Sacramento PPC Agency

What is Sacramento, CA PPC Management?

PPC management consists of creating and optimizing paid advertisement campaigns in Sacramento. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide professional PPC management, a paid ads agency for Sacramento 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 Sacramento business is much different from how you'd handle it for an ecommerce brand.

Local service providers in Sacramento, for instance, are often only interested in good 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 currently exist or need a lot of revisions.

Alternatively, ecommerce brands tend to be interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. In some cases, it might even make sense to include Google Shopping Campaigns. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Sacramento PPC, it's important to understand what metrics will be used. To maximize the value of paid advertising, most Sacramento agencies implement email collection strategies through squeeze pages or lead magnets. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.

In order to be successful with paid advertising, your Sacramento business needs to use multiple strategies and marketing tools. Some of the best paid advertising services in Sacramento include:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Increase revenue for your Sacramento business through qualified leads or online sales.
• Utilize third-party attribution software to better understand ad attribution.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Engage users in story creation, email collection, and user generated content.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Sacramento-area PPC campaigns, our team also offers Anaheim, Bakersfield, Chico, Fontana, Fremont, Fresno, Irvine, Long Beach, Los Angeles, Modesto, Monterey, Oakland, Palm Springs, Redding, Riverside, Salinas, San Bernardino, San Diego, San Francisco, San Jose, Santa Ana, Santa Clarita, Santa Rosa, Stockton, and Visalia small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Sacramento, CA Businesses

One of the most obvious benefits of Sacramento paid advertising is the quick increase in traffic it provides.

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 Sacramento 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.

Don't blame Facebook or Google if you don't get conversions. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

The right combination of paid advertising and digital marketing strategy can greatly enhance your Sacramento business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!

Types of Paid Ads for Sacramento, CA PPC Campaigns

In Sacramento, there are many ways to run paid advertising. Sacramento has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.

Local Ads throughout Sacramento

You can use nearly any advertising platform to run local ads for your Sacramento business. You may find greater success on one platform over another depending on the nature of your local Sacramento business. You should try out every option available to see which suits you best. Now let's discuss some local advertising options.

From Google, you'll have two options.

As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers in Sacramento. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Sacramento. Even local stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Home service contractors in Sacramento, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

You can also target people in your local Sacramento area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Sacramento as a city, or specific ZIP codes around Sacramento. We often rely on local Facebook Ads for all types of Sacramento business industries.

Social Ads for Sacramento Businesses

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

It's important to keep the ad creatives fresh when running social ads. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. 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 Sacramento business offers.

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 Sacramento

You should invest in search advertising if you know people are searching online for your products or services.

In some circles, this is referred to as Sacramento Search Engine Marketing, or SEM. There are different ways to explain search ads, which are advertisements displayed on search engines' search results pages.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

Display Ads for Sacramento Businesses

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Sacramento news stations), gossip websites, and more.

Google Ads and Bing Ads commonly offer these campaign types.

With display ads, all you need are a few different sizes of ad creatives. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Sacramento

Not everyone is going to convert during their first experience with your Sacramento website, landing page, or sales funnel.

To help people return to your site 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 Sacramento Ecommerce Stores

It was Google Shopping Campaigns that popularized this form of search advertising.

If you want to promote your Sacramento 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. 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 for Sacramento Businesses

YouTube, Facebook, Instagram, and other social networking sites allow you to run video ads.

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

Facebook Ads is required if you want to run video ads on Facebook or Instagram.

Video is an excellent ad creative in terms of conversion opportunities. It's not unusual for us to use video ads for 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 Sacramento paid advertising campaigns.

Sacramento, CA PPC Management Services

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Sacramento. Drive traffic and conversions to your Sacramento digital assets with our experience across dozens of industries.

Keyword Research

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 appear based on what is searched on Google or Bing.

If you are looking for a roofing company in Sacramento, you might search "Sacramento Roofer" on Google. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid ads manager for that roofing company in Sacramento.

What if, however, that exact match keyword wasn't producing enough search volume and the Sacramento roofing company wanted to increase their traffic and conversions? In order to solve the problem, keyword research would be required.

