There are many reasons to include paid advertising in your online marketing strategy. We often see businesses use paid advertising to build brand awareness, bring immediate website traffic increases, or obtain visibility in search results that are difficult to rank on. No matter your reason for choosing paid advertising, our PPC team will be ready to help you through the strategy and execution of your Facebook Ads, Google Ads and Bing Ads campaigns.
The first recommendation we provide businesses interested in running paid advertising is to start slowly. Too often do we see business owners jump head-first into paid advertising without forming realistic goals, developing a proper sales funnel or figuring out their conversion rates. This is the perfect recipe for failure in a PPC campaign, which often leads to business owners placing blame on Facebook or Google for the lack of results. Paid advertising can be an invaluable addition to your overall marketing strategy, but it rarely produces instant successes. It often takes time to discover the best advertising channels, the proper message and the right audiences. In some cases, it is difficult to discover those answers because the business' website has poor page speed, mobile usability, content writing or conversion paths. The best PPC campaigns start only after a strategy has been developed, which WebCitz can help you put together to ensure long-term success.
To get the most out of your paid advertising you need to build an effective sales funnel, which is easier said than done! For starters, try to minimize bounce rates by ensuring your landing pages load quickly, have well-written content and a clear navigation structure. Then look for ways to convert each visitor by placing phone numbers, office locations, add to cart buttons, contact forms or email signups in well-defined areas of the landing page. If you aren't fortunate enough to convert the visitor, hopefully your installed Facebook Pixel or Google Remarketing tag was in place to allow you to retarget the visitor after they leave your website. Even better, if you were able to get an email address from a signup form or abandoned cart you could use drip marketing to keep in touch with the potential customer in the days, weeks or months ahead. By ensuring these ideas are in place prior to running paid advertising you will help improve your conversion rates and return on ad spend, which should result in your paid advertising being able to pay for itself for years to come.
You should always understand who your competitors are and know what strategies they are using to find qualified leads. Thankfully there are numerous tools you can use to spy on competitors! Take for instance the Facebook Ad Library, which allows you to see the ads your competitors are running without belonging to their target audiences. There are even similar tools for finding what types of Google Ads campaigns your competitors are running, which can even estimate their monthly ad spend. This is important information to your business because it can help speed up your own keyword research and planning.
You know your business like the back of your hand, but don't be so bold as to believe you know every phrase your customers use when thinking of your products or services. Before running a paid advertising campaign, you should perform keyword research to better understand how customers are finding you and your competitors. You can use The Hoth's Free Google Keyword Planner to find high volume terms and phrases that relate to your primary keywords. They even have a Google Ranking Checker which tells you which search phrases bring the most traffic to your website. Another valuable tool is Google Search Trends, which allows you to explore which phrases are gaining or losing popularity. There are so many PPC tools out there you'll likely never find and use them all. Fortunately, our PPC team has used numerous PPC tools and can make recommendations to you that will save you time and money during your keyword research.
Having a clear understanding of your conversion rate is critical to making informed advertising decisions. The average conversion rate is between 1-3%, but that can vary dramatically based on a multitude of factors.
Let's run through some basic scenarios to help paint a clear picture of the importance of conversion rates. Let's assume you sell a $100 coffee machine, have a 1% conversion rate, and your average cost-per-click is $0.50. To sell 1 coffee machine, you'd need 100 clicks which would cost you $50. For most businesses, this wouldn't be a sustainable model.
To improve the situation, you must figure out how to lower your average cost-per-click, or increase your conversion rate. Thankfully, these two can often be improved simultaneously. If your landing page experience is poor, your quality score might be lower than average. By improving your landing page experience you might be able to increase your quality score, thereby lowering your average cost-per-click for the same ad rank. Additionally, improving your landing page experience might lead to an increase in user experience and your conversion rate.
If you were able to get your average cost-per-click down to $0.40, and your conversion rate up to 2%, you'd only need to bring in 50 clicks, for a cost of $16, to sell one coffee machine. As you can see, understanding your conversion rate can make-or-break the effectiveness of your advertising campaigns. Please contact us if you'd like help figuring out your conversion rate on various traffic sources.
Allow our team of Certified Google Ads Experts to help you launch or optimize successful Google Ads campaigns for your business. When you hire our team, we'll be by your side through the entire process to help ensure your search ads campaigns, display ads campaigns, video ad campaigns and shopping ads campaigns are properly configured to drive qualified leads. Our team can even help you configure ad extensions to get high visibility from your ads. If that isn't enough, we'll even be there to help you setup a remarketing campaign to keep your brand in the minds of recent visitors. No matter what Google Ads service you require, our Google AdWords experts will be only a phone call away!
Whether you are interested in starting a new Facebook Ads campaign, or optimizing your existing Facebook Ads campaign, our team of PPC experts are ready to help! We have onsite Facebook Ads experts that can guide you through ad campaign objectives, a/b testing, bid strategies, ad delivery settings, ad placement options and daily vs lifetime budgets to ensure your initial Facebook campaign setups are ready. To help you find the best audiences on Facebook, we can install your Facebook pixel, provide audience targeting tips, build custom audiences and create lookalike audiences. For ecommerce businesses, we can help you create and manage Facebook catalogs of your products to help you create dynamic Facebook ads. Then, if getting your ads on other Facebook platforms is important, we can help you setup Instagram advertising campaigns. Hopefully, after your campaigns have become successful, you'll need help with automating Facebook ads or building retargeting campaigns to remind past customers of your brand.
In most cases, the best way to build successful Bing Ads campaigns is to simply copy your existing Google Ads campaigns over to the Bing Ads platform. This process is made quite simple! In the Bing Ads interface you can connect your Google Ads account and choose which campaigns, keyword targets and ads you wish to bring into your Bing Ads account. From there, you might need to tweak settings that don't copy over perfectly, but the migration tool will do the bulk of the Bing Ads setup process for you! Most of the same campaign types are supported as well, including text ad campaigns, audience ad campaigns and product ad campaigns. If you run into any troubles or wish to have our team of PPC experts lend a hand, just give us a call and we'd be happy to help you with your Bing Ads setup!
When you have a moment, check out some of our popular PPC tools that we developed for free! The team at WebCitz is always looking for ways to help people out with their PPC advertising!
Schedule your no cost, no obligation 30-60 minute phone call with one of our PPC experts! It's so quick and easy.
If you are serious about increasing the number of phone calls, inbound leads or purchases from your website then you need a team dedicated to the success of your website. We have a large, in-house marketing team that is ready to divide-and-conquer all your toughest PPC Management and digital marketing challenges.