Should You Hire a B2B PPC Agency?
At Advant Technology, we understand the importance of making an informed decision when considering whether to hire a B2B PPC agency. We’ve put together the following tables to help you make the right decision.
1. Expertise and Experience
Answer: Hiring a B2B PPC agency brings specialized expertise and experience in managing PPC campaigns tailored for B2B audiences. Agencies have the knowledge of industry best practices, the latest tools, and strategies to optimize your campaigns effectively.
Table to Evaluate Expertise and Experience:
| Criteria | In-House Team | External Agency | Notes |
|---|---|---|---|
| Years of PPC Experience | |||
| B2B Industry Knowledge | |||
| Certifications (Google Ads) | |||
| Case Studies/Success Stories | |||
| Familiarity with PPC Tools |
Exercise:
- List the years of experience your in-house team has compared to a prospective agency.
- Note any industry-specific knowledge or case studies the agency has that align with your business.
- Check certifications and familiarity with relevant PPC tools.
2. Resource Allocation
Answer: Managing PPC campaigns can be resource-intensive. Hiring an agency allows your internal team to focus on core business functions while the agency handles the complexities of PPC management, optimization, and reporting.
Table to Evaluate Resource Allocation:
| Task | In-House Team Availability | Agency Availability | Notes |
|---|---|---|---|
| Campaign Strategy Development | |||
| Ad Copywriting and Design | |||
| Keyword Research | |||
| Bid Management | |||
| Performance Reporting |
Exercise:
- Assess the current availability of your in-house team to manage each PPC task.
- Compare this with the agency’s capacity to handle these tasks.
3. Access to Advanced Tools and Technologies
Answer: Agencies often have access to advanced PPC tools and technologies that might be cost-prohibitive for individual businesses. These tools can provide deeper insights, better optimization, and more efficient campaign management.
Table to Evaluate Tools and Technologies:
| Tool/Technology | In-House Access | Agency Access |
|---|---|---|
| Advanced Analytics Platforms | ||
| Bid Management Software | ||
| Competitor Analysis Tools | ||
| Conversion Tracking Systems | ||
| A/B Testing Tools |
Exercise:
- List the advanced tools and technologies currently used by your in-house team.
- Identify additional tools and technologies the agency can provide access to.
- Evaluate the potential benefits of these additional tools.
4. Scalability and Flexibility
Answer: A B2B PPC agency can provide scalability and flexibility, adjusting the campaign size and scope based on your business needs and market conditions. This can be particularly useful for handling seasonal variations or launching new products/services.
Table to Evaluate Scalability and Flexibility:
| Scenario | In-House Capability | Agency Capability | Notes |
|---|---|---|---|
| Handling Seasonal Campaigns | |||
| Launching New Products/Services | |||
| Expanding into New Markets | |||
| Adjusting Budgets Quickly | |||
| Scaling Ad Spend |
Exercise:
- Evaluate your in-house team’s ability to handle each scenario listed.
- Compare this with the agency’s demonstrated capability to manage these changes.
5. Cost-Effectiveness
Answer: While hiring an agency involves costs, it can be cost-effective in the long run. Agencies can often achieve better ROI through more effective management and optimization of PPC campaigns, potentially lowering your overall customer acquisition costs.
Table to Evaluate Cost-Effectiveness:
| Cost Factors | In-House Costs | Agency Costs | Potential Savings with Agency |
|---|---|---|---|
| Salary and Benefits | |||
| Tool and Software Licences | |||
| Training and Development | |||
| Campaign Performance (ROI) | |||
| Overall Customer Acquisition Cost |
Exercise:
- Calculate the total costs of managing PPC in-house, including salaries, tools, and training.
- Compare this with the costs of hiring an agency and potential savings in terms of improved ROI and lower customer acquisition costs.
By thoroughly evaluating these aspects, a marketing director can make a well-informed decision about whether to hire a B2B PPC agency like Advant Technology or manage campaigns in-house.
