What is PPC Outsourcing? Pros and Cons 2024

Reducing expenses and enhancing productivity are two of the most important aspects of managing a successful business. Many organizations can tick off those boxes and more thanks to outsourcing. Costs can be reduced, and it frees up the business to focus more on essential tasks. It’s for this reason businesses outsource.

Pay-per-click (PPC) advertising is critical to the success of many small businesses. Proponents constantly praise the marketing medium and sing its praises, including its ability to drive traffic to your website, cultivate leads, and help grow your business.

However, the sheer number of settings that need to be maintained, plus the intricacies of managing PPC campaigns, can make it a monumental task. The problem is often more pronounced for smaller businesses, marketing directors, and marketing agency owners, who often struggle to find and keep the in-house talent with the skills and expertise needed to manage a PPC campaign. Let’s first understand what PPC outsourcing is.

What is PPC Outsourcing?

Hiring a PPC agency to manage your Pay-Per-Click (PPC) advertising campaigns is known as PPC outsourcing. Researching keywords, creating ads, managing campaigns, and analyzing results are a few examples of what a PPC agency does. If you can run sponsored campaigns, you may outsource any PPC campaign to a seasoned PPC Agency— this includes outsourcing Google Ads management, Google Display Ads, Facebook Ads, and YouTube Ads.

Many businesses and organizations employ PPC marketing outsourcing as a standard practice to take care of their digital advertising requirements. A recent Clutch analysis indicates that in 2023, more than 83% of organizations would spend more on outsourced business services. You can save time, money, and effort by outsourcing your PPC marketing requirements.

Who Outsources PPC Marketing?

Most businesses and organizations have one thing in common: They need to partner with a credible digital marketing agency to manage their PPC advertising needs.

Small Businesses

For small business owners with limited time and budget, PPC marketing can make a significant difference. In the digital world, partnering with a digital marketing agency specializing in PPC enables them to free up valuable time to focus on other business needs, leaving skilled PPC ad professionals to extract optimal value from their digital marketing dollars.

Marketing Heads

The marketing head who struggles with building and retaining an in-house team of PPC experts can consider outsourcing the solution. Partnering with an accomplished PPC advertising agency means a more expansive talent pool, and none of the search involves vetting in-house staff without the expertise. Add in the difference between the hiring, insurance, retirement, training, and benefits, and the overall expense of a new hire vs. outsourcing, and the choice becomes clear.

Marketing Agencies

A marketing agency without the time or financial flexibility to staff an in-house team can return focus to its other marketing offerings by working with a white-label PPC advertising agency. Partnering allows agencies to offer specializations to all clients, old and new, without hiring in-house. Specialized PPC expertise is another set of skills that prospective/ existing clients can benefit from.

Benefits of Outsourcing PPC Services

1. Get a Team of Credible PPC Experts

Hiring an agency with years of expertise in PPC marketing gives you access to a team of knowledgeable professionals. You will probably collaborate with an account manager and have access to their team’s expertise for campaign support. PPC agencies are experts in this field; they are always aware of the newest tactics, algorithms, and trends. Better targeting, more effective advertising, and ultimately a higher return on investment are the outcomes of this. With a proven track record and experience, they can identify the best keywords, produce eye-catching ad text, and increase your campaigns’ efficacy. Their expertise yields outcomes.

2. Benefit from a Free PPC Audit to Do Away with Wasted Ad Spends

You probably have experience running PPC advertising and aren’t getting the desired results if you’re even thinking about outsourcing your PPC services to an agency. This might be confusing for certain firms, particularly if customers are clicking on their advertisements but not making any purchases from you. That puzzle can be resolved by a reliable PPC expert doing a thorough PPC audit. They are going to:

• Examine the keywords you have chosen.
• Boost the effectiveness of your landing pages.
• Determine which of your campaigns’ connections are missing.
• Provide suggestions and even carry them out on your own

This will maximize the value of each dollar you spend on advertising. After an audit, your hired PPC expert will be able to create a PPC marketing campaign specifically for your company. They’ll take the time to fully comprehend your company, your target audience, and your immediate and long-term advertising objectives before implementing a calculated plan that will optimize your return on investment from the outset.

