After tested a few 2nd and 3rd tier PPC search engines that have worked well according to your expected ROI, you may want to continue with them. However, managing all the small PPC platforms only by your inhouse PPC team may be costly and time consuming. You may try one or some of the alternative methods below.
Allow your search engine representatives to manage your accounts
The representatives of the specific PPC search engines have full access to their platform and are the people who understand well the platform.
However, not all representatives from all 2nd or 3rd tier search engines can spend sufficient time to manage your accounts. Also, the representatives may not know enough about your industry and may struggle to optimize your campaigns for your expected ROI.
Outsource your accounts to search engine marketing agencies
Depending on the experience levels of the agencies who are to manage your accounts, some agencies possess PPC expertise can effectively lower your cost and improve the ROI of your campaigns. It will incur high campaign management cost for you, depending on the PPC business models.
For those web sites that are in niches and extremely competitive industries, you may have to spend large amount of time in educating your agencies. It will require regular communication with the search marketing agencies so that they are fully aware of changes on your web site. The changes could be new product or service launches, strategies, marketing budgets, or the entire industry.
Outsource your accounts to “work-from-home” PPC specialists
Outsourcing to work-from-home PPC specialists often cost you less than outsourcing directly to experienced search marketing agencies.
Whether the specialists possess deep knowledge about your industry, you are still required to educate them about your products or services. However, managing individually “work-from-home” specialists may usually be more difficult than managing most search marketing agencies.
Hire “part-time” students or interns to manage your accounts
This is probably the least expensive option. 2nd and 3rd tier search engines are much less complicated than top tier search engines like Google Adwords or Yahoo Panama in terms of optimization. However, most Interns come quickly and go quickly. The best is to develop effective “quick start” courses so that they will be able to start managing your campaigns right away.
With 2nd and 3rd tier search engines, you should determine how they should be best managed, how the best ROI can be achieved, and how all the challenges of PPC in 2008 can be overcome. Some companies may want to avoid 2nd and 3rd tier PPC search engines.