I just published a new article, called “The 5 Secrets PPC Agencies Don’t Want You to Know“. This article is part of Search Engine Land’s new Strictly Business column, which covers topics related to B2B search marketing.
In the article, I argue that success with pay-per-click search marketing requires business expertise and search marketing expertise. You have more business expertise than any outsider could have (especially since most agencies don’t specialize in the unique needs of B2B search marketing). If you do outsource, the need to coordinate with the agency creates latency and information loss, meaning you lose the flexibility and the agility to react quickly. Outsourcing also means losing control over a critical portion of your demand generation strategy to outsiders who may have different incentives than you.
My conclusion: The best path to success with PPC advertising is to manage the program in-house with the aid of pay per click management software. This is because the technology solution can create the best of both worlds: the control and business knowledge of doing it yourself, combined with the SEM best practices and techniques of an expert.
Check out the article: The 5 Secrets PPC Agencies Don’t Want You to Know.
Sponsored by: B2B search marketing software from Marketo, coming soon.