Technically you can do it yourself or have it done by an employee, but because it is such a difficult and involved job, you will likely save time and money by hiring a professional agency. Agencies already know how the platform works, they have an understanding of how Google shopping functions work, how the paid search platform works, and most importantly, exactly what needs to be done to websites for businesses to profit meaningfully from their online brand presence. Furthermore, agencies can also lower your cost-per-click expenses.