They’ll also monitor your campaign once it’s started, making necessary modifications in real-time to ensure your search advertisements are always perfectly optimized to maximize income.

In other words, although using PPC outsourcing services might initially be more expensive than doing it yourself, the outcomes you obtain will probably offset your account manager’s costs.

Through a PPC audit, Website Pandas can identify these inefficiencies, pinpoint any issues with ad performance, and isolate any areas for optimization to help ensure that your ad spend is allocated more efficaciously, maximize your return on investment (ROI), and drive better campaign results.

3. Benefit from Cost-effective Campaigns

You may find that outsourcing your PPC services results in cost savings. Managing a PPC campaign alone increases the likelihood of making errors. These errors can be expensive because PPC necessitates a money outlay.

Dealing with a PPC company solves this issue. PPC businesses are experienced and know what to do from the beginning. They are capable of handling your campaign to optimize your financial resources and yield the best return on investment (ROI). Outsourcing to a PPC business is something you should consider if you want to prevent expensive errors and needless trial-and-error testing.

4. Get to Leverage Relevant Tools and Resources

Hiring an outside PPC team gives you access to their resources, software, and tools for creating successful paid search advertising campaigns. PPC agencies frequently offer teams for analytics, conversion rate optimization, and keyword research.

One of the most crucial aspects of a PPC campaign is analyzing its performance to make future improvements. Superior analytic tools can enhance your campaigns more successfully. Because PPC companies optimize PPC campaigns daily, they have access to sophisticated technologies for PPC advertising analysis and management.

Consider the case of Website Pandas. As a full-service digital agency, we recognize the value of campaign data analysis and use our marketing tools, insights, and resources to do so.

5. Avoid PPC Campaign Mistakes

When business owners choose to handle PPC campaigns without prior training or experience, mistakes can occur. This also applies to hiring a PPC manager who lacks experience or doesn’t adhere to acceptable practices. Certain errors can be expensive if they are not discovered in time.

Inexperienced errors may significantly affect your overall campaign, and ignorance can lead to missed sales or inefficient advertising expenditure.

A PPC service provider may offer insightful advice on bid management, ad targeting, and keyword research to help you maximize the performance of your campaigns. To ensure that your campaigns are successful and efficient, they may also assist you in keeping up with the most recent PPC trends and techniques.

Avoid letting rookie errors ruin your PPC advertising campaigns or jeopardize your client portfolio. Website Pandas is a certified PPC agency, and you can take advantage of our professional advice and years of proven strategies.

6. Get Faster & More Targeted Results

You could save time by working with an agency that is well-versed in pay-per-click. It might take you longer to get results if you try to manage your campaign alone. You’ll need to invest time in learning how to manage and maximize your campaign, which will cost your company money and effort.

A PPC agency comes with years of PPC expertise. This implies that they’ll be aware of what has to be done, when, and how. For instance, Website Pandas can help you get started right away, enabling us to provide outcomes faster and more efficiently.

7. Get a Team with Relevant Expertise

PPC agencies have a deep understanding of paid advertising. While you might be able to learn a lot about PPC on your own, it won’t ever translate into a thorough understanding of digital advertising.

Conversely, PPC agencies have usually been in the business for a very long time. In the case of Website Pandas, we have over 15 years and running! Because of that expertise, we have an in-depth understanding of how PPC works and how to make it work for you. This enables us to handle PPC campaigns more effectively for our clients.

It’s more than a decade and a half of experimentation with various concepts and determining which strategies are most effective when executing PPC ads. That’s why we are a Google Partner of choice for our existing clients and new ones alike.

