Evansville, IN PPC Agency

Our Evansville, IN PPC Management Campaigns

The act of creating and optimizing Evansville paid advertising services is known as PPC ads management. However, that is an incredibly simple explanation, so let's dig a little deeper.

A paid advertising firm for Evansville often begins by getting to know your company and its business model before providing expert PPC ads management. You can use this information to determine the next steps, since paid advertising for a local area business differs from paid advertising for an ecommerce store.

Local service providers in Evansville, for instance, are often only interested in good leads. Through paid advertising, traffic can be driven 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. This can be accomplished through PPC advertising that boosts traffic to an optimized product page 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.

To optimize and scale Evansville PPC, it's important to understand what metrics will be used. To maximize the value of paid advertising, most Evansville companies implement email collection plans 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 ads, your Evansville small business should utilize multiple advertising plans and marketing tools. Some of the best PPC advertising plans in Evansville strive to:

• Get traffic from search engines, social media networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make money online or through qualified leads for your Evansville business.
• Utilize third-party attribution software to better understand ad attribution.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test ad creatives across various ad placements and between different media formats.

In addition to managing Evansville-area paid ads campaigns, our team also offers Anderson, Bloomington, Columbus, Fort Wayne, Gary, Hammond, Indianapolis, Lafayette, Lawrence, and South Bend small businesses and large corporations a skilled paid ads management service.

Pricing for Evansville, IN PPC Management

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

How Paid Advertising Helps Evansville, IN Organizations

The most obvious benefit of Evansville paid advertising is the near instant 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.

If you are interested in running PPC advertising in Evansville, we recommend that you start slowly.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in paid advertising or scale your existing ad campaigns.

Don't blame Facebook or Google if you don't get conversions. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

When everything comes together, paid ads can be an invaluable addition to the online marketing strategy of your Evansville company. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Evansville, IN PPC

We are a team of paid advertising experts with extensive knowledge in the latest PPC trends for Evansville nearby organizations. Drive traffic and conversions to your Evansville digital assets with our experience across dozens of industries.

Keyword Research

Keyword research in paid ads is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads are exclusively shown based on what people search for on Google or Bing.

If you are searching for a roofing company in Evansville, you might search "Evansville Roofer" on Google. As a paid advertising manager for that Evansville 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 Evansville roofing company needed to increase their advertising reach? The solution would require keyword research.

After discussing options, the next step might involve the PPC advertising manager talking with the Evansville roofing company what services they want to target more often and where. A broader keyword targeting tactic than exact matches might also be necessary.

Suppose the Indiana PPC manager discovers that there is a high traffic volume for "Henderson, KY roofers" or even "Evansville roof repair." First phrase targets a location near Evansville, which may still be in the service area of the Evansville 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. You can use these to prevent your paid advertising from showing in search queries that you know won't convert.

A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. Your paid advertising may appear if you use broad keyword targeting without negative keywords such as "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

When you hear audience research talked about in Evansville paid ads campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. There are options within Google Ads and Bing Ads for audience targeting as well though.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

Evansville paid advertising managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Evansville eagerly took advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

Apple's iOS 14.5 upgrade included a pop-up message that lets users opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Evansville and beyond. In fact, it even affected the accuracy of ad attribution reporting.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Evansville advertising firms. 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.

Although many Evansville paid advertising companies still rely on custom audiences, the trend is shifting 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.

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting.

This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Evansville ad campaigns to squeeze a little extra performance.

Landing Page Optimization

It is important to focus on a high quality landing page when running paid advertisements in Evansville.

We begin by examining the landing pages on any paid ads campaign in Evansville to make sure they follow best practices. Our review takes into account the following factors:

• Does the headline focus on benefits?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Do I have immediate access to a lead form?
• What is the visibility of the call to action?
• How quickly does the page load?
• Does social proof exist?
• Can I 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 Evansville paid advertising until you have a landing page that follows best practices!

Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing every few months.

