Indiana PPC Agency

Our Indiana PPC Ads Management Tactics

paid ads management refers to creating and optimizing Indiana paid advertising campaigns. Despite that simple explanation, let's explore it further.

A PPC advertising firm for Indiana often begins by getting to know your company and its business model before providing expert PPC management. This information helps determine the next steps, since the way you'd approach paid advertising for a local Indiana small business is much different from how you'd handle it for an ecommerce brand.

Nearby service providers in Indiana, for instance, are often only interested in good leads. To accomplish this, paid advertising can get traffic to a landing page or sales funnel that is optimized. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't yet exist or need to be substantially improved.

In contrast, ecommerce brands are most likely to be interested in online sales. Using paid advertising, you can improve traffic to a page optimized for products or categories. Google Shopping Campaigns might even make sense in some cases. We've even utilized sales funnels to help sell products, subscriptions, and services.

Understanding the metrics that will be used to optimize and scale Indiana PPC is the next step. For paid advertising to be effective, most Indiana paid ad agencies will implement email collection tactics, 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.

Your Indiana organization should use a variety of advertising strategies and marketing tools to be successful with PPC advertising. Pay-per-click campaigns in Indiana should include plans like:

• Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Increase revenue for your Indiana business through qualified leads or online sales.
• Utilize third-party attribution software to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Collect email addresses, create user-generated content, and nurture relationships.
• Place ad creatives across various ad placements and media formats to see which performs best.

Our PPC management firm is happy to provide Anderson, Bloomington, Columbus, Evansville, Fort Wayne, Gary, Hammond, Indianapolis, Lafayette, Lawrence, and South Bend businesses with expert paid advertising consulting packages.

Pricing for Indiana PPC Management

The cost of our PPC ads management packages is calculated based on the monthly time allocation you request for your campaigns. Below is the starting cost for our paid ads management plans, but we are happy to have a conversation about adjusting the budget if your ad spend or service requirements exceed our initial estimate.

How Paid Advertising Helps Indiana Companies

Traffic increases almost instantly with Indiana PPC advertising.

It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.

If you are interested in running paid advertising in Indiana, we recommend that you start slowly.

Before diving into paid ads 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.

Indiana businesses can benefit greatly from the addition of PPC advertising to their internet marketing campaign when everything comes together. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Indiana PPC

With in-depth knowledge of the latest paid ads trends for local businesses in Indiana, we are a team of paid advertising experts. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Indiana digital assets.

Keyword Research

In the context of PPC 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 "Indiana Roofer" on a search engine, for example, might lead someone to a roofing company in Indiana. Targeting that exact phrase wouldn't require in-depth keyword research for that Indiana roofing company's paid advertising manager.

However, what if the exact match keyword isn't generating enough search volume and the Indiana roofing company needs to expand their advertising reach? To solve the problem, keyword research would be required.

Typically, the paid ads manager will discuss with the Indiana roofing company what types of services to target more often. It might also require some broadening of the keyword targeting.

As an example, the PPC manager might find that "Indiana roofing companies" and "Indiana roof repair" have high search volumes. The first phrase targets the plural form of the business industry within Indiana. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

Negative keyword lists can also benefit from keyword research. You can use them to prevent your paid advertising from showing up in search queries that you know are not likely to result in a lead or sale.

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 advertising if you are using broad keyword targeting without any negative keywords like "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

Audience Research

In Indiana paid ads campaigns, audience research is often discussed in the context of scaling social media ads. Google Ads and Bing Ads also offer audience targeting options.

We'll review some audience research and targeting history within Facebook Ads.

Facebook custom audiences were heavily relied upon by Indiana's PPC advertising managers in the past. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Indiana advertisers lined up to exploit.

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. As a result, Facebook had difficulty tracking mobile device behavior. This even affected the accuracy of ad attribution reporting.

For most Indiana advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. 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 Indiana paid advertising firms relying on custom audiences, the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.

However, audience research and targeting aren't going away. There will always be targeting options that can be manipulated within Indiana ad campaigns to squeeze a little extra performance.

Landing Page Optimization

The quality of your landing page will be a big factor in the success of your Indiana paid advertising campaigns.

When we take on the management of a paid ads campaign in Indiana, 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:

• Is there a benefit-focused headline?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• Am I able to load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page.

