From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Columbus business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Columbus, we're a results-driven PPC management company.
To target relevant audiences and build brand awareness, our paid ads managers can help your Columbus business leverage Facebook Ads, Google Ads, or even Bing Ads. Through these ad platforms, we can help you target prospects at any stage of the customer journey. From there, we can help you integrate solutions that bring clarity to ad attribution in a post iOS 14.5 environment, allowing you to efficiently scale your ad campaigns.
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 setup and optimize Google and Facebook advertising campaigns for businesses in Phenix City, AL, Opelika, AL, Valley, AL, Auburn, AL, and LaGrange, GA.
Read on to learn more about our Columbus PPC management services.
PPC management refers to creating and optimizing Columbus paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide professional PPC management, a paid ads agency for Columbus often starts by getting to know your company and its business model. This information helps determine the next steps, since the way you'd approach paid advertising for a local Columbus business is much different from how you'd handle it for an ecommerce brand.
Local service providers in Columbus, for instance, are often only interested in good leads. In order to accomplish this, paid advertising can drive traffic to a landing page or sales funnel that is optimized. 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.
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 sales funnels have also helped us to sell subscriptions, products, and services.
To optimize and scale Columbus PPC, it's important to understand what metrics will be used. To maximize the value of paid advertising, most Columbus agencies implement email collection strategies through squeeze pages or lead magnets. For ad budgets over $1,000/mo, it often makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam to better understand ad attribution and reporting.
To be successful with paid advertising, your Columbus business should utilize multiple advertising strategies and marketing tools. For example, the best Columbus paid advertising services will include tactics to:
In addition to managing Columbus-area PPC campaigns, our team also offers Albany, Alpharetta, Athens, Atlanta, Augusta, Brookhaven, Macon, Marietta, Roswell, Savannah, and Valdosta small businesses and large corporations a professional PPC management service.
Traffic increases almost instantly with Columbus paid advertising.
Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.
The first recommendation we offer to Columbus businesses interested in running paid advertising is to start slowly.
Before diving into paid advertising or scaling your ad campaigns, make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data.
Don't blame Facebook or Google if you don't get conversions. It is usually the creatives, campaign settings, or sales process that is the problem.
When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Columbus company. It's important to keep in mind that increased traffic does not always translate into more conversions.
The options for running paid advertising for your Columbus business are numerous. Let's discuss some of the most common paid ads being run within various business industries in Columbus.
You can use nearly any advertising platform to run local ads for your Columbus business. You may find greater success on one platform over another depending on the nature of your local Columbus business. To find out which option works best for you, you should try all of the options available. Let's talk about a few local advertising choices.
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 local customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Columbus. Even local stores use this campaign type.
Google's second option for qualifying businesses is their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. We often use Google Local Service Ads for home services contractors in Columbus, like plumbers, electricians, roofers, and heating installers.
You can also use Facebook Ads to target people in your local Columbus area. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Columbus as a city, or specific Columbus ZIP codes. For all types of Columbus 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.
It's important to keep the ad creatives fresh when running social ads. 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 Columbus.
It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.
If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.
There are some people out there who refer to this as Columbus Search Engine Marketing, or SEM for short. An advertisement that appears on the search results page of a search engine is called a search ad.
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.
Many different message boards, chat rooms, game lounges, news websites (even local Columbus news stations), gossip sites, and more run display advertisements.
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.
Not everyone is going to convert during their first experience with your Columbus website, landing page, or sales funnel.
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.
You can run retargeting ads on any ad platform, too.
It was Google Shopping Campaigns that popularized this form of search advertising.
To get started with Google Shopping, you just need an ecommerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account for your Columbus storefront.
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.
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.
It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.
Both ad platforms offer excellent conversion opportunities with video ads. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!
If you have the budget to support ad creatives in video format, definitely look to implement them into your Columbus paid advertising campaigns.
With in-depth knowledge of the latest PPC trends for local businesses in Columbus, we are a team of paid advertising specialists. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Columbus digital assets.
In the context of paid advertising, you'll find keyword research mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads only appear based on what is searched on Google or Bing.
A search for "Columbus Roofer" on a search engine, for example, might lead someone to a roofing company in Columbus. As a paid ads manager for that Columbus roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
However, what if the exact match keyword isn't generating enough search volume and the Columbus roofing company needs to expand their advertising reach? 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 Columbus roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.
Suppose the Georgia PPC manager discovers that there is a high traffic volume for "Phenix City, AL roofers" or even "Columbus roof repair." First phrase targets a location near Columbus, which may still be in the service area of the Columbus roofing company. The second phrase is targeting a slightly different service, which might result in a more lucrative roof replacement project if the repair work is extensive.
You can also benefit from keyword research when building out negative keyword lists. These are used to stop your paid ads from showing in search queries that you know won't produce conversions.
A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "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 Columbus 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.
Columbus 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 Columbus flocked to take advantage of.
As time went on, data privacy and machine learning both had an impact on custom audiences.
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. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Columbus and beyond. This even affected the accuracy of ad attribution reporting.
For most Columbus 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.
Though there will still be plenty of Columbus paid ads agencies using custom audiences, it is clear 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 changes.
It's not to say audience research and targeting are going away. The targeting options within Columbus ad campaigns will likely always be manageable to boost performance.
The quality of your landing page will be a big factor in the success of your Columbus paid advertising campaigns.
When we take on the management of a paid advertising campaign in Columbus, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:
Designing and developing a quality landing page involves so many factors.
Please, don't spend money on Columbus paid advertising until you have a landing page that follows best practices!
Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Columbus sales pitch.
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.
We have a client who promotes an online fitness challenge that you can even participate in from Columbus. 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:
There are many different types of funnels, so your Columbus 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 Columbus. 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 Columbus.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Columbus 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 Columbus 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 Columbus, 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 Columbus.
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 Columbus 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 Columbus 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 Columbus 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 Columbus 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 Columbus 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.
Our digital marketers are so excited about managing Columbus's paid advertising campaigns that they developed some helpful PPC calculators for you!
Let's work together on paid advertising for your Columbus business! As a full-service PPC management company targeting Columbus, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. This is not true of all Columbus PPC management companies, since most only have a single person handling all the tasks. For those Columbus PPC agencies, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.
In researching paid advertising agencies for your Columbus company, there are many factors to consider. The PPC strategies and tactics we suggest for your Columbus company are backed by more than 18 years of experience. These are often the same PPC tactics we use for our own lead generation.
Columbus companies should choose our paid advertising agency because they feel confident we are the right team. Our PPC experts are a good option for a number of reasons:
Let's discuss what our PPC experts can offer your Columbus company! We often provide complete paid advertising management services to Columbus small businesses, but we can also augment the marketing department of larger Columbus corporations to fill in missing skill sets.
When it comes time for your Columbus 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. 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!