{"id":26893,"date":"2023-07-31T12:58:35","date_gmt":"2023-07-31T20:58:35","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26893"},"modified":"2024-02-06T06:30:13","modified_gmt":"2024-02-06T14:30:13","slug":"checklist-is-it-worth-it-to-manage-your-ads-in-house","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-ppc-platform\/checklist-is-it-worth-it-to-manage-your-ads-in-house\/","title":{"rendered":"Checklist: Is it worth it to manage your ads in-house?\u00a0","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Lately, we have heard from a lot of brands who are considering taking their ad management in house.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">But to run your ads well internally, you need to make the right long-term resource commitments.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Agencies play a critical role in our ecosystem, offering the built-in resources, experience, and expertise to run your ads.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Switching away from an agency is not a decision you should make lightly.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">That said, if you are seriously considering taking your ads in house, we built a checklist of everything you need to account for.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">We discussed this briefly in <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/chatgpt-sql-and-data-management-qa-with-sreenath-reddy\/\">our recent mailbag newsletter<\/a>, but we thought it was such an important question that we wanted to expand on our thoughts.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-checklist-the-capabilities-you-need-to-manage-your-ads-in-house\"><strong>Checklist: The capabilities you need to manage your ads in-house<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">We wouldn\u2019t consider taking your ad management in-house until you have all of the following in place. There are three parts: <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-text-align-center has-black-color has-text-color has-medium-font-size wp-block-paragraph\"><strong>#1. People<\/strong><\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>\u2705 Develop your bench strength. <\/strong>To run your ads internally, you need deep expertise and some bench strength. That\u2019s essential for protecting against attrition.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">You need to have a plan in place for when that critical ad manager leaves for another job.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">The solution: You should ensure that ad management expertise is spread out to more people in the company. Invest in learning and development across your company, so you have other employees who can step in and help if your primary ad manager leaves.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>\u2705 Continue to leverage external partners. <\/strong>Even if you decide to manage your ads on your own, you should retain a relationship with outside experts.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">To get external expertise, have an agency or tool provider conduct periodic audits of your ad system. Collaborating with an outside expert also makes it easier if you do lose a key employee.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">That external person could step in and help ease the transition until you find someone new.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>\u2705 Stay in the loop about ad updates. <\/strong>Amazon and Walmart each are constantly updating their ads and reporting processes, and you need to be sure you are capable of quickly integrating these updates into your ad strategy.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">First: Stay in the loop by following experts on social and staying up to date on your certifications.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Second: Invest in building new skills for your employees, so they can be ready to take on new tools. As just one example: Run SQL trainings so you can be sure your team is capable of leveraging AMC.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-text-align-center has-black-color has-text-color has-medium-font-size wp-block-paragraph\"><strong>#2. Process<\/strong><\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>\u2705 Create a standard operating procedure for recurring activities. <\/strong>It is critical to have <a href=\"https:\/\/www.intentwise.com\/blog\/ad-optimization\/a-new-way-to-understand-why-your-ad-revenue-dropped\/\">standard operating procedures<\/a> (SOPs) for recurring tasks. These tasks include troubleshooting performance, budget forecasting, executing for sales events, and more.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Not having well-defined SOPs can make a lot of these activities time intensive and ineffective.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">To take one example: Let\u2019s say your ACOS suddenly went up. What\u2019s your plan for figuring out what happened?&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">The explanation for a revenue or spend or ACOS swing isn\u2019t always easily deduced. You need a clear process for troubleshooting performance issues. Otherwise, your team might sink all of its time into figuring out what happened.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>\u2705 Plan for sales events. <\/strong>Prime Day, Black Friday, and other big sales events form a vital part of your growth strategy.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">You should also have SOPs in place for figuring out which deals you want to run, how you want to monitor the performance of those deals, and more.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-text-align-center has-black-color has-text-color has-medium-font-size wp-block-paragraph\"><strong>#3. Tools<\/strong><\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>\u2705 Choose a bid management system<\/strong>. You\u2019re going to need a solid plan for how you\u2019re going to manage your bids. Will you opt for an AI-based approach that changes your bids for you? Or are you going to build out a series of rules that change your bids according to pre-scripted criteria?&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Or maybe you want to do both, as we <a href=\"https:\/\/www.intentwise.com\/webinars\/on-demand-webinar-choosing-between-ai-and-rules-based-bidding\">discussed in a recent webinar<\/a>?&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Either way, you have to come in with a plan.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>\u2705 Have a sound data strategy<\/strong>. Your advertising performance is driven by a number of factors within and outside of advertising. The ability to collect all the necessary data from Amazon, analyze it, and take action is essential.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Have a plan in place to build and execute an internal data strategy. But keep in mind that this does not mean all the necessary tools have to be built in-house.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Partnering with tech partners like Intentwise will help accelerate your path to a robust data\/reporting stack.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-in-summary-managing-ads-in-house-is-a-long-term-commitment\"><strong>In summary: Managing ads in-house is a long-term commitment<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">If you decide to build an in-house ad system, be patient, and give yourself the time and resources it requires.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">We find that it usually takes brands 6-12 months to get their in-house ad business well-oiled and stable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><em>(Want more content like this? Be sure to <a href=\"https:\/\/www.intentwise.com\/newsletter\">subscribe to our newsletter<\/a>.)<\/em><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Lately, we have heard from a lot of brands who are considering taking their ad management in house.&nbsp; But to run your ads well internally, you need to make the right long-term resource commitments. Agencies play a critical role in our ecosystem, offering the built-in resources, experience, and expertise to run your ads.&nbsp; Switching away [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":26894,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[80],"tags":[96,155],"class_list":["post-26893","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-ppc-platform","tag-mobile","tag-newsletter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Checklist: How to manage your ads in-house<\/title>\n<meta name=\"description\" content=\"A lot of brands are considering taking their ad management in house. 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