There seems to be a real debate going on in many of the organizations we work with about how to structure their Search Engine Marketing efforts. Fueled, perhaps, by an underlying dissatisfaction with their vendors and the increasing perception that their Search Engine Marketing effort isn’t well coordinated and shouldn’t be so siloed, many companies seem to be re-visiting earlier decisions to hand over Pay-Per-Click and/or Search Engine Optimization chores to outside vendors.

Like most such decisions about “DIY” versus outsourcing, there aren’t likely to be one set of right answers. Every company is different and no two vendor partnerships are ever quite alike. But 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, here are some key factors to consider.

Most outsourcing decisions – regardless of whether it’s payroll or PPC - share a common set of decision-factors.

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