Lawrence, IN PPC Agency

What is Lawrence, IN PPC Management?

PPC management refers to creating and optimizing Lawrence paid advertising campaigns. However, that is an incredibly simple explanation, so let's dig a little deeper.

In order to provide professional PPC management, a paid ads agency for Lawrence should get to know your company and its goals. This information helps determine the next steps, since the way you'd approach paid advertising for a local Lawrence business is much different from how you'd handle it for an ecommerce brand.

Service providers in Lawrence, for example, are often only looking for quality 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.

Alternatively, ecommerce brands tend 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.

The next step in Lawrence PPC management is understanding the metrics that will be used to optimize and scale. To maximize the value of paid advertising, most Lawrence agencies implement email collection strategies through 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.

In order to be successful with paid advertising, your Lawrence business needs to use multiple strategies and marketing tools. For example, the best Lawrence paid advertising services will include tactics to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Make money online or through qualified leads for your Lawrence business.
• Better understand ad attribution through the integration of third-party attribution software.
• 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 Lawrence-area PPC campaigns, our team also offers Anderson, Bloomington, Columbus, Evansville, Fort Wayne, Gary, Hammond, Indianapolis, Lafayette, and South Bend small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Lawrence, IN Businesses

Traffic increases almost instantly with Lawrence paid advertising.

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

Starting slowly is the first recommendation we give to Lawrence businesses interested in paid advertising.

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.

If you're not getting conversions, don't blame Facebook or Google. 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 Lawrence company. Remember, more traffic doesn't always mean more conversions!

Types of Paid Ads for Lawrence, IN PPC Campaigns

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

Local Ads in Lawrence

You can use nearly any advertising platform to run local ads for your Lawrence business. One platform may be more effective for your local Lawrence business than another. 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.

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. Lawrence professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Plumbers, electricians, roofers, and heating installers in Lawrence often use Google Local Service Ads.

You can also target people in your local Lawrence area using Facebook Ads. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Lawrence as a city, or specific Lawrence ZIP codes. Local Facebook Ads are often used by Lawrence businesses of all types.

Social Ads for Lawrence Websites

Pretty much any online ad you see on a social network site is going to qualify as a social media ad.

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.

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. When running search ads, that is quite the opposite since your ads are only going to show when someone is actively looking for what your Lawrence business offers.

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

Search Ads throughout Lawrence

You'll want to invest in search ads if you know people are looking online for the products you offer.

There are some people out there who refer to this as Lawrence Search Engine Marketing, or SEM for short. There are different ways to explain search ads, which are advertisements displayed on search engines' search results pages.

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.

Display Ads in Lawrence

Many different message boards, chat rooms, game lounges, news websites (even local Lawrence 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. 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 throughout Lawrence

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

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 any ad platform, too.

Shopping Ads for Lawrence Ecommerce Businesses

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 Lawrence storefront.

With these tools, you can provide Google Ads with an accurate list of all of your 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 Lawrence

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

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

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

The conversion potential of video ads is excellent on both platforms. It's not unusual for us to use video ads for 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 Lawrence paid advertising campaigns.

Lawrence, IN PPC Management Services

With in-depth knowledge of the latest PPC trends for local businesses in Lawrence, we are a team of paid advertising specialists. Drive traffic and conversions to your Lawrence digital assets with our experience across dozens of industries.

Keyword Research

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, Bing and Google only show ads based on what people search for.

A search for "Lawrence Roofer" on a search engine, for example, might lead someone to a roofing company in Lawrence. As a paid ads manager for that Lawrence roofing company, targeting that exact phrase wouldn't require in-depth keyword research.

What if, however, that exact match keyword wasn't producing enough search volume and the Lawrence roofing company wanted to increase their traffic and conversions? 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 Lawrence roofing company what services they want to target more often and where. There may also be a need to broaden the keyword targeting.

For instance, the Indiana PPC manager might discover high search volume for "Fishers, IN roofing companies" or even "Lawrence roof repair." First phrase targets a location near Lawrence, which may still be in the service area of the Lawrence roofing company. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

When building negative keyword lists, keyword research can also be beneficial. These are used to stop your paid ads from showing in search queries that you know won't produce conversions.

An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. 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

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Lawrence 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.

In years past, Lawrence paid advertising managers relied heavily on building out their own custom audiences within Facebook. 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 Lawrence flocked to take advantage of.

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. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Lawrence and beyond. Even ad attribution reporting was affected.

For most Lawrence 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.

In spite of the fact that many Lawrence paid ads agencies still rely on custom audiences, it is clear that 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 changes.

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

Optimizing Landing Pages

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

We begin by examining the landing pages on any paid advertising campaign in Lawrence to make sure they follow best practices. Here are some of the factors we look for in this review:

• Do you have a headline that emphasizes benefits?
• Is there an image above the fold?
• Is the content written in a compelling manner?
• Do you have a lead form I can use right away?
• Can you easily identify the call to action?
• How quickly does the page load?
• Does social proof exist?
• Am I able to load the page on a mobile device?

Designing and developing a quality landing page involves so many factors.

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

If you want to create an effective landing page, you should never consider it finished. Try running A/B testing every few months to continue refining your Lawrence sales pitch.

Including a Sales Funnel

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.

One of our clients promotes an online fitness challenge that you can even join from Lawrence. 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.
• 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 Lawrence 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 Lawrence. 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!

Conversion Rate 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 Lawrence.

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

1. You sell a $100 sweatshirt in Lawrence on your website.
2. You have a 1% conversion rate, meaning for every 100 Lawrence 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 Lawrence that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from paid ads, 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 Lawrence 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 Lawrence paid 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 Lawrence, 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 Lawrence.

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 Lawrence 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 Lawrence 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 Lawrence 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 Lawrence 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 Lawrence 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.

Free PPC Calculators for Lawrence, IN PPC Managers

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

• Return on Ad Spend Calculator
• Cost Per Acquisition Calculator
• Churn Rate Calculator

View All PPC Tools

Why Choose WebCitz to Manage Your Lawrence, IN PPC Services

Let's work together on paid advertising for your Lawrence business! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Lawrence. Lawrence PPC management companies don't all operate this way, since most only have one person in charge of everything. For those Lawrence PPC agencies, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.

Choosing a paid ad agency for your Lawrence business is not an easy task. The PPC strategies and tactics we suggest for your Lawrence company are backed by more than 18 years of experience. These are often the same PPC tactics we use for our own lead generation.

In addition, you should choose us as your paid advertising agency because you are confident we can help your Lawrence company grow. Our PPC experts are a good option for a number of 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.
• We do not outsource Lawrence digital marketing services, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• 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 talk about what our PPC experts can do for your Lawrence business! While we often provide complete paid advertising management services for small businesses in cities like Lawrence, we are also able to augment the marketing departments of large corporations in Lawrence and beyond.

When it comes time for your Lawrence 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. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

800-796-8263 Email Us