Here’s a great article from the legendary digital marketing resource Search Engine Journal on whether or not to hire a PPC Agency or keep your search engine marketing duties in-house.
They cover the pros and cons of having both but I like the suggestion of combining both:
Clearly, there are pros and cons to both. But, by combining the two, you can get the best of both worlds.
I can see this playing out in two ways, depending on the resources you have in-house.
For example, if you have a junior PPC person in-house, then the agency can provide direction and support. The agency could set strategy and conduct quarterly reviews to identify issues.
The agency could even provide training to the junior person on an ad hoc basis for the performance of daily tasks.
It’s a smart move because even if the in-house PPC manager is experienced it’s more than likely that person has more than Adwords and Bing campaigns to deal with. They are probably also in charge of all the other digital marketing campaigns like the website, social media, and more. Having an agency deal with the daily administration of bid management, A/B testing, ad adjustments and additional keyword research could free up the company to be more productive in other areas.
What do you think? In-house PPC management or an agency?
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