Fresno PPC Agency

Our Fresno, CA PPC Management Game Plans

PPC Management refers to creating and optimizing Fresno paid ads plans. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide proficient PPC ads management, a paid advertising firm for Fresno should get to know your company and its goals. Since the way you approach paid advertising for a nearby Fresno organization is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Service providers in Fresno, for example, are often only looking for quality leads. This can be accomplished through paid advertising that builds traffic to an optimized landing page or sales funnel. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't currently exist or need a lot of revisions.

Alternatively, ecommerce brands tend to be interested in online sales. Pay-per-click advertising can be used to grow traffic to an optimized product or category page. You might even want to include Google Shopping Campaigns in some cases. Our team has even used sales funnels to help sell products and subscriptions.

The next step in Fresno PPC management is understanding the metrics that will be used to optimize and scale. For paid ads to be effective, most Fresno paid ad agencies will implement email collection tactics, such as squeeze pages or lead magnets. To better understand ad attribution and reporting, it makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam. For that to make sense though, your ad spend should be over $1,000/month.

To be successful with paid advertising, your Fresno business needs to use multiple tactics and marketing tools. For example, the best Fresno paid advertising services will include tactics to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Make money online or through qualified leads for your Fresno business.
• Utilize third-party attribution software to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Collect email addresses, create user-generated content, and nurture relationships.
• Test ad creatives across various ad placements and between different media formats.

In addition to managing Fresno-area paid ads campaigns, our team also offers Anaheim, Bakersfield, Chico, Fontana, Fremont, 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 small businesses and large corporations a skilled paid ads management service.

Pricing for Fresno, CA PPC Management

The price of our PPC management services 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 PPC management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Fresno, CA Organizations

Traffic increases almost instantly with Fresno paid advertising.

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

Starting slowly is the first recommendation we give to Fresno small businesses interested in paid advertising.

Make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data before diving into paid ads or scaling your ad campaigns.

If you're not getting conversions, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.

The right combination of paid advertising and online advertising can greatly enhance your Fresno business's website marketing tactics. Remember, more traffic doesn't always mean more conversions!

How We Manage Fresno, CA PPC

With in-depth knowledge of the latest PPC trends for nearby businesses in Fresno, we are a team of paid advertising specialists. Take advantage of our experience across dozens of business industries to help generate traffic and conversions to your Fresno digital assets.

Keyword Research

In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, Bing and Google only show ads based on what people search for.

For example, a person searching for a roofing company in Fresno might search "Fresno Roofer" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid advertising manager for that roofing company in Fresno.

What if, however, that exact match keyword wasn't producing enough search volume and the Fresno roofing company wanted to increase their traffic and conversions? Researching keywords would be necessary for the solution.

After discussing options, the next step might involve the paid ads manager talking with the Fresno roofing company what services they want to target more often and where. There may also be a need to broaden the keyword targeting.

For instance, the California PPC manager might discover high search volume for "Clovis, CA roofing companies" or even "Fresno roof repair." The first phrase targets a location nearby Fresno that might still be within the company's service area. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

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

An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

Audience Research

In Fresno paid advertising campaigns, audience research is often discussed in the context of scaling social ads. There are options within Google Ads and Bing Ads for audience targeting as well though.

We'll review some audience research and targeting history within Facebook Ads.

Facebook custom audiences were heavily relied upon by Fresno's PPC advertising managers in the past. In fact, one of Facebook Ads' most appealing features was the ability to collect data on users, which advertisers in Fresno eagerly took advantage of.

As time went on, data privacy and machine learning both had an impact on custom audiences.

In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. The change negatively affected Facebook's ability to track user behavior across Fresno and beyond. This even affected the accuracy of ad attribution reporting.

For most Fresno advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. 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.

While there will still be plenty of Fresno PPC advertising firms relying on custom audiences, the trend is moving 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 modifications to audience targeting.

It's not to say audience research and targeting are going away. There will always be targeting options that can be manipulated within Fresno ad campaigns to squeeze a little extra performance.

Landing Page Creation & Optimization

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

Our first step when managing a paid advertising campaign in Fresno involves reviewing the landing pages for best practices. Our review takes into account the following factors:

• Does the headline focus on benefits?
• Are there any images above the fold?
• Does the content engage the reader?
• Do I have immediate access to a lead form?
• Can you easily identify the call to action?
• Does the page load quickly?
• Is social proof present?
• Does the page load on mobile devices?