8. Evade the Learning Curve

The fact that you don’t have to learn how to handle the entire process yourself is one of the main benefits of PPC outsourcing. You will need to invest some time in learning how to manage your PPC campaign on your own. It will take you a long time to decide what has to be done and how. It could take some time before you start noticing benefits.

But when you partner with a PPC agency, you can completely avoid that learning curve. Expert agencies don’t need to spend months determining what works and what doesn’t because they already know exactly what they’re doing.

9. Benefit from Efficient Time Management

Although PPC is a useful marketing tool, your company’s main goal is producing and selling things. PPC is not your central task alone. You have little time to devote to your PPC campaign because you’re preoccupied with managing other, more critical tasks.

On the other hand, PPC agencies experience the reverse. They do have time to dedicate to campaign management, and PPC is the center of their company. This provides you with one additional justification for outsourcing PPC–that is time management.

If you handle PPC in-house, you might be able to finish it faster, but the quality will suffer as a result. However, when you collaborate with an experienced PPC marketing agency like ours, we will focus on your PPC campaigns while you take care of everything else.

10. Have More Hands on Deck to Work on Your PPC Campaigns

Hiring a new worker to handle all of your internal PPC is one way to address some of the problems. At first glance, that could look just as nice as using an agency. However, is it?

In reality, adding a new team member has several drawbacks of its own. In addition to the substantial onboarding training, a new hire would only be a single person. You might not get the greatest results if you want them to manage every aspect of your PPC.

Conversely, PPC outsourcing means you’ll have access to a sizable team of PPC specialists. More workers on deck for your campaign will enable you to get faster outcomes and have access to diverse viewpoints that will bolster your PPC ads’ results.

You are collaborating with a group of more than 50 digital marketers and subject matter experts covering a range of marketing subjects when you select WebFX as your PPC supplier. Our team’s extensive experience in digital marketing, spanning from PPC to SEO, will assist you in creating a successful PPC strategy that complements your other marketing initiatives. What you get is a scalable and comprehensive PPC plan.

11. Get a Team with Up-to-Date Knowledge

The fact that partnering with an agency offers you access to all the most recent market knowledge and trends comes in our list of benefits of outsourcing PPC. Perhaps one of your staff members says they know a lot about PPC, but after working for you for a while, their expertise probably hasn’t been up to date.

Conversely, PPC agencies are always refining and updating their tactics. By collaborating with Website Pandas, you can optimize your campaign by including the most recent, cutting-edge, and working PPC tactics, making it more cost-effective and efficient.

12. Gain a Competitive Advantage with Less Effort

Passing over your PPC to an experienced and credible PPC Ad Agency confers another significant advantage: the ability to get ahead of the competition without lifting a finger. Leave your PPC campaigns to its seasoned experts, and they’ll effortlessly use their wealth of experience, industry insights, and cutting-edge tools. You’ll head directly to the highly-coveted “first position” on SERPs.

At Website Pandas, we understand the complexity of PPC advertising and how to use it to gain a competitive advantage. Our team of seasoned experts is always up to date with the latest trends, algorithm updates, and best practices to guarantee your campaigns are a step (or 500 steps) above the rest.

When you partner with us, your PPC is in more-than-capable hands, and you’ll be free to allocate the hours and resources you need to focus on other, more central areas of your business. Our distinctive strategies and fanatical attention to detail will see you excel in your PPC pursuits and maintain a permanent edge in your market.

Cons of Outsourcing PPC Services

1. Selecting a PPC Outsourcing Agency Might be Challenging.

As with benefits, it’s important to be aware of any drawbacks with PPC outsourcing. One of the most frequent issues is selecting a PPC outsourcing company that meets your objectives and expectations. There are many different suppliers available, and they are not all equal in terms of customer service, quality, or cost.

Because of this, many wonder, “What should I look for in a PPC agency?” Below are some of our top suggestions for things to look for when outsourcing your PPC marketing.

