From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your California business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout California, we're a results-driven PPC management company.
Our paid ads managers can help your California business target relevant audiences and build brand awareness using Facebook Ads, Google Ads, or even Bing Ads. Through these ad platforms, we can help you target prospects at any stage of the customer journey. From there, we can help you integrate solutions that bring clarity to ad attribution in a post iOS 14.5 environment, allowing you to efficiently scale your ad campaigns.
As a full-service paid ads agency for California, we have onsite graphic design and video marketing teams ready to build out stunning creatives that provide the right hook and build upon your story.
Read on to learn more about our California PPC management services.
PPC management refers to creating and optimizing California paid advertising campaigns. However, that is an incredibly simple explanation, so let's dig a little deeper.
To provide professional PPC management, a paid ads agency for California often starts by getting to know your company and its business model. This information helps determine the next steps, since the way you'd approach paid advertising for a local California business is much different from how you'd handle it for an ecommerce brand.
For example, local service providers in California are often only interested in qualified leads. This can be accomplished through paid advertising that drives traffic to an optimized landing page or sales funnel. If those digital assets don't yet exist, or need substantial improvement, then you could start with Google Local Service Ads or Facebook Lead Forms.
Alternatively, ecommerce brands tend to be interested in online sales. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. Google Shopping Campaigns might even make sense in some cases. Our team has even used sales funnels to help sell products and subscriptions.
Understanding the metrics that will be used to optimize and scale California PPC is the next step. Most California paid ads agencies will implement email collection strategies through squeeze pages or lead magnets to help increase the value of paid advertising. 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 California business should utilize multiple advertising strategies and marketing tools. For example, the best California paid advertising services will include tactics to:
Our PPC management agency is happy to provide Anaheim, Bakersfield, Chico, Fontana, Fremont, Fresno, Irvine, Long Beach, Los Angeles, Modesto, Monterey, Oakland, Palm Springs, Redding, Riverside, Sacramento, Salinas, San Bernardino, San Diego, San Francisco, San Jose, Santa Ana, Santa Clarita, Santa Rosa, Stockton, and Visalia with professional paid advertising consulting services.
Traffic increases almost instantly with California paid advertising.
The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.
The first recommendation we offer to California businesses interested in running paid advertising is to start slowly.
Before diving into paid advertising or scaling your ad campaigns, make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data.
If you run into trouble getting the conversions you were expecting, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.
When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your California company. Remember, more traffic doesn't always mean more conversions!
The options for running paid advertising for your California business are numerous. California has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.
You can use nearly any advertising platform to run local ads for your California business. Depending on the nature of your local business in California, you may find better success in one platform versus another. It is important to try out every available option to see which works best for your needs. Let's talk about a few local advertising choices.
From Google, you'll have two options.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers in California. California professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. The Google Local Service Ads offers a pay-per-lead model, which means you get charged a flat fee for each lead the platform provides you. We often use Google Local Service Ads for home services contractors in California, like plumbers, electricians, roofers, and heating installers.
You can also use Facebook Ads to target people in your local California area. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to California, or specific California ZIP codes. We often rely on local Facebook Ads for all types of California business industries.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
It's important to keep the ad creatives fresh when running social 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 ads is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. When running search ads, that is quite the opposite since your ads are only going to show when someone is actively looking for what your California business offers.
That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.
If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.
In some circles, this is referred to as California Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.
You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local California news stations), gossip websites, and more.
These are commonly used within the Google Ads and Bing Ads platforms.
To get started with display ads, you just need a set of ad creatives in different image sizes. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.
There is a good chance that not everyone will convert during their first experience with your California website, landing page, or sales funnel.
It is almost always recommended to set up retargeting ads to help bring people back to your website after they've had time to think through different options.
Almost any ad platform can be used for retargeting ads.
Google Shopping Campaigns popularized this type of search ad.
To get started with Google Shopping, you just need an ecommerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account for your California storefront.
With these tools in place, you'll be able to provide Google Ads an updated list of all of 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.
You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.
Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.
To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.
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!
If you have the budget to support ad creatives in video format, definitely look to implement them into your California paid advertising campaigns.
With in-depth knowledge of the latest PPC trends for local businesses in California, we are a team of paid advertising specialists. Drive traffic and conversions to your California digital assets with our experience across dozens of industries.
