For brands investing heavily in paid search, relying on an in-house team to manage expansive PPC programs comes with limitations. From a lack of specialized expertise to minimal time for testing, governance, and optimization, critical gaps emerge. That’s why the most successful enterprises partner with dedicated ppc management services.
After handling millions in ad spend, we’ve seen the game-changing benefits of working with the right agency across analytics, innovation, efficiency, and continuous improvement. Here’s why you should consider partnering with paid search specialists, too.
Access Expanded PPC Expertise and Capabilities
Large in-house teams focus on day-to-day campaign management rather than big-picture strategy and optimization. They lack the time and headcount. Leading PPC management agencies assemble expansive, multidisciplinary talent covering:
- PPC Strategy Consultants – Shape overall account direction aligned to business KPIs
- Project Managers – Streamline workflows between teams and stakeholders
- Campaign Managers – Execute new initiatives and ongoing optimizations
- Ad Copywriters – Create high-converting text, display, and video ads
- Graphic Designers – Produce visuals and landing page experiences that sell
- Analysts – Leverage statistical modeling and data science for insights
- Technical Engineers – Build APIs, automation, tracking, etc. to scale efforts
These specialized skills work cross-functionally to maximize results. In-house teams need help to cultivate such breadth.
Rigorous Testing and Optimization You Can’t Replicate Internally
The fast pace at most companies leaves little bandwidth for comprehensive testing and improvement experiments. However, specialists relentlessly test and optimize using proven frameworks unavailable to in-house staff.
Agency testing spans:
- Landing page A/B/n tests optimizing copy, offers, and layouts for conversions
- Ad copy experiments across formats based on emotional appeal, value props, etc.
- Audience segmentation and targeting powered by statistical models
- Bidding algorithms maximizing ROI within budgets
- Keyword expansion uncovering qualified untapped search queries
- Campaign negative refinement to increase relevancy
- New creative formats like bumper videos and dynamic ads
- Spreadsheet-based simulations modeling the impact of changes
- Routine reviews ensure campaigns stay aligned with goals
This scientific, metrics-driven iteration leads to continuous gains most in-house teams can’t match due to resource constraints.
Governance and Change Management You Won’t Find Internally
Scaling PPC campaigns without structure breeds inefficiencies. Leading agencies embed proven governance frameworks you won’t find internally:
- Documented protocols around change approval, new launches, billing reconciliation, issue escalation
- Access permissions are managed through the role-based hierarchy
- Calendar-drive campaign reviews enforcing regular check-ins
- Central reporting dashboards for transparency into performance
- Rigorous QA testing and UAT across updates
- Tight security protocols and controls
- Campaign lifecycle management from planning through sunsetting
- Auditable change logs documenting optimizations
Governance provides the guardrails for managing complexity at scale.
Accountability and Specialization Your In-House Team Lacks
In-house PPC is often shared across managers rather than owned by specialists. This diffusion of responsibility leads to gaps. Top agencies have dedicated stewards for each client aligned to their industry and goals.
You work with an assigned account manager who lives and breathes your brand objectives. Their individual performance reviews tie directly to your PPC ROI. This focus can’t be replicated internally.
They receive regular training to stay abreast of the latest platforms, regulations, and innovations to maximize their results. Accountability through specialization promotes growth.
Recapture Hours Lost to Manual Management
How much time does your team spend on repetitive, tactical PPC tasks like bidding, reporting, invoice auditing, etc.? Even with automation, in-house teams burn countless hours on essential but non-strategic work.
But specialists use further automation and offshore talent support to execute high-volume tasks, so your team focuses only on high-value strategy and insights. Time recaptured goes back into your core business initiatives rather than the PPC tactic.
Growth Not Capped by Internal Bandwidth
Expanding PPC campaigns is challenging when reliant on a finite internal headcount. However, working with an agency provides flexible capacity scaling to meet your growth needs.
As your programs and account volumes swell, your dedicated agency team seamlessly expands to meet rising demands. You avoid disruptive hiring cycles or extensive training. Specialized resources scale up or down to match your trajectory.
Independent Auditing and Fraud Prevention
Independent specialists provide an impartial, third-party perspective on your accounts to identify optimization needs and prevent issues like billing discrepancies or ad fraud. Unbiased experts catch what internal teams can miss through familiarity blind spots.
Periodic audits ensure campaigns align with goals and diagnose new opportunities through fresh eyes. External validation keeps initiatives moving forward.
Insights into Competitor Efforts
Leading agencies manage PPC for your competitors, too. This inside perspective can reveal what your rivals are testing, how their budgets are shifting, and where they focus efforts.
Agencies can incorporate high-level competitive findings into their strategy while respecting confidentiality. Gaining some view into the competitor landscape is invaluable. But in-house teams operate in the dark.
Reduced Risk Through Proven PPC Expertise
For most companies, PPC is a critical sales and branding channel they can’t afford to under-optimize. However, keeping pace with algorithm shifts and new capabilities poses challenges internally.
Working with seasoned PPC experts mitigates risk. They already refined processes through years of optimization for clients across industries. You minimize trial and error by leveraging proven methodology rather than reinventing internally.
Focus IT/Marketing on Core Initiatives
Every hour your team spends on PPC is time not invested in developing products, closing deals, perfecting service, and other mission-critical efforts. PPC is vital but ultimately a supportive function.
Relying on specialists enables refocusing your IT, marketing, and sales teams on core business priorities that move the needle rather than Distracting optimization tasks. Let experts handle foundational PPC so you drive innovation.
The Bottom Line Results Speak For Themselves
Research shows that brands partnering with paid search specialists see significant performance boosts:
- 89% increased conversion rates in 6 months after switching from in-house management
- 27% lower CPA/CPC within the first three months of onboarding
- 62% increase in qualified website traffic within a year
- 76% faster new campaign launch times due to governance frameworks
The data confirms superior optimization, efficiency, scale, and ROI derived from partnering with the right PPC agency.
The benefits range from expanded expertise and objective insights to risk mitigation and overhead reduction. But for most, it comes down to leveraging specialist resources to accelerate PPC results.
Are you considering a fresh approach to maximize your search investment? Contact our team to explore campaign audits, managed services, or any level of customized support. Our ppc management services are tailored to augment your marketing capabilities for sustainable success.
Read also: Email Deliverability Services: Enhancing the Reach and Impact of Your Emails
