Karl Ribas, of All Web Promotion, says there are a couple
of benefits to outsourcing PPC campaign management: Time management and professional assistance.

"Campaigns should be monitored multiple times throughout the day," Ribas said. "If a merchant is going to be successful online, he or she will be responsible for many hours each week managing bid changes, writing and adding new advertising copy, reconfiguring daily, weekly and monthly budget figures and reviewing and acting on analytics data."

Ribas' bottom line: There's a ton to do and little time to do it, particularly if the merchant is a sole proprietor or part of a small partnership.

However, that effort is worth it, Ribas says. "The most obvious benefit to advertising with multiple search engines is the sheer amount of additional exposure a company will receive. Each major search engine has its own advertising network consisting of smaller search engines and website partners. With only a few buys, one can literally have their brand or message exposed to hundreds of millions of Internet users daily, rather than being limited to the reach of just one search engine and its network."