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Outsourcing SEM vs DIY SEM For Agencies: Which Is Better?



In recent years, Search Engine Marketing (SEM) has started to be perceived as a practice that could drive footfalls and fulfill desirable sales.In recent years, Search Engine Marketing (SEM) has started to be perceived as a practice that could drive footfalls and fulfill desirable sales. However, running a successful PPC campaign is no piece of cake. You have two options when it comes to SEM in specific; should you do everything by yourself or outsource your search engine marketing services to an experienced agency? It’s a tough question to crack but a crucial one.

Outsourcing SEM or in-house SEM, both of these options have their pros and cons, and it all depends on which approach is best applicable to your marketing needs. To help you out, in this article we’ll be looking at the pros and cons of each option, as well as offer our take on which of the two is a better option. But before we jump right in, what exactly is SEM? And how is it different from SEO?

SEO vs SEM: A Quick Recap

Google’s search results are divided into two main categories: paid search results and organic search results.

SEO expertise ensures that your website ranks high on SERPs through organic search. (Search that you have not separately paid for)

On the other hand, SEM relates to paid search optimisation. You pay to get traffic and visibility for your website by appearing at the top of SERPs. PPC (pay per click) is another term used to refer to SEM.

Should you DIY your SEM?

It is important to note that SEM harder than it seems. Only 15% of the traffic on search engines click on an ad, according to a Forbes article. A PPC campaign needs to be exceptional to attract that 15%.

PPC campaigns, thus, come with a massive cost but low RoI (return on investments). This makes in-house or DIY SEM a relatively less ideal option.


Outsourcing SEM: PROS 

1. Access to tools of the trade- Search engine marketers use more than just their minds to perform their jobs – they have many specialised tools that they use to implement and improve specific search engine marketing tasks and efforts.

These tools can burn a significant hole in your pocket and require the proper training to use them in-house. It is better to outsource your search marketing to experts or an agency who use these particular tools daily.

2.  More Efficient Results- Unlike DIY SEM, outsourcing allows you to seek help from google adwords experts  who work dedicatedly on your SEM efforts and produce results more quickly and efficiently.

With the help of a digital marketing agency, your SEM campaign has better chances of producing positive results that too quickly, owing to their experience and human resources.

3.Lets you focus on other aspects of your business– Outsourcing your SEM, gives you more freedom to focus on other tasks and aspects of your business. You can monitor your SEM campaign as the specialists handle it while you evaluate your results to come up with better strategies for the future.

4. Expertise & Experience- Going the agency route means that the professionals are solely focused on SEM, are up to date with the latest trends and tools in the industry ensuring that the techniques they’re using will bring the most significant benefit to their client.

Moreover, agencies have worked on a variety of marketing campaigns from different types of business. This means they have more knowledge and exposure as compared to an in-house SEM team. From account structure to conversion optimization and everything else in between, agency PPC specialists are true experts.

5. Agency Support- Search Engine Marketing agencies offer dedicated agency support who assist in everything from escalating ad approvals to providing competitive insights. It can be assuring to know that if something goes wrong, someone has got your back.

6. Affordable– Going the agency route will save you money. It will save you the cost of recruiting and maintaining an in-house employee as well as the equipment costs.


Majority of SEM agencies charge approximately twenty to thirty percent of ad spend. This is a lower cost than that of employing another head and getting the systems in place to make it affordable.

Outsourcing SEM: Cons

1.Compliance and Legal Issues- These issues may hinder the agency’s ability to execute the most optimal search marketing plan on a timely basis.

2.Quality Control- When you outsource your SEM, you may encounter a problem where the quality of the work would be compromised and you won’t know until it’s too late. This is a significant con. It can result in considerable lost time and money.

You can avoid this by following a rigorous screening process before partnering with an agency. Opt for a reputable agency to prevent such problems.


1. Employee Accountability – In-house google adwords experts are ultimately responsible for the success of your PPC efforts. In-house PPC managers are more accountable as the account’s performance can influence his or her employment, salary and advancement. You would expect him or her to give their best.

