From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Waterloo business with its paid ads.
We are a results-driven PPC management company with more than 18 years of experience helping local businesses and ecommerce brands throughout Waterloo improve their paid advertising campaigns.
Our paid ads managers can help your Waterloo business target relevant audiences and build brand awareness using Facebook Ads, Google Ads, or even Bing Ads. With these ad platforms, we can target prospects at any stage of the customer journey. In a post iOS 14.5 environment, we can help you integrate solutions which provide clarity around ad attribution, allowing your ad campaigns to scale efficiently.
As a full-service paid ads agency for Waterloo, we have onsite graphic design and video marketing teams ready to build out stunning creatives that provide the right hook and build upon your story.
We even offer Facebook Ads and Google Ads management services for nearby businesses in Cedar Falls, IA, Waverly, IA, Marshalltown, IA, Marion, IA, and Cedar Rapids, IA.
Read on to learn more about our Waterloo PPC management services.
The act of creating and optimizing Waterloo paid advertising campaigns is known as PPC management. 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 Waterloo should get to know your company and its goals. 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.
For example, local Waterloo service providers are often only interested in qualified 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 are most often 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.
To optimize and scale Waterloo PPC, it's important to understand what metrics will be used. Most Waterloo paid ads agencies will implement email collection strategies 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.
In order to be successful with paid advertising, your Waterloo business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Waterloo should include tactics like:
In addition to managing Waterloo-area PPC campaigns, our team also offers Burlington, Cedar Rapids, Council Bluffs, Davenport, Des Moines, Iowa City, small businesses and large corporations a professional PPC management service.
The most obvious benefit of Waterloo 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.
Starting slowly is the first recommendation we give to Waterloo businesses interested in paid advertising.
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 run into trouble getting the conversions you were expecting, 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 Waterloo company. Just keep in mind increased traffic doesn't always result in more conversions!
There are numerous ways to run paid advertising for your Waterloo business. Waterloo has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.
If you have a business in Waterloo, you can run local ads on almost any advertising platform. Depending on the nature of your local Waterloo business, you may find better success in one platform versus 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.
There are going to be two options from Google.
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. Waterloo professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.
Google's second option for qualifying businesses is their Local Service Ads. 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 Waterloo often use Google Local Service Ads.
You can also target people in your local Waterloo 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 Waterloo. We often rely on local Facebook Ads for all types of Waterloo business industries.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
The trick to social ads is keeping the ad creatives fresh. 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. It's quite the opposite when you run search ads since you only get to show them when someone searches for what you offer in Waterloo.
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.
You'll want to invest in search ads if you know people are looking online for the products you offer.
In some circles, this is referred to as Waterloo Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.
If you've been running search ads on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
Many different message boards, chat rooms, game lounges, news websites (even local Waterloo 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. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.
Your Waterloo 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.
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 Waterloo storefront.
With these tools in place, you'll be able to provide Google Ads an updated list of all of your accurate product data, including the 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.
YouTube, Facebook, Instagram, and other social networking sites allow you to run video ads.
Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.
To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.
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!
You should definitely consider incorporating video ads into your paid advertising campaigns in Waterloo if you have the budget to do so.
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Waterloo local businesses. Drive traffic and conversions to your Waterloo digital assets with our experience across dozens of industries.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only show up based on what is searched on Google or Bing.
For example, a person looking for a roofing company in Waterloo might search "Waterloo Roofer" on a search engine. As a paid ads manager for that Waterloo 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 Waterloo roofing company needed to increase their advertising reach? 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 Waterloo roofing company what services they want to target more often and where. There may also be a need to broaden the keyword targeting.
Suppose the Iowa PPC manager discovers that there is a high traffic volume for "Cedar Falls, IA roofers" or even "Waterloo roof repair." The first phrase is targeting a nearby location to Waterloo, which might still be in the service area of the Waterloo 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. 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.
For example, someone looking for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. However, they might see your paid ads if you are using broad keyword targeting without any negative keywords like "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 is often mentioned as part of scaling social media ads on Facebook and Instagram in Waterloo 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.
Waterloo paid advertising managers used Facebook's custom audiences extensively 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 Waterloo 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. The change negatively affected Facebook's ability to track user behavior across Waterloo and beyond. In fact, it even affected the accuracy of ad attribution reporting.
Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Waterloo ad agencies. 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.
While there will still be plenty of Waterloo paid ads agencies relying on custom audiences, it is clear the trend is moving 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. The targeting options within Waterloo ad campaigns will likely always be manageable to boost performance.
An important factor in the success of your Waterloo paid advertising campaign is the landing page.
We begin by examining the landing pages on any paid advertising campaign in Waterloo to make sure they follow best practices. Our review takes into account the following factors:
There are so many factors that come into the design and development of a quality landing page.
Make sure your landing page follows best practices before you spend money on Waterloo paid advertising!
If you want to create an effective landing page, you should never consider it finished. For continuous improvement, run A/B testing every few months.
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 Waterloo. 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:
There are many different types of funnels, so your Waterloo 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 Waterloo. 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!
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 Waterloo.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Waterloo 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 Waterloo paid advertising.
This is potentially one of the most important aspects of a Facebook Ads account.
When you run Facebook Ads or Instagram Ads in Waterloo, 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 Waterloo.
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 Waterloo 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 Waterloo businesses, since we are proponents of testing new ad creatives regularly.
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 Waterloo 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 Waterloo 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 Waterloo 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.
Our digital marketers are so excited about managing Waterloo paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!
We want to be your Waterloo team's paid advertising partner! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Waterloo. Waterloo PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not be testing campaign optimizations and creative ideas often enough with those Waterloo PPC companies to get the results you desire.
There are many factors to consider when researching paid ads agencies for your Waterloo business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Waterloo business. These are often the same PPC tactics we use for our own lead generation.
More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your Waterloo company grow. Our PPC experts are a good option for a number of reasons:
Let's talk about what our PPC experts can do for your Waterloo business! While we often provide complete paid advertising management services for small businesses in cities like Waterloo, we are also able to augment the marketing departments of large corporations in Waterloo and beyond.
We hope you consider our company when searching for a PPC advertising agency for you Waterloo small business or large corporation. If you have any follow-up questions, please feel free to send an email or give us a call to start a discussion with the helpful staff at our PPC firm.
When looking for a paid advertising expert, search for someone with experience running and optimizing ad campaigns on platforms such as Google Ads and Facebook Ads. A good track record of successful campaigns, and the ability to analyze and interpret data to make informed decisions, is also important. Also look for strong analytical and strategic thinking skills, as you want a paid ads expert who can create and execute an effective advertising strategy, then later optimize it based on results.
Look at how we've been able to help improve paid advertising for businesses in various industries.