Kansas City PPC Agency

Our Kansas City, KS PPC Management Services

The act of creating and optimizing Kansas City 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 Kansas City should get to know your company and its goals. Since the way you approach paid advertising for a local Kansas City business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Local service providers in Kansas City, for instance, are often only interested in good leads. Through paid advertising, traffic can be driven to an optimized landing page or sales funnel. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't currently exist or need a lot of revisions.

In contrast, ecommerce brands are most likely to be interested in online sales. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. 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 Kansas City PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Kansas City paid ad agencies will implement email collection strategies, such as 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.

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

• 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 Kansas City business.
• Utilize third-party attribution software to better understand ad attribution.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Collect email addresses, create user-generated content, and nurture relationships.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Kansas City-area PPC campaigns, our team also offers Lawrence, Manhattan, Olathe, Overland Park, Topeka, and Wichita small businesses and large corporations a professional PPC management service.

Pricing for Kansas City, KS 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 Kansas City, KS Businesses

The most obvious benefit of Kansas City 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 Kansas City businesses interested in paid advertising.

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. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

The right combination of paid advertising and digital marketing strategy can greatly enhance your Kansas City business's digital marketing strategy. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Kansas City, KS Paid Ads

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Kansas City local businesses. Drive traffic and conversions to your Kansas City 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 only appear based on what is searched on Google or Bing.

If you are looking for a roofing company in Kansas City, you might search "Kansas City Roofer" on Google. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid ads manager for that roofing company in Kansas City.

However, what if the exact match keyword isn't generating enough search volume and the Kansas City roofing company needs to expand their advertising reach? The solution would require keyword research.

After discussing options, the next step might involve the paid ads manager talking with the Kansas City 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 Kansas PPC manager discovers that there is a high traffic volume for "Kansas City, MO roofers" or even "Kansas City roof repair." The first phrase targets a location nearby Kansas City that might still be within the company's service area. 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.

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.

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".

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

In Kansas City paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. 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, Kansas City paid advertising managers relied heavily on building out their own custom audiences within Facebook. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Kansas City eagerly took 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. The change negatively affected Facebook's ability to track user behavior across Kansas City and beyond. In fact, it even affected the accuracy of ad attribution reporting.

For most Kansas City 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.

Though there will still be plenty of Kansas City paid ads agencies using 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.

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

However, audience research and targeting aren't going away. Kansas City ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Landing Page Creation & Optimization

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

When we take on the management of a paid advertising campaign in Kansas City, we start by looking over the landing pages to see if 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?
• Am I able to find a lead form right away?
• Can you easily identify the call to action?
• Does the page load quickly?
• Does social proof exist?
• Does the page load on mobile devices?

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

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

You should never consider your landing page complete. For continuous improvement, run A/B testing every few months.

Developing a Sales Funnel

As an alternative to a landing page, you might want to consider building out one or more sales funnels. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

We have a client who promotes an online fitness challenge that you can even participate in from Kansas City. 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:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• For the online program, we used sales letter funnels as the registration system.

The types of funnels available to your Kansas City 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.

Take your time if you decide to implement a funnel. You can learn this type of work at home or at a technical school in Kansas City 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!

Optimizing Conversion Rates

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. It varies greatly among industries, products, and services throughout Kansas City, but the average conversion rate is between 1-3%.

To illustrate the impact of conversion rates, let's run through a basic example.

1. You sell a $100 sweatshirt on your website in Kansas City.
2. You have a 1% conversion rate. This means for every 100 website visitors in Kansas City you sell 1 sweatshirt.
3. You have a $0.50 average cost per click (CPC), meaning for each person in Kansas City that visits your website you spend 50 cents.
4. You would need to pay $50 for 100 clicks from paid ads to sell 1 sweatshirt. 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 Kansas City 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 Kansas City 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 Kansas City, 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 Kansas City.

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 Kansas City 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 Kansas City 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 Kansas City 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 Kansas City 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 Kansas City 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 Kansas City, KS PPC Campaigns

There are numerous ways to run paid advertising for your Kansas City business. Kansas City 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 Kansas City

Local ads for your Kansas City 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 Kansas City business. You should try out every option available to see which suits you best. Now let's discuss some local advertising options.

Google is going to offer two options.

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 customers using this type of dynamic ad campaign. Kansas City 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. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. We often use Google Local Service Ads for home services contractors in Kansas City, like plumbers, electricians, roofers, and heating installers.

You can also target people in your local Kansas City 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 Kansas City as a city, or specific Kansas City ZIP codes. For all types of Kansas City businesses, we often use Facebook Ads.

Social Ads for Kansas City Websites

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

It's important to keep the ad creatives fresh when running social ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. 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 Kansas City business offers.

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 throughout Kansas City

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 Kansas City 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 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 throughout Kansas City

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

Google Ads and Bing Ads commonly offer these campaign types.

With display ads, you just need a set of ad creatives in different sizes. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.

Retargeting Ads in Kansas City

Your Kansas City 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.

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

Shopping Ads for Kansas City Ecommerce Stores

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

If you want to promote your Kansas City 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 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.

Video Ads for Kansas City Businesses

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.

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. Video ads are frequently used to showcase product launches, custom services, and personal introductions.

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

Free PPC Calculators for Kansas City, KS PPC Managers

Our digital marketers are so excited about managing Kansas City paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!

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

View All PPC Tools

Why Choose WebCitz to Manage Your Kansas City, KS PPC Services

We want to be your Kansas City 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 Kansas City. Kansas City PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not get the results you want from Kansas City PPC agencies if you don't test campaign optimization and creative ideas often enough.

In researching paid advertising agencies for your Kansas City company, there are many factors to consider. Having over 18 years of experience, you can trust our PPC strategies and tactics for Kansas City businesses. As a lead generation agency, we often use similar PPC tactics.

Kansas City companies should choose our paid advertising agency because they feel confident we are the right team. 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.
• We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
• Our internal advertising team handles all Kansas City digital marketing services, such as PPC management, sales funnel development, and ad creatives.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's discuss what our PPC experts can offer your Kansas City company! While we often provide complete paid advertising management services for small businesses in cities like Kansas City, we are also able to augment the marketing departments of large corporations in Kansas City and beyond.

When it comes time for your Kansas City 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. 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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