2.Understanding of your business- No one knows your business better than your in-house staff- having a solid understanding of how your company operates, its core competencies, unique selling proposition, and most importantly, your customers.

3. Experience SEM first hand– The fundamentals of SEM may be complicated at first, but once you get the hang of it, you will discover that SEM is quite interesting.

4. Flexibility – When it comes to flexibility and control, in-house SEM is the best. It gives you more control over specific aspects of the campaign and allows you to manage the campaigns more efficiently.

In contrast, with an outsourcing agency, you must frequently communicate messages from and to the agency. With in-house SEM, you can simply walk to the next office or even turn to the person next to you in case of any questions or concerns.



1. Lack of expertise

The lack of technical know-how and expertise is a significant con for in-house SEM. If you’re not sure that you can execute or know enough to run an SEM campaign, then you shouldn’t take up that challenge. As they rightly say, do what you do best and outsource the rest.

If you are a novice at SEM, you should avoid in-house SEM as you may waste valuable time, money, and may even set yourself back rather than make progress. You want to avoid making mistakes early on that can cost you big time.

2.  Time-Consuming

Managing SEM without professional assistance is a recipe for disaster. Not to mention that it’s time-consuming as well. You can think of hiring a digital marketing agency to do SEM for you.

3. Lack of Accountability

Lack of accountability remains a common pitfall for most businesses as their resources may be limited. When you decide to do your SEO in house, it can fall by the curb of other “priorities.”

On the other hand, when you outsource, you can be sure that the agency will deliver by a specific date if they want you to renew with them again.


So The Question Still Remains: Outsourcing SEM vs DIY SEM for Agencies: Which is Better?

I’m sure by looking at the detailed pros and cons of each option; you would have gotten a fair bit of an idea as to which option is better for you. To give you some more detailed insight, here are my 2 cents.

For more than ten years or so, in-house SEM campaigns have taken a back seat to SEM agencies for most small, medium, and large businesses. This is because building an in-house team for every stage of a PPC campaign isn’t optimal or feasible. The solution is partnering with professionals who live and breathe SEM- Outsourcing SEM! Their literal job is to maximize your PPC ROI.

It is also helpful to note that most SEM agencies have a monthly rate, so you pay the same amount every month- saving you the headache of fluctuating costs.

With strategic planning and a dream-team at your disposal – success is bound to happen. Get on board with an SEM agency to start your journey of growth.

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2023’s Digital Marketing Trends for Small Business



2023's Digital Marketing Trends for Small Business

The recent turn of events has digitized business operations throughout the world. Business leaders from various industries are using technology to run their commercial ventures. 

Businesses are extensively leveraging digital marketing to up their game. With the increasing advancements in this area, it is evident that this trend will continue to thrive as we move into 2023. 

Let’s learn more about digital marketing and its successful trends. 

What Is Digital Marketing?

Are you an entrepreneur looking for ways to expand your business? If yes, you should incorporate the progressing idea of digital marketing in your branding strategy. 

Digital marketing uses technologies and online avenues to promote your products and services to people beyond your service area. Also known as internet marketing, this process uses digital communication to spread brand awareness and increase sales.

According to a Forrester report, digital marketing spending by companies will reach $146 billion by 2023. With the existing and new digital marketing trends in 2023, you can prepare yourself to take your business to phenomenal heights. 

Exploring 7 Effective Digital Marketing Trends in 2023

Out of plenty of business strategies, a wise entrepreneur will always opt for the ones that are lucrative for his venture. Some of the top digital marketing trends that will be effective for your company in the long run include;

  1. Real-Time Messaging Remains Effective 

Personalizing the sales is the secret to making your customer choose your products and services. You can achieve this by real-time messaging with your potential customer. Several chatting platforms can help you in getting to know your customers better. 

You can create a customized sales strategy for every customer using their data from the chat between you and them. It spikes the chances of a successful sale as your customer will think that the product or service is exclusively designed for them. 


