I recently wrote about why PPC is critical for SMB marketing. In the article, I listed tips and pitfalls to avoid. Today, I'd like you to consider the following reasons why you should outsource your PPC spend:

  1. You're not an expert.

    Let's face it -- if you're an attorney pretending to be a PPC analyst, you're losing very valuable billable hours when trying to run your own PPC campaign.

  2. You don't know all the tricks of the trade.

    Most large and specialized agencies have a direct pulse on the industry as well as knowledge of trends and other forces affecting the PPC landscape. They're in the know on landing page design and functionality, copywriting, and keyword selection and deselection.

  3. Google is only in the business of selling clicks.

    If you rely on Google to manage your campaign, you'll end up buying *a lot* of clicks. That's not to say they don't help with conversion, but their business model is based on selling as many clicks as your budget allows. Most business owners I know would rather focus on getting new customers, not more clicks.

  4. You don't have all the tools.

    PPC managers have the best, cutting edge tools available for automated account creation, bid management and ongoing optimization.

  5. It'll cost you more to manage the campaign yourself.

    I know what you're thinking -- you'll save on the campaign management fees. But are you really saving money? A campaign that's not optimized spends more per conversion over time. If you even get conversion!

When outsourced, and the end of the budget arrives, you have some accountability with them for the performance of the program. On your own, you've probably just bought a lot of clicks!
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