Including a Funnel

Rather than a landing page, you might want to consider building out a sales funnel. To grow leads, build email audiences, and even make online purchases, we rely on sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from Evansville. While managing their website advertising we built multiple sales funnels within Click Funnels. These are some of the funnels we made:

• By using squeeze pages, we captured email addresses and raised awareness for the program.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• Using application funnels, we encouraged people to apply for exclusive programs.
• For the online program, we used sales letter funnels as the registration system.

There are many different types of funnels, so your Evansville organization 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. You can learn this type of work at home or at a technical school in Evansville after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC management company like WebCitz to do the hard work for you!

CRO

Making informed advertising decisions requires a clear understanding of your conversion rate. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services throughout Evansville.

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

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

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

To improve the situation, you hire a paid advertising 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 site 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 Evansville 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 Evansville, 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 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Evansville.

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 Evansville 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 ads management company that helps Evansville 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 Evansville 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 Evansville 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 Evansville 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 Evansville, IN PPC Campaigns

There are numerous ways to run paid advertising for your Evansville company. Evansville has a variety of business industries that use PPC advertising. Let's take a look at some of the most common ones.

Local Marketing within Evansville

If you have a business in Evansville, you can run nearby ads on almost any advertising platform. You may find greater success on one platform over another depending on the nature of your local Evansville small business. You should try out every option available to see which suits you best. Let's talk about a few local advertising choices.

There are going to be two options from Google.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local area customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Evansville. 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 Evansville, like plumbers, electricians, roofers, and heating installers.

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

Social Media Marketing for Evansville Websites

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

It's important to keep the ad creatives fresh when running social media ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

The best part of social media marketing is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. 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 Evansville.

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 Ads within Evansville

You should invest in search advertising if you know people are searching online for your products or services.

There are some people out there who refer to this as Evansville Search Engine Marketing, or SEM for short. This is just a different way of explaining search advertising, which are advertisements placed on the search results page of a search engine.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google campaigns. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads in Evansville

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

Google Ads and Bing Ads commonly offer these campaign types.

To get started with display ads, you just need a set of ad creatives in different image 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 Evansville Small Businesses

There is a good chance that not everyone will convert during their first experience with your Evansville website, landing page, or sales funnel.

To help people return to your site after they've thought through various options, retargeting ads are almost always recommended.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Evansville Ecommerce Stores

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 Evansville storefront.

By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. Then, your products will be displayed at the top of search results based on the right types of search queries.

Video Ads within Evansville

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

Using YouTube Ads is as basic as setting up a video ad 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!

You should consider incorporating video ads into your paid ads campaigns in Evansville if you have the budget to do so.

Free PPC Calculators for Evansville, IN Paid Ads Managers

Our internet marketers are so excited about managing Evansville paid ads campaigns, they worked with our web development team to build out some helpful paid ads calculators that you might be interested in trying!

• ROAS Calculator
• CPA Calculator
• Calculate Churn Rate

View More PPC Tools

Why Choose WebCitz to Manage Your Evansville, IN Paid Ads Strategies

We want to be your Evansville team's paid advertising partner! In addition to PPC ads management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Evansville. In most Evansville paid ads companies, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and original ideas often enough with those Evansville PPC companies to get the results you desire.

While researching paid advertising firms for your Evansville company, there are many factors to consider. Having over 18 years of experience, you can trust our PPC tactics and plans for Evansville businesses. These are often the same PPC plans we use for our own lead generation.

More importantly, you should choose our PPC advertising company because you feel confident we are the right team to help your Evansville company grow.

Here are a few reasons we suggest considering our PPC experts:

• 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.
• Our internal advertising team handles all Evansville internet marketing services, such as PPC management, sales funnel development, and ad creatives.
• It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.

Let's discuss what our paid ads consultants can offer your Evansville company! We often provide complete paid advertising management services to Evansville organizations, but we can also augment the marketing department of larger Evansville corporations to fill in missing skill sets.

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

800-796-8263 Email Us