Overland Park, KS PPC Agency

Our Overland Park, KS PPC Management Services

PPC management refers to creating and optimizing Overland Park 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 Overland Park 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 Overland Park business is much different from how you'd handle it for an ecommerce brand.

For example, local Overland Park service providers are often only interested in qualified 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. 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 Overland Park PPC management is understanding the metrics that will be used to optimize and scale. For paid advertising to be effective, most Overland Park paid ad agencies will implement email collection strategies, such as 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 Overland Park business needs to use multiple strategies and marketing tools. For example, the best Overland Park 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 your Overland Park business more profitable by acquiring qualified leads or selling online.
• Utilize third-party attribution software to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test ad creatives across various ad placements and between different media formats.

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

Pricing for Overland Park, 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 Overland Park, KS Businesses

Traffic increases almost instantly with Overland Park 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 Overland Park 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 run into trouble getting the conversions you were expecting, don't blame Facebook or Google. 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 Overland Park 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 Overland Park, KS Paid Ads

With in-depth knowledge of the latest PPC trends for local businesses in Overland Park, we are a team of paid advertising specialists. Drive traffic and conversions to your Overland Park 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, search ads only show up based on what is searched on Google or Bing.

If you are looking for a roofing company in Overland Park, you might search "Overland Park 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 Overland Park.

However, what if the exact match keyword isn't generating enough search volume and the Overland Park roofing company needs to expand 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 Overland Park 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 Kansas PPC manager might discover high search volume for "Prairie Village, KS roofing companies" or even "Overland Park roof repair." The first phrase targets a location nearby Overland Park that might still be within the company's service area. 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. 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. They might see your paid ads if you use broad keyword targeting without any negative keywords like "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

When you hear audience research talked about in Overland Park paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. There are options within Google Ads and Bing Ads for audience targeting as well though.

Let's take a look at audience research and targeting within Facebook Ads.

Overland Park paid advertising managers used Facebook's custom audiences extensively in the past. 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 Overland Park flocked to take advantage of.

A number of factors, including data privacy and machine learning, have had an 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. As a result, Facebook had difficulty tracking mobile device behavior. In fact, it even affected the accuracy of ad attribution reporting.

For most Overland Park advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

In spite of the fact that many Overland Park paid ads agencies still rely on custom audiences, it is clear that the trend is shifting toward broad targeting. You can see it in every update within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."

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. Overland Park ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Landing Page Creation & Optimization

The quality of your landing page will be a big factor in the success of your Overland Park paid advertising campaigns.

When we take on the management of a paid advertising campaign in Overland Park, we start by looking over the landing pages to see if they follow best practices. In this review, we consider the following factors and more:

• Do you have a headline that emphasizes benefits?
• Do you have any images 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?
• Does the page load quickly?
• Is social proof present?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

Please, don't spend money on Overland Park paid advertising until you have a landing page that follows best practices!

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

Developing 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.

For example, we have a client that promotes an online fitness challenge that you could even join from Overland Park. We built multiple sales funnels within Click Funnels while managing their digital marketing. 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.
• For the online program, we used sales letter funnels as the registration system.

There are many different types of funnels, so your Overland Park 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 Overland Park after weeks of training. However, getting really good at funnels can take years of experience. You can save yourself some time by looking for a PPC management firm, like WebCitz, to handle the heavy lifting!

Conversion Rate Optimization

Making informed advertising decisions requires a clear understanding of your conversion rate. Throughout Overland Park, conversion rates vary widely between industries, products, and services. However, you can expect average conversion rates of 1-3%.

Here's a basic scenario that illustrates conversion rates' impact.

1. You sell a $100 sweatshirt in Overland Park on your website.
2. You have a 1% conversion rate, meaning for every 100 Overland Park residents that visit your website you sell 1 sweatshirt.
3. Your average cost per click (CPC) is $0.50, meaning you spend 50 cents per person in Overland Park who visits your website.
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. The return on ad spend (ROAS) would be 2x, meaning you would get two dollars back for every dollar spent on paid ads.

Most Overland Park businesses wouldn't be able to afford this return on ad spend without strong margins.

Paying an advertising agency to improve campaign settings, the ad creatives, and the landing page experience improves the situation.

The conversion rate might increase from 1% to 2% as a result of these improvements. That means for every 100 visits to your website you now sell 2 sweatshirts. There is a double return on ad spend here! These sweatshirts might actually make you money now.

Overland Park paid advertising can be effectively managed by understanding and improving your conversion rate.

Ad Creation

There is no doubt that creating an effective ad creative is one of the most important aspects of Facebook Ads.

When you run Facebook Ads or Instagram Ads in Overland Park, 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 Overland Park.

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 Overland Park 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 Overland Park 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 Overland Park 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 Overland Park 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 Overland Park 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 Overland Park, KS PPC Campaigns

The options for running paid advertising for your Overland Park business are numerous. Overland Park 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 Overland Park

You can use nearly any advertising platform to run local ads for your Overland Park business. Depending on the nature of your local Overland Park business, you may find better success in one platform versus another. 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.

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. Overland Park 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. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Home service contractors in Overland Park, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

You can also target people in your local Overland Park 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 Overland Park as a city, or specific Overland Park ZIP codes. Local Facebook Ads are often used by Overland Park businesses of all types.

Social Ads throughout Overland Park

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

Maintaining fresh ad creatives is key to social ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

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 Overland Park.

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

Search Ads within Overland Park

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

Some people refer to this as Overland Park 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. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads in Overland Park

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Overland Park news stations), gossip websites, and more.

Bing Ads and Google Ads both offer these.

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 Overland Park

Not everyone is going to convert during their first experience with your Overland Park website, landing page, or sales funnel.

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 Overland Park Ecommerce Businesses

Google Shopping Campaigns popularized this type of search ad.

If you want to promote your Overland Park 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 for Overland Park Businesses

Social networking websites such as YouTube, Facebook, 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.

Both ad platforms offer excellent conversion opportunities with video ads. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!

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

Free PPC Calculators for Overland Park, KS PPC Managers

Our digital marketers are so excited about managing Overland Park'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 Overland Park, KS PPC Services

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

There are many factors to consider when researching paid ads agencies for your Overland Park business. Having over 18 years of experience, you can trust our PPC strategies and tactics for Overland Park businesses. As a lead generation agency, we often use similar PPC tactics.

Overland Park companies should choose our paid advertising agency because they feel confident we are the right team. 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 Overland Park digital marketing services, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

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

When it comes time for your Overland Park 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