Scottsdale PPC Agency

Our Scottsdale, AZ PPC Ads Management Tactics

Paid Ads Management consists of creating and optimizing paid advertisement campaigns in Scottsdale. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide professional PPC management, a paid ads company for Scottsdale often starts by getting to know your company and its business model. You can use this information to determine the next steps, since paid advertising for a local business differs from paid advertising for an ecommerce store.

Service providers in Scottsdale, for example, are often only searching for quality leads. Through paid advertising, traffic can be driven to an optimized landing page or sales funnel. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't yet exist or need to be substantially improved.

In contrast, ecommerce brands are most likely to be interested in online sales. This can be accomplished through PPC advertising that increases traffic to an optimized product page or category page. You might even want to include Google Shopping Campaigns in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Scottsdale paid ads, it's important to understand what metrics will be used. For paid advertising to be effective, most Scottsdale paid ad firms will implement email collection strategies, such as squeeze pages or lead magnets. For ad budgets over $1,000/mo, it often makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam to better understand ad attribution and reporting.

To be successful with paid advertising, your Scottsdale organization needs to use multiple strategies and marketing tools. For example, the best Scottsdale PPC advertising packages will include strategies to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make money online or through qualified leads for your Scottsdale company.
• Integrate third-party attribution tools to better understand ad attribution.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Collect email addresses, create user-generated content, and nurture relationships.
• Place ad creatives across various ad placements and media formats to see which performs best.

In addition to managing Scottsdale-area PPC campaigns, our team also offers Avondale, Buckeye, Casa Grande, Chandler, Flagstaff, Gilbert, Glendale, Goodyear, Mesa, Peoria, Phoenix, Surprise, Tempe, Tucson, and Yuma small businesses and large corporations a proficient paid ads management service.

Pricing for Scottsdale, AZ PPC Management

The price of our PPC ads management packages is based on the amount of time you want us to dedicate to your campaigns each month. Listed below you will find our starting price for paid ads management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Scottsdale, AZ Companies

One of the most obvious benefits of Scottsdale PPC advertising is the quick increase in traffic it provides.

Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.

The first recommendation we offer to Scottsdale small businesses interested in running paid ads is to start slowly.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in paid advertising or scale your existing ad campaigns.

If you're not getting conversions, don't blame Facebook or Google. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

Scottsdale small businesses can benefit greatly from the addition of paid advertising to their internet advertising service when everything comes together. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Scottsdale, AZ Paid Ads

Our team of PPC advertising specialists is knowledgeable about the latest PPC trends in Scottsdale. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Scottsdale digital assets.

Keyword Research

Keyword research in paid ads is mostly used for Google Ads and Bing Ads search network campaigns. After all, Bing and Google only show ads based on what people search for.

If you are searching for a roofing company in Scottsdale, you might search "Scottsdale Roofer" on Google. Targeting that exact phrase wouldn't require in-depth keyword research for that Scottsdale roofing company's paid ads manager.

However, what if the exact match keyword isn't generating enough search volume and the Scottsdale roofing company needs to expand their advertising reach? The solution would require keyword research.

After discussing options, the next step might involve the paid advertising manager talking with the Scottsdale roofing company what services they want to target more often and where. A broader keyword targeting plan than exact matches might also be necessary.

Suppose the Arizona PPC manager discovers that there is a high traffic volume for "Paradise Valley, AZ roofers" or even "Scottsdale roof repair." The first phrase targets a location nearby Scottsdale that might still be within the company's service area. The second phrase is targeting a slightly different service, which might result in a more lucrative roof replacement project if the repair work is extensive.

When building negative keyword lists, keyword research can also be beneficial. These are used to stop your paid advertising from showing in search queries that you know won't produce conversions.

For example, someone searching for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. Your paid advertising may appear if you use broad keyword targeting without negative keywords such as "free" or "advertise".

You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.

Audience Research

In Scottsdale PPC advertising campaigns, audience research is often discussed in the context of scaling social media ads. Google Ads and Bing Ads also offer audience targeting options.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

Scottsdale paid ads managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Scottsdale eagerly took advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

In the iOS 14.5 upgrade, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Scottsdale and beyond. Even ad attribution reporting was affected.

Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Scottsdale ad agencies. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.

Although many Scottsdale paid advertising firms still rely on custom audiences, the trend is shifting toward broad targeting. Don't take our work for it though. If you've been involved in the creation of Facebook ads, you've probably noticed the removal of interest-based targeting options here and there. Maybe you've even seen changes to how "Advantage Detailed Targeting" is recommended during the setup process.

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting.

However, audience research and targeting aren't going away. Scottsdale ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Landing Page Optimization

It is important to focus on a high quality landing page when running paid advertisements in Scottsdale.

We begin by examining the landing pages on any PPC advertising campaign in Scottsdale to make sure they follow best practices. Our review takes into account the following factors:

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• How quickly does the page load?
• Is social proof present?
• Can I load the page on a mobile device?

Designing and developing a quality landing page involves so many factors.

Make sure your landing page follows best practices before you spend money on Scottsdale paid advertising!

Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing every few months.

Including a Revenue Funnel

Rather than a landing page, you might want to consider building out a sales funnel. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from Scottsdale. In the course of managing their online marketing, we built several sales funnels using Click Funnels. Here are some of the funnels we made:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• For the online program, we used sales letter funnels as the registration system.

Your Scottsdale company isn't limited to only these types of funnels. It is important to remember that these can be very useful for gauging interest in a product or service, building an email subscriber base, and selling a product or service online.

If you do decide to implement a funnel, take your time at it. You can learn this type of work at home or at a technical school in Scottsdale after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC ads management company like WebCitz to do the hard work for you!

CRO

Knowing your conversion rate is crucial to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services throughout Scottsdale.

Let's run through a basic scenario to help illustrate the impact of conversion rates.

1. You sell a $100 sweatshirt in Scottsdale on your website.
2. You have a 1% conversion rate, meaning for every 100 Scottsdale residents that visit your website you sell 1 sweatshirt.
3. You have a $0.50 average cost per click (CPC), meaning for each person in Scottsdale that visits your site you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from paid ads, which would cost you $50. This is known as your cost per acquisition (CPA).
5. Your return on ad spend (ROAS) would be 2x, meaning for every dollar spent in paid advertising you get two dollars in return.

For most Scottsdale companies, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a PPC advertising company to modify your campaign settings, ad creatives, and landing page experience.

Let's assume those improvements bring your conversion rate up from 1% to 2%. That means for every 100 visits to your website you now sell 2 sweatshirts. This is twice the return on ad spend! You might be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Scottsdale paid advertising.

Ad Creation

This is potentially one of the most important aspects of a Facebook Ads account.

When you run Facebook Ads or Instagram Ads in Scottsdale, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.

You should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out awesome ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"

This doesn't happen by running the same ad creative over and over and over again. Even if it is a great ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Scottsdale.

If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience (in Scottsdale and beyond) has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.

Don't be caught in this situation. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.

This is one of the benefits of working with a paid ads management company that helps Scottsdale companies, since we are proponents of testing new ad creatives regularly.

Ad Attribution Consulting

Knowing your ad attribution is important. If you don't know what ad attribution is, it is the process of determining which advertisement resulted in the conversion you experienced on your Scottsdale website or funnel.

You might be suffering from ad attribution concerns and not even know it.

Do you rely on Facebook Ads or Google Ads to tell you which campaigns, ad sets, and ads are performing the best?

If so, you are relying on incomplete data to form critical decisions about when to turn off or scale an ad.

For Scottsdale ecommerce businesses running on Shopify, we recommend you look at ad attribution companies like Triple Whale or Northbeam to get a much clearer picture of your ad attribution.

For Scottsdale content-based websites, or ecommerce websites in platforms other than Shopify, check out ad attribution companies like Wicked Reports or Hyros to get a better idea for how well each of your paid ads campaigns are doing.

Types of Paid Ads for Scottsdale, AZ PPC Campaigns

In Scottsdale, there are many ways to run paid advertising. Let's discuss some of the most common PPC advertising being run within various business industries in Scottsdale.

