If you are not checking your paid advertising campaigns regularly, you should probably consider outsourcing your PPC. Of course, this is a rule of thumb and does not apply to everybody, as you may have a very small budget with limited campaign coverage.
If you are, on the other hand, spending a fair amount on PPC and not checking your campaign constantly for new competitors, competitor keyword bids etc., it might be worth your while outsourcing you campaign. In this way, you entrust your ROI to a company that deals with paid advertising every day, and knows all the latest tricks and tools in the industry.

There are a few more points to take into account before deciding to outsource.

Think about the following:

To begin with, B2B and B2C pay per click is pretty much the same thing. It still requires that marketers develop a highly targeted keyword list, write clear and compelling ad descriptions, design a landing page experience that is optimised for conversion and continually track the results. The differences lie specifically in those results, and have been divided up into four problems (summarised here):

Number one: you are advertising more complex services. It’s easy to understand the needs of your run-of-the-mill customer who is buying shoes. It’s not so easy meeting the needs of a client who is going to make quite a big investment in your business solution. B2B marketing targets the corporate searcher who is looking to invest in e-commerce in order to reach new goals and establish new clients.

In a recent report by the IAB (Internet Advertising Bureau) and PricewaterhouseCoopers, online advertising has grown by 41% in the first half of 2007. This makes it a market share of 15%. It has been reported that it could reach 2.75 billion pounds by the end of the year. This is a new high for online advertising.

In total, British advertising has grown by 3.1% due to this rise. Online Classified ads have grown by a staggering 72% year on year, with display advertising following at 33%. Paid-for-search has risen by 44%. British advertising has now reached 9.1 billion pounds in total.

The report also showed that more women and people over the age of 50 are spending more time on the Internet. This change is making more businesses advertise online, as the target audience just got larger.

When starting out and not knowing too much about Pay Per Click advertising, one tends to start out using a wide variety of keywords with broad matches. This only generates unfocused traffic with little conversion and leaves behind a next to nothing budget. I find when starting out broad and trying to work your way to a specific, more specialised set of keywords is hardly effective, you waste not only your time, but also your budget, and achieve little conversion.

If you use the number of tools available to you, one can inject sanity early on in the process and watch your PPC ramp up. In my post I will focus on keyword matching – this is one of the basic tools available to you all major search platforms have similar tools – with reference to Google considering that it`s the most commonly used.

Google has been playing with the idea of testing and running ads on mobile for the last year and are now formally promoting the idea to SEM (Search Engine Marketing) firms. If Google`s mobile ad requirements conform to the accepted AdWords campaigns, then they will be automatically included in mobile AdWords distribution for free until the 18th of November. That`s right, For Free.

The display of the Ads will only consist of the heading and the sites URL. The site eligibility will be determined by its landing page and only the ads with mobile adaptability will be shown. You can see the ads on Google Mobile Search pages and it won`t cost the advertisers anything up until November the 18<sup>th</sup>, so until then advertisers should experiment! You will be able to manage and monitor your ad`s performance via a special performance tracking page within your account called “Performance Data: Search Ads on Google Mobile Search.”