Overcoming Common Obstacles To Bringing PPC In-House | THMG.com

Before I begin, I do want to say I respect a lot of people who do outsource aspects of their business to other companies, and there are some great companies that will do a great job. I?m writing from my personal experience, and what has worked for my business.

I am a big advocateof bringing all aspects of your online businessin-house. It?s common wisdom that you can?save? money by outsourcing, because you get experienced people working 24/7 on your company. However, for my business, outsourcing repeatedly cost more and delivered poorer quality work.

Pay Per Click (PPC) advertising is one area that I strongly advocate managing internally. The tips and figures I?ll be sharing should be helpful tosmall or medium size online businesses considering the advantages of bringing PPC in-house.

Just for a little background, Iinitially managed the PPC advertising, along with running the rest of the business,until the campaign grew to whereit required40 hours a weekto be managed properly. I still look at the analytics, big picture and once in awhile tell the manager to change some bids but I am not the primary person running it anymore because I have to run the entire business. I have a lot of experience in both hiring a PPC manager and running an effective campaign.

The biggest obstaclepreventing in-house PPC for most businessesthe perception of the cost of hiring a full time PPC manager. I have found that perception to be pretty inaccurate. When I researched salaries and costs onwebsites such as glassdoor.com , and from interviewing other managers in the North East, the average salary range turned out to be45 to 65 thousand dollars a year.

According to the recent SEMPO salary survey , this is not unreasonable for a person with 0-5 years search experience:

Now let?s put that into perspective. When I interviewed a handful of PPCfirms, the average rate was 12.5% of your totaladvertising budget. If your PPC advertising budget is near $400,000, it would work out to be the equivalent of a $50,000 yearly salary.

Even if your budget is greater, your PPC management costs won?t increase; it?s linked to an individual salary instead of a percentage of the total cost.

When I interviewed potential companies to take over my PPC campaign, the average time they gave me to spend managing our account,per week, is about 5 hours:for a total of 20 hours per month.

If you hired a PPC managerfull time, they will spend far moretime and look a lot deeper into optimizing your campaigns. Remember an in-house associate knows the industry, knows the product, and knows the customer. Outsourced PPC account managers do not know your industry or your customers the way you and your employees

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