Local Advertising throughout Scottsdale

If you have a business in Scottsdale, you can run local area ads on almost any advertising platform. One platform may be more effective for your local Scottsdale company than another. You should try out every option available to see which suits you best. Here are a few options for local advertising.

Google is going to offer two options.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Scottsdale. Even nearby stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. We often use Google Local Service Ads for home services contractors in Scottsdale, like plumbers, electricians, roofers, and heating installers.

You can also target people in your local Scottsdale area using Facebook Ads. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Scottsdale as a city, or specific Scottsdale ZIP codes. We often rely on local Facebook Ads for all types of Scottsdale small business industries.

Social Media Advertising for Scottsdale Websites

Almost all online ads you see on social networks qualify as social ads.

It's important to keep the ad creatives fresh when running social media ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

The best part of social media marketing is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. It's quite the opposite when you run search engine advertising since you only get to show them when someone searches for what you offer in Scottsdale.

However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.

Search Ads within Scottsdale

You'll want to invest in search engine ads if you know people are searching online for the products you offer.

There are some people out there who refer to this as Scottsdale Search Engine Marketing, or SEM for short. There are different ways to explain search engine advertising, which are advertisements displayed on search engines' search results pages.

If you've been running search engine marketing on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

Display Ads in Scottsdale

Many different message boards, chat rooms, game lounges, news websites (even localized Scottsdale news stations), gossip sites, and more run display advertisements.

Google Ads and Bing Ads commonly offer these campaign types.

With display ads, you just need a set of ad creatives in different sizes. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.

Retargeting Ads for Scottsdale Businesses

There is a good chance that not everyone will convert during their first experience with your Scottsdale website, landing page, or sales funnel.

To help people return to your website after they've thought through various options, retargeting ads are almost always recommended.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Scottsdale Ecommerce Organizations

This type of search ad was popularized by Google Shopping Campaigns.

If you want to promote your Scottsdale storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

With these tools in place, you'll be able to provide Google Ads an updated list of all your accurate product data, including the title, SKU, image, price, and availability. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.

Video Ads within Scottsdale

Social networking websites such as Facebook, YouTube, and Instagram allow you to advertise with video.

Using YouTube Ads is as simple as setting up a video ad campaign in Google Ads.

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

The conversion potential of video ads is excellent on both platforms. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

You should consider incorporating video ads into your paid advertising campaigns in Scottsdale if you have the budget to do so.

Free Paid Ads Calculators for Scottsdale, AZ PPC Managers

As part of our commitment to managing Scottsdale paid advertising campaigns, our internet marketers worked with our web development team to build a few paid ads calculators that might interest you.

• Return on Ad Spend Calculator
• Cost Per Acquisition Calculator
• Calculate Churn Rate

View Other PPC Tools

Why Choose WebCitz to Manage Your Scottsdale, AZ Paid Ads Strategies

We'd love to partner with your Scottsdale team on paid advertising! As a full-service PPC management firm targeting Scottsdale, we have multiple internal teams focused on search ads, social media ads, sales funnel development, and ad creative testing. This is not true of all Scottsdale PPC management companies, since most only have a single person handling all the duties. You might not be testing campaign optimizations and innovative ideas often enough with those Scottsdale paid ads companies to get the results you desire.

Choosing a paid ad agency for your Scottsdale small business is not an easy task. Having over 18 years of experience, you can trust our PPC strategies and tactics for Scottsdale organizations. Many of these are the same paid ads tactics we use to build leads for our agency.

Scottsdale small businesses should choose our paid ads agency because they feel confident we are the right team. Here are a few reasons we suggest considering our paid ads consultants:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid ads help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Scottsdale online marketing packages, such as PPC ads management, sales funnel development, and ad creatives.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's discuss what our paid ads experts can offer your Scottsdale company! While we often provide complete paid advertising management services for small businesses in cities like Scottsdale, we are also able to augment the marketing departments of large corporations in Scottsdale and beyond.

When it comes time for your Scottsdale small business to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. If you have any follow-up questions, please feel free to send an email or give us a call to start a discussion with the helpful staff at our PPC firm.

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