In today’s digital landscape, businesses are constantly seeking innovative ways to maximize their online presence. Pay-per-click (PPC) advertising has emerged as a powerful strategy, but managing it can be both time-consuming and complex. That’s where outsourcing PPC campaigns comes into play. This blog post will explore the benefits and potential drawbacks of outsourcing PPC, as well as guide you through the process of selecting the right agency for your needs.
Key Takeaways
- Outsourcing PPC campaigns offers access to expert knowledge, cost and time efficiency, and other advantages when the right provider is chosen.
- Evaluating pricing models for PPC outsourcing fees can help businesses make an informed decision based on their needs & budget.
- Choosing a reputable agency involves researching client testimonials, booking consultations & assessing tools/resources offered.
Understanding PPC Outsourcing
As digital marketing becomes more prevalent, expert management of PPC campaigns is increasingly essential. Outsourcing your ppc management, or engaging an external agency to oversee and generate PPC campaigns for your business, is one way to meet this need. This approach can assist businesses in optimizing their PPC marketing campaigns through the expertise of proficient professionals with years of experience and knowledge about the most recent PPC trends and strategies.
Entrusting an agency with PPC campaigns allows businesses to focus on other growth strategies, fostering faster and more proficient growth. Small businesses may find it difficult to recruit and retain personnel with the requisite knowledge and experience to manage PPC campaigns successfully, which is why hiring a PPC agency can be beneficial.
Outsourcing PPC gives marketing directors access to a diverse pool of professionals, making it easier to find the ideal match for their organization’s PPC management needs.
What is PPC?
PPC (Pay-Per-Click) advertising, a form of digital advertising, involves paying for clicks on ads in order to generate sales and revenue. PPC outsourcing refers to the practice of engaging an external company or agency to manage one’s Pay-Per-Click (PPC) advertising campaigns, which can be a part of a company’s digital marketing strategy. The purpose of PPC advertising is to increase website traffic and generate potential leads.
A PPC agency provides a range of PPC services to improve online advertising strategies. These services include:
- Keyword research
- Audience targeting
- Ad copy writing
- Lander page building
All these help sending the right message to right people and thus converting them into paying customers. A PPC audit is an extensive evaluation of a company’s PPC campaigns to recognize potential areas of enhancement and eliminate unnecessary ad expenditure.
Why Outsource PPC?
Outsourcing PPC involves:
- Engaging external agencies or experts to manage and create campaigns
- Often leads to higher returns and more efficiency
- Provides businesses with cost and time savings
- Access to experienced professionals with up-to-date knowledge of PPC trends and strategies
A business may find it beneficial to outsource PPC when they have a small team with limited capacity, or when they require fresh perspectives and insights. The advantages of outsourcing PPC include avoiding a steep learning curve, obtaining access to specialists with extensive PPC marketing experience, and enabling marketing agencies to provide a broader range of services to their clients without increasing their staff.
The Advantages of Outsourcing Your PPC Campaigns
Outsourcing PPC campaigns offers many advantages, including:
- Access to expert knowledge
- Improved cost and time efficiency
- Tapping into a larger workforce
- Reducing expenditure associated with recruiting and providing employee benefits
- Optimization of campaigns by working with professionals
- Savings on recruitment and training costs
- Access to advanced tools
- Ability to focus on other facets of the business
For cost-effective campaigns when outsourcing PPC, businesses should consider the following:
- Choose a provider with a proven track record, transparent pricing, and a clear understanding of their goals and target audience.
- Communicate their budget and ROI expectations from the outset.
- Work in tandem with their provider to monitor and assess campaign performance on a regular basis.
Access to Expert Knowledge
Outsourcing ppc management services offers several benefits compared to managing ppc in house, including:
- Access to expert knowledge, experience, and certifications
- Effective campaign management for maximum budget utilization and high return on investment
- Specialist knowledge, experience, and certifications for successful campaigns and strategies
By outsourcing PPC services, businesses can leverage the advantages of social media to achieve their advertising goals.
The Google Partner or Google Premier Partner Badge is a testament to the agency’s expertise in using Google Ads, the primary platform for running PPC campaigns. By choosing an agency with this badge, businesses can trust that they are working with a professional agency that has the necessary expertise to manage their PPC campaigns effectively.
