Nov 26, 2020 05:24 AM
A lot of business owners believe that if they chip in a few hundred every
once in a while to the Google Ad machine, that will take care of their
online marketing efforts. However, they’re most likely chucking those
dollars to the winds of cyberspace. Pay Per Click (PPC) advertising is an
excellent online advertising strategy, but by itself it’s an expensive
short-term fix that will not keep your business at the top of the SERPs
(search engine results pages) for long nor your business on the digital map
for all to see. A mixture of PPC, content marketing, and market research
are a better recipe for your business’s digital footprint to remain
permanent and successful.
The question is: Can you handle marketing yourself or should you hire an
advertising agency to do the work? This article weighs the options of DIY
marketing versus agency driven marketing.
Complexity and Expense of PPC
PPC advertising is complex and the learning curve is a long one. That’s why
many business owners opt to hire a digital marketing agency to take charge
for them. When they choose agency driven marketing, they don’t have to
learn the jargon and industry standards that goes along with PPC; not to
mention the many menus and technicalities of Google Analytics. Google makes
frequent updates to their advertising policies and rules, so you need
someone who is on top of that or you could lose a lot of money.
Asking an employee (in-house DIY marketing) to handle PPC campaign
management may be an uphill battle because this job requires more time than
you’d think due to the amount of specialized knowledge needed.
Your DIY marketing team will need to:
- Research and compare keywords
- Analyze search campaign results
- Vast knowledge of Google Analytics and Google Ads
- Negotiate contracts with 3rd party vendors
An advertising agency can handle all of these and more for you, without you
having to lift a finger. They can also boost your efficiency and their work
will lead to improved results.
Another thing to keep in mind regarding PPC and search engine optimization
(SEO) is that advertising agencies like Viviscape have access to powerful
tools that come at a high cost. Tools like SEMRush are extremely expensive
(up to $1k/month). Imagine having to pay for your own license to one of
these much needed SEO tools. Viviscape has access to these tools and our
very own suite of sophisticated software to help your website rank higher
than your competition.
Lack of Time
One of the biggest reasons DIY marketing fails is that as a business owner,
you have a business to run, not a marketing agency. Marketing takes time
and effort. Most business owners do not have the extra time to devote to
digital marketing. Your website must run seamlessly and be updated
frequently. The load time should be close to instant for your website. A
neglected website spells disaster for businesses because it shows that
you’re outdated and possibly out of business, and worst of all -- not
relevant. A business with broken webpages or broken links could turn away
potential customers. Also, if you have a blog that hasn’t been updated for
a few months, the visitors will wonder if you’re still in business. Plus, a
website with broken links and error-ridden webpages can lead to demotion in
search engine ranking.
As a business owner, you have a budget to keep track of, inventory,
equipment maintenance, and employees to manage. You don’t have time to
learn what long tail keywords are or which negative keywords you need to be
aware of when creating ads in Google Ads. Don’t even get me started on
Google Analytics - the search enigma to many. It takes time to figure out
what you’re looking at in the mess of numbers and graphs.
It may be a bit frightening to hand the reins of your company’s marketing
to a marketing agency, but this could save you time and money. A marketing
agency like Viviscape can boost your website’s ranking, keep your company
current, provide quality content, and more. Remember, DIY marketing could
end up costing you thousands in lost revenue and wasted time due to poor
PPC management and neglect.
If your looking for an agency that cares about your brand, let's get started with a free consultation.