Sarasota PPC Agency

Our Sarasota, FL Paid Ads Management Services

PPC Management consists of creating and optimizing paid advertisement campaigns in Sarasota. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide professional paid ads management, a paid advertising company for Sarasota often starts by getting to know your company and its business model. Since the way you approach paid advertising for a local area Sarasota small business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Local service providers in Sarasota, for instance, are often only interested in good leads. This can be accomplished through paid advertising that grows traffic 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 drive 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 Sarasota PPC is the next step. For PPC advertising to be effective, most Sarasota paid ad firms will implement email collection strategies, such as 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 paid advertising, your Sarasota company should utilize multiple advertising strategies and marketing tools. Some of the best paid advertising packages in Sarasota strive to:

• Get traffic from search engines, social media networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Increase revenue for your Sarasota small business through qualified leads or online sales.
• 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 Sarasota-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, Pensacola, Pompano Beach, Port St Lucie, Royal Palm Beach, Spring Hill, St Petersburg, Sunrise, Tallahassee, Tamarac, Tampa, and West Palm Beach small businesses and large corporations a proficient PPC management service.

Pricing for Sarasota, FL PPC Management

The price of our PPC ads management plans 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 paid ads management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Sarasota, FL Small Businesses

One of the most obvious benefits of Sarasota paid advertising is the quick increase in traffic it provides.

The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.

The first recommendation we offer to Sarasota businesses interested in running paid advertising is to start slowly.

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.

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

How We Manage Sarasota, FL Paid Ads

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Sarasota. Drive traffic and conversions to your Sarasota digital assets with our experience across dozens of industries.

Keyword Research

In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, search ads are exclusively shown based on what people search for on Google or Bing.

For example, a person searching for a roofing company in Sarasota might search "Sarasota Roofer" on a search engine. 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 Sarasota.

However, what if the exact match keyword isn't generating enough search volume and the Sarasota 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 paid ads manager talking with the Sarasota 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 "Sarasota Springs, FL roofing companies" and "Sarasota roof repair" have high search volumes. The first phrase targets a location nearby Sarasota that might still be within the company's service area. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

You can also benefit from keyword research when building out negative keyword lists. You can use these to prevent your PPC advertising from showing in search queries that you know won't convert.

A person searching for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. However, they might see your paid ads if you are using 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 Sarasota 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 Sarasota's PPC advertising managers in the past. In fact, one of Facebook Ads' most appealing features was the ability to collect data on users, which advertisers in Sarasota eagerly took advantage of.

The rise of data privacy and machine learning had a significant impact on custom audiences over time.

When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily 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 Sarasota ad agencies. 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 Sarasota PPC advertising firms 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 modifications.

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

Landing Page Creation & Optimization

An important factor in the success of your Sarasota paid advertising campaign is the landing page.

When we take on the management of a paid advertising campaign in Sarasota, we start by searching over the landing pages to see if they follow best practices. In this review, we consider the following factors and more:

• Does the headline focus on benefits?
• Are there 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?

Quality landing pages are the result of many factors.

Make sure your landing page follows best practices before you spend money on Sarasota paid advertising!

Ideally, you should never consider your landing page to be finished. You can refine your Sarasota sales pitch by running A/B tests on the landing page every few months.

Developing a Sales Funnel

As an alternative to a landing page, you might want to consider building out one or more sales funnels. 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 Sarasota. In the course of managing their digital marketing, 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 Sarasota small 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 Sarasota. 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 Sarasota.

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

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

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 Sarasota 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 Sarasota 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 Sarasota 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 Sarasota 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 Sarasota 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 Sarasota, FL PPC Campaigns

In Sarasota, there are many ways to run PPC advertising. Sarasota has a variety of business industries that use paid advertising. Let's take a look at some of the most common ones.

Local Ads throughout Sarasota

Local ads for your Sarasota small 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 Sarasota business. It is important to try out every available option to see which works best for your needs. 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. Sarasota 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. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Plumbers, electricians, roofers, and heating installers in Sarasota often use Google Local Service Ads.

You can also use Facebook Ads to target people in your local Sarasota area. The first step is to set up a campaign with ad sets restricted to Sarasota as a city, or specific ZIP codes around Sarasota. For all types of Sarasota small businesses, we often use Facebook Ads.

Social Ads for Sarasota Businesses

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

It's important to keep the ad creatives fresh when running social media marketing. 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 ads 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 ads since your ads will only show when someone is actively searching for what your Sarasota small business has to offer.

However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.

Search Engine Advertising throughout Sarasota

If you know people are searching online for the products or services you offer, you'll want to invest in search advertisements.

Some people refer to this as Sarasota 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 engine ads on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads throughout Sarasota

Many different message boards, chat rooms, game lounges, news websites (even local Sarasota 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 in Sarasota

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

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.

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Sarasota Ecommerce Stores

This type of search ad was popularized by Google Shopping Campaigns.

If you want to promote your Sarasota 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 Sarasota

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

Using YouTube Ads is as easy 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.

The conversion potential of video ads is excellent on both platforms. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

Your Sarasota paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.

Free Paid Ads Calculators for Sarasota, FL PPC Managers

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

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

View More Paid Ads Tools

Why Choose WebCitz to Manage Your Sarasota, FL PPC Strategies

We'd love to partner with your Sarasota team on PPC advertising! In addition to PPC management, we have internal teams focused on sales funnel development, social media marketing, and ad creative testing for Sarasota. This is not true of all Sarasota PPC management companies, since most only have a single person handling all the work. You might not get the results you want from Sarasota PPC companies if you don't test campaign optimization and original ideas often enough.

While researching paid advertising companies for your Sarasota 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 Sarasota company. As a lead generation agency, we often use similar paid ads plans.

Sarasota 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 Sarasota website marketing plans, such as paid ads management, sales funnel development, or ad creative services.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's talk about what our PPC professionals can do for your Sarasota business! We often provide complete paid advertising management services to Sarasota businesses, but we can also augment the marketing department of larger Sarasota corporations to fill in missing skill sets.

Our team would appreciate the opportunity to be considered when your Sarasota small business needs a paid ads marketing agency. To start a discussion with the helpful staff at our paid ads firm, send us an email or give us a call if you have any follow-up questions.

800-796-8263 Email Us