Cost-Effectiveness
Compared to in-house management, outsourcing PPC management can be more cost-effective, maximizing ROI and reducing overhead costs. Managing a PPC campaign independently can be costly due to the potential for mistakes to be made. But by outsourcing PPC campaigns, businesses can avoid the need to hire in-house PPC specialists and reduce the expenditure associated with recruiting and providing employee benefits.
Most agencies typically charge between 15-30% of ad spend in addition to a monthly management fee. Small and medium-sized businesses can anticipate spending approximately $9,000 to $10,000 per month on PPC advertising. By working with a professional agency, businesses can optimize their PPC campaigns and reduce wasted ad spend, leading to more cost-effective campaigns overall.
Time Savings
Outsourcing PPC offers several benefits for businesses:
- It frees up time for businesses to focus on other tasks, as experts efficiently manage their campaigns.
- It eliminates the need to find and manage in-house team members, resulting in cost savings compared to in-house recruitment.
- PPC audits can help to reduce wasted ad spend, while allowing businesses to focus on other essential tasks.
Small business owners and marketing directors may find value in outsourcing their PPC campaigns for the following reasons:
- It allows them to focus on more strategic aspects of their marketing efforts
- They can rely on experts to manage their PPC ads
- This approach enables businesses to allocate their team’s time more efficiently
- It helps refine their overall marketing strategy
Potential Drawbacks of Outsourcing PPC
Despite the many benefits of outsourcing PPC, potential drawbacks like control, communication, and security concerns should be considered. When outsourcing PPC, control is relinquished, leading to potential risks, inconveniences, and a lack of brand consistency. Communication challenges may also arise when outsourcing PPC due to different time zones or locations, potentially affecting campaign efficiency.
Security concerns may be a consideration when outsourcing PPC, but steps can be taken to mitigate risks and protect sensitive information. It is essential for businesses to take proactive steps to address and overcome any potential issues by:
- Establishing clear communication channels and expectations
- Scheduling regular meetings with the agency to review progress and discuss any changes
- Ensuring the agency is aware of any changes in your business or industry
By following these steps, you can ensure that your sensitive information is protected and that your PPC campaign is managed effectively.
Loss of Control
Some businesses might be concerned that outsourcing PPC could lead to a loss of control over accounts and campaigns. This loss of control can lead to potential risks, inconveniences, and a lack of brand consistency. To mitigate this concern, it is important to take proactive steps to address and overcome any potential issues.
Establishing clear communication channels and expectations is essential. Additionally, scheduling regular meetings with the agency to review progress and discuss any changes is beneficial. Furthermore, ensuring the agency is aware of any changes in your business or industry is recommended. By taking these steps, businesses can maintain control over their PPC campaigns while reaping the benefits of outsourcing.
Communication Challenges
Different time zones or locations may cause communication challenges when outsourcing PPC, potentially impacting campaign efficiency. Some of the communication challenges typically associated with outsourcing PPC include:
- Language barriers
- Cultural differences
- Time zone differences
- Potential delays in communication
To overcome these challenges, it is important for businesses to:
- Establish clear communication channels and expectations with their PPC outsourcing agency
- Have regular meetings and updates to ensure both parties are on the same page and working towards the same goals
- Foster open and transparent communication with the agency to minimize the risk of miscommunication
- Maximize the efficiency of their PPC campaigns
Global Scheduling Tip: Use the world-clock calculator, we use it all the time to ensure our zoom calls are managable between USA, UK and New Zealand!
Security Concerns
While outsourcing PPC can raise security concerns, risk mitigation steps can be taken to protect sensitive information. Typical security risks associated with outsourcing PPC include the potential for sensitive information to be compromised, data security issues, and the risk of fraud or identity theft.
Businesses can implement a number of measures to address security concerns related to PPC outsourcing. These measures include:
- Developing risk management strategies
- Establishing clear communication channels
- Establishing reporting mechanisms
- Regularly updating data security measures
- Proactively addressing potential challenges through strategic outsourcing
By taking these steps, businesses can safeguard confidential data and ensure a secure outsourcing experience.
Evaluating PPC Outsourcing Fees
Evaluating PPC outsourcing fees involves considering various pricing models, including:
- Hourly rates
- Flat management fees
- Percentage of ad spend
- Performance-based pricing
Understanding these pricing models can help businesses make informed decisions and choose the best option for their specific needs and budget.