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  1. Attract Users Through Video-Based Content

Everybody loathes the idea of reading long texts on websites. However, people are attracted to moving graphics as they provide more information in less time. Thus, it is ideal to incorporate video-based content in your digital marketing strategy to make the user stay longer on your webpage. 

Videos are captivating and successfully capture the attention of the user. Use engaging videos to make the audience stop and stare at your webpage. It is an excellent way to promote your business by including the top selling points in your video. 

  1. Influencer Marketing Continues to Gain Popularity

We engage with the stories and posts of our favorite celebrities and influencers daily. So, why not use their extensive social media reach to create a buzz about your business?

Consider the trendy idea of influencer marketing if you want to attract maximum customers to your business. This idea involves social media marketing, using socially influential people and organizations to market your products and services. 

The innovative idea of marketing your niche through influencers has recently become the talk of the town. It is because influencer outreach is far better than traditional marketing, which elevates the chances of affordably acquiring more customers. 

All you need to do is hire an influencer who belongs to the same niche as your business and has a substantive following so that your brand’s message can reach maximum people. Following that, you can strike a deal with them to promote your brand in return for adequate money or complimentary products and services from your brand. 

  1. Email Marketing Nevers Falls Out of Fashion 

Email marketing is one of the oldest yet most compelling digital marketing trends. 82% of B2B marketers say that using email newsletters is still their go-to method for brand promotion. 

Have you ever wondered why this method is still relevant when we have more functional and practical social media communication methods today? A prime reason is that content often fails to reach people through social media as it is heavily filtered. However, such is not the case with emails – they convey your message directly to the user without the threat of being brushed aside due to privacy and filters. 

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  1. Get Smart with Artificial Intelligence 

Modern digital marketing trends are all about using smart demeanors like Artificial Intelligence to grow your business. AI marketing stores data of your potential customers to help you make automated and informed decisions in milliseconds. 

AI observes your audience, economic trends, and other aspects affecting your marketing strategy. It uses data analytics to ensure you target the right pool of customers at the right time. Several brands use AI for effective marketing and have already started to reap its extensive benefits. 

  1. User-Generated Content Is Growing 

User-generated content refers to any online material created by someone not representative of your brand. These people can be your customers, brand loyalists, employees, or anyone. User-generated content includes customer reviews or ratings and back stories about the brand that employees share. 

Using user-generated content is a brilliant emerging concept in digital marketing. It shows the positive aspects of the brand, posted by people who have no direct connection to your business. 

  1. Consider Outsourcing To Marketing Agencies 

Digital marketing is a vast field that comprises various innovative digital trends. It is challenging to incorporate all the emerging trends at a time by yourself; therefore, a constructive approach to expanding your business would be to hire a competent digital marketing firm.

Obtaining professional digital marketing services would boost your business in a limited time. The right digital marketer will use different innovative techniques and the latest marketing trends to increase awareness of your business worldwide. 

Assessing The Importance OF Digital Marketing

Several reports have shown that 55% of marketing in businesses worldwide has gone digital. The remarkable effect on businesses through digital marketing has increased its use in the world’s major industries. 

Let’s see some of the many gains of using digital marketing in businesses;

  1. You can get global reach for your business by using digital marketing
  2. Digital marketing phenomenally increases your chances of sales as it adopts a more personalized marketing approach with each customer
  3. There are lower costs and manpower required to conduct internet marketing. As a result, it is a suitable option for startup businesses
  4. You can use multiple strategies and forums to market your products digitally. This offers a variety of customers, which expands your business in less time
  5. Digital marketing techniques are easy to learn and apply
  6. The results of digital marketing are much faster than traditional marketing strategies
  7. Using technology to market your niche allows you to know your customers better so that you can improve your products and services accordingly for them
  8. Digital marketing offers optimization and analysis. This provides you with strategic insights into your performance, which can help to perfect future business operations. It also makes you aware of your mistakes so you can fix them quickly

In A Nutshell 

Digital marketing is thriving in the business arena and will continue to do so in the years to follow. It offers an exceptional global reach to take your business to unprecedented success. The existing and emerging digital marketing trends have entirely transformed the way businesses used to operate. 

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