• Seek one who has successfully managed PPC campaigns in the past, and take into account their years of experience, industry certifications, customer endorsements, and other body of work as proof of their proficiency.
• Look for one that regularly reports campaign performance and has an automated PPC reporting system to speed up repetitive work. Any agency should be clear about its prices; only then can we make business decisions based on information and refer our customers to the money side of things. We didn’t care for high rates or doing things secretly, levying 30% “hidden costs.”
• Make sure that they will work with you openly to pursue your marketing objectives. Ensure that your English is good enough and you have a reliable Internet connection to speak and read their language. Keep an open line of communication. It’s fine if they conduct regular meetings, but they have to be able to tolerate criticism.
• You want an agency that can adjust its services to fit your needs. This is what it takes to organize a special PPC campaign that works to achieve your business goals.
• Choose an agency that gives you effective customer support along with regular status updates, answers questions swiftly, releases proactive reports on your campaigns, and does whatever it takes to make sure you are happy with what they’ve offered.

2. The Fear of the Agency Not Understanding Your Business.

When outsourcing PPC marketing, a prevalent worry is that the service provider won’t comprehend your company or sector completely. If you’re the owner of a small business, a marketing director with a large company, or the owner of a marketing firm, you might be concerned that a third-party PPC agency won’t grasp the dynamics of your company and/or your target demographic. Even if this is the case, these suggestions will help you in finding a reputable PPC management company for your corporation.

• You can’t overlook the fact that genuine skills are required to execute this specialized, high-stakes, and often complex type of marketing. You may want to find a PPC outsourcing company that has worked with companies in your industry that had similar needs that you do. You might ask for testimonials or references that show what they’ve done in the past. The company you choose should have a dedicated PPC team. If not, they should be working with a good PPC service provider.
• Furthermore, you can check their website and any other outlets they make available. Case studies will give you insight into the various companies and industries and how these campaigns helped them. You could also ask the PPC agency to let you talk to clients directly and/or provide a list of references that you could contact to ask about their service experience.
• The PPC Agency that you finally have worked with also needs to accept all of the above theories, understand your clients and your market, understand your company profile, and provide you with concrete suggestions based on related information concerning your industry, your products, and services, your markets the vision of your company, your value proposition in the market, etc. This is to ensure that successful marketing campaigns are always in progress.
• You should also get a feel for the provider’s suitability for your company and its capabilities by starting with a short project or testing a campaign. This method might also let you try out several service providers before making a long-term commitment. It is an excellent opportunity to find out whether the firm offers sophisticated advice for Google AdWords and other platforms that may help increase your company’s conversions.

3. You May Have Trouble Communicating Transparently and Openly.

One possible drawback of outsourcing PPC marketing is communication problems. Organizing meetings and updates might be challenging if the outsourced provider is in a different time zone or nation. However, you can take action to resolve and discuss these worries.

• Know exactly what you want to accomplish before bringing on an outsourced PPC marketer. Clearly articulate your objectives and goals to your provider, and put them in writing. For everyone to be on the same page, it’s important that he or she knows and is working for the same goals you are.
• Plan to have frequent check-ins with your PPC outsourcing provider to keep your finger on the pulse of your PPC campaigns. This might mean weekly or bi-weekly meetings to go over progress, updates, and any concerns or issues. Set up a regular PPC report so you have a good understanding of how your campaigns are doing.
• You guessed it — communicate, communicate, communicate. Utilize project management tools or communication platforms like Trello, Asana, or Slack to keep it all together. These applications let both sides stay organized, keep track of progress, and communicate effectively.
• Make sure to give a brief introduction to each member of your PPC agency’s working team with your internal team. Introduce them to your website or design team, for instance, so they know who to contact for particular goods. As a result, team communication may be streamlined.

