In-house PPC teams provide businesses with greater control over their PPC activities, dedicated focus on their brand, and improved cross-departmental communication. They also help establish better coordination between marketing and other departments.
Another big reason why businesses choose to have their own PPC teams is because these teams get to know their brands inside and out — as they dedicate all their time and expertise to learn about the intricacies of the organisation.
They are curious and always asking data-driven questions to optimise performance:
- What is the impact of our campaigns on revenue and customer acquisition?
- How much revenue does a customer generate over their lifetime?
- What is the profit margin per unit sold or service delivered?
- How much does it cost to acquire a new customer?
- How often do customers stop using our service?
Paid search managers need to master bid strategies, know the right AI tools, keep up-to-date on latest platform updates and monitor various campaign types — right from Performance Max to YouTube and social media platforms such as Facebook, Instagram, and TikTok.
Let’s look at the top benefits of having an in-house team.
Key Benefits Of An In-House PPC Team
A team-of-teams approach can help you focus on the high-level strategy and mentorship. Here are some advantages of running an in-house PPC team.
Enhanced Control and Flexibility
You can implement highly customised PPC strategies that align with your unique business objectives. Not only does a specialised team help with quick decision making but also adapts to changing market dynamics, industry trends, and consumer behaviour.
Deeper Business Understanding
Your in-house team has a deep-rooted knowledge of your products, services, target audience, and brand messaging. They are eager to learn about the products in-house and understand industry specific nuances.
Improved Data Security
You have greater control over sensitive data and intellectual property. And since you do not have to juggle between independent contractors, there is a reduced risk of data breaches and unauthorised access.
Industry-Specific Expertise
Your in-house team is solely dedicated to your brand, ensuring consistent management and oversight of your PPC campaigns. They can develop highly targeted strategies for keywords and industry-specific insights to maximise the overall ROI.
Stronger Collaboration
Cross-functional teams not only build innovation and shared learning but clear roles and responsibilities also enhance collaboration and decision-making. Not just that, there is also better communication between the PPC team and other stakeholders.
However, when your team members are unavailable, overloaded, or are constrained by skill gaps, businesses may face a number of challenges such as:
- Account Hygiene Neglect: Poor account hygiene, such as outdated settings and irrelevant targeting, can lead to decreased performance and wasted budget.
- Project Support Delays: Delayed or insufficient support to restructure and optimise projects can limit the potential of paid advertising campaigns.
- Campaign Disorganisation: Unstructured campaigns with too many mixed themed ad groups can increase management complexity.
In such times, brands may need an agency to step in temporarily to bridge the gap.
If your brand needs backup support as some of your team members are unavailable, going on a long holiday or do not possess the necessary expertise for a specific client, 360 OM can cover the resource constraints and provide specialised knowledge gaps.
360 OM’s ‘On-Demand PPC Expert Helpdesk’ offers comprehensive support for in-house teams, providing expert advice, real-time problem-solving, and tailored training. Enhance SEM strategies with interactive workshops, custom training, and industry insights for seamless campaign management, even during holidays.
We specialise in providing a perfect blend of in-house and agency support.
How To Drive Your PPC Performance With Your In-House Team and 360 OM Support
Here’s how the 360 OM team can work together with your in-house team to get things rolling faster:
Real Time Problem Solving
Get immediate support from 360 OM’s team of paid search experts to troubleshoot issues and optimise campaign performance. Whether you need a quick consultation or in-depth campaign analysis, our service is tailored to meet your specific needs.
Performance Insights
Struggling to understand campaign performance? Our team of paid search experts help you gain valuable insights into campaign performance metrics, audience targeting, ad creative, and bidding strategies to explain performance to business stakeholders.
Tracking & Attribution
Our team of analytics experts can help you implement tracking and measurement pixels to enable you to accurately measure your return on investment wherever a conversion took place, whether online through your website or offline.
Video Call / Slack Support
We provide real-time support through video calls and Slack while you lead the paid search strategy. Allow our experts to provide hands-on guidance and facilitate real-time collaboration.
Training and Development
Benefit from expert-led workshops, customised training, interactive learning, and industry insights. Access exclusive resources, achieve certifications, and enjoy continuous learning paths and post-training support.
Holiday / Leave Cover
Worried about holiday sales? We provide coverage for your in-house PPC team during holidays for optimum peace of mind. Your SEM campaigns will always be in expert hands, even when your team is unavailable due to holidays or other absences.
Contact us today to learn how 360 OM can support your PPC performance.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