Each pricing model comes with unique benefits and considerations, thus it’s crucial to balance the pros and cons before deciding. Ultimately, the best pricing model for your business will depend on factors such as your budget, your campaign goals, and the level of involvement you want from your PPC outsourcing agency.
Hourly Rates
Hourly rates involve paying providers based on the number of hours worked, which can be cost-effective for small budgets but may lack transparency. One potential drawback of the hourly pricing model is that it may not offer as much transparency as other models, as you may need to be aware of the exact number of hours being dedicated to your campaigns.
The average hourly rate for PPC outsourcing services is approximately £30 per hour. While this pricing model offers flexibility and transparency, it may not be as transparent as other pricing models and can limit the amount of time dedicated to your campaigns.
Flat Management Fees
Flat management fees offer predictable pricing but may not suit businesses with varying ad spends or those requiring customized solutions. PPC outsourcing agencies typically charge a fixed monthly fee to cover the costs of managing PPC campaigns for a client, which can range from $1,500 to $10,000 per month or 10-20% of the ad spend.
The flat fee remains the same regardless of the monthly ad spend, offering predictability and transparency. However, this pricing model may not be suitable for businesses with fluctuating PPC ad spends or those who require more tailored solutions. Additionally, some providers may have additional, undisclosed fees.
Percentage of Ad Spend
Percentage of ad spend pricing incentivizes providers to maximize value from ad spend but can be challenging to budget for. The percentage of ad spend pricing model is a pricing model where the PPC outsourcing provider charges a percentage of the client’s ad spend as their fee.
Generally, PPC agencies charge a commission of 10% to 20% in the percentage of ad spend pricing model. This pricing model encourages the provider to optimize campaigns for improved results, as their revenue is directly tied to the client’s ad spend. However, it can be difficult to plan for, as costs vary depending on ad spend.
Performance-Based Pricing
Performance-based pricing involves paying only for specific targets achieved, but may encourage short-term focus and inflated results. This pricing model ensures that businesses only pay for the results they actually achieve, providing a level of accountability and transparency.
However, performance-based pricing may present certain risks to both parties, as it incentivizes the provider to prioritize short-term gains over long-term growth. Additionally, it is possible that some providers may inflate their results to meet performance targets. Despite these potential drawbacks, this pricing model can be an attractive option for businesses looking for a more results-driven approach to their PPC outsourcing.
Tips for Choosing the Right PPC Outsourcing Agency
The success of your campaigns hinges on selecting the right PPC outsourcing agency. To ensure that you choose the best agency for your needs, consider reviewing client testimonials, booking consultations, and assessing the tools and resources offered by the agency.
Following these tips can guide businesses in making an informed decision and choosing a PPC outsourcing agency that aids in achieving their goals and maximizing advertising returns. Keep in mind, choosing the right agency can significantly impact your PPC campaigns’ success, thus it’s worth investing time in researching and evaluating your options.
Review Client Testimonials
Reviewing client testimonials and case studies can provide valuable insights into an agency’s track record and success in managing PPC campaigns. Client testimonials offer insight into the agency’s past performance, proficiency, and the outcomes they have achieved for their customers. Testimonials can assist you in assessing the agency’s trustworthiness, dependability, and the degree of satisfaction their clients have experienced.
When assessing client testimonials, consider the following factors:
- Authenticity
- Relevance
- Results
- Diversity
- Verification
This will help you gain a comprehensive understanding of the agency’s performance and credibility, which can ultimately contribute to the success of your PPC campaigns.
Book Consultations
Booking consultations with potential agencies is an essential step in the selection process. During these consultations, discuss your business needs and goals, and ask questions to ensure a good fit. A typical PPC agency consultation usually lasts between 30 minutes and 1 hour.
Factors to consider during consultations include:
- Expertise and experience
- Technology and tools
- Reporting and analytics
- Industry knowledge
- Communication and transparency
- Continuous learning and optimization
By addressing these factors during consultations, you can better gauge the agency’s capabilities and ensure that they are the right fit for your business.
Assess Tools and Resources
Assessing the tools and resources offered by a PPC outsourcing agency is critical to ensuring they have the necessary expertise and capabilities to manage your PPC campaigns effectively. For successful PPC campaign management, the following tools are essential:
- Google Ads
- Microsoft Advertising
- SEMRush
- Spyfu
- Google Analytics
- Google Keyword Planner
- Google Search Console
When evaluating the tools and resources utilized by a PPC outsourcing agency, factors such as:
- Expertise and experience
- Technology and tools
- Reporting and analytics
- Industry knowledge
- Communication and transparency
- Continuous learning and optimization
should be taken into consideration. By assessing these factors, you can ensure that the agency is equipped to handle your PPC campaigns and help you achieve your marketing goals.
