Lexington, KY PPC Agency

Our Lexington, KY Paid Ads Management Services

PPC Management refers to creating and optimizing Lexington PPC advertising plans. Despite that simple explanation, let's explore it further.

To provide premium PPC management, a PPC advertising firm for Lexington often starts by getting to know your company and its business model. This information helps determine the next steps, since the way you'd approach paid ads for a local Lexington company is much different from how you'd handle it for an ecommerce brand.

Service providers in Lexington, for example, are often only searching for quality 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.

Alternatively, ecommerce brands are most often interested in online sales. Using paid ads, 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 Lexington PPC ads management is understanding the metrics that will be used to optimize and scale. For paid advertising to be effective, most Lexington paid ad agencies will implement email collection tactics, 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 Lexington business needs to use multiple tactics and marketing tools. For example, the best Lexington paid ads services will include tactics 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 Lexington 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 Lexington-area PPC campaigns, our team also offers Ashland, Covington, Henderson, and Louisville small businesses and large corporations a premium PPC ads management service.

Pricing for Lexington, KY PPC Management

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

How Paid Advertising Helps Lexington, KY Organizations

Traffic increases almost instantly with Lexington paid ads.

It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.

The first recommendation we offer to Lexington small businesses interested in running paid advertising is to start slowly.

Before diving into PPC 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'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 digital marketing can greatly enhance your Lexington business's digital marketing game plan. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Lexington, KY PPC

With in-depth knowledge of the latest paid ads trends for local businesses in Lexington, we are a team of paid advertising consultants. We have experience across dozens of business industries, so we can help you boost traffic and conversions to your Lexington digital assets.

Keyword Research

In the context of paid ads, 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 Lexington, you might search "Lexington Roofer" on Google. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the PPC advertising manager for that roofing company in Lexington.

However, what if that exact match keyword wasn't producing enough search volume and the Lexington 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 advertising manager talking with the Lexington 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 PPC manager might discover high search volume for "Georgetown, KY roofing companies" or even "Lexington roof repair." The first phrase targets a location nearby Lexington 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.

When building negative keyword lists, keyword research can also be beneficial. These are used to stop your paid advertising from showing in search queries that you know won't produce conversions.

For example, someone searching 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 Lexington paid ads 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.

Lexington PPC 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 Lexington 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 upgrade included a pop-up message that lets users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across Lexington 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 Lexington 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 Lexington 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 tweaks 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 Lexington 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 Lexington paid ads campaigns.

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

• Do you have a headline that emphasizes benefits?
• Are there 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 Lexington PPC advertising.

Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing every few months.

Developing a Conversion 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 Lexington. In the course of managing their internet 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 Lexington small business 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 Lexington. 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 Lexington.

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

1. You sell a $100 sweatshirt in Lexington on your website.
2. You have a 1% conversion rate, meaning for every 100 Lexington 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 Lexington 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 Lexington 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 Lexington 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 Lexington, 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 Lexington.

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 Lexington 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 Lexington 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 Lexington 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 Lexington 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 Lexington 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 Lexington, KY PPC Campaigns

The options for running PPC advertising for your Lexington organization are numerous. The following are some of Lexington's most common paid advertisements options.

Local Marketing throughout Lexington

You can use nearly any advertising platform to run local ads for your Lexington company. One platform may be more effective for your local Lexington small business than another. You should try out every option available to see which suits you best. Now let's discuss some nearby 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 local customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Lexington. Even nearby 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 Lexington often use Google Local Service Ads.

You can also target people in your local Lexington area using Facebook Ads. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Lexington as a city, or specific Lexington ZIP codes. We often rely on local Facebook Ads for all types of Lexington business industries.

Social Ads for Lexington Websites

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

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. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

One of the best things about social ads 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 ads since you only get to show them when someone searches for what you offer in Lexington.

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 Engine Ads within Lexington

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

In some circles, this is referred to as Lexington Search Engine Marketing, or SEM. This is just a different way of explaining search engine advertising, which are advertisements placed on the search results page of a search engine.

If you've been running search engine marketing 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 Lexington

Many different message boards, chat rooms, game lounges, news websites (even localized Lexington 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 grow results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Lexington

Not everyone is going to convert during their first experience with your Lexington 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 Lexington 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 Lexington 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 Lexington

You can run video ads on Facebook, YouTube, Instagram, 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 Lexington if you have the budget to do so.

Free Paid Ads Calculators for Lexington, KY PPC Managers

Our digital advertisers are so excited about managing Lexington's paid ads campaigns that they developed some helpful PPC calculators for you!

• Calculate ROAS
• Cost Per Acquisition Calculator
• Churn Rate Calculator

View Other Paid Ads Tools

Why Choose WebCitz to Manage Your Lexington, KY PPC Solutions

Let's work together on paid advertising for your Lexington business! We are a complete PPC ads management company targeting Lexington with multiple internal teams focused on social ads, sales funnel development, and ad creative testing. This is not true of all Lexington PPC management companies, since most only have a single person handling all the work. For those Lexington PPC agencies, campaign optimizations and innovative ideas might not be tested often enough to bring about the results you need.

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

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

Our paid ads experts 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 advertising help us rank for keywords we don't yet rank organically for.
• We do not outsource Lexington digital advertising packages, including paid ads 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 PPC professionals can do for your Lexington business! While we often provide complete PPC advertising management services for small businesses in cities like Lexington, we are also able to augment the marketing departments of large corporations in Lexington and beyond.

When it comes time for your Lexington small business to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. 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.

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