Hiring, training and retaining quality staff has its difficulties, too. It can be tough to keep
senior-level search pros well-compensated and personally fulfilled, and growing a search-savvy team in-house carries the risk of having your newly educated team hired out from under you.
Choi also says that the nuts and bolts of PPC campaign management have grown more complicated, from dealing with fluctuating bids, to researching keywords, as well as monitoring click fraud. And balancing the need to handle granular tasks with overall strategy--as well as juggle projects from multiple clients--can prove to be a challenge as well.