Lafayette, IN PPC Agency

Our Lafayette, IN PPC Management Game Plans

PPC Management refers to creating and optimizing Lafayette paid ads plans. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide proficient PPC ads management, a paid advertising firm for Lafayette often starts by getting to know your company and its business model. Since the way you approach paid advertising for a nearby Lafayette organization is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Local service providers in Lafayette, for instance, are often only interested in good leads. To accomplish this, paid ads can generate 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 currently exist or need a lot of revisions.

Alternatively, ecommerce brands tend to be interested in online sales. Using paid advertising, you can grow 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.

Understanding the metrics that will be used to optimize and scale Lafayette paid ads is the next step. Most Lafayette paid ads agencies will implement email collection tactics through squeeze pages or lead magnets to help increase the value of paid advertising. 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 Lafayette business should use a variety of advertising tactics and marketing tools to be successful with paid advertising. For example, the best Lafayette PPC advertising plans will include plans to:

• Get traffic from search engines, social media networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make your Lafayette small business more profitable by acquiring qualified leads or selling online.
• Integrate third-party attribution tools to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• 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 Lafayette-area PPC campaigns, our team also offers Anderson, Bloomington, Columbus, Evansville, Fort Wayne, Gary, Hammond, Indianapolis, Lawrence, and South Bend small businesses and large corporations a proficient PPC management service.

Pricing for Lafayette, IN 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 Lafayette, IN Businesses

Traffic increases almost instantly with Lafayette PPC advertising.

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 Lafayette organizations interested in running paid ads 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. It is usually the creatives, campaign settings, or sales process that is the problem.

The right combination of paid advertising and website marketing can greatly enhance your Lafayette business's website advertising campaign. Remember, more traffic doesn't always mean more conversions!

How We Manage Lafayette, IN PPC

With in-depth knowledge of the latest paid ads trends for local businesses in Lafayette, we are a team of paid ads experts. Drive traffic and conversions to your Lafayette 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.

A search for "Lafayette Roofer" on a search engine, for example, might lead someone to a roofing company in Lafayette. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the PPC advertising manager for that roofing company in Lafayette.

What if, however, that exact match keyword wasn't producing enough search volume and the Lafayette roofing company wanted to increase their traffic and conversions? To solve the problem, keyword research would be required.

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

As an example, the Indiana PPC manager might find that "West Lafayette, IN roofing companies" and "Lafayette roof repair" have high search volumes. The first phrase is targeting a nearby location to Lafayette, which might still be in the service area of the Lafayette roofing company. 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. These are used to stop your PPC advertising from showing in search queries that you know won't produce conversions.

A person searching 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".

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 Lafayette 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.

Lafayette PPC advertising managers used Facebook's custom audiences extensively in the past. As a matter of fact, one of the most appealing features of Facebook Ads was its ability to collect data on users, which advertisers in Lafayette flocked to take advantage of.

As time went on, data privacy and machine learning both had an impact on custom audiences.

Apple's iOS 14.5 update included a pop-up message that lets users opt out of personalized ad tracking. As a result, Facebook had difficulty tracking mobile device behavior. 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 Lafayette 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.

Although many Lafayette PPC advertising firms still rely on custom audiences, the trend is shifting 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.

It's not to say audience research and targeting are going away. The targeting options within Lafayette ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

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

When we take on the management of a paid advertising campaign in Lafayette, 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?
• What is the quality of the content? Is it well written?
• Do I have immediate access to a lead form?
• Can you easily identify the call to action?
• How quickly does the page load?
• Is social proof present?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

Until you have a landing page that follows best practices, don't spend money on Lafayette paid advertising.

You should never consider your landing page complete. Try running A/B testing every few months to continue refining your Lafayette sales pitch.

Developing a Sales Funnel

You might consider building out one or more sales funnels instead of a landing page. 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 Lafayette. We built multiple sales funnels within Click Funnels while managing their digital marketing. Here are a few of the funnels we used:

• To increase awareness and capture email addresses, we used squeeze pages.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Lafayette small 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.

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 Lafayette. 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 Lafayette.

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

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

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 Lafayette 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 Lafayette 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 Lafayette 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 Lafayette 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 Lafayette 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 Lafayette, IN PPC Campaigns

The options for running paid advertising for your Lafayette organization are numerous. Lafayette has a variety of business industries that use paid advertising. Let's take a look at some of the most common ones.

Local Business Ads throughout Lafayette

Local ads for your Lafayette 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 Lafayette company. To find out which option works best for you, you should try all of the options available. Now let's discuss some local advertising options.

From Google, you'll have 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 Lafayette. Even nearby stores use this campaign type.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. The Google Local Service Ads offers a pay-per-lead model, which means you get charged a flat fee for each lead the platform provides you. Plumbers, electricians, roofers, and heating installers in Lafayette often use Google Local Service Ads.

Facebook Ads can also be used to target people in Lafayette. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Lafayette as a city, or specific Lafayette ZIP codes. For all types of Lafayette businesses, we often use Facebook Ads.

Social Media Ads throughout Lafayette

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

Maintaining fresh ad creatives is key to 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 media 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 engine ads since you only get to show them when someone searches for what you offer in Lafayette.

It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.

Search Advertising for Lafayette Organizations

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

Some people refer to this as Lafayette Search Engine Marketing, or SEM. This is just a different way of explaining search engine ads, 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 advertising. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads in Lafayette

Many different message boards, chat rooms, game lounges, news websites (even local area Lafayette 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.

Retargeting Ads in Lafayette

Your Lafayette 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 Lafayette 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.

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 Lafayette

Social networking websites such as Facebook, YouTube, 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.

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.

If you have the budget to support ad creatives in video format, look to implement them into your Lafayette paid advertising campaigns.

Free Paid Ads Calculators for Lafayette, IN PPC Managers

Our internet advertisers are so excited about managing Lafayette's paid advertising campaigns that they developed some helpful paid ads calculators for you!

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

View More PPC Tools

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

Let's work together on paid advertising for your Lafayette business! In addition to PPC ads management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Lafayette. This is not true of all Lafayette paid ads management companies, since most only have a single person handling all the tasks. You might not get the results you want from Lafayette paid ads agencies if you don't test campaign optimization and innovative ideas often enough.

While researching paid ads agencies for your Lafayette company, there are many factors to consider. The paid ads plans and strategies we suggest for your Lafayette company are backed by more than 18 years of experience. As a lead generation company, we often use similar paid ads strategies.

In addition, you should choose us as your paid advertising firm because you are confident we can help your Lafayette company grow.

Our PPC professionals 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.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• Since we have an internal advertising team, we do not outsource Lafayette internet advertising plans, such as PPC management, sales funnel development, or ad creative services.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Let's talk about what our PPC specialists can do for your Lafayette business! Lafayette organizations often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.

When it comes time for your Lafayette small business 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.

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