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Why should you outsource your Pay-Per-Click campaign to an agency?

By Tom Bennison | Published on 02/19/2008 | PPC Tools , Bidding Strategies , Pay Per Click Basics |

8 reasons for outsourcing pay-per-click campaigns

Here are eight reasons why you should consider outsourcing your Pay-Per-Click campaign to an experienced agency;

  • Pay-Per-Click agencies share special relationships with the search engines, allowing them to upload data quicker and resolve issues faster with premium account managers. This prioritised service provides better results for the agencies.

  • Most agencies have internally developed bespoke toolsets allowing them to optimise their campaigns and achieve a better return-on-investment. Agencies are constantly adjusting their campaigns and have the knowledge to respond to any data shifts, whereas many marketers may not.

  • Pay-Per-Click is what agency staff live and breathe day-in, day-out. PPC professionals continuously beta test new tools and are the first to know about the latest software (and are often first to utilise it for their campaigns).

  • Pay-Per-Click specialists use the latest bid-management software to ensure all keyphrases are performing well at a low cost-per-click.

  • On average agencies achieve better click-through-rates than marketers, with agencies at 3.4% and marketers at 2.8% [1]

  • Agencies can provide comprehensive reporting and ROI analysis.

  • Pay-Per-Click achieves higher conversion rates, for both Search Engine Optimisation and Pay-Per-Click in particular, with agencies achieving an average of 6.8% and marketers achieving 5.4%. [2]

  • "Good Pay-Per-Click companies are well worth the cost as they will always make you more money than you would otherwise make." 

                   Jill Whalen, Search Marketing Columnist
The graphs below are illustrations of bullet points seven and eight.

     Illustration of data from MarketingSherpa Inc. Search Marketing and Branding; Data you should know, 2005.



    Illustration of data from MarketingSherpa Inc. Buyers Guide 2007



    [1]MarketingSherpa Inc. Search Marketing and Branding; Data you should know, 2005.

    [2]MarketingSherpa Inc. Buyers Guide 2007.

Comments

Comment #1 (Posted by Hess) |
That is a really good article. Nice job - and interesting graphics.

Thanks
Comment #2 (Posted by David Michael) |
So which agencies are recommended? My biggest concern as a business owner is that I will pay an agency that does not perform? Any OBJECTIVE advice here?
Comment #3 (Posted by karabi) |
Nice article.

But couldn't agree with the point that only agency can perform. Because the whole concept is based on
the knowledge of ppc only who is going to do it.

If the agency people are not much experienced then all money will go in vain.
Comment #4 (Posted by James) |
If a marketer 'owns' their particular keyword market instead of going into too many markets they will achieve more than any any generalist PPC Advertising Comany no matter how good they are.

15% to 30% CTR is possible if you concentrate on one area and live it.

Comment #5 (Posted by Artisan) |
Our IT consultant used to run our PPC campaign however we were looking for an agency to improve our ROI and minimise the time we spent on PPC. We appointed a LEADING PPC agency and it cost us 10,000's in lost sales and increased PPC costs for several months !!

We forced the agency to restore the original campaigns and the sales recovered.

Its a dilemma.

Comment #6 (Posted by FourPx) |
Great Job,

What I read in this article regarding PPC outsourcing is true, since I worked on such agencies and we shown the performance results to the clients. The agencies will manage PPC campaigns by automatically or manualy with the help of tools and PPC experts. The agencies will also do lot of analysis and do A/B testing in the PPC Campaigns.


Thanks,
FourPx

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