In-House VS Agency: Where Does Your PPC Belong?

Much like the hokey-cokey, deciding how your PPC (Pay Per Click) should be handled is often a case of “in, out; in, out”. Delivering fast, measurable results makes utilising PPC a no-brainer for many businesses , but settling on how to squeeze the greatest possible value from PPC can be a somewhat trickier equation.

The most profitable solution boils down to the size, shape and strength of individual businesses. According to Econsultancy, the top three reasons companies choose to outsource their PPC to an agency are lack of in-house expertise, time-constraints and lack of in-house tools and technology. But for tech-savvy businesses, or companies prepared to invest in in-house skill, these factors may not figure.

By the same token, some businesses may choose to run PPC campaigns in house because it ensures fluid, effective communication and collaboration across their team, ensuring ads are accurate and responsive. Others, however, may find that an external PPC team keeps their campaign at the top of its game when it comes to the latest best practice.

Ultimately, there’s no wrong answer here, just a series of strengths and weaknesses for businesses to weigh up. To help make your decision easier, we’ve laid out the most crucial pros and cons…

Communication

In-house: Pro
Agency: Con

Noticed an inaccuracy in an ad? Want to advertise a new product right now? With an in house team, this is easily done. An agency, however, may be less responsive and may need more notice to deliver your demands. From clarifying issues, to rewarding great performance, communication is far easier and more fluid in house, with no need to badger your PPC agency via email all afternoon.

Accountability

In-house: Pro
Agency: Con

PPC teams which don’t deliver are not going to retain your custom for long, but there is a lot more Although PPC agencies which don’t perform well won’t last long, there is more accountability within an in house team. Strong performances can be praised, weak links can be supported and everyone feels a more tangible connection between their role and business outcomes.

Brand knowledge

In-house: Pro
Agency: Con

From new brand tone of voice guidelines, to new products or a fresh target demographic, your in house team will always have a deeper knowledge of your business allowing them to create more accurate, on brand ads.

Affordability

In-house: Pro and con
Agency: Pro and con

Money is usually the biggest factor when it comes to choosing between house or outsourced PPC. Unfortunately, there’s no straightforward answer for this. An agency will almost certainly offer more effective PPC if they’re providing a good service), they simply have better expertise and tools. But if your needs are relatively simple, this is a task which can be handled in house by a digital marketing team member with good PPC knowledge.

If you’re considering making a brand new role for a PPC expert, you may find that outsourcing is more cost-effective (and effective more generally) than taking on a new staff member, but for small businesses and large businesses with established digital teams, it may prove worthwhile. Be sure to bear in mind that agencies typically generate more profitable and powerful PPC campaigns, which ensures you get more from your ad spend.

Expertise

In-house: Con
Agency: Pro

The very best PPC professionals are found in dedicated digital agencies. This is because PPC is their prime focus, allowing techniques to be constantly honed as new best practices emerge. Employing the very best PPC professionals in house is important. Also, providing regular training to keep them at the top of their game simply isn’t cost-efficient.

Industry knowledge

In-house: Con
Agency: Pro

Although some providers focus entirely on specialist PPC, most agencies also offer a range of digital marketing services. This allows them to slot neatly into your digital campaigns and even extend your services where it makes sense. They have close ties to Google and other search engines, plus regular attendance at key digital conferences. So, they offer the most up-to-date support and the latest digital skills.

Submitted by: Emily Birling, a writer and PPC executive at http://jcammidge.co.uk who loves to explore her field.