Manage Google Adwords inhouse or outsource to Agency
This is a good question to ask, whether you should manage your adwords account in-house or if you should outsource it to a search engine marketing agency.
All this depends on 3 things:
- How important is SEM (Search engine marketing) to your marketing strategy?
- How much competency does your team have with online marketing?
- What is the opportunity cost of not doing online marketing well?
When your business relies on online marketing, then it’s important to do it in-house. This is especially true when the solution you sell is technologically challenging. It’s very likely that an outside agency wouldn’t have the intricate understanding on what drives your business forward. The slight nuances between “Freemium” and “freeware” can mean the difference between a real lead or not.
This is something that your in-house marketing team can understand (if not now, then overtime.) That’s also another factor to consider: the level of marketing expertise and competence of your team. Does the team have the skill-set, the drive and inclination to learn how to market online?
And the last point to consider is the opportunity cost of failing in your online strategy. Don’t look at a failed campaign as a loss to your advertising budget, but also consider how many site visitors and leads you lose. If such a loss would be detrimental to your business, then it makes sense to go with a professional group. You see, an agency is a safer bet in this way: it will be a bit more expensive in the long run, but will not tank your campaign (well as long as the agency is good.)
Go with a hybrid approach
At the end, I would recommend going with an hybrid approach. If you don’t have bandwidth to manage your online budget, then outsource it to an agency. But have one guy from your team manage the agency. This guy should know the intricate details on what it means to get a good lead. Sure, freeware message may get a lot of signups, but do they actually give qualified leads?
On the other hand, if you have a lot of eager-beavers in your marketing team that are gung-ho about online marketing, then use their passion! But hire a professional consultant to overlook what your team is doing. Having a consultant guide them through as they learn the ropes, lowers risk and gives very good results for your business.