Des Moines, IA PPC Agency

What is Des Moines, IA PPC Management?

PPC management consists of creating and optimizing paid advertisement campaigns in Des Moines. Despite that simple explanation, let's explore it further.

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

Service providers in Des Moines, for example, are often only looking for quality leads. This can be accomplished through paid advertising that drives traffic 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 tend to be interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. Google Shopping Campaigns might even make sense in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Des Moines PPC, it's important to understand what metrics will be used. To maximize the value of paid advertising, most Des Moines agencies implement email collection strategies through squeeze pages or lead magnets. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.

In order to be successful with paid advertising, your Des Moines business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Des Moines should include tactics like:

• Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make money online or through qualified leads for your Des Moines business.
• Integrate third-party attribution tools to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Des Moines-area PPC campaigns, our team also offers Burlington, Cedar Rapids, Council Bluffs, Davenport, Iowa City, and Waterloo small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Des Moines, IA Businesses

One of the most obvious benefits of Des Moines paid advertising is the quick increase in traffic it provides.

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 Des Moines, 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.

If you're not getting conversions, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.

When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Des Moines company. Remember, more traffic doesn't always mean more conversions!

Types of Paid Ads for Des Moines, IA PPC Campaigns

In Des Moines, there are many ways to run paid advertising. The following are some of Des Moines's most common paid advertisements options.

Local Ads within Des Moines

If you have a business in Des Moines, you can run local ads on almost any advertising platform. One platform may be more effective for your local Des Moines business than another. It is important to try out every available option to see which works best for your needs. 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. 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 Des Moines. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Des Moines. 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. Home service contractors in Des Moines, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

You can also target people in your local Des Moines area using Facebook Ads. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to specific ZIP codes in Des Moines. For all types of Des Moines businesses, we often use Facebook Ads.

Social Ads for Des Moines Websites

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

The trick to social ads is keeping the ad creatives fresh. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. 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. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your Des Moines business has to offer.

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 Des Moines

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

In some circles, this is referred to as Des Moines Search Engine Marketing, or SEM. 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. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads in Des Moines

Many different message boards, chat rooms, game lounges, news websites (even local Des Moines news stations), gossip sites, and more run display advertisements.

These are commonly used within the Google Ads and Bing Ads platforms.

To get started with display ads, you just need a set of ad creatives in different image sizes. 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 Des Moines

Your Des Moines 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 Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Des Moines Ecommerce Stores

It was Google Shopping Campaigns that popularized this form of search advertising.

If you want to promote your Des Moines storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

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. Then, your products will be displayed at the top of search results based on the right types of search queries.

Video Ads within Des Moines

Social networking websites such as YouTube, Facebook, and Instagram allow you to advertise with video.

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.

Video is an excellent ad creative in terms of conversion opportunities. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!

Your Des Moines paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.

Des Moines, IA PPC Management Services

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Des Moines. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Des Moines digital assets.

Keyword Research

Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, Bing and Google only show ads based on what people search for.

For example, a person looking for a roofing company in Des Moines might search "Des Moines Roofer" on a search engine. As a paid ads manager for that Des Moines 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 Des Moines roofing company wanted to increase their traffic and conversions? In order to solve the problem, keyword research would be required.

Typically, the paid ads manager will discuss with the Des Moines roofing company what types of services to target more often. A broader keyword targeting strategy than exact matches might also be necessary.

Suppose the Iowa PPC manager discovers that there is a high traffic volume for "West Des Moines, IA roofers" or even "Des Moines roof repair." First phrase targets a location near Des Moines, which may still be in the service area of the Des Moines roofing company. In the second phrase, a slightly different service is being targeted, which might result in a more lucrative replacement project if extensive repairs need to be made.

When building negative keyword lists, keyword research can also be beneficial. You can use them to prevent your paid ads from showing up in search queries that you know are not likely to result in a lead or sale.

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".

You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.

Audience Research

When you hear audience research talked about in Des Moines paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. However, Bing Ads and Google Ads also allow audience targeting.

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

Facebook custom audiences were heavily relied upon by Des Moines's paid advertising managers in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Des Moines 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 update included a pop-up message that let users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across Des Moines and beyond. Even ad attribution reporting was affected.

For most Des Moines 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.

In spite of the fact that many Des Moines 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.

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.

This isn't to say audience research and targeting is going away. The targeting options within Des Moines ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

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

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

• Does the headline focus on benefits?
• Is there an image above the fold?
• Does the content engage the reader?
• Do you have a lead form I can use right away?
• What is the visibility of the call to action?
• How quickly does the page load?
• Is social proof present?
• 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.

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

If you want to create an effective landing page, you should never consider it finished. You can refine your Des Moines sales pitch by running A/B tests on the landing page every few months.

Including a Sales Funnel

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

One of our clients promotes an online fitness challenge that you can even join from Des Moines. 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.
• 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.
• We used sales letter funnels to serve as the registration system for the online program.

There are many different types of funnels, so your Des Moines business isn't limited to only these options. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.

Make sure you take your time when implementing a funnel. You can learn this type of work at home or at a technical school in Des Moines after weeks or months of training. Getting really good at funnels, however, can take years. Look for a PPC management firm like WebCitz to do the hard work for you!

Conversion Rate Optimization

Making informed advertising decisions requires a clear understanding of your conversion rate. It varies greatly among industries, products, and services throughout Des Moines, but the average conversion rate is between 1-3%.

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

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

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 Des Moines 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 Des Moines 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 Des Moines 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 Des Moines 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 Des Moines 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 Des Moines, IA PPC Managers

As part of our commitment to managing Des Moines paid advertising campaigns, our digital marketers worked with our web development team to build a few PPC calculators that might interest you.

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

View All PPC Tools

Why Choose WebCitz to Manage Your Des Moines, IA PPC Services

We'd love to partner with your Des Moines team on paid advertising! We are a full-service PPC management company targeting Des Moines with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. In most Des Moines PPC companies, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and creative ideas often enough with those Des Moines PPC companies to get the results you desire.

Choosing a paid ad agency for your Des Moines business is not an easy task. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Des Moines business. 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 Des Moines company grow. Our PPC experts are a good option for a number of reasons:

• Having been in business since 2004, we have more than 18 years of experience.
• Our paid advertising helps us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Des Moines digital 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.

Get in touch with our PPC experts to discuss what we can do for you in Des Moines! While we often provide complete paid advertising management services for small businesses in cities like Des Moines, we are also able to augment the marketing departments of large corporations in Des Moines and beyond.

We hope you consider our company when searching for a PPC advertising agency for you Des Moines small business or large corporation. 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.

800-796-8263 Email Us