Like many aspects of modern business, you have two choices when it comes to PPC marketing: inhouse or outsource. Questions you should consider before taking the inhouse route include:

• Have any of our current staff ever used PPC?
• Would we have to hire new staff?
• Do we know what to look for in new staff?
• Do we have enough work for full-time staff?

Depending on the size of your operation, you might consider looking for staff who can fill multiple roles. Regardless, you’ll need to following if you wish to do it all yourself:

• Copywriter - a wordsmith who understands A/B and multivariate testing. Hopefully they are also involved in landing page copy
• Mathematician - not a real mathematician, but someone very good at number-crunching, spreadsheets & data analysis. PPC data can be very convoluted & complicated, and ROI is not necessarily as easy as looking at Google Analytics
• Keyword Engineer - someone who understands what people search for, what converts, what gets clicks, and how to best use available keyword tool-sets
• Maybe a Programmer - we found that the only way to manage our campaigns effectively was to create our own software tools. Even if you outsource this task, you’ll need some programming expertise to be able to communicate your ideas effectively

Oh, and somebody to manage them!

In our experience, it is extremely hard to find one person who can wear multiple of the above hats. They require different types of brains and personalities.