From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Pensacola business with its paid ads.
Pensacola 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 Pensacola business target relevant audiences and build brand awareness through Facebook Ads, Google Ads, and Bing Ads. With these ad platforms, we can target prospects at any stage of the customer journey. As a result, we can help you integrate solutions that provide clarity to ad attribution in an iOS 14.5 environment, enabling you to scale your advertising campaigns efficiently.
With our in-house graphic design and video marketing teams, we can create stunning creatives that provide the right hook and tell a story that resonates with your audience.
We even offer Facebook Ads and Google Ads management services for nearby businesses in Brent, FL, West Pensacola, FL, Warrington, FL, Myrtle Grove, FL, and Ferry Pass, FL.
Read on to learn more about our Pensacola PPC management services.
PPC management consists of creating and optimizing paid advertisement campaigns in Pensacola. Despite that simple explanation, let's explore it further.
In order to provide professional PPC management, a paid ads agency for Pensacola should get to know your company and its goals. Since the way you approach paid advertising for a local Pensacola business is much different than how you would for an ecommerce brand, this information helps determine the next steps.
Local service providers in Pensacola, for instance, are often only interested in good 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 are most often interested in online sales. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. 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 Pensacola PPC is the next step. To maximize the value of paid advertising, most Pensacola 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 Pensacola business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Pensacola should include tactics like:
In addition to managing Pensacola-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, Melbourne, Miami, Miami Beach, Orlando, Palm Bay, Pembroke Pines, 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 Pensacola 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.
Starting slowly is the first recommendation we give to Pensacola businesses interested in paid advertising.
Make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data before diving into paid advertising or scaling your ad campaigns.
Don't blame Facebook or Google if you don't get conversions. 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 Pensacola company. Just keep in mind increased traffic doesn't always result in more conversions!
In Pensacola, there are many ways to run paid advertising. The following are some of Pensacola's most common paid advertisements options.
Local ads for your Pensacola business can be run through nearly any advertising platform. You may find greater success on one platform over another depending on the nature of your local Pensacola business. 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.
There are going to be two options from Google.
In the first case, you can run traditional Google Ads, possibly using the 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 Pensacola. 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 Pensacola, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also target people in your local Pensacola 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 Pensacola. For all types of Pensacola businesses, we often use Facebook Ads.
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. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.
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 Pensacola.
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 Pensacola Search Engine Marketing, or SEM. There are different ways to explain search ads, which are advertisements displayed on search engines' search results pages.
You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Pensacola news stations), gossip websites, and more.
These are commonly used within the Google Ads and Bing Ads platforms.
With display ads, you just need a set of ad creatives in different sizes. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.
Your Pensacola 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.
It was Google Shopping Campaigns that popularized this form of search advertising.
In order to get started with Google Shopping, you just need an e-commerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account.
By using these tools, you can provide Google Ads with accurate product data, including 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.
You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.
Using YouTube Ads is as simple as setting up a video ad campaign in Google Ads.
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 Pensacola 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 Pensacola. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Pensacola digital assets.
In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, search ads only appear based on what is searched on Google or Bing.
For example, a person looking for a roofing company in Pensacola might search "Pensacola Roofer" on a search engine. As a paid ads manager for that Pensacola roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
However, what if that exact match keyword wasn't producing enough search volume and the Pensacola roofing company needed to increase their advertising reach? Researching keywords would be necessary for the solution.
After discussing options, the next step might involve the paid ads manager talking with the Pensacola 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 "Brent, FL roofing companies" and "Pensacola roof repair" have high search volumes. First phrase targets a location near Pensacola, which may still be in the service area of the Pensacola 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. 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.
A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. They might see your paid ads if you use 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.
When you hear audience research talked about in Pensacola paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. Google Ads and Bing Ads also offer audience targeting options.
We'll review some audience research and targeting history within Facebook Ads.
Pensacola 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 Pensacola 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 Pensacola and beyond. Even ad attribution reporting was affected.
Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Pensacola advertising agencies. By choosing your own interest-based targeting, you tend to do more harm than good because their algorithm often understands your ideal audience better than you do.
While there will still be plenty of Pensacola 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, if you'd like a second opinion.
However, audience research and targeting aren't going away. The targeting options within Pensacola ad campaigns will likely always be manageable to boost performance.
An important factor in the success of your Pensacola paid advertising campaign is the landing page.
Our first step when managing a paid advertising campaign in Pensacola 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 Pensacola paid advertising.
You should never consider your landing page complete. You can refine your Pensacola 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. 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 Pensacola. We built multiple sales funnels within Click Funnels while managing their digital marketing. Here are some of the funnels we made:
The types of funnels available to your Pensacola 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 Pensacola. 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 Pensacola.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Pensacola 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 Pensacola 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 Pensacola, 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 Pensacola.
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 Pensacola 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 Pensacola 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 Pensacola 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 Pensacola 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 Pensacola 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 Pensacola 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 Pensacola team on paid advertising! We are a full-service PPC management company targeting Pensacola with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. Pensacola PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not get the results you want from Pensacola PPC agencies if you don't test campaign optimization and creative ideas often enough.
In researching paid advertising agencies for your Pensacola company, there are many factors to consider. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Pensacola business. These are often the same PPC tactics we use for our own lead generation.
More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your Pensacola company grow. Consider our PPC experts for the following reasons:
Get in touch with our PPC experts to discuss what we can do for you in Pensacola! While we often provide complete paid advertising management services for small businesses in cities like Pensacola, we are also able to augment the marketing departments of large corporations in Pensacola and beyond.
We hope you consider our company when searching for a PPC advertising agency for you Pensacola small business or large corporation. To start a discussion with the helpful staff at our PPC firm, send us an email or give us a call if you have any follow-up questions.
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!