Google Ads is one of the main digital marketing tools. It delivers results quickly and can generate a rapid ROI if managed and optimised correctly. A common question is whether it is best to outsource Google Ads management, or bring it in-house. Now of course it depends on your budget, and whether your team have the time and skills to carry out the regular optimisation. It is more than just looking at the cheapest option. At the end of the day, if the campaign is not generating results then you are wasting valuable budget.
Which solution will give you the best return on ad spend?
As with any marketing, your Google Ads campaign should be aligned to the goals of your business. Here are some of the main things to consider when you are looking to run a Google Ads campaign.
1. Find the right expertise
Behind every successful marketing campaign there is a team or individual that made it happen. Google Ads management isn’t just something you can pick up overnight, it requires a certain level of skill. There are even Google Ads certifications that you can take in order to showcase your knowledge. Whilst it is possible to bring a PPC specialist into your team, it takes time and energy to find the right fit. By the time you have found them, your campaign could have been running for months and churning out a high return.
2. Aligning with your goals
One of the main advantages of bringing a full-time marketer into your business is that they are physically in your office, and will quickly be able to grasp the mission and visions that your company has. This is much harder with a marketing agency as your campaign may be handled by several people, so getting this company message across is a little more challenging. That isn’t to say that a smaller agency or freelancer should be dismissed though. A smaller team means that they will have the time to really delve into your business and ensure the marketing is closely aligned with your overall goals.
3. Keeping up with Google takes time
It is very easy to underestimate how hard it is to keep up to date with the latest changes to the Google algorithm. While anyone can setup a functional Google Ads campaign, it is the ongoing optimisation that takes the time – a lot goes into creating and maintaining high-performing campaigns. If you have someone in-house their workload may be spread across a variety of marketing channels, so they might not have the time to pay as much attention to the Google Ads campaign as required.
4. Maximising return on ad spend
At a glance, hiring an in-house PPC Manager may seem like a more affordable option, but this is often not the case. Hiring someone who is specialist in the field is not going to come cheap, and that is before you start thinking about adding employee benefits, sick days, expenses and PPC tools. We haven’t even discussed your Google Ad spend budget yet either! If you outsource your Google Ads management you are generally looking at a much lower cost than hiring a full-time employee. The agency will also already have all the tools they need to carry out the job, so there will be no additional expense in that regard.
Which is better, in-house or outsourcing?
In conclusion, if you are a small business with a limited budget, you are much better off outsourcing your Google Ad campaign to an external agency. Of course the choice is entirely yours, and there is no reason why you can’t try running your campaigns in-house, but you might want to call on the experts if you want to see some real ROI.
On the other hand, if you are a multinational company with a large team, there is nothing wrong with managing your Google Ads campaigns in-house. Just be careful that the person responsible for overseeing the campaigns does not end up wearing too many hats, leaving them short of time. Even with this option it is worth exploring the option to complement your in-house team with an outsourced marketing agency too. This gives you the expertise of the agency, with the in-depth company knowledge from your own employee.
If you would like any help with setting up a Google Ads campaign, or would like to explore the options of outsourcing your current marketing, please feel free to contact us to discuss this in further detail.