Businesses that are spending at least $20,000 per month are good candidates for outsourcing, as are companies that lack the in-house manpower or expertise to handle the tens of thousands of keywords
such spending can entail.
Meanwhile, Michie also notes the distinction between having an in-house team that works with free ad management and analytics, or a division that
subscribes to third party SEM tools.
One thing common to all three options is the need for the company's active participation in the PPC management process -- from giving an SEM firm constant feedback on marketing goals and objectives, to making sure that an in-house team (whether working with free or not-so-cheap tools) is included in the overall strategic planning process.