Please, don't spend money on Indiana 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 Indiana sales pitch.

Funnel Development

As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

For example, we have a client that promotes an online fitness challenge that you could even join from Indiana. While managing their internet 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.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• 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 Indiana 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 Indiana. It can take years of experience to master funnels, however. You can save yourself some time by searching for a PPC management agency, like WebCitz, to handle the heavy lifting!

Conversion Optimization

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 Indiana.

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

1. You sell a $100 sweatshirt in Indiana on your website.
2. You have a 1% conversion rate, meaning for every 100 Indiana 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 Indiana 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 paid ads you get two dollars in return.

For most Indiana small 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Indiana paid ads.

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 Indiana, 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Indiana.

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 Indiana 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 agency that helps Indiana small businesses, 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 Indiana website or funnel.

You might be suffering from ad attribution problems 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 Indiana 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 Indiana 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 Indiana PPC Campaigns

The options for running paid ads for your Indiana business are numerous. The following are some of Indiana's most common paid advertisements options.

Local Business Ads within Indiana

You can use nearly any advertising platform to run local ads for your Indiana business. You may find greater success on one platform over another depending on the nature of your local business in Indiana. To find out which option works best for you, you should try all of the options available. Here are a few options for localized advertising.

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. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers in Indiana. We often use Performance Max campaigns for professional services companies in and around Indiana, such as accountants, lawyers, dentists, and physicians.

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 Indiana often use Google Local Service Ads.

Facebook Ads can also be used to target people in Indiana. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in Indiana. For all types of Indiana businesses, we often use Facebook Ads.

Social Media Marketing for Indiana Organizations

A social media ad is pretty much any online advertisement you see on a social networking site.

Maintaining fresh ad creatives is key to social media ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

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. The opposite is true when you run search engine marketing since your ads will only show when someone is actively looking for what your Indiana business has to offer.

That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.

Search Advertising throughout Indiana

You'll want to invest in search engine advertising if you know people are searching online for the products you offer.

Some people refer to this as Indiana 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 have been running search engine ads on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads for Indiana Organizations

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local area Indiana news stations), gossip websites, and more.

Bing Ads and Google Ads both offer these.

With display ads, you just need a set of ad creatives in different sizes. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.

Retargeting Ads for Indiana Small Businesses

Not everyone is going to convert during their first experience with your Indiana 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.

Shopping Ads for Indiana Ecommerce Businesses

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

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 Indiana storefront.

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 Indiana Small Businesses

You can run video ads on Instagram, Facebook, YouTube, and other social networking websites.

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

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, look to implement them into your Indiana paid advertising campaigns.

Free Paid Ads Calculators for Indiana PPC Managers

Our website marketers are so excited about managing Indiana's PPC advertising campaigns that they developed some helpful paid ads calculators for you!

• Calculate Return on Ad Spend
• CPA Calculator
• Churn Rate Calculator

View More PPC Tools

Why Choose WebCitz to Manage Your Indiana PPC Tactics

Let's work together on paid advertising for your Indiana business! We are a comprehensive PPC management agency targeting Indiana with multiple internal teams focused on social media marketing, sales funnel development, and ad creative testing. In most Indiana PPC agencies, only one person handles all work, but this is not the case for us! For those Indiana PPC agencies, campaign optimizations and innovative ideas might not be tested often enough to bring about the results you need.

While researching paid advertising agencies for your Indiana small business, there are many factors to consider. The PPC strategies and tactics we suggest for your Indiana organization are backed by more than 18 years of experience. Many of these are the same paid ads tactics we use to build leads for our company.

Indiana businesses should choose our paid advertising firm because they feel confident we are the right team. Our PPC professionals are a good option for numerous reasons:

• Having been in business since 2004, we have more than 18 years of experience.
• We rely heavily on sales funnels and paid advertising to shore up our organic search rankings.
• Since we have an internal advertising team, we do not outsource Indiana online marketing packages, such as PPC 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 paid ads experts can do for your Indiana business! Indiana small businesses often hire us for paid advertising management plans, but larger corporations can also hire us to augment their marketing departments.

We hope you consider our company when searching for a paid ads company for your Indiana company. To start a discussion with the helpful staff at our PPC company, send us an email or give us a call if you have any follow-up questions.

800-796-8263 Email Us