Automate or Outsource? The Future of PPC Management in 2023

In the ever-changing digital marketing landscape, one question frequently arises: Should businesses automate or outsource their PPC management? With advancements in machine learning algorithms and the increasing availability of sophisticated tools, automation is more tempting than ever. But, on the flip side, the importance of human intuition and strategic thinking can’t be overlooked. Here at Bristol PPC Management, we’ve been closely watching these trends to bring you an informed viewpoint on the future of PPC management in 2023.

The Rise of Automation in PPC

Automation in PPC is not a new concept, but the sophistication level of available tools has increased manifold in the last few years. Here’s what automation brings to the table:

  • Efficiency: Automated bidding, for example, eliminates the need for manual adjustments, saving time.
  • Data-driven Decisions: Algorithms analyses past performance to forecast trends, thus optimizing campaigns more effectively.
  • Cost-saving: By reducing the time required for campaign management, you’re cutting down on person-hours and costs.

However, automation isn’t without its drawbacks. Automated systems sometimes overlook nuances like seasonality or unique customer behavior, which humans can only interpret.

Why Outsourcing Isn’t Going Anywhere

While automation tools have significantly evolved, the argument for outsourcing PPC management to experienced professionals remains strong. Here’s why:

  • Strategic Insight: Humans can think beyond data, considering business goals and market trends.
  • Customization: A one-size-fits-all approach rarely works in marketing. Agencies can customize strategies to fit your specific needs.
  • Client Relationship: An outsourced team can offer personalized service, something a machine can never do.

Balancing Act: Merging the Best of Both Worlds

Is it possible to use both automated tools and outsourcing to maximize the effectiveness of your PPC campaigns? Absolutely. Many companies are adopting a hybrid approach for just this reason.

  • Automated Bidding with Human Oversight: Algorithms manage the bidding, but humans step in to adjust for anomalies.
  • Data Analysis and Strategy Formulation: Use machine-generated reports but rely on human expertise to form business strategies.
  • Client Communication: This remains a human-led task, ensuring that relationships are nurtured and long-term partnerships developed.

Critical Considerations for Making Your Decision

If you’re at a crossroads about automating or outsourcing your PPC management, consider the following:

  1. Budget: Automation may offer cost-saving, but the initial investment in advanced tools can be hefty.
  2. Expertise: If you lack in-house expertise, outsourcing becomes a logical choice.
  3. Business Goals: If short-term efficiency is your focus, automation can be beneficial. For long-term strategic goals, human expertise is essential.


As we move through 2023, the line between automation and outsourcing in PPC management will likely continue to blur. The best approach combines both, where automated tools handle routine tasks while human expertise is employed for strategic decision-making and relationship management.

Whether you’re a small business or an enterprise, your choice between automation and outsourcing should align with your business objectives, budget constraints, and long-term goals. At Bristol PPC Management, we offer tailored solutions that bring you the best of both worlds, ensuring your campaigns are both efficient and practical.