Maryland PPC Agency

Our Maryland PPC Management Campaigns

PPC management consists of creating and optimizing paid advertisement campaigns in Maryland. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide premium PPC ads management, a paid advertising firm for Maryland often starts by getting to know your company and its business model. Since the way you approach paid advertising for a nearby Maryland organization is much different than how you would for an ecommerce brand, this information helps determine the next steps.

For example, local area service providers in Maryland are often only interested in qualified 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.

In contrast, ecommerce brands are most likely to be interested in online sales. Using paid advertising, you can grow traffic to a page optimized for products or categories. Google Shopping Campaigns might even make sense in some cases. We've even utilized sales funnels to help sell products, subscriptions, and services.

Understanding the metrics that will be used to optimize and scale Maryland paid ads is the next step. Most Maryland 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 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 ads, your Maryland small business needs to use multiple plans and marketing tools. Some of the best PPC advertising plans in Maryland include:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Make your Maryland business more profitable by acquiring qualified leads or selling online.
• Better understand ad attribution through the integration of third-party attribution software.
• 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.
• Place ad creatives across various ad placements and media formats to see which performs best.

Our PPC ads management firm is happy to provide Annapolis, Baltimore, Bethesda, Columbia, Frederick, Rockville, Salisbury, and Silver Spring businesses with experienced paid advertising consulting packages.

Pricing for Maryland PPC Ads Management

If you want us to dedicate more time to your campaigns, the price of our PPC management packages will be adjusted accordingly. The price for our PPC management plans begins at the amount provided in the list below, but we are willing to consider a higher budget if your ad spend or service requirements are greater.

How Paid Advertising Helps Maryland Organizations

One of the most obvious benefits of Maryland paid ads is the quick increase in traffic it provides.

The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.

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

Make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data before diving into PPC advertising or scaling your ad campaigns.

If you run into trouble getting the conversions you were expecting, 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 Maryland 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 Maryland PPC

Our team of paid ads experts is knowledgeable about the latest paid ads trends in Maryland. Grow traffic and conversions to your Maryland digital assets with our experience across dozens of industries.

Keyword Research

In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, search ads only show up based on what is searched on Google or Bing.

If you are searching for a roofing company in Maryland, you might search "Maryland 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 Maryland.

However, what if the exact match keyword isn't generating enough search volume and the Maryland roofing company needs to expand their advertising reach? To solve the problem, keyword research would be required.

Typically, the PPC advertising manager will discuss with the Maryland roofing company what types of services to target more often. It might also require some broadening of the keyword targeting.

As an example, the PPC manager might find that "Maryland roofing companies" and "Maryland roof repair" have high search volumes. The first phrase is targeting a plural of the service in Maryland. 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. You can use these to prevent your paid ads from showing in search queries that you know won't convert.

An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. They might see your paid advertising if you use broad keyword targeting without any negative keywords like "free" or "advertise".

As you can see, no matter how obvious your keyword research needs might be at the start of building out your campaign, they become more complicated as you begin to scale your ads and reduce wasted ad spend.

Audience Research

When you hear audience research talked about in Maryland PPC advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. Google Ads and Bing Ads also offer audience targeting options.

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

Facebook custom audiences were heavily relied upon by Maryland's paid ads managers in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Maryland eagerly took advantage of.

The rise of data privacy and machine learning had a significant 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. As a result, Facebook had difficulty tracking mobile device behavior. In fact, it even affected the accuracy of ad attribution reporting.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Maryland advertising 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 Maryland 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 changes to audience targeting.

This isn't to say audience research and targeting is going away. Maryland ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Landing Page Optimization

An important factor in the success of your Maryland paid advertising campaign is the landing page.

We begin by examining the landing pages on any paid advertising campaign in Maryland 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 Maryland 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 Maryland sales pitch.

Revenue 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 Maryland. While managing their digital marketing 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 Maryland 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 Maryland. It can take years of experience to master funnels, however. You can save yourself some time by looking for a PPC management agency, like WebCitz, to handle the heavy lifting!

Conversion 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 Maryland.

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

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

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 Maryland 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 Maryland 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 Maryland 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 Maryland 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 Maryland 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 Maryland PPC Campaigns

In Maryland, there are many ways to run paid advertising. Maryland has a variety of business industries that use PPC advertising. Let's take a look at some of the most common ones.

Local Marketing throughout Maryland

Nearby ads for your Maryland business can be run through nearly any advertising platform. Depending on the nature of your nearby business in Maryland, you may find better success in one platform versus another. You should try out every option available to see which suits you best. Now let's discuss some local advertising options.

Google is going to offer two options.

As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers in Maryland. We often use Performance Max campaigns for professional services companies in and around Maryland, such as accountants, lawyers, dentists, and physicians.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. 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. Plumbers, electricians, roofers, and heating installers in Maryland often use Google Local Service Ads.

You can also target people in your local Maryland area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Maryland, or specific ZIP codes within Maryland. Local Area Facebook Ads are often used by Maryland small businesses of all types.

Social Media Ads throughout Maryland

Pretty much any online ad you see on a social network website is going to qualify as a social ad.

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. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

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 advertising since your ads will only show when someone is actively looking for what your Maryland small business has to offer.

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 Ads throughout Maryland

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

Some people refer to this as Maryland 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.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads throughout Maryland

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

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. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.

Retargeting Ads for Maryland Organizations

Your Maryland website, landing page, or sales funnel won't convert everyone on the first visit.

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 Maryland Ecommerce Small Businesses

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 Maryland 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 Maryland Organizations

You can run video ads on Facebook, YouTube, 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, look to implement them into your Maryland PPC advertising campaigns.

Free Paid Ads Calculators for Maryland PPC Managers

As part of our commitment to managing Maryland paid advertising campaigns, our digital advertisers worked with our web development team to build a few PPC calculators that might interest you.

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

View All Paid Ads Tools

Why Choose WebCitz to Manage Your Maryland PPC Tactics

We'd love to partner with your Maryland team on PPC advertising! In addition to PPC management, we have internal teams focused on sales funnel development, social ads, and ad creative testing for Maryland. This is not true of all Maryland PPC management companies, since most only have a single person handling all the tasks. You might not get the results you want from Maryland paid ads companies if you don't test campaign optimization and original ideas often enough.

There are many factors to consider when researching PPC advertising companies for your Maryland organization. Having over 18 years of experience, you can trust our PPC tactics and plans for Maryland businesses. As a lead generation company, we often use similar paid ads strategies.

Maryland small businesses should choose our paid ads agency because they feel confident we are the right team. Our paid ads consultants are a good option for numerous reasons:

• Having been in business since 2004, we have more than 18 years of experience.
• We rely heavily on sales funnels and paid ads to shore up our organic search placements.
• Since we have an internal advertising team, we do not outsource Maryland online advertising services, such as PPC management, sales funnel development, or ad creative services.
• 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 talk about what our PPC experts can do for your Maryland business! While we often provide complete PPC advertising management packages for small businesses throughout Maryland, we are also able to augment the marketing departments of large corporations in Maryland and beyond.

Our team would appreciate the opportunity to be considered when your Maryland business needs a PPC marketing firm. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

800-796-8263 Email Us