From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Lakewood business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Lakewood, we're a results-driven PPC management company.
Our paid ads managers can help your Lakewood business target relevant audiences and build brand awareness using Facebook Ads, Google Ads, or even Bing Ads. With these ad platforms, we can target prospects at any stage of the customer journey. In a post iOS 14.5 environment, we can help you integrate solutions which provide clarity around ad attribution, allowing your ad campaigns to scale efficiently.
We have onsite graphic designers and video marketing teams available to develop the right hook and build upon your message as a full-service paid advertisement agency serving Lakewood.
We even offer Facebook Ads and Google Ads management services for nearby businesses in Wheat Ridge, CO, Applewood, CO, Denver, CO, Englewood, CO, and Arvada, CO.
Read on to learn more about our Lakewood PPC management services.
PPC management refers to creating and optimizing Lakewood paid advertising campaigns. However, that is an incredibly simple explanation, so let's dig a little deeper.
In order to provide professional PPC management, a paid ads agency for Lakewood should get to know your company and its goals. 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 Lakewood, for example, are often only looking for quality 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.
In contrast, ecommerce brands are most likely to be interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. 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.
Understanding the metrics that will be used to optimize and scale Lakewood PPC is the next step. To maximize the value of paid advertising, most Lakewood agencies implement email collection strategies through 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.
In order to be successful with paid advertising, your Lakewood business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Lakewood should include tactics like:
In addition to managing Lakewood-area PPC campaigns, our team also offers Arvada, Aurora, Boulder, Castle Rock, Centennial, Colorado Springs, Denver, Fort Collins, Grand Junction, Greeley, Highlands Ranch, Longmont, Loveland, Montrose, Pueblo, Thornton, and Westminster small businesses and large corporations a professional PPC management service.
Traffic increases almost instantly with Lakewood paid advertising.
The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.
Starting slowly is the first recommendation we give to Lakewood businesses interested in paid advertising.
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. 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 Lakewood company. It's important to keep in mind that increased traffic does not always translate into more conversions.
The options for running paid advertising for your Lakewood business are numerous. Lakewood has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.
If you have a business in Lakewood, you can run local ads on almost any advertising platform. One platform may be more effective for your local Lakewood business than 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.
Google is going to offer two options.
As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. 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. Lakewood 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. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Plumbers, electricians, roofers, and heating installers in Lakewood often use Google Local Service Ads.
You can also target people in your local Lakewood area using Facebook Ads. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to specific ZIP codes in Lakewood. Local Facebook Ads are often used by Lakewood businesses of all types.
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. 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.
Using social ads allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your Lakewood business has to offer.
It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.
You'll want to invest in search ads if you know people are looking online for the products you offer.
In some circles, this is referred to as Lakewood Search Engine Marketing, or SEM. There are different ways to explain search ads, which are advertisements displayed on search engines' search results pages.
If you've been running search ads 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.
Many different message boards, chat rooms, game lounges, news websites (even local Lakewood news stations), gossip sites, and more run display advertisements.
Bing Ads and Google Ads both offer these.
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.
Your Lakewood website, landing page, or sales funnel won't convert everyone on the first visit.
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.
This type of search ad was popularized by Google Shopping Campaigns.
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 Lakewood storefront.
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.
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.
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. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!
You should definitely consider incorporating video ads into your paid advertising campaigns in Lakewood if you have the budget to do so.
With in-depth knowledge of the latest PPC trends for local businesses in Lakewood, we are a team of paid advertising specialists. Drive traffic and conversions to your Lakewood digital assets with our experience across dozens of industries.
Keyword research in PPC 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.
For example, a person looking for a roofing company in Lakewood might search "Lakewood Roofer" on a search engine. As a paid ads manager for that Lakewood roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
However, what if the exact match keyword isn't generating enough search volume and the Lakewood roofing company needs to expand their advertising reach? In order to solve the problem, keyword research would be required.
After discussing options, the next step might involve the paid ads manager talking with the Lakewood roofing company what services they want to target more often and where. There may also be a need to broaden the keyword targeting.
As an example, the Colorado PPC manager might find that "Wheat Ridge, CO roofing companies" and "Lakewood roof repair" have high search volumes. First phrase targets a location near Lakewood, which may still be in the service area of the Lakewood roofing company. 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. You can use them to prevent your paid ads from showing up in search queries that you know are not likely to result in a lead or sale.
An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. However, they might see your paid ads if you are using broad keyword targeting without any negative keywords like "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.
Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Lakewood paid advertising campaigns. However, Bing Ads and Google Ads also allow audience targeting.
Let's take a look at audience research and targeting within Facebook Ads.
Facebook custom audiences were heavily relied upon by Lakewood's paid advertising managers in the past. As a matter of fact, one of the most attractive features of Facebook Ads was its ability to collect data on users, which advertisers in Lakewood flocked to take advantage of.
The rise of data privacy and machine learning had a significant impact on custom audiences over time.
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 Lakewood 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 Lakewood 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.
Though there will still be plenty of Lakewood paid ads agencies using custom audiences, it is clear 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.
Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.
However, audience research and targeting aren't going away. Lakewood ad campaigns will likely always have targeting options that can be manipulated for extra performance.
An important factor in the success of your Lakewood paid advertising campaign is the landing page.
We begin by examining the landing pages on any paid advertising campaign in Lakewood to make sure they follow best practices. Our review takes into account the following factors:
Designing and developing a quality landing page involves so many factors.
Make sure your landing page follows best practices before you spend money on Lakewood paid advertising!
If you want to create an effective landing page, you should never consider it finished. For continuous improvement, run A/B testing every few months.
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.
We have a client who promotes an online fitness challenge that you can even participate in from Lakewood. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:
There are many different types of funnels, so your Lakewood 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 Lakewood. 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 Lakewood.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Lakewood 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 Lakewood 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 Lakewood, 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 Lakewood.
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 Lakewood 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 Lakewood 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 Lakewood 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 Lakewood 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 Lakewood 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 Lakewood's paid advertising campaigns that they developed some helpful PPC calculators for you!
Let's work together on paid advertising for your Lakewood business! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Lakewood. Lakewood PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not be testing campaign optimizations and creative ideas often enough with those Lakewood PPC companies to get the results you desire.
Choosing a paid ad agency for your Lakewood business is not an easy task. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Lakewood business. These are often the same PPC tactics we use for our own lead generation.
Lakewood companies should choose our paid advertising agency because they feel confident we are the right team. Our PPC experts are a good option for a number of reasons:
Let's talk about what our PPC experts can do for your Lakewood business! While we often provide complete paid advertising management services for small businesses in cities like Lakewood, we are also able to augment the marketing departments of large corporations in Lakewood and beyond.
We hope you consider our company when searching for a PPC advertising agency for you Lakewood small business or large corporation. We would be happy to talk to you about your follow-up questions via email or phone if you have any.
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!