4. Your Team Might Lose Control Over Your Campaigns.

Outsourcing your PPC marketing to an agency implies losing control over your accounts—an understandable concern for many marketers and business owners used to total dominance over their efforts. To help you keep control over your campaigns when you decide to outsource your PPC marketing:

• Clearly state your goals for your PPC advertising and set up key performance indicators (KPIs) to judge your progress. Review these goals and KPIs with your provider and periodically review your progress to ensure you’re keeping pace with your goals. By setting clear expectations ahead of time, you’ll have a better understanding of your provider’s actions and how they’ll affect your campaigns.
• Schedule regular calls to look over campaign performance and talk over any concerns or issues. Use this time to clarify, give suggestions, and make any necessary alterations. This will ensure that your decisions are backed by evidence and keep you updated on how your initiatives are being handled.
• You’ll want to choose an agency that prioritizes collaboration and transparency. Make sure you choose a partner who will work with you to create a unique strategy and provide regular reports and updates on your campaign’s performance. This will allow you to maintain control and know that your marketing dollars are being well spent.
• Ultimately, how much control you maintain over your campaigns while outsourcing PPC marketing depends on you and your agency. The secret to a successful outsourcing partnership is communication. To ensure you’re on the same page, set up clear communication channels early and keep up with regular check-ins. Determine the frequency of your meetings, the topics to cover, and the information to provide. This will allow you to stay involved and informed throughout the PPC outsourcing process.
• When you first start working with a PPC agency, a good place to start is to ask for your consent before they make any changes to your accounts. This will give you more control over your account operations and provide assurance the agency is conscious of your intentions. Once you get comfortable, you can allow them to make changes without asking.

5. Security risks might pose a problem.

When you outsource your PPC marketing requirements, you could be concerned about security threats. After all, you will divulge important information about your company, including financial data, to an outside supplier. Outsourcing has its drawbacks, but you can help minimize the risks.

• First, restrict access to critical information. Give your PPC agency only the data they need to manage your campaigns. If they only need editor access, for example, to make the necessary changes to your advertising accounts, give them admin access to your website.
• Get a non-disclosure agreement (NDA) from the PPC company. It needs to specify that your information will be kept confidential and private. That they won’t share your data with any third parties and that they will take the proper precautions to protect it.
• Make sure that everyone who will be working on your account at the PPC company has had a background and reference check. They should have experience and paid their dues before you trust them with your account.
• Make sure there are no strange or unlawful activities occurring in your advertising accounts by keeping a regular eye on their activity. This might assist you in promptly identifying and addressing any possible security issues.

In-House vs. Outsourced PPC Marketing

Benefits of In-House PPC

• Total command over campaigns
• Simple to alter and faster access
• Familiarity with the brand
• Swiftly communicates changes and findings

Benefits of PPC Outsourcing

• Reduces work and saves effort, long-term expenses, and time
• It may result in a greater return on investment because of specialized knowledge and expertise

Drawbacks of In-House PPC

• Insufficient experience
• Might need more time and money than your budget permits
• Limited scalability

Drawbacks of PPC Outsourcing

• Reduced authority
• Reduced brand awareness
• It might take time to choose an agency that fits your budget and needs.

Should You Outsource Your PPC Campaigns for Your Business Needs?

You’ve probably decided if it’s worthwhile for your company to hire a PPC expert to handle your advertising campaigns. As previously stated, the long-term benefits you receive will outweigh the initial expenditures, which could be larger than they would be if you handled everything yourself. Consider it. Self-managing advertising campaigns entails:

• Selecting the best tools and investing many hours in their usage
• Investing time in keyword research
• Learning how to write content that is both engaging and concise
• Creating CTAs that compel clicks
• Gaining expertise in creating landing pages that are optimized for conversions
• To make sure your pay-per-click advertisements are optimized for success, use split testing.

All said, all this effort and energy might be better spent in growing and scaling your business and adding value to your customers. Connect with Website Pandas for full-fledged PPC marketing solutions that work to meet your business goals.