Florida PPC Agency

What is Florida PPC Management?

PPC management refers to creating and optimizing Florida paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.

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

For example, local service providers in Florida are often only interested in qualified 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 paid advertising that drives traffic to an optimized product page or category page. In some cases, it might even make sense to include Google Shopping Campaigns. We've even utilized sales funnels to help sell products, subscriptions, and services.

The next step in Florida PPC management is understanding the metrics that will be used to optimize and scale. To maximize the value of paid advertising, most Florida 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.

Your Florida business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. For example, the best Florida paid advertising services will include tactics to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Increase revenue for your Florida business through qualified leads or online sales.
• Better understand ad attribution through the integration of third-party attribution software.
• 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.

Our PPC management agency is happy to provide Boca Raton, Boynton Beach, Brandon, Cape Coral, Coral Springs, Daytona Beach, Deerfield Beach, Delray Beach, Deltona, Fort Lauderdale, Gainesville, Hialeah, Hollywood, Jacksonville, Lakeland, Largo, Melbourne, Miami, Miami Beach, Orlando, Palm Bay, Pembroke Pines, Pensacola, Pompano Beach, Port St Lucie, Royal Palm Beach, Sarasota, Spring Hill, St Petersburg, Sunrise, Tallahassee, Tamarac, Tampa, and West Palm Beach with professional paid advertising consulting services.

How Paid Advertising Helps Florida Businesses

Traffic increases almost instantly with Florida paid advertising.

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

The first recommendation we offer to Florida 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. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

Florida companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. It's important to keep in mind that increased traffic does not always translate into more conversions.

Types of Paid Ads for Florida PPC Campaigns

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

Local Ads throughout Florida

You can use nearly any advertising platform to run local ads for your Florida business. Depending on the nature of your local business in Florida, you may find better success in one platform versus 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. 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 Florida. We often use Performance Max campaigns for professional services companies in and around Florida, such as accountants, lawyers, dentists, and physicians.

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Plumbers, electricians, roofers, and heating installers in Florida often use Google Local Service Ads.

Facebook Ads can also be used to target people in Florida. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Florida, or specific Florida ZIP codes. We often rely on local Facebook Ads for all types of Florida business industries.

Social Ads for Florida Businesses

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 Florida 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.

Search Ads for Florida Businesses

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

Some people refer to this as Florida 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'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.

Display Ads for Florida Businesses

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Florida news stations), gossip websites, and more.

Google Ads and Bing Ads commonly offer these campaign types.

With display ads, you just need a set of ad creatives in different 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.

Retargeting Ads for Florida Businesses

Not everyone is going to convert during their first experience with your Florida 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.

You can run retargeting ads on any ad platform, too.

Shopping Ads for Florida Ecommerce Companies

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 Florida 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.

Video Ads for Florida Businesses

You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

Both ad platforms offer excellent conversion opportunities with video ads. 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 Florida paid advertising campaigns.

Florida PPC Management Services

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

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 show up based on what is searched on Google or Bing.

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

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

The next steps might involve the paid ads manager discussing with the Florida roofing company what types of services they want to target more often and within what geographic areas. It might also require some broadening of the keyword targeting.

For instance, the PPC manager might discover high search volume for "Florida roofing companies" or even "Florida roof repair." First phrase targets a plural version of the service professional within Florida. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

Negative keyword lists can also benefit from keyword research. 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. 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

In Florida 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, Florida 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 Florida advertisers lined up to exploit.

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

Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. As a result, Facebook had difficulty tracking mobile device behavior. This even affected the accuracy of ad attribution reporting.

Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Florida 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.

While there will still be plenty of Florida paid ads agencies relying on 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.

However, audience research and targeting aren't going away. There will always be targeting options that can be manipulated within Florida ad campaigns to squeeze a little extra performance.

Landing Page Optimization

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

When we take on the management of a paid advertising campaign in Florida, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:

• Is there a benefit-focused headline?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• Am I able to load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page.

Please, don't spend money on Florida paid advertising until you have a landing page that follows best practices!

Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Florida sales pitch.

Sales 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 Florida. While managing their digital marketing 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 Florida 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 Florida. 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!

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 Florida.

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

1. You sell a $100 sweatshirt in Florida on your website.
2. You have a 1% conversion rate, meaning for every 100 Florida 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 Florida 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 Florida 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 Florida 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 Florida, 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 Florida.

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 Florida 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 Florida 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 Florida 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 Florida 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 Florida 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 Florida PPC Managers

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

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

View All PPC Tools

Why Choose WebCitz to Manage Your Florida PPC Services

Let's work together on paid advertising for your Florida business! As a full-service PPC management company targeting Florida, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. This is not true of all Florida PPC management companies, since most only have a single person handling all the tasks. For those Florida 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 Florida business. Having over 18 years of experience, you can trust our PPC strategies and tactics for Florida businesses. Many of these are the same PPC tactics we use to generate leads for our company.

Florida companies should choose our paid advertising agency because they feel confident we are the right team. Here are a few reasons we suggest considering our PPC experts:

• We have been in business since 2004, which means we have more than 18 years of experience.
• We rely heavily on sales funnels and paid advertising to shore up our organic search rankings.
• We do not outsource Florida digital marketing services, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.

Let's talk about what our PPC experts can do for your Florida business! Florida small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.

When it comes time for your Florida 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.

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