At some point, any company starts to face the question of how to manage its digital marketing strategy. Whereas large corporations have reason to weigh the options between hiring an agency vs. creating an inside team, small and medium companies are better off 99.9% of the time when they choose an outside agency. Here is why.

Synergy of knowledge

The main benefit of using an external PPC agency for managing your paid advertising campaigns is that you hire not simply a specialist (your account manager), but a whole team of experts who can contribute their own special skills, for example: campaign optimization, planning and creating an effective PPC plan, designing optimal landing page, etc.

Extra external knowledge

PPC agencies not only obtain official certifications of expertise from the advertising platforms, they also usually have good relationship with representatives of PPC platforms. This can benefit a company in various ways as the PPC agency has access to tailored tips for improvement directly from a representative of Google or Bing that are generally not available otherwise.

Ready to go experts

When a company decides to train an employee internally or to hire a more experienced staff, time is required to bring the “newbie” up to speed and to work through the inevitable beginner’s mistakes.
A PPC agency, on the other hand, will many times already be well acquainted with your business niche owing to work with similar companies and may bring to the table fresh ideas based on this experience. And even if this is not the case, the community of PPC marketers is very friendly, so an expert from your chosen PPC agency can tap into colleagues’ knowledge.

Strategy in the first place

A good PPC agency will share your vision and will help to adjust your PPC goals to the company’s long-term business goals. An internal employee or team will not necessarily have the needed strategic thinking for optimizing your campaigns – an improvement of PPC KPI may be flattering for a recent PPC specialist, but a PPC expert would be looking deeper into the global picture.

Pricing

PPC agency pricing is generally based on either a fixed hourly rate or a set percentage of an advertising budget. A relatively new approach allows an advertising agency to receive shares in the company, which makes for a very powerful incentive.
Hiring a PPC agency will save you money spent on HR services for finding a new candidate and the usual salary and taxes, but as well on all the training of the new specialist.

Conclusion

Every company, including yours, deserves a personalized approach that reflects your long-term goals, and an external PPC agency is the answer that most SMB companies need, one that saves time and money and provides quality results.

If you are “do it yourself” kind of company, here are useful tips How To Get a 10 Point Quality Score In AdWords Campaings or you can learn more about the services we offer.