Good Reasons to Outsource AdWords
AdWords is a great tool but although doing it in house may slightly reduce your fees in terms of management fees, on the other hand, the time you need to manage a campaign well, and learn all the features has to be weighed against this.
And this time can be very considerable. On the whole, if your employing staff in house to work on AdWords, or have too little time to get to grips with it, then you should look at outsourcing to people who have a proven record in getting good ROI with paid search.
If you are to outsource your paid search / display, you should ideally do so with a full service agency – one that can make the decisions like platform (Bing, Google, Facebook etc) that is going to give the best ROI, and which can handle website design, setting up the analytics and conversions, and optimise landing pages. This is because design is a vital part of a winning formula.
An example of that is they would know for example, what devices people are using to reach your site, and if your site is not optimal to those viewing devices, they will be able to remedy that, and also divert budget to devices that work well.
Another very good reason to outsource, is that any agency worth it’s salt will know how to set up tags and remarketing. Remarketing is almost invaluable to those businesses that can use it. Agencies should be looking at the funnel that leads to valuable aquisitions and have the ability and desire to optimise it. This includes landing page design, site navigation, load times, viewability on mobiles, and remarketing.
Sacrificing In-House Expertise?
But you may ask, if I hire an in-house digital marketer wont I get a more dedicated service? Well that depends. Many agencies specialise in certain markets and as a consequence may know them intimately.
A good agency should be quite small so that you will be considered as an actual partner. The PPC experts should be learning your market place, brand, and products as if they work for you. That is the secret of the best PPC account managers.
Plus a good agency is constantly studying new tricks, platforms and strategies. They will be skilled at designing creatives, and in the more scientific side, running experiments and A/B tests. So if your account manager is stumped, another one is onhand to give ideas.
Another very obvious reason – its usually cheaper than hiring inhouse with full salary.
If you have small to mid-level budget, its virtually always cheaper by far.
You will also find that if you have a small budget, the learning curve will take such a long time before you get good results that your business may simply be able to afford to wait or have enough real data to make descisions.
Merchant Centre / Shopping Feeds take Real Know How
– and quite often some website / coding skills. If you are an ecommerce business you probably do, or would want to advertise on Google and Bing shopping networks.
This is simply not an easy thing to set up. And, there are lots of additional benefits of getting experts on this, such as promotional feeds. They should also know how to optimise the feed so that it gets the best results.
And if it was only a case of setting them and optimising the Shopping Feed. Its also vital to build your Shopping Campaigns to be granular to fine control targeted and generic traffic. Your Shopping Campaign need a layered structure with best sellers to generic ad groups and specialised search traffic going to your profitable items, using negative keyword sculpting. You absolutely will get better results with a heirachical layering of ad groups, versus just one big ad group with all your products in there.
They Have Analytical Tools
Agencies will have a much broader array of tools to analyse your website, leaks in the funnel, and the ability to get the full use of Analytics, to identify the demographics and best times to push your ads.