With the digital revolution, every company has been trying to advertise its goods and services through various online channels. In this process, it may have considered whether to hire a PPC specialist or outsource this task to a freelancer.
One of the primary reasons why companies prefer freelancers is the affordability and flexibility of the service. However, in doing so, you may also attract certain not-so-thrilling aspects of recruiting a freelancer. In this article, we will cover the main disadvantages of working with a freelance PPC specialist.
Can Companies Manage PPC by Themselves?
Your ad is a reflection of your business mission and vision and must highlight the best qualities of your product and service. Now, you may think that as the product owner, you are the best source of information on your product, so why shouldn’t you manage the PPC ad campaign on your own.
So, before we get into the hire PPC specialist vs. freelancer debate, let us address why companies should avoid taking this responsibility. Here’s a quick overview:
•When it comes to pay-per-click (PPC) advertising, there is more than meets the eye. PPC experts don’t merely create a random text-based ad and run it on the platform. Designing an ad requires a strong foundational knowledge of ad creation and management.
•Since campaign management depends on a mixed bag of tools, the skills and expertise in using these tools effectively can determine the success of your campaign.
•PPC bidding is an extremely complex process, and managing bids calls for a highly nuanced approach.
•Ad campaigns are based on extensive market and keyword research that inexperienced individuals cannot carry out.
•PPC campaigns need to be monitored continuously, and its progress and results have to be analyzed for maximum optimization.
•Making beginner mistakes can result in overspending on the PPC campaigns with low ROI.
Thus, it would be a wise decision to let the PPC experts work their magic in the area that they know best!
5 Disadvantages of Working With a Freelance PPC Specialist
Here are the reasons why companies must hire a PPC specialist rather than working with freelancers:
- Less Control and Management
A freelance PPC expert is not an integral part of your organization. However, all the sales and marketing activities are carried out by the dedicated in-house teams. Even though you may clearly outline your expectations, the freelancer may add their own interpretation, which may divert the campaign from its initial focus. As a result, there may be discrepancies in the overall brand statement and voice.
Further, for the advertisements to align with your sales and marketing goals, there should be absolute and seamless coordination and collaboration between the respective teams. However, when you work with a freelancer in the mix, long-term relationship building may take an inordinate amount of time.
Finally, companies may employ a set business process or workflow or call for the usage of specific tools and platforms, which the freelancer may not be familiarized with. The talent and skill mismatch can result in the lack of control and management of the advertising activities.
Lack of Commitment or Assurance
As companies are unable to exercise a higher degree of control, they may experience issues with project assurance. Moreover, as the freelancer will be available as per their schedule, you may experience sub-standard support. You may have to wait for long periods to address any issues and get resultant solutions.
In worst-case scenarios, you may pay upfront for a project and be left with partially completed work or no work at all! On the other hand, when you hire PPC specialists, they will be readily available at all times, with added continuity and accountability for their actions.
Irrespective of the platform, the ad campaign management portal contains a wealth of sensitive data that is vital for the business. It may contain the contact and personal details of the high-quality leads, customer purchase history, and other metrics.
At the same time, companies may draw from their experiences to formulate specific strategies and innovative ad campaigns that may set them apart from their competitors.
Businesses may not be comfortable sharing this sensitive data with a freelancer, who can very well leak it to their rivals. While signing a non-disclosure agreement (NDA) may mitigate the risks associated with security, enforcing it is yet another messy business.
Dealing With a Single-Point of Contact
Typically, you may think that dealing with a single individual is a blessing. However, it also has its fair share of pitfalls. For instance, if the freelancer is located in a different time zone, they may not be available when your business is in full swing.
Another cause of concern could be in the form of disagreement or fall out with the freelancer. Without an escalation process to address and resolve the conflict, the freelancer may merely drop you as a client! Naturally, finding another freelancer and onboarding them may eat into your time and money.
Freelancers are not working exclusively for your account. In fact, they work with several organizations to make ends meet. On the other hand, a dedicated PPC specialist reflects the overall mission and goal of the company.
As the freelancer powers through projects after projects for sustenance, it leaves room for trading off quality for speed and volume. Since they are working with other clients, they might gradually lose focus of the primary advertising goals or may mix it up with some other client’s requirements.
Having a freelancer who also works for your competitors within your niche can also result in a conflict of interest, which may dilute the efficacy and result-driving capacity of the campaign.
As more and more freelancers offer their services at competitive rates, it can be easy to sign a contract with them rather than opting to hire a PPC specialist. However, businesses must also keep the above factors in mind before making such a crucial decision.
Remember, an effective PPC campaign will save you more money than it costs. So if you are not getting the results that you expect, it is time to make a switch!
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Founder Dinis Guarda
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