The next steps might involve the paid ads manager discussing with the Sacramento roofing company what types of services they want to target more often and within what geographic areas. A broader keyword targeting strategy than exact matches might also be necessary.

Suppose the California PPC manager discovers that there is a high traffic volume for "West Sacramento, CA roofers" or even "Sacramento roof repair." First phrase targets a location near Sacramento, which may still be in the service area of the Sacramento roofing company. In the second phrase, a slightly different service is being targeted, which might result in a more lucrative replacement project if extensive repairs need to be made.

When building negative keyword lists, keyword research can also be beneficial. You can use these to prevent your paid ads from showing in search queries that you know won't convert.

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. However, they might see your paid ads if you are using broad keyword targeting without any negative keywords like "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

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Sacramento paid advertising campaigns. However, Bing Ads and Google Ads also allow audience targeting.

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

In years past, Sacramento paid advertising managers relied heavily on building out their own custom audiences within Facebook. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Sacramento eagerly took advantage of.

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

Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across Sacramento and beyond. Even ad attribution reporting was affected.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Sacramento advertising 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.

While there will still be plenty of Sacramento paid ads agencies relying on custom audiences, it is clear the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

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

It's not to say audience research and targeting are going away. The targeting options within Sacramento ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

The quality of your landing page will be a big factor in the success of your Sacramento paid advertising campaigns.

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

• Does the headline focus on benefits?
• Is there an image above the fold?
• Does the content engage the reader?
• Do I have immediate access to a lead form?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Does social proof exist?
• Can I load the page on a mobile device?

Quality landing pages are the result of many factors.

Until you have a landing page that follows best practices, don't spend money on Sacramento paid advertising.

If you want to create an effective landing page, you should never consider it finished. Try running A/B testing every few months to continue refining your Sacramento sales pitch.

Including a Sales Funnel

Rather than a landing page, you might want to consider building out a sales funnel. In order to generate leads, build email audiences, and even make online purchases, we rely on sales funnels.

One of our clients promotes an online fitness challenge that you can even join from Sacramento. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. These 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.
• Using application funnels, we encouraged people to apply for exclusive programs.
• For the online program, we used sales letter funnels as the registration system.

The types of funnels available to your Sacramento business aren't limited to these. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.

Make sure you take your time when implementing a funnel. 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 Sacramento. It can take years of experience to master funnels, however. Look for a PPC management firm like WebCitz to do the hard work for you!

Conversion Rate Optimization

Making informed advertising decisions requires a clear understanding of your conversion rate. It varies greatly among industries, products, and services throughout Sacramento, but the average conversion rate is between 1-3%.

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

1. You sell a $100 sweatshirt in Sacramento on your website.
2. You have a 1% conversion rate, meaning for every 100 Sacramento 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 Sacramento that visits your website 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 ads you get two dollars in return.

For most Sacramento 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 Sacramento 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 Sacramento, 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 Sacramento.

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 Sacramento 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 Sacramento 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 Sacramento 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 Sacramento 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 Sacramento 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.

Free PPC Calculators for Sacramento, CA PPC Managers

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

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

View All PPC Tools

Why Choose WebCitz to Manage Your Sacramento, CA PPC Services

We'd love to partner with your Sacramento team on paid advertising! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Sacramento. This is not true of all Sacramento PPC management companies, since most only have a single person handling all the tasks. For those Sacramento PPC agencies, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.

In researching paid advertising agencies for your Sacramento company, there are many factors to consider. Having over 18 years of experience, you can trust our PPC strategies and tactics for Sacramento businesses. As a lead generation agency, we often use similar PPC tactics.

In addition, you should choose us as your paid advertising agency because you are confident we can help your Sacramento company grow. Our PPC experts are a good option for a number of reasons:

• We have been in business since 2004, which means we have more than 18 years of experience.
• Our paid advertising helps us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Sacramento digital marketing services, such as PPC management, sales funnel development, and ad creatives.
• It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.

Get in touch with our PPC experts to discuss what we can do for you in Sacramento! While we often provide complete paid advertising management services for small businesses in cities like Sacramento, we are also able to augment the marketing departments of large corporations in Sacramento and beyond.

Our team would appreciate the opportunity to be considered when your Sacramento business or corporation is in need of a PPC marketing agency. 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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