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

Until you have a landing page that follows best practices, don't spend money on Fresno 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 Fresno sales pitch.

Conversion Funnel Development

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 Fresno. While managing their website advertising we built multiple sales funnels within 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.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• We used sales letter funnels to serve as the registration system for the online program.

There are many different types of funnels, so your Fresno organization 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 Fresno. It can take years of experience to master funnels, however. You can save yourself some time by searching for a PPC ads management firm, like WebCitz, to handle the heavy lifting!

Conversion Rate Optimization

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 Fresno.

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

1. You sell a $100 sweatshirt in Fresno on your website.
2. You have a 1% conversion rate, meaning for every 100 Fresno 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 Fresno that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from paid advertising, 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 ads you get two dollars in return.

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

To improve the situation, you hire a PPC advertising firm 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 Fresno 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 Fresno, 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 attractive 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 Fresno.

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 Fresno 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 PPC management firm that helps Fresno businesses, 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 Fresno 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 Fresno 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 Fresno 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 Fresno, CA PPC Campaigns

The options for running paid advertising for your Fresno business are numerous. Let's discuss some of the most common paid advertising being run within various business industries in Fresno.

Local Ads in Fresno

Local ads for your Fresno small business can be run through nearly any advertising platform. One platform may be more effective for your local Fresno business than another. It is important to try out every available option to see which works best for your needs. Now let's discuss some local advertising options.

From Google, you'll have two options.

In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you localized customers using this type of dynamic ad campaign. Fresno professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Plumbers, electricians, roofers, and heating installers in Fresno often use Google Local Service Ads.

You can also target people in your local Fresno 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 Fresno as a city, or specific Fresno ZIP codes. Local Facebook Ads are often used by Fresno small businesses of all types.

Social Ads for Fresno Websites

A social media ad is pretty much any online advertisement you see on a social networking site.

Maintaining fresh ad creatives is key to social media advertising. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. For higher spending ad campaigns, you might need to look at weekly ad creative modifications.

One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. The opposite is true when you run search ads since your ads will only show when someone is actively searching for what your Fresno small business has to offer.

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 Engine Advertising for Fresno Businesses

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

In some circles, this is referred to as Fresno Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad.

If you have been running search engine advertising on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads for Fresno Small Businesses

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

Google Ads and Bing Ads commonly offer these campaign types.

With display ads, all you need are a few different sizes of ad creatives. 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.

Retargeting Ads in Fresno

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

Retargeting ads are almost always recommended to help bring people back to your website after they have weighed their options.

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

Shopping Ads for Fresno Ecommerce Stores

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

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

By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. Using that information, they can determine what types of search queries to display your products at the top of search results.

Video Ads for Fresno Small Businesses

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

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

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

Video is an excellent ad creative in terms of conversion opportunities. 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, look to implement them into your Fresno paid advertising campaigns.

Free Paid Ads Calculators for Fresno, CA PPC Managers

Our website marketers are so excited about managing Fresno's PPC advertising campaigns that they developed some helpful paid ads calculators for you!

• Return on Ad Spend Calculator
• Calculate CPA
• Churn Rate Estimator

View Other PPC Tools

Why Choose WebCitz to Manage Your Fresno, CA PPC Tactics

Let's work together on paid advertising for your Fresno business! As a full-service PPC management firm targeting Fresno, we have multiple internal teams focused on search engine ads, social media marketing, sales funnel development, and ad creative testing. Fresno paid ads management companies don't all operate this way, since most only have one person in charge of everything. You might not get the results you want from Fresno PPC companies if you don't test campaign optimization and original ideas often enough.

Choosing a paid ad agency for your Fresno small business is not an easy task. With more than 18 years of experience, you know you can trust the paid ads strategies and tactics we suggest for your Fresno organization. As a lead generation agency, we often use similar paid ads plans.

In addition, you should choose us as your paid ads company because you are confident we can help your Fresno company grow.

Consider our paid ads consultants for the following reasons:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
• We do not outsource Fresno digital marketing services, including PPC ads management, sales funnel development, or ad creative services since we have our own internal advertising team.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's talk about what our PPC specialists can do for your Fresno business! While we often provide complete paid advertising management services for small businesses in cities like Fresno, we are also able to augment the marketing departments of large corporations in Fresno and beyond.

When it comes time for your Fresno company to start the search for a PPC marketing company, we hope you keep our team in mind for the task. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

800-796-8263 Email Us