower CPAs. As experts optimize accounts, conversions typically increase substantially while costs decrease.
However, specialists do tend to be more expensive than junior in-house staff. Brands must determine if the performance upside warrants the added fees. Tracking ROI is key.
Loss of Close Control
Perhaps the biggest downside of partnering is the loss of close control over PPC accounts. Even with thorough communication, in-house teams may feel distanced from day-to-day management.
However, this tradeoff is often worth the performance gains achieved. Agencies should provide ample reporting and visibility to keep brands informed and involved.
PPC Management Fees and ROI
When considering working with a PPC agency, take a close look at monthly management fees and make sure they align with your budget. Models like the percentage of ad spend and flat monthly retainers are common.
However, the increase in qualified traffic leads, and sales driven by the agency’s optimization efforts should more than offset their fees. Measure ROI diligently – if you’re not seeing strong returns, re-evaluate the partnership.
Determining if partnering with a ppc agency makes sense depends on an honest assessment of in-house capabilities, bandwidth, and need for performance gains.
For many mid-size and enterprise brands, working with specialists is the fastest path to PPC success and positive ROI. But budgets and internal resources should be considered.
With the right provider, outsourced management can drive significant increases in qualified traffic, leads, sales, and ROI. Weigh the factors above to decide on the best path forward.