Covington, KY PPC Agency

Our Covington, KY PPC Management Campaigns

PPC Management refers to creating and optimizing Covington paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.

A paid advertising firm for Covington often begins by getting to know your company and its business model before providing expert PPC ads management. This information helps determine the next steps, since the way you'd approach paid advertising for a local area Covington small business is much different from how you'd handle it for an ecommerce brand.

Service providers in Covington, for example, are often only looking for quality leads. Through PPC 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.

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 sales funnels have also helped us to sell subscriptions, products, and services.

The next step in Covington PPC management is understanding the metrics that will be used to optimize and scale. For PPC advertising to be effective, most Covington paid ad firms will implement email collection strategies, such as squeeze pages or lead magnets. 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.

To be successful with paid advertising, your Covington company should utilize multiple advertising strategies and marketing tools. Some of the best paid advertising packages in Covington strive to:

• 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 Covington small business.
• 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 the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Covington-area PPC campaigns, our team also offers Ashland, Henderson, Lexington, and Louisville small businesses and large corporations a proficient PPC management service.

Pricing for Covington, KY PPC Management

The price of our PPC ads management plans 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 paid ads management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Covington, KY Businesses

Traffic increases almost instantly with Covington PPC advertising.

Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.

If you are interested in running paid advertising in Covington, we recommend that you start slowly.

Before diving into paid ads or scaling your ad campaigns, make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data.

If you're not getting conversions, 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 online advertising can greatly enhance your Covington business's website marketing tactics. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Covington, KY PPC

With in-depth knowledge of the latest PPC trends for nearby businesses in Covington, we are a team of paid advertising specialists. Take advantage of our experience across dozens of business industries to help generate traffic and conversions to your Covington digital assets.

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, Bing and Google only show ads based on what people search for.

If you are searching for a roofing company in Covington, you might search "Covington Roofer" on Google. 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 Covington.

However, what if that exact match keyword wasn't producing enough search volume and the Covington roofing company needed to increase their advertising reach? To solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid ads manager talking with the Covington roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.

For instance, the Kentucky paid ads manager might discover high search volume for "Newport, KY roofing companies" or even "Covington roof repair." The first phrase targets a location nearby Covington that might still be within the company's service area. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

You can also benefit from keyword research when building out negative keyword lists. You can use these to prevent your paid 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 advertising 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

When you hear audience research talked about in Covington paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. However, Bing Ads and Google Ads also allow audience targeting.

We'll review some audience research and targeting history within Facebook Ads.

Covington 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 Covington advertisers lined up to exploit.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

Apple's iOS 14.5 update included a pop-up message that lets users opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Covington and beyond. This 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 Covington 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 Covington paid advertising agencies using custom audiences, 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 updates to audience targeting, if you'd like a second opinion.

It's not to say audience research and targeting are going away. The targeting options within Covington ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

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

We begin by examining the landing pages on any PPC advertising campaign in Covington to make sure they follow best practices. In this review, we consider the following factors and more:

• Is there a benefit-focused headline?
• Do you have any images above the fold?
• Is the content written in a compelling manner?
• Do you have a lead form I can use right away?
• What is the visibility of the call to action?
• How quickly does the page load?
• Is there social proof?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

Until you have a landing page that follows best practices, don't spend money on Covington paid advertising.

Ideally, you should never consider your landing page to be finished. 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. To drive leads, build email audiences, and even make online purchases, we rely on sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from Covington. In the course of managing their digital advertising, we built several sales funnels using Click Funnels. These are some of the funnels we made:

• To increase awareness and capture email addresses, we used squeeze pages.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Covington organization aren't limited to these. 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.

Make sure you take your time when implementing a funnel. 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 Covington. 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!

Conversion Rate Optimization

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 Covington.

Let's run through a basic scenario to help illustrate the impact of conversion rates.

1. You sell a $100 sweatshirt in Covington on your website.
2. You have a 1% conversion rate, meaning for every 100 Covington 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 Covington that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from PPC advertising, 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 Covington businesses, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid advertising firm 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 Covington 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 Covington, 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 Covington.

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 Covington 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 PPC ads management firm that helps Covington 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 Covington 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 Covington 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 Covington 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 PPC advertising campaigns are doing.

Types of Paid Ads for Covington, KY PPC Campaigns

The options for running paid ads for your Covington business are numerous. Let's discuss some of the most common PPC advertising being run within various business industries in Covington.

Local Advertising within Covington

You can use nearly any advertising platform to run local area ads for your Covington small business. One platform may be more effective for your localized Covington business than another. You should try out every option available to see which suits you best. Now let's discuss some local advertising options.

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 nearby customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Covington. Even local stores use this campaign type.

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. Plumbers, electricians, roofers, and heating installers in Covington often use Google Local Service Ads.

You can also use Facebook Ads to target people in your nearby Covington area. The first step is to set up a campaign with ad sets restricted to Covington as a city, or specific ZIP codes around Covington. We often rely on local Facebook Ads for all types of Covington organization industries.

Social Media Marketing for Covington Websites

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 media advertising. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

One of the best things about social media marketing is that you can target audiences who aren't yet aware of your product or service. It's quite the opposite when you run search engine advertising since you only get to show them when someone searches for what you offer in Covington.

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 Covington

You should invest in search advertising if you know people are looking online for your products or services.

There are some people out there who refer to this as Covington Search Engine Marketing, or SEM for short. An advertisement that appears on the search results page of a search engine is called a search ad.

If you've been running search 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 Covington

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

These are commonly used within the Google Ads and Bing Ads platforms.

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.

Retargeting Ads in Covington

Not everyone is going to convert during their first experience with your Covington 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 Covington Ecommerce Businesses

Google Shopping Campaigns popularized this type of search ad.

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 Covington storefront.

With these tools, you can provide Google Ads with an accurate list of all 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 within Covington

You can run video ads on YouTube, Instagram, Facebook, and other social networking websites.

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.

Video is an excellent ad creative in terms of conversion opportunities. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

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

Free Paid Ads Calculators for Covington, KY PPC Managers

Our website marketers are so excited about managing Covington's PPC advertising campaigns that they developed some helpful paid ads calculators for you!

• Return on Ad Spend Calculator
• CPA Calculator
• Churn Rate Calculator

View Other PPC Tools

Why Choose WebCitz to Manage Your Covington, KY PPC Tactics

Let's work together on paid advertising for your Covington business! As a full-service PPC management firm targeting Covington, we have multiple internal teams focused on search engine ads, social media marketing, sales funnel development, and ad creative testing. In most Covington PPC companies, only one person handles all tasks, but this is not the case for us! For those Covington paid ads firms, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.

Choosing a paid ad company for your Covington company is not an easy task. Having over 18 years of experience, you can trust our PPC tactics and plans for Covington businesses. As a lead generation company, we often use similar PPC strategies.

More importantly, you should choose our paid advertising firm because you feel confident we are the right team to help your Covington company grow.

Our PPC specialists are a good option for numerous reasons:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid ads help us rank for keywords we don't yet rank organically for.
• We do not outsource Covington digital marketing plans, 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.

Let's talk about what our paid ads experts can do for your Covington business! We often provide complete paid advertising management services to Covington businesses, but we can also augment the marketing department of larger Covington corporations to fill in missing skill sets.

Our team would appreciate the opportunity to be considered when your Covington 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 paid ads firm.

800-796-8263 Email Us