There seems to be a real debate going on in many of organizations about how to structure search engine marketing (SEM) efforts. Fueled, perhaps, by an underlying dissatisfaction with their vendors and th increasing perception that their SEM effort isn't well coordinated and shouldn't be so siloed, many companies seem to be revisiting earlier decisions to outsource pay-per-click (PPC) and/or search engine optimizatio (SEO) chores to outside vendors

As with most such decisions about do-it-yourself versus outsourcing , there is likely not going to be one set of right answers.

Every company is different and no two vendor partnerships are ever quite alike. However, there are some good reasons why a company might want to pursue this direction - and, if you are thinking about bringing your search marketing in-house, there are key factors to consider.

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