Summary
Outsourcing PPC campaigns can provide businesses with numerous benefits, including expert knowledge, cost-effectiveness, and time savings. However, it’s essential to be aware of potential drawbacks and carefully select the right outsourcing agency to ensure a successful partnership. By considering factors such as client testimonials, booking consultations, and assessing tools and resources, businesses can make informed decisions and choose the best agency for their needs. With the right PPC outsourcing agency, businesses can unlock the full potential of their advertising efforts and achieve greater success in the digital landscape.
Frequently Asked Questions
What is PPC outsourcing?
PPC outsourcing is the process of hiring an external agency to manage your Pay-Per-Click campaigns, including keyword research, ad creation, campaign management and performance analysis.
Why outsource PPC?
Outsourcing PPC campaigns can be a cost-effective solution for businesses lacking the resources to run successful campaigns, as it reduces costs associated with technology and infrastructure.
What is PPC in Amazon?
Amazon PPC is a pay-per-click advertising platform that helps sellers promote their products on the Amazon Marketplace. It enables them to only pay an advertising fee when a potential customer clicks on their advertisement.
What is a PPC in business?
PPC or pay-per-click is a type of internet marketing which involves advertisers paying a fee each time one of their ads is clicked, essentially ‘buying’ visits to your site. It’s a great way to drive website visits and promote products and services online.
What are the benefits of outsourcing PPC campaigns?
Outsourcing PPC campaigns offers a variety of benefits, such as access to expert knowledge, cost-effectiveness, and time savings.
Does PPC work for Small Business?
Paying for inclusion in search results is one of the most cost-effective methods of advertising, on or offline. For small business and start-ups, the key is having a solid strategy that works on both a spreadsheet, and indeed in the ad auctions!
Put simply, it is the process of getting a search engine to display advertising for your products or services on its results pages when someone searches for relevant words or phrases.
There are two ways to pay for this. Some ads are displayed free, but you pay when someone clicks on the link in your advert.
Alternatively, you can opt to pay a nominal fee every time the ad is displayed alongside the results that naturally come up for relevant key words or phrases.
The biggest sites offering pay per click advertising are Google, Microsoft AdCenter and Yahoo, but there are others. Pay per Click Management Teams can advise which are best for your business and will understand the submission guidelines for each.
Why Outsource PPC?
Pay per click (PPC) adverts are simple to create and campaigns are easily put together. People are often tempted to do it themselves.
Unfortunately, the devil is in the detail, and a great deal of money can be wasted if campaigns are not managed effectively.
Effective pay per click management begins with setting clear goals; gaining a clear strategic understanding of the aims of the business and what you want to achieve from the campaign. An experienced PPC team will research and refine the keywords and phrases to precisely target your desired audience, and copywrite the adverts to get the required response.
Once the advertisements are live, the campaign needs to be actively managed, using detailed testing and analysis to monitor results.
This is the key benefit to a PPC campaign – feedback is available from the market in real time, and small adjustments can be made on the fly to ensure optimal return right through the campaign.
This enables you to test new ideas in the marketplace for a very small investment, and ROI can be quickly quantified. A/B Split-testing can monitor the outcome from small changes so that your campaign is always optimised for visibility against spend.
In-House Vs. Externally Managed PPC Campaigns
Some businesses invest in sophisticated bid management software, in the mistaken belief that this will ease the overhead of monitoring campaigns.
These systems have their place, but cannot take the place of an experienced human account manager keeping a practiced eye on things, looking out for possible fraudulent activity, monitoring your competition and reporting to you in words you can understand.
For businesses with multiple product lines or brands and consequently several campaigns running concurrently, the testing and analysis of data required to effectively optimise activities can be a heavy overhead.
An experienced PPC team can take over these activities and run them on your behalf in accordance with guidelines and outcomes agreed with you.
In addition, they will have good experience of what works in your business sector, and can advise on SEO, landing page copy and design, social media and email marketing to make sure all your marketing activity is working together to get you the best return on your Pay Per Click spend.