In the context of paid advertising, you'll find keyword research mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads only show up based on what is searched on Google or Bing.
For example, a person looking for a roofing company in California might search "California Roofer" on a search engine. As a paid ads manager for that California roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
What if, however, that exact match keyword wasn't producing enough search volume and the California roofing company wanted to increase their traffic and conversions? The solution would require keyword research.
Typically, the paid ads manager will discuss with the California roofing company what types of services to target more often. There may also be a need to broaden the keyword targeting.
As an example, the PPC manager might find that "California roofing companies" and "California roof repair" have high search volumes. The first phrase is targeting a plural of the service in California. 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.
You can also benefit from keyword research when building out negative keyword lists. These are used to stop your paid ads from showing in search queries that you know won't produce conversions.
For example, someone looking for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "free" or "advertise".
As you can see, no matter how obvious your keyword research needs might be at the start of building out your campaign, they become more complicated as you begin to scale your ads and reduce wasted ad spend.
In California paid 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.
In years past, California paid advertising managers relied heavily on building out their own custom audiences within Facebook. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which California advertisers lined up to exploit.
As time went on, data privacy and machine learning both had an impact on custom audiences.
When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across California and beyond. In fact, it even affected the accuracy of ad attribution reporting.
Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most California advertising agencies. By choosing your own interest-based targeting, you tend to do more harm than good because their algorithm often understands your ideal audience better than you do.
Though there will still be plenty of California paid ads agencies using custom audiences, it is clear the trend is moving toward broad targeting. You can see it in every update within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."
This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.
This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within California ad campaigns to squeeze a little extra performance.
It is important to focus on a high quality landing page when running paid advertisements in California.
When we take on the management of a paid advertising campaign in California, we start by looking over the landing pages to see if they follow best practices. In this review, we consider the following factors and more:
There are so many factors that come into the design and development of a quality landing page.
Make sure your landing page follows best practices before you spend money on California paid advertising!
Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your California sales pitch.
As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.
For example, we have a client that promotes an online fitness challenge that you could even join from California. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
There are many different types of funnels, so your California business isn't limited to only these options. Just keep in mind these can be incredibly helpful for gauging interest in a product or service, building out an email subscriber base, and selling a product or service online.
If you do decide to implement a funnel, take your time at it. Doing this type of work yourself can take weeks of training, whether you learn it at home by yourself or at a technical school in California. It can take years of experience to master funnels, however. You can save yourself some time by looking for a PPC management firm, like WebCitz, to handle the heavy lifting!
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 varies greatly between industries, products, and services throughout California.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most California businesses, this return on ad spend wouldn't be acceptable unless the margins were great.
To improve the situation, you hire a paid advertising agency 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 actually be profitable now selling those sweatshirts.
Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your California paid advertising.
This is potentially one of the most important aspects of a Facebook Ads account.
When you run Facebook Ads or Instagram Ads in California, 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 have to develop an understanding of how to capture someone's attention in a split second.
To do this, you need build out amazing 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 have to change things up frequently, even if you are just targeting people in California.
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 California 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 have to understand when to pause an ad because it isn't performing as well as it once did. You have to 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 PPC management company that helps California businesses, since we are proponents of testing new ad creatives regularly.
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 California website or funnel.
You might be suffering from ad attribution issues 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 California 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 California 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 advertising campaigns are doing.
Our digital marketers are so excited about managing California's paid advertising campaigns that they developed some helpful PPC calculators for you!
Let's work together on paid advertising for your California business! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for California. This is not true of all California PPC management companies, since most only have a single person handling all the tasks. For those California PPC agencies, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.
There are many factors to consider when researching paid ads agencies for your California business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your California business. These are often the same PPC tactics we use for our own lead generation.
In addition, you should choose us as your paid advertising agency because you are confident we can help your California company grow. Here are a few reasons we suggest considering our PPC experts:
Let's discuss what our PPC experts can offer your California company! We often provide complete paid advertising management services to California small businesses, but we can also augment the marketing department of larger California corporations to fill in missing skill sets.
When it comes time for your California small business or large corporation 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.
When searching for the most experienced PPC experts, it is important to review each paid advertising agency for communication, availability, past results and client satisfaction. This will help ensure you select a reputable partner to help with your paid advertising campaigns. You will find WebCitz to be one of the highest rated PPC agencies!
Look at how we've been able to help improve paid ad performances for businesses in multiple industries!