Louisville, KY PPC Agency

Our Louisville, KY PPC Ads Management Tactics

Paid Ads Management refers to creating and optimizing Louisville paid advertising services. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide expert PPC management, a paid ads agency for Louisville 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 PPC advertising for a local Louisville business is much different from how you'd handle it for an ecommerce brand.

Local service providers in Louisville, for instance, are often only interested in good leads. Through paid advertising, traffic can be driven to an optimized landing page or sales funnel. If those digital assets don't yet exist, or need substantial improvement, then you could start with Google Local Service Ads or Facebook Lead Forms.

Alternatively, ecommerce brands are most often interested in online sales. This can be accomplished through paid advertising that grows 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 Louisville paid ads, it's important to understand what metrics will be used. Most Louisville paid ads agencies will implement email collection tactics through squeeze pages or lead magnets to help increase the value of paid advertising. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.

Your Louisville business should use a variety of advertising tactics and marketing tools to be successful with paid advertising. For example, the best Louisville PPC advertising plans will include plans to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Increase revenue for your Louisville small business through qualified leads or online sales.
• Utilize third-party attribution software to better understand ad attribution.
• Provide social proof with case studies, white papers, video testimonials, etc.
• 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 Louisville-area PPC campaigns, our team also offers Ashland, Covington, Henderson, Lexington, small businesses and large corporations a proficient PPC management service.

Pricing for Louisville, 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 Louisville, KY Businesses

Traffic increases almost instantly with Louisville PPC advertising.

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

The first recommendation we offer to Louisville organizations interested in running paid ads is to start slowly.

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.

Don't blame Facebook or Google if you don't get conversions. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

When everything comes together, paid advertising can be an invaluable addition to the website marketing tactics of your Louisville company. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Louisville, KY PPC

With in-depth knowledge of the latest PPC trends for nearby businesses in Louisville, 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 Louisville 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, search ads are exclusively shown based on what people search for on Google or Bing.

If you are searching for a roofing company in Louisville, you might search "Louisville Roofer" on Google. As a paid advertising manager for that Louisville roofing company, targeting that exact phrase wouldn't require in-depth keyword research.

However, what if that exact match keyword wasn't producing enough search volume and the Louisville roofing company needed to increase their advertising reach? The solution would require keyword research.

After discussing options, the next step might involve the paid ads manager talking with the Louisville 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 Kentucky paid ads manager discovers that there is a high traffic volume for "Jeffersonville, IN roofers" or even "Louisville roof repair." The first phrase is targeting a nearby location to Louisville, which might still be in the service area of the Louisville roofing company. 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.

Negative keyword lists can also benefit from keyword research. These are used to stop your paid advertising from showing in search queries that you know won't produce conversions.

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. However, they might see your paid advertising if you are using 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 Louisville 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 go over a little history on audience research and targeting within the Facebook Ads platform.

Louisville paid advertising managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Louisville eagerly took advantage of.

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

When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across Louisville 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 Louisville ad companies. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.

While there will still be plenty of Louisville paid advertising agencies relying on custom audiences, the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

This blog article from Social Media Examiner does a good job of talking about recent updates to audience targeting.

This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Louisville ad campaigns to squeeze a little extra performance.

Landing Page Optimization

It is important to focus on a high quality landing page when running paid advertisements in Louisville.

We begin by examining the landing pages on any paid advertising campaign in Louisville to make sure they follow best practices. Our review takes into account the following factors:

• Is there a benefit-focused headline?
• Is there an image above the fold?
• What is the quality of the content? Is it well written?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Does social proof exist?
• Can I 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 Louisville PPC advertising until you have a landing page that follows best practices!

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

Including a Revenue 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.

One of our clients promotes an online fitness challenge that you can even join from Louisville. We built multiple sales funnels within Click Funnels while managing their digital marketing. 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.
• Using application funnels, we encouraged people to apply for exclusive programs.
• For the online program, we used sales letter funnels as the registration system.

There are many different types of funnels, so your Louisville 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. You can learn this type of work at home or at a technical school in Louisville after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC management agency like WebCitz to do the hard work for you!

Conversion Optimization

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. It varies greatly among industries, products, and services throughout Louisville, but the average conversion rate is between 1-3%.

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

1. You sell a $100 sweatshirt in Louisville on your website.
2. You have a 1% conversion rate, meaning for every 100 Louisville 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 Louisville that visits your website 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 Louisville small 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Louisville 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 Louisville, 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 great 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Louisville.

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 Louisville 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 agency that helps Louisville small 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 Louisville site or funnel.

You might be suffering from ad attribution glitches 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 Louisville 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 Louisville 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 Louisville, KY PPC Campaigns

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

Local Ads throughout Louisville

You can use nearly any advertising platform to run nearby ads for your Louisville organization. You may find greater success on one platform over another depending on the nature of your local area Louisville small business. You should try out every option available to see which suits you best. Let's talk about a few localized advertising choices.

There are going to be two options from Google.

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 Louisville. 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. Home service contractors in Louisville, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

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

Social Ads for Louisville Small Businesses

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

It's important to keep the ad creatives fresh when running 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 edits.

The best part of social media advertising is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. It's quite the opposite when you run search advertising since you only get to show them when someone searches for what you offer in Louisville.

However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.

Search Engine Advertising within Louisville

If you know people are searching online for the products or services you offer, you'll want to invest in search advertisements.

In some circles, this is referred to as Louisville Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad.

If you've been running search engine ads on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

Display Ads for Louisville Organizations

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local area Louisville news stations), gossip websites, and more.

Google Ads and Bing Ads commonly offer these campaign types.

To get started with display ads, you just need a set of ad creatives in different image sizes. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.

Retargeting Ads for Louisville Small Businesses

There is a good chance that not everyone will convert during their first experience with your Louisville 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.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Louisville Ecommerce Businesses

It was Google Shopping Campaigns that popularized this form of search advertising.

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.

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 Louisville Small Businesses

Instagram, Facebook, YouTube, and other social media networking sites allow you to run video ads.

Using YouTube Ads is as simple as setting up a video ad 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!

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

Free Paid Ads Calculators for Louisville, KY PPC Managers

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

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

View More Paid Ads Tools

Why Choose WebCitz to Manage Your Louisville, KY PPC Solutions

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

While researching PPC advertising companies for your Louisville company, there are many factors to consider. Having over 18 years of experience, you can trust our PPC strategies and tactics for Louisville organizations. These are often the same paid ads tactics we use for our own lead generation.

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

Here are a few reasons we suggest considering our paid ads experts:

• 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 Louisville digital advertising packages, such as paid ads 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.

Get in touch with our PPC professionals to discuss what we can do for you in Louisville! Louisville businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.

When it comes time for your Louisville organization to start the search for a PPC marketing company, 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 PPC agency.

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