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Pay-per-click (PPC) advertising comes with an average ROI of 200%!
That is a massive gain – but it’s achievable only if you do it right.
One of the sure-proof ways to get your PPC campaigns on the right track is to outsource them to a specialized agency.
In this article, we will discuss outsourced PPC – why it’s preferred to doing it all in-house, how to effectively outsource your PPC and what are some specific benefits you can expect.
Table of Contents
What is Outsourced PPC?
PPC outsourcing is a method of hiring white-label PPC agencies — a freelancer, contractor, firm, or agency — to manage and generate PPC campaigns and ads on their behalf.
The rates of these services vary depending on the type of supplier and can range from pre-built PPC packages to tailored PPC campaigns.
How to Effectively Outsource PPC in 6 Steps
Before delving into the benefits and the reasons for outsourcing a PPC campaign to a vendor, let’s look at the three prerequisite steps you should take.
Step #1: Establish Your PPC Campaign Objectives
Right off the bat, you should know clearly why you're running PPC advertising before you start any campaigns.
Are you trying to raise brand awareness, generate leads, or close a sale? Without clear goals, you cannot use the ads efficiently and to your advantage, even with the assistance of a PPC outsourcing professional.
Step #2: Pick Your Ad Platforms
Running your PPC advertising campaign is a no-brainer, but there are other platforms you should add to the mix as well.
One popular option is Facebook, but there are others, such as Bing Ads and AdRoll. Each serves a certain purpose and will display your adverts in various locations.
A PPC expert can advise you on the best options considering your target audience and goals, but you should also conduct preliminary research of your own.
Step #3: Establish Communication Guidelines
Someone on your staff, preferably someone from marketing, should monitor and make changes to a live PPC campaign in order to increase performance. You'll also want to know how your campaigns are progressing and what the PPC specialist is doing.
Determine your communication channels and strategy from the start, including how you'll develop new campaigns to match your business goals and how the specialist will present you with PPC reports of their efforts.
Step #4: Establish a Realistic Budget
PPC campaigns can be a significant investment, so it's crucial to establish a realistic budget up front.
Discuss your budget constraints with your PPC provider and ensure they can deliver results within those constraints.
However, keep in mind that a larger budget doesn't always guarantee better outcomes. With careful planning and optimization, you can achieve impressive results regardless of your budget.
Step #5: Define Communication Guidelines
Clear and open communication is essential for the success of any outsourced PPC management campaign.
Define how often you'll communicate with your PPC management provider and how you'll receive performance updates and reports.
Setting these guidelines from the outset allows you to stay informed about the campaign's progress and be able to provide feedback to optimize its effectiveness.
Step #6: Monitor and Analyze the Results
Regularly monitoring and analyzing your campaign's performance is vital for optimizing your strategy and maximizing your ROI.
Your PPC vendor should provide regular reports and insights into campaign performance, including click-through rates, conversions, and other key metrics.
Use this data to make informed decisions about your campaign's targeting, budget, and ad copy to improve its overall effectiveness.
Should Your Company Outsource PPC Campaigns?
You may be asking yourself whether you want to manage PPC in-house or outsource the job to a professional.
To determine the best solution, you must first evaluate your specific situation by answering the questions below.
Do You Have PPC Experience?
If someone on your team is familiar with PPC and has first-hand experience with it, it may appear rational and enticing to keep the activity in-house. It also seems straightforward to make simple advertising, especially if you're only marketing a single product or service in a single place.
However, if you want to take your PPC campaigns to the next level, you will require a specialist with specific training and relevant experience. For example, if you wish to enter new markets or dramatically increase brand awareness, you'll need more than just basic talents.
It may take several months to train your staff to understand everything, resulting in a delay in putting your initiatives into effect. That’s why outsourcing a PPC specialist usually is a more cost-effective and impactful way to go.
When Do You Want to Launch Your PPC Campaigns?
It's not simply educating current employees that might cause campaign delays; hiring a new employee can also take time. Outsourcing PPC is far more efficient, allowing you to begin virtually immediately.
All the expert requires is information about your company and your advertising objectives to put the PPC strategy in motion.
What's Your Budget?
If your monthly PPC budget is less than $500, it is unlikely that you would be able to afford to outsource PPC.
Determine whether it is worthwhile to increase your budget (the higher ROI may make this beneficial) or whether you would prefer to keep your effort limited for now and outsource in the future when you have more finances available.
Are You Pressed for Time?
An in-house person must be able to devote sufficient time to PPC marketing. You should check the ad performance at least once a week for simple campaigns.
Daily monitoring is essential for complex campaigns, which could be an issue if a person you allocate to do this also has other tasks to do, completely unrelated to a PPC campaign.
Do You Know How to Work With PPC Tools?
There is no need to train your staff to use complex and unintuitive PPC tools if you hire a professional who is adept at using them.
Furthermore, while some tools are free, others come with a fee, which is a hidden cost of handling PPC in-house. AdEspresso, SEMRush, WordStream Advisor, and Unbounce are examples of such tools.
Are Your Competitors Ahead of You?
Do your competitors excel at paid search? Do you continually see their social media ads? Have their ratings or following increased while yours stagnate? These are all indicators that you need to increase your efforts when it comes to PPC.
An outsourced PPC specialist that analyzes your competitive landscape can be a game-changer in that regard.
5 Benefits of PPC Outsourcing
Outsourcing your PPC campaign is generally more advantageous than doing it all in-house. Here are some specific outsourced PPC benefits you can expect.
1. Quicker Results
Working with an agency that understands all aspects of PPC is a major time-saver. If you run a PPC campaign on your own, it may take longer to see results. You'll have to spend time figuring out how to adjust and improve your campaign, which can also produce additional expenses.
