From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Melbourne business with its paid ads.
Melbourne businesses and ecommerce sites can improve their paid advertising campaigns with the help of a results-driven PPC management company with over 18 years of experience.
The paid ads managers at our company can help your Melbourne business target relevant audiences and build brand awareness through Facebook Ads, Google Ads, and Bing Ads. Through these ad platforms, we can help you 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.
As a full-service paid ads agency for Melbourne, we have onsite graphic design and video marketing teams ready to build out stunning creatives that provide the right hook and build upon your story.
We even offer Facebook Ads and Google Ads management services for nearby businesses in West Melbourne, FL, Palm Bay, FL, Indian Harbour Beach, FL, Satellite Beach, FL, and South Patrick Shores, FL.
Read on to learn more about our Melbourne PPC management services.
PPC management consists of creating and optimizing paid advertisement campaigns in Melbourne. Despite that simple explanation, let's explore it further.
To provide professional PPC management, a paid ads agency for Melbourne often starts by getting to know your company and its business model. 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.
For example, local Melbourne service providers are often only interested in qualified 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.
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. You might even want to include Google Shopping Campaigns in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.
Understanding the metrics that will be used to optimize and scale Melbourne PPC is the next step. To maximize the value of paid advertising, most Melbourne 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 Melbourne business needs to use multiple strategies and marketing tools. For example, the best Melbourne paid advertising services will include tactics to:
In addition to managing Melbourne-area PPC 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, Lakeland, Largo, 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.
One of the most obvious benefits of Melbourne paid advertising is the quick increase in traffic it provides.
It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.
The first recommendation we offer to Melbourne businesses interested in running paid advertising is to start slowly.
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 run into trouble getting the conversions you were expecting, 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 Melbourne company. Remember, more traffic doesn't always mean more conversions!
In Melbourne, there are many ways to run paid advertising. The following are some of Melbourne's most common paid advertisements options.
If you have a business in Melbourne, you can run local ads on almost any advertising platform. Depending on the nature of your local Melbourne business, you may find better success in one platform versus 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.
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. 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. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Melbourne. Even local stores use this campaign type.
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. Home service contractors in Melbourne, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also target people in your local Melbourne area using Facebook Ads. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Melbourne as a city, or specific Melbourne ZIP codes. Local Facebook Ads are often used by Melbourne 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.
The trick to social ads is keeping the ad creatives fresh. 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. It's quite the opposite when you run search ads since you only get to show them when someone searches for what you offer in Melbourne.
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 Melbourne Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.
If you have been running search ads on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Melbourne news stations), gossip websites, and more.
Bing Ads and Google Ads both offer these.
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.
Your Melbourne website, landing page, or sales funnel won't convert everyone on the first visit.
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.
This type of search ad was popularized by Google Shopping Campaigns.
If you want to promote your Melbourne storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.
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.
Social networking websites such as YouTube, Facebook, and Instagram allow you to advertise with video.
Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.
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. Video ads are frequently used to showcase product launches, custom services, and personal introductions.
Your Melbourne paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Melbourne. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Melbourne digital assets.
Keyword research in PPC 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.
For example, a person looking for a roofing company in Melbourne might search "Melbourne Roofer" on a search engine. As a paid ads manager for that Melbourne roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
What if, however, that exact match keyword wasn't producing enough search volume and the Melbourne roofing company wanted to increase their traffic and conversions? 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 Melbourne roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.
As an example, the Florida PPC manager might find that "West Melbourne, FL roofing companies" and "Melbourne roof repair" have high search volumes. First phrase targets a location near Melbourne, which may still be in the service area of the Melbourne 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. These are used to stop your paid ads 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. 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 Melbourne 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.
Melbourne paid advertising managers used Facebook's custom audiences extensively 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 Melbourne 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 Melbourne and beyond. In fact, it even affected the accuracy of ad attribution reporting.
For most Melbourne advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. 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 Melbourne 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."
Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.
It's not to say audience research and targeting are going away. The targeting options within Melbourne ad campaigns will likely always be manageable to boost performance.
An important factor in the success of your Melbourne paid advertising campaign is the landing page.
Our first step when managing a paid advertising campaign in Melbourne involves reviewing the landing pages for best practices. Our review takes into account the following factors:
Quality landing pages are the result of many factors.
Until you have a landing page that follows best practices, don't spend money on Melbourne paid advertising.
You should never consider your landing page complete. You can refine your Melbourne sales pitch by running A/B tests on the landing page every few months.
Rather than a landing page, you might want to consider building out a sales funnel. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.
One of our clients promotes an online fitness challenge that you can even join from Melbourne. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
The types of funnels available to your Melbourne business aren't limited to these. It is important to remember that these can be very useful for gauging interest in a product or service, building an email subscriber base, and selling a product or service online.
Take your time if you decide to implement 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 Melbourne. 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 Melbourne.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Melbourne 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 Melbourne 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 Melbourne, 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 Melbourne.
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 Melbourne 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 Melbourne 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 Melbourne 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 Melbourne 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 Melbourne 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.
As part of our commitment to managing Melbourne paid advertising campaigns, our digital marketers worked with our web development team to build a few PPC calculators that might interest you.
We'd love to partner with your Melbourne team on paid advertising! We are a full-service PPC management company targeting Melbourne with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. This is not true of all Melbourne PPC management companies, since most only have a single person handling all the tasks. You might not be testing campaign optimizations and creative ideas often enough with those Melbourne PPC companies to get the results you desire.
There are many factors to consider when researching paid ads agencies for your Melbourne business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Melbourne business. These are often the same PPC tactics we use for our own lead generation.
In addition, you should choose us as your paid advertising agency because you are confident we can help your Melbourne company grow. Our PPC experts are a good option for a number of reasons:
Get in touch with our PPC experts to discuss what we can do for you in Melbourne! While we often provide complete paid advertising management services for small businesses in cities like Melbourne, we are also able to augment the marketing departments of large corporations in Melbourne and beyond.
When it comes time for your Melbourne 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. 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!