Lakeland PPC Agency

Our Lakeland, FL PPC Management Strategies

PPC Ads Management refers to creating and optimizing Lakeland paid advertising services. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide expert PPC ads management, a paid advertising agency for Lakeland should get to know your company and its goals. You can use this information to determine the next steps, since paid advertising for a localized business differs from PPC advertising for an ecommerce store.

For example, local Lakeland service providers are often only interested in qualified leads. Through paid ads, 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.

In contrast, ecommerce brands are most likely to be interested in online sales. Using paid advertising, you can get 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 Lakeland PPC is the next step. To maximize the value of paid ads, most Lakeland companies implement email collection plans 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.

To be successful with PPC advertising, your Lakeland small business needs to use multiple plans and marketing tools. Pay-per-click campaigns in Lakeland should include strategies like:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social channels, and third-party websites.
• Make your Lakeland organization more profitable by acquiring qualified leads or selling online.
• Integrate third-party attribution tools 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 Lakeland-area paid ads campaigns, our team also offers Boca Raton, Boynton Beach, Brandon, Cape Coral, Coral Springs, Daytona Beach, Deerfield Beach, Delray Beach, Deltona, Fort Lauderdale, Gainesville, Hialeah, Hollywood, Jacksonville, 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 small businesses and large corporations a professional PPC management service.

Pricing for Lakeland, FL PPC Ads Management

The price of our PPC management packages 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 Lakeland, FL Organizations

Traffic increases almost instantly with Lakeland paid ads.

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 Lakeland small businesses interested in paid advertising.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in PPC advertising or scale your existing ad campaigns.

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.

The right combination of paid advertising and digital marketing can greatly enhance your Lakeland business's digital marketing game plan. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Lakeland, FL PPC

With in-depth knowledge of the latest paid ads trends for local businesses in Lakeland, we are a team of paid advertising consultants. Drive traffic and conversions to your Lakeland digital assets with our experience across dozens of industries.

Keyword Research

Keyword research in paid ads is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only show up based on what is searched on Google or Bing.

If you are searching for a roofing company in Lakeland, you might search "Lakeland Roofer" on Google. 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 Lakeland.

However, what if the exact match keyword isn't generating enough search volume and the Lakeland roofing company needs to expand their advertising reach? To solve the problem, keyword research would be required.

After discussing options, the next step might involve the PPC advertising manager talking with the Lakeland 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 Florida PPC manager might find that "Winston, FL roofing companies" and "Lakeland roof repair" have high search volumes. First phrase targets a location near Lakeland, which may still be in the service area of the Lakeland 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.

For example, someone searching for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. They might see your paid advertising if you use broad keyword targeting without any negative keywords like "free" or "advertise".

You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.

Audience Research

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Lakeland 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 Lakeland's paid ads 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 Lakeland 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 upgrade, 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 Lakeland 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 Lakeland advertising firms. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

Though there will still be plenty of Lakeland paid ads companies using 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.

Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent edits.

However, audience research and targeting aren't going away. Lakeland ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Optimizing Landing Pages

An important factor in the success of your Lakeland PPC advertising campaign is the landing page.

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

• Is there a benefit-focused headline?
• Do you have 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?
• How quickly does the page load?
• Does social proof exist?
• Can I load the page on a mobile device?

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

Make sure your landing page follows best practices before you spend money on Lakeland paid ads!

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.

Sales Funnel Development

You might consider building out one or more sales funnels instead of a landing page. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

We have a client who promotes an online fitness challenge that you can even participate in from Lakeland. In the course of managing their digital advertising, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:

• By using squeeze pages, we captured email addresses and raised awareness for the program.
• For leads, we provided healthy eating tips, fitness tips, webinars, and sneak peeks as lead magnets.
• 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 Lakeland 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 Lakeland. 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 Lakeland.

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

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

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

To improve the situation, you hire a paid 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 Lakeland 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 Lakeland, 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 awesome 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 Lakeland.

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 Lakeland 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 ads management firm that helps Lakeland 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 Lakeland 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 Lakeland 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 Lakeland 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 PPC advertising campaigns are doing.

Types of Paid Ads for Lakeland, FL PPC Campaigns

The options for running paid advertising for your Lakeland organization are numerous. Lakeland has a variety of business industries that use paid advertising. Let's take a look at some of the most common ones.

Local Business Ads in Lakeland

If you have a business in Lakeland, you can run local ads on almost any advertising platform. Depending on the nature of your local area Lakeland business, you may find better success in one platform versus another. You should try out every option available to see which suits you best. Now let's discuss some local advertising options.

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 localized customers using this type of dynamic ad campaign. Lakeland 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 Lakeland often use Google Local Service Ads.

You can also target people in your local Lakeland 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 Lakeland. We often rely on local Facebook Ads for all types of Lakeland small business industries.

Social Ads throughout Lakeland

Almost all online ads you see on social media networks qualify as social media ads.

It's important to keep the ad creatives fresh when running social media advertising. 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 media marketing 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 engine marketing since your ads will only show when someone is actively looking for what your Lakeland 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.

Search Advertising throughout Lakeland

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

In some circles, this is referred to as Lakeland Search Engine Marketing, or SEM. This is just a different way of explaining search engine 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 advertising. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads throughout Lakeland

Many different message boards, chat rooms, game lounges, news websites (even local area Lakeland 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.

Retargeting Ads throughout Lakeland

Your Lakeland website, landing page, or sales funnel won't convert everyone on the first visit.

To help people return to your website 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 Lakeland Ecommerce Companies

Google Shopping Campaigns popularized this type of search ad.

If you want to promote your Lakeland 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 within Lakeland

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

Using YouTube Ads is as basic 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 consider incorporating video ads into your paid advertising campaigns in Lakeland if you have the budget to do so.

Free Paid Ads Calculators for Lakeland, FL PPC Managers

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

• ROAS Calculator
• Calculate CPA
• Calculate Churn Rate

View All PPC Tools

Why Choose WebCitz to Manage Your Lakeland, FL PPC Tactics

Let's work together on paid advertising for your Lakeland business! In addition to paid ads management, we have internal teams focused on sales funnel development, social ads, and ad creative testing for Lakeland. Lakeland 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 Lakeland paid ads companies to get the results you desire.

There are many factors to consider when researching paid ads agencies for your Lakeland small business. Having over 18 years of experience, you can trust our PPC strategies and tactics for Lakeland companies. As a lead generation agency, we often use similar paid ads plans.

Lakeland businesses should choose our PPC advertising firm because they feel confident we are the right team. Our paid ads experts are a good option for numerous 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.
• Since we have an internal advertising team, we do not outsource Lakeland website marketing plans, such as paid ads management, sales funnel development, or ad creative services.
• 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 professionals can do for your Lakeland business! While we often provide complete paid advertising management services for small businesses in cities like Lakeland, we are also able to augment the marketing departments of large corporations in Lakeland and beyond.

We hope you consider our company when looking for a paid advertising firm for you Lakeland business. 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 paid ads firm.

800-796-8263 Email Us