Melbourne PPC Agency

Our Melbourne, FL Paid Ads Management Strategies

PPC Ads Management consists of creating and optimizing paid advertisement services in Melbourne. Despite that simple explanation, let's explore it further.

To provide experienced PPC management, a paid advertising 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 nearby business differs from paid advertising for an ecommerce store.

For example, nearby Melbourne service providers are often only interested in qualified leads. This can be accomplished through paid advertising that improves 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 build 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 firms 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.

To be successful with PPC advertising, your Melbourne organization needs to use multiple strategies and marketing tools. For example, the best Melbourne paid advertising packages will include strategies to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social channels, and third parties.
• Increase revenue for your Melbourne organization through qualified leads or online sales.
• Better understand ad attribution through the integration of third-party attribution software.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• 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 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 premium PPC management service.

Pricing for Melbourne, FL Paid 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 ads management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Melbourne, FL Organizations

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 small 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 ads 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 online advertising game plan of your Melbourne company. Remember, more traffic doesn't always mean more conversions!

How We Manage Melbourne, FL Paid Ads

Our team of paid ads experts is knowledgeable about the latest paid ads trends in Melbourne. We have experience across dozens of business industries, so we can help you increase traffic and conversions to your Melbourne digital assets.

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.

For example, a person searching for a roofing company in Melbourne might search "Melbourne Roofer" on a search engine. As a paid advertising 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? To solve the problem, keyword research would be required.

After discussing options, the next step might involve the PPC advertising manager talking with the Melbourne roofing company what services they want to target more often and where. A broader keyword targeting tactic 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 advertising from showing in search queries that you know won't produce conversions.

An individual looking for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. However, they might see your paid advertising 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

Audience research is often mentioned as part of scaling social 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 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 Melbourne and beyond. In fact, it even affected the accuracy of ad attribution reporting.

For most Melbourne advertising firms, 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 advertising companies relying on custom audiences, 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 modifications.

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.

Landing Page Creation & Optimization

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:

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is social proof present?
• Does the page load on mobile devices?

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 PPC 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.

Including a Revenue Funnel

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:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Melbourne small 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 searching for a paid ads management company, like WebCitz, to handle the heavy lifting!

CRO

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.

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

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

To improve the situation, you hire a paid ads company 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 Melbourne PPC 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 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 should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out attractive 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 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 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 management company that helps Melbourne organizations, 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 Melbourne website or funnel.

You might be suffering from ad attribution errors 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.

Types of Paid Ads for Melbourne, FL PPC Campaigns

In Melbourne, there are many ways to run PPC advertising. The following are some of Melbourne's most common paid advertisements options.

Local Marketing throughout Melbourne

If you have a business in Melbourne, you can run nearby 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 nearby 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 area 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 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 companies of all types.

Social Media Advertising for Melbourne Small Businesses

Pretty much any online ad you see on a social media network website is going to qualify as a social ad.

The trick to social media advertising 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 media marketing 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 engine marketing 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.

Search Ads throughout Melbourne

You'll want to invest in search engine 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 engine advertising, 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.

Display Ads for Melbourne Small Businesses

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 improve results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Melbourne

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.

Shopping Ads for Melbourne Ecommerce Companies

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 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 Melbourne Businesses

Social networking websites such as YouTube, Instagram, and Facebook 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 PPC advertising campaigns should definitely incorporate video creatives if you have the budget to support them.

Free PPC Calculators for Melbourne, FL Paid Ads Managers

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

• Calculate ROAS
• Cost Per Acquisition Calculator
• Calculate Churn Rate

View All PPC Tools

Why Choose WebCitz to Manage Your Melbourne, FL PPC Tactics

We'd love to partner with your Melbourne team on paid advertising! We are a full-service PPC management firm 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 paid ads companies to get the results you desire.

There are many factors to consider when researching paid advertising agencies for your Melbourne small business. With more than 18 years of experience, you know you can trust the paid ads strategies and tactics we suggest for your Melbourne organization. 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 professionals 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.
• Our PPC advertising help us rank for keywords we don't yet rank organically for.
• Since we have an internal advertising team, we do not outsource Melbourne website advertising packages, such as PPC 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.

Get in touch with our paid ads consultants to discuss what we can do for you in Melbourne! While we often provide complete paid ads 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 to start the search for a paid ads 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.

800-796-8263 Email Us