Pay-per-click advertising can be a very profitable and rewarding tool in your digital marketing arsenal. When utilised, it can become a money-making machine, resulting in a constant drip feed of leads and increased sales.
Research suggests that a PPC visitor is 50% more likely to make a purchase than an organic visitor. Because of this, there’s arguably no question about whether or not PPC advertising should be a part of your marketing strategy.
The real question lies with who you entrust with your PPC campaigns: Should you work with an agency who offers full campaign management, or hire a PPC specialist in-house?
That’s exactly what we’re going to cover in this blog post, where tackle the pros and cons of a PPC agency vs. in-house specialists.
Advantages of hiring a PPC agency vs. in-house
If you’re looking to hire an agency to take control of your day-to-day PPC campaigns, the good news is that doing so comes with numerous advantages. In particular:
Skills and knowledge
A good agency will be one that prioritises their own learning as well as educating their clients. By that we mean an agency will be constantly keeping up-to-date everything from Google algorithm updates to industry trends and more.
This gives you a level of knowledge and expertise that simply isn’t possible with an in-house team. Whereas in-house PPC management might result in a lot of trial and error, tapping into the skills of an agency means you’ll hit the ground running.
Not only that, but it’s highly likely that a PPC agency will be proficient in multiple advertising platforms, and even multi-channel marketing. That means your PPC campaigns could involve Bing as well as Google. It also means your outsourced team can take the reigns of other marketing campaigns, such as email marketing, blog writing and so on.
Flexibility and scalability
PPC management in-house comes with it’s limitations, whereas working with an agency means you have a team of people working alongside you. This means that you can easily scale up your PPC campaigns when you need to. For example, you might want to increase your ad spend as your revenue increases, reinvesting any new profit back into marketing.
Disadvantages of hiring a PPC agency
The biggest disadvantage of hiring a PPC agency is the cost. Whilst there are costs of hiring a full-time PPC specialist to work in-house, the cost of an agency can vary from £400 to £5,000 per month.
In addition to this, it’s often the case that your agency fees don’t include your budget to Google. So for many businesses, you’ll be paying a monthly retainer to your PPC agency on top of your marketing budget.
However, in some cases, agencies might charge a fee based on a percentage of your ad spend, or even a performance-based fee. In any case, it’s worth having a conversation about fees before you sign up with a PPC agency.
Advantages and disadvantages of hiring in-house
Whilst the costs of hiring an in-house PPC specialist could be quite high, there are a number of benefits in-house brings:
- Full-time attention: Someone who works for your business, whether they’re a full-time or part-time employee, is fully entrenched in your business. They’re aligning with the company goals for growth, meaning they have a vested interest in the company’s success. They’ll also be intimately familiar with the business itself, how it works, the target audience and so on.
- Faster reaction time: When someone works in-house, their finger is on the pulse constantly. This means they’ll be able to react faster when problems or opportunities arise. Whereas with an agency, there’ll be some lag time between communication as they’ll be an external provider working on other jobs.
That being said, the biggest drawback of hiring in-house is the costs associated. Not only are there costs of hiring and their salary, there’ll be costs of training and learning, especially if there’s a learning curve involved. That means the costs could greatly outweigh that of outsourcing, especially when you take other costs into account such as marketing budget and ad spend.
Which is right for you? In-house or outsource?
To answer the question of “PPC agency vs. in-house specialist” there are a lot of factors to take into consideration: Cost, experience, time, skills, and more. We hope this blog has helped provide some insight into what might be right for you?
And if you’re ready to hit the ground running with a PPC agency, head over to our page on our PPC services to find out more about how they can benefit your business.