It’s not a simple decision. Ultimately, deciding who looks after search engine optimisation (SEO) and PPC campaigns comes down to the individual, their knowledge and their willingness to continuously refresh their skills.
Some of the best people involved in search marketing are self-taught. They’ve invested in going to conferences, they read the books and blogs and chip into the discussion forums. Some have taken qualifications. Many business owners themselves have become hooked by the power of Google and are prepared to do some of the work themselves or to invest in the skills of (usually) a young, savvy employee.
For others, without the time or the skills in-house, outsourcing is the best option. But in choosing who to outsource to, a client should take time to select the right agency – and not get dazzled by a fancy sales pitch. Ask about individual staff’s experiences, goal setting, how they will achieve the numbers (in terms of sales, sales leads of traffic) and stretch your budget.
Don’t automatically sign up for a monthly retainer – unless it’s clearly tied into a set of defined deliverables. Don’t be afraid to put performance-based arrangements on the table – it’s increasingly a feature of international campaigns and is beginning to surface in the Irish market.
