A question of whether a company should manage PPC campaigns in-house or outsource the management of PPC advertising depends on the unique situation of the company. The size of the pay per click advertising budget plays a large role in the selection process. If the advertising budget is less than the salary of an in-house PPC manager, outsourcing is probably the right choice. On the other hand, if the company is willing to invest heavily into PPC management, it could hire a team of search engine marketing specialists working for it. Internal communications are likely to work better than communication with a separately operated search-marketing firm.
For small businesses, it is probably wise to outsource search engine marketing to a specialized company. Search engine marketing firms often use specialized tools for marketing campaign building, monitoring and reporting. These tools can cost thousands of dollars, thus being an ill-advised investment for a small company with a limited marketing budget. Another advantage that outsourcing has over in-house manager is that search engine marketing firms often have several people working on the client. These experts may have specialized knowledge of different aspects of search engine marketing. By combining the unique skills that each expert brings to the table, search-marketing firms may do a better job at delivering marketing messages to the searchers.