Annapolis, MD PPC Agency

Managed PPC for Annapolis

From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Annapolis business with its paid ads.

500+ active clients
500+
Satisfied Digital Marketing Clients
18 years in business
2004
Founded 18+ Years Ago
20+ Onsite experts
14+
Onsite Experts (No Outsourcing)

Hire WebCitz for Your Annapolis, MD PPC Management

Annapolis businesses and ecommerce sites can improve their paid advertising campaigns with the help of a results-driven PPC management company with over 18 years of experience.

The paid ads managers at our company can help your Annapolis business target relevant audiences and build brand awareness through Facebook Ads, Google Ads, and Bing Ads. With these ad platforms, we can target prospects at any stage of the customer journey. As a result, we can help you integrate solutions that provide clarity to ad attribution in an iOS 14.5 environment, enabling you to scale your advertising campaigns efficiently.

With our in-house graphic design and video marketing teams, we can create stunning creatives that provide the right hook and tell a story that resonates with your audience.

We even offer Facebook Ads and Google Ads management services for nearby businesses in Parole, MD, Arnold, MD, Severna Park, MD, Lake Shore, MD, and Pasadena, MD.

Read on to learn more about our Annapolis PPC management services.

Annapolis Google Ads, Facebook Ads

What is Annapolis, MD PPC Management?

PPC management consists of creating and optimizing paid advertisement campaigns in Annapolis. Despite that simple explanation, let's explore it further.

In order to provide professional PPC management, a paid ads agency for Annapolis should get to know your company and its goals. Since the way you approach paid advertising for a local Annapolis business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Local service providers in Annapolis, for instance, are often only interested in good leads. This can be accomplished through paid advertising that drives traffic 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. Pay-per-click advertising can be used to drive traffic to an optimized product 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 Annapolis PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Annapolis paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.

In order to be successful with paid advertising, your Annapolis business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Annapolis should include tactics like:

  • Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
  • Make your Annapolis business more profitable by acquiring qualified leads or selling online.
  • Better understand ad attribution through the integration of third-party attribution software.
  • Showcase social proof through case studies, white papers, video testimonials, and other factors.
  • 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.

In addition to managing Annapolis-area PPC campaigns, our team also offers Baltimore, Bethesda, Columbia, Frederick, Rockville, Salisbury, and Silver Spring small businesses and large corporations a professional PPC management service.

A Few of Our PPC Experts

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Annapolis Google Ads, Facebook Ads

How Paid Advertising Helps Annapolis, MD Businesses

One of the most obvious benefits of Annapolis paid advertising is the quick 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 Annapolis businesses interested in paid advertising.

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

Don't blame Facebook or Google if you don't get conversions. The issue is often in the ad creatives, campaign settings, or sales process.

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

Types of Paid Ads for Annapolis, MD PPC Campaigns

In Annapolis, there are many ways to run paid advertising. The following are some of Annapolis's most common paid advertisements options.

Local Ads in Annapolis

Local ads for your Annapolis business can be run through nearly any advertising platform. You may find greater success on one platform over another depending on the nature of your local Annapolis business. It is important to try out every available option to see which works best for your needs. Let's talk about a few local advertising choices.

There are going to be two options from Google.

In the first case, you can run traditional Google Ads, possibly using the 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 Annapolis. Even local stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Home service contractors in Annapolis, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

You can also target people in your local Annapolis area using Facebook Ads. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to specific ZIP codes in Annapolis. For all types of Annapolis businesses, we often use Facebook Ads.

Social Ads throughout Annapolis

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

The trick to social ads is keeping the ad creatives fresh. 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 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 Annapolis.

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 within Annapolis

You'll want to invest in search ads if you know people are looking online for the products you offer.

In some circles, this is referred to as Annapolis Search Engine Marketing, or SEM. There are different ways to explain search ads, which are advertisements displayed on search engines' search results pages.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads for Annapolis Businesses

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Annapolis news stations), gossip websites, and more.

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

With display ads, you just need a set of ad creatives in different sizes. 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 Annapolis

There is a good chance that not everyone will convert during their first experience with your Annapolis website, landing page, or sales funnel.

To help people return to your site 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 Annapolis Ecommerce Businesses

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

In order to get started with Google Shopping, you just need an e-commerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account.

By using these tools, you can provide Google Ads with accurate product data, including 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 Annapolis Businesses

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

Using YouTube Ads is as simple as setting up a video ad campaign in Google Ads.

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. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!

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

Annapolis, MD PPC Management Services

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Annapolis. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Annapolis digital assets.

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 appear based on what is searched on Google or