There's no doubt that pay per click as part of a digital media strategy works – the facts and data are there to overwhelmingly support the translation from click to sales. But setting up and running such a campaign is time-consuming when you could be better
off focusing on running your business and leaving an outside agency to handle all your PPC.
That's because online consumer advertising has evolved in recent years from just the PC to a range of devices, most especially the soaring popularity of the smartphone in accessing online media, including sites and apps. Keeping track of these various elements of PPC can be complicated and require considerable resources, most notably in terms of personnel.
Some firms, of course, prefer to keep their PPC operations in-house, and that suits them just fine. This is especially the case if the PPC campaign is not broad-based and operates around a simple metric. But if the staff in charge of the campaign are not particularly experienced in PPC and click rates fall off, it can be difficult to right a flailing campaign that's critical to boosting sales and profitability.
In addition, if a firm's PPC budget is small and the campaign limited in scope, there's not much point in outsourcing it to an agency. As ROI becomes evident over time, however, and it becomes increasingly clear that more resources need to be put into where the customers are – online – an agency might then be considered to boost its effectiveness.
Outsourcing campaigns, such as pay per click in the UK as well as elsewhere, gives firms access to highly specialised teams who fully understand the digital environment and upcoming developments and are well placed to advise clients where to spend their online marketing budgets in order to achieve maximum results.
Along with the expertise gained from outsourcing to a digital agency, cost is another major factor. It's often vastly more cost-effective – cheaper – to hire an agency than to take on a number of PPC staff and pay their salaries and benefits. This is money than can be better spent on the campaign itself while also benefiting from the resources and skills of agency personnel.
Another benefit in using an agency is that firms don’t have to spend time and effort hunting for experienced digital media staff, and if some of them suddenly leave, the campaign may well be thrown into disarray until a replacement is found, thereby harming overall sales and marketing objectives.
That's because online consumer advertising has evolved in recent years from just the PC to a range of devices, most especially the soaring popularity of the smartphone in accessing online media, including sites and apps. Keeping track of these various elements of PPC can be complicated and require considerable resources, most notably in terms of personnel.
Some firms, of course, prefer to keep their PPC operations in-house, and that suits them just fine. This is especially the case if the PPC campaign is not broad-based and operates around a simple metric. But if the staff in charge of the campaign are not particularly experienced in PPC and click rates fall off, it can be difficult to right a flailing campaign that's critical to boosting sales and profitability.
In addition, if a firm's PPC budget is small and the campaign limited in scope, there's not much point in outsourcing it to an agency. As ROI becomes evident over time, however, and it becomes increasingly clear that more resources need to be put into where the customers are – online – an agency might then be considered to boost its effectiveness.
Outsourcing campaigns, such as pay per click in the UK as well as elsewhere, gives firms access to highly specialised teams who fully understand the digital environment and upcoming developments and are well placed to advise clients where to spend their online marketing budgets in order to achieve maximum results.
Along with the expertise gained from outsourcing to a digital agency, cost is another major factor. It's often vastly more cost-effective – cheaper – to hire an agency than to take on a number of PPC staff and pay their salaries and benefits. This is money than can be better spent on the campaign itself while also benefiting from the resources and skills of agency personnel.
Another benefit in using an agency is that firms don’t have to spend time and effort hunting for experienced digital media staff, and if some of them suddenly leave, the campaign may well be thrown into disarray until a replacement is found, thereby harming overall sales and marketing objectives.
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