In contrast, a PPC agency will often have years of experience with PPC campaigns. This means they'll know what to do, when to do it, and how to accomplish it with your particular campaign, allowing them to achieve results much more swiftly.
2. Superior Expertise
One of the key advantages of outsourcing to a PPC business is their deep experience in paid advertising. You may be able to learn a lot about PPC on your own, but that will rarely translate into in-depth knowledge of digital advertising. PPC agencies, on the other hand, have often been in the industry for years.
That expertise gives them a thorough understanding of how PPC works, allowing the execution of delicate paid advertising tactics more efficiently. PPC companies not only have a deeper factual understanding of how PPC works, but they've also had years to try out new concepts and discover for themselves which strategies work best.
The Google Partner or Google Premier Partner Badge is one to look for when evaluating each agency’s expertise. When Google bestows the badge on a PPC agency, it confirms that the agency is a specialist in using Google Ads – the primary platform for running PPC campaigns.
3. Better Cost-Effectiveness and ROI
Outsourcing PPC services is, in the long-run, more cost-effective and helps you cut down on expenses.
You are bound to make mistakes when managing a PPC campaign on your own. As PPC requires a financial investment, these mistakes can be costly. Using a PPC agency reduces the risk of costly mistakes to a minimum.
Because of their expertise, PPC providers know how to adjust the campaign for better efficiency right from the start. They manage your campaign so that it maximizes your budget while delivering the biggest return on investment (ROI).
If you want to avoid unnecessary trial-and-error testing, you should absolutely outsource to a PPC company.
4. Up-to-Date Techniques and Knowledge
PPC firms are continually learning and developing their PPC techniques. Working with an agency helps you to incorporate the most cutting-edge PPC methods and trends into your campaign so that it resonates better with the target audience.
5. High-End Tools and Resources
Another argument to outsource PPC is that an agency might provide you with better tools and resources. One of the most crucial aspects of a PPC campaign is monitoring your campaign's results in order to enhance it in the future.
PPC agencies have access to advanced tools for monitoring and managing PPC advertising because they work on optimizing PPC campaigns every day. Some of these tools come at a premium price and provide insights into the performance of a campaign that is far beyond any free tool that your in-house team may be using.
Working with specialized PPC agencies is a smart way to gain access to these resources.
Outsourcing PPC vs In-House PPC: Which is Better?
When running PPC campaigns, businesses have two options: outsourcing the work to a specialized vendor or handling it in-house.
Both options have pros and cons, so weigh them carefully before deciding.
Outsourcing PPC: Pros and Cons
Pros:
- Access to specialized expertise: PPC vendors have extensive knowledge and experience running successful campaigns. They keep up-to-date with the latest trends, algorithms, and best practices, which can translate into better results for your business.
- More time to focus on other business activities: Outsourcing your PPC campaign frees up your team's time and resources, allowing them to focus on other essential business activities, such as product development, customer service, and sales.
- Cost-effective: Outsourcing your PPC campaign can be more cost-effective in the long run, as you don't have to hire, train, and manage an in-house team of experts.
Cons:
- Less control: Outsourcing your PPC campaign means you have less control over the day-to-day campaign management. This can be a concern for businesses that want to be more involved in the process.
- Less knowledge of your business: PPC vendors may not have a deep understanding of your business's unique challenges, opportunities, and goals, which can lead to less effective targeting and ad copy.
- Risk of choosing the wrong vendor: Choosing the wrong PPC vendor can lead to wasted time, resources, and money. It's essential to conduct thorough research and choose a reputable, experienced vendor to work with.
In-House PPC: Pros and Cons
Pros:
- More control: Running your PPC campaign in-house means you have complete control over the day-to-day campaign management. It can be more suitable for businesses that want to be more involved in the process.
- More knowledge of your business: In-house PPC experts have a deep understanding of your business's unique challenges, opportunities, and goals, which can lead to more effective targeting and ad copy.
- Flexibility: In-house PPC teams can quickly pivot campaigns and strategies as business needs change.
Cons:
- Limited expertise: In-house PPC teams may not have the same level of expertise as specialized vendors. This can lead to less effective targeting, ad copy, and overall campaign performance.
- Resource-intensive: Running a successful PPC campaign requires significant resources, including a team of experts, software tools, and advertising budgets.
- Difficulty staying up-to-date: PPC algorithms, trends, and best practices change rapidly. In-house teams may find it challenging to stay up-to-date with the latest developments.
Outsourced PPC FAQs
Why Outsource PPC?
Outsourcing your PPC campaign can be wise for businesses looking to maximize their advertising budget.
Partnering with a specialized vendor lets you access expert knowledge and experience in running successful campaigns. Doing this can translate into better results for your business and more time for your team to focus on other critical business activities.
Moreover, outsourcing your PPC campaign can be more cost-effective in the long run, as you don't have to hire, train, and manage an in-house team of experts.
Why Should Companies Use PPC?
PPC can be a game-changer for businesses looking to reach their target audience, generate leads, and drive sales.
With the ability to target specific audiences based on location, interests, and online behavior, PPC campaigns can result in higher conversion rates and better ROI than traditional advertising methods.
Additionally, PPC campaigns are easily measurable and can be optimized to improve their effectiveness.
Outsourced PPC Takeaways
Outsourcing a PPC campaign is a delicate process that you should approach carefully, not before you have evaluated your PPC campaign goals, budget and overall business capacities.
Once you do that, it’s only a matter of finding the right agency to help you reap the rewards of an effective PPC campaign, such as reduced expenditure, no trial-end-error tests, quick results and up-to-date expertise.
Feel free to browse through DesingRush’s massive directory of PPC specialists or reach out to our team. We can help you identify the best PPC agencies for your campaign.
