From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Kentucky 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 Kentucky improve their paid advertising campaigns.
The paid ads managers at our company can help your Kentucky business target relevant audiences and build brand awareness through Facebook Ads, Google Ads, and 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 Kentucky, 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.
Read on to learn more about our Kentucky PPC management services.
The act of creating and optimizing Kentucky paid advertising campaigns is known as PPC management. Despite that simple explanation, let's explore it further.
In order to provide professional PPC management, a paid ads agency for Kentucky 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 service providers in Kentucky 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. 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 sales funnels have also helped us to sell subscriptions, products, and services.
To optimize and scale Kentucky PPC, it's important to understand what metrics will be used. Most Kentucky paid ads agencies will implement email collection strategies through squeeze pages or lead magnets to help increase the value of paid advertising. 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 Kentucky business needs to use multiple strategies and marketing tools. Some of the best paid advertising services in Kentucky include:
The most obvious benefit of Kentucky paid advertising is the near instant 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.
Starting slowly is the first recommendation we give to Kentucky 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.
The right combination of paid advertising and digital marketing strategy can greatly enhance your Kentucky business's digital marketing strategy. It's important to keep in mind that increased traffic does not always translate into more conversions.
There are numerous ways to run paid advertising for your Kentucky business. The following are some of Kentucky's most common paid advertisements options.
If you have a business in Kentucky, you can run local ads on almost any advertising platform. Depending on the nature of your local business in Kentucky, 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. 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. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Kentucky. Even local stores use this campaign type.
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. We often use Google Local Service Ads for home services contractors in Kentucky, like plumbers, electricians, roofers, and heating installers.
You can also target people in your local Kentucky area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Kentucky, or specific ZIP codes within Kentucky. We often rely on local Facebook Ads for all types of Kentucky business industries.
Almost all online ads you see on social networks qualify as social media ads.
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.
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 Kentucky business has to offer.
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 Kentucky 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. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Kentucky news stations), gossip websites, and more.
Bing Ads and Google Ads both offer these.
With display ads, all you need are a few different sizes of ad creatives. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.
Not everyone is going to convert during their first experience with your Kentucky website, landing page, or sales funnel.
To help people return to your site after they've thought through various options, retargeting ads are almost always recommended.
Almost any ad platform can be used for retargeting ads.
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 Kentucky 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. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.
You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.
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.
Both ad platforms offer excellent conversion opportunities with video ads. We frequently use video ads to showcase 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 Kentucky paid advertising campaigns.
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Kentucky local businesses. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Kentucky digital assets.
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 Kentucky might search "Kentucky Roofer" on a search engine. 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 Kentucky.
However, what if the exact match keyword isn't generating enough search volume and the Kentucky 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 Kentucky roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.
Suppose the PPC manager discovers that there is a high traffic volume for "Kentucky roofers" or even "Kentucky roof repair." The first phrase is targeting a plural of the service in Kentucky. 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. You can use these to prevent your paid ads from showing in search queries that you know won't convert.
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. 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.
When you hear audience research talked about in Kentucky 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.
We'll review some audience research and targeting history within Facebook Ads.
Facebook custom audiences were heavily relied upon by Kentucky's paid advertising managers 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 Kentucky advertisers lined up to exploit.
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. The change negatively affected Facebook's ability to track user behavior across Kentucky 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 Kentucky ad agencies. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.
Though there will still be plenty of Kentucky paid ads agencies using custom audiences, it is clear the trend is moving 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.
It's not to say audience research and targeting are going away. The targeting options within Kentucky ad campaigns will likely always be manageable to boost performance.
The quality of your landing page will be a big factor in the success of your Kentucky paid advertising campaigns.
We begin by examining the landing pages on any paid advertising campaign in Kentucky to make sure they follow best practices. In this review, we consider the following factors and more:
There are so many factors that come into the design and development of a quality landing page.
Please, don't spend money on Kentucky paid advertising until you have a landing page that follows best practices!
Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Kentucky sales pitch.
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 Kentucky. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
There are many different types of funnels, so your Kentucky 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 Kentucky. 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 Kentucky.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Kentucky 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 Kentucky 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 Kentucky, 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 Kentucky.
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 Kentucky 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 Kentucky 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 Kentucky 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 Kentucky 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 Kentucky 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 Kentucky 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 Kentucky team's paid advertising partner! We are a full-service PPC management company targeting Kentucky with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. Kentucky 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 Kentucky PPC companies to get the results you desire.
There are many factors to consider when researching paid ads agencies for your Kentucky business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Kentucky business. As a lead generation agency, we often use similar PPC tactics.
Kentucky 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:
Let's discuss what our PPC experts can offer your Kentucky company! While we often provide complete paid advertising management services for small businesses throughout Kentucky, we are also able to augment the marketing departments of large corporations in Kentucky and beyond.
Our team would appreciate the opportunity to be considered when your Kentucky business or corporation is in need of a PPC marketing agency. 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 searching for the most experienced PPC experts, it is important to review each paid advertising agency for communication, availability, past results and client satisfaction. This will help ensure you select a reputable partner to help with your paid advertising campaigns. You will find WebCitz to be one of the highest rated PPC agencies!
Look at how we've been able to help improve paid ad performances for businesses in multiple industries!