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Adwords Management: Outsourcing or do it yourself?

May 6, 2008
I'm going to give you some important info you can use to decide if you want to hire out your PPC campaign management in Adwords, Yahoo! and Adcenter, or if you want to handle it all yourself.

The bottom line is that it depends on YOU - I am just making you aware of what to watch out for in PPC managment. Hopefully I can save you some time and money too!

If you're considering managing your own PPC campaigns, here are a several things you should to take into consideration:

Time --> How much free business time do you have? How much are you willing to give up to manage this? Managing a PPC campaign can be VERY time-consuming!

Experience --> Do you already know a lot about PPC marketing? Most of the bigger companies have someone with at least 4 years of PPC experience, if not more!

One way is to spend time reading the marketing and PPC forums (this way is free). Secondly, just go ahead and open your own PPC accounts and dive in head first (this is what I did, and it was VERY expensive). Nevertheless, both are good ways to gain experience and skills, and both can put you on track to masterying PPC marketing.

Competitiveness --> How many other advertisers are there? How much are the bids going for in the top 3 to 8 positions of the ads shown on the first page of results for a specific keyword?

Keywords --> How many keywords will you be managing? Keep in mind that if you are in a competitive industry, you will probably be going up against other advertisers who are using expensive bid management software.

Ad Copy --> Do you know how to write good "copy"? The difference can be the deciding factor between your site making a profit or a loss - a lesson I've learned first-hand - many times!

Budget --> If you are new to PPC and plan on spending more then $500 per month, I recommend you start off hiring someone to manage your PPC ads or to act as a consultant. It will be well worth the money if you shop around for the right person or company to help.

Learning new strategies and tactics - PPC marketing is constantly changing and evolving. Staying up-to-date involves reading newsletters and forums regularly, consistently, and carefully.

If you decide to hire someone to manage your PPC efforts, here are several things you should take into consideration:

1) Experience & Knowledge:

What type of experience do they have? How long have they been in business? Do their current clients recommend them unconditionally?

2) Price:

Shop around - you can always find a good deal on the internet. Just watch out for the ones that are TOO good. Remember the saying that if it sounds too good to be true, it probably is. Talk to at least three different companies and compare them carefully before making your choice.

3) Bid monitoring and ROI:

How many times per week do they check your bid positioning?

4) Service:

You are going to be communicating (via email or phone) a lot with the person running your PPC ads. You should like talking with them and find them easy to talk to.

5) Response time:

How quickly will your calls or emails be returned?

6) Support:

Do they offer phone support or just email support?

7) ROI tracking:

It is not essential to have ROI tracking, but in today's market, it drastically increases your chances of having a profitable PPC ad.

All in all, for most people, hiring a professional and knowledgeable person to manage your ppc accounts is the way to go! Unless you have the time, patience and money to burn on getting past the learning curve can be pretty painful. Hire someone to help you get going today, and you won't ever regret it!
About the Author
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to ad words management, he's the man!
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