Kentucky PPC Agency

Our Kentucky PPC Ads Management Tactics

The act of creating and optimizing Kentucky paid ads campaigns is known as PPC management. Despite that simple explanation, let's explore it further.

To provide premium PPC ads management, a paid advertising firm 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 nearby business differs from paid advertising for an ecommerce store.

For example, local area service providers in Kentucky are often only interested in qualified leads. This can be accomplished through paid advertising that builds 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 PPC advertising that boosts 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 advertising companies will implement email collection plans through squeeze pages or lead magnets to help increase the value of paid ads. 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.

To be successful with paid advertising, your Kentucky company needs to use multiple strategies and marketing tools. Some of the best paid advertising packages in Kentucky include:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make money online or through qualified leads for your Kentucky small business.
• Integrate third-party attribution tools 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.

Our PPC management agency is happy to provide Ashland, Covington, Henderson, Lexington, and Louisville businesses with skilled paid advertising consulting services.

Pricing for Kentucky PPC Management

Our paid ads management service fees are determined by the amount of time you wish us to spend on your campaigns every month. Below is the starting cost for our PPC management plans, but we are happy to have a conversation about adjusting the budget if your ad spend or service requirements exceed our initial estimate.

How Paid Advertising Helps Kentucky Organizations

The most obvious benefit of Kentucky paid ads 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 small businesses interested in paid advertising.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in PPC 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 can greatly enhance your Kentucky business's digital marketing game plan. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Kentucky PPC

We are a team of paid ads experts with extensive knowledge in the latest paid ads trends for Kentucky local small 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

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 advertising 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 paid ads 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 PPC advertising 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.

Audience Research

When you hear audience research talked about in Kentucky paid advertising campaigns, it is often within the scope of scaling social 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 appealing 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 companies. 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 advertising agencies using custom audiences, the trend is moving toward broad targeting. You can see it in every upgrade 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.

Landing Page Optimization

The quality of your landing page will be a big factor in the success of your Kentucky paid ads 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:

• Is there a benefit-focused headline?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• 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.

Please, don't spend money on Kentucky PPC 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.

Conversion Funnel Development

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 internet advertising we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• We used application funnels to push people toward the idea of wanting to apply to participate in 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 Kentucky small 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 ads management company, like WebCitz, to handle the heavy lifting!

CRO

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.

1. You sell a $100 sweatshirt in Kentucky on your website.
2. You have a 1% conversion rate, meaning for every 100 Kentucky 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 Kentucky that visits your site 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 advertising you get two dollars in return.

For most Kentucky companies, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a PPC advertising company 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 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.

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 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 should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out awesome 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 should 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 should understand when to pause an ad because it isn't performing as well as it once did. You should 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 paid ads management company that helps Kentucky companies, 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 Kentucky website or funnel.

You might be suffering from ad attribution concerns 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 ads campaigns are doing.

Types of Paid Ads for Kentucky PPC Campaigns

There are numerous ways to run paid advertising for your Kentucky small business. The following are some of Kentucky's most common paid advertisements options.

Local Advertising in Kentucky

If you have a business in Kentucky, you can run local area 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 localized 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 nearby Facebook Ads for all types of Kentucky business industries.

Social Media Ads for Kentucky Websites

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

Maintaining fresh ad creatives is key to social media marketing. 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 updates.

One of the best things about social media 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 engine ads since your ads will only show when someone is actively looking for what your Kentucky organization 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.

Search Ads within Kentucky

You'll want to invest in search engine ads if you know people are searching 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 engine advertising 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.

Display Ads throughout Kentucky

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 build results from your ad spend if you have an understanding of your target audience.

Retargeting Ads for Kentucky Businesses

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 website after they've thought through various options, retargeting ads are almost always recommended.

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Kentucky Ecommerce Organizations

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 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.

Video Ads for Kentucky Businesses

You can run video ads on YouTube, Instagram, Facebook, 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, look to implement them into your Kentucky paid advertising campaigns.

Free Paid Ads Calculators for Kentucky PPC Managers

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

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

View All Paid Ads Tools

Why Choose WebCitz to Manage Your Kentucky PPC Solutions

We want to be your Kentucky team's paid advertising partner! We are a complete PPC ads management company targeting Kentucky with multiple internal teams focused on social ads, 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 original ideas often enough with those Kentucky paid ads companies to get the results you desire.

There are many factors to consider when researching paid advertising agencies for your Kentucky small business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Kentucky organization. As a lead generation agency, we often use similar PPC plans.

Kentucky businesses should choose our paid advertising firm because they feel confident we are the right team. Here are a few reasons we suggest considering our PPC professionals:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Kentucky internet advertising plans, such as PPC management, sales funnel development, and ad creatives.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Let's discuss what our PPC specialists can offer your Kentucky company! While we often provide complete paid ads 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 small business needs 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.

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