• Rkg blog, Monday, November 19, 2007 12:45 PM

George Michie of the Rimm-Kaufman Group serves up a roadmap for companies struggling with the choice of whether to handle PPC campaigns in-house, or hire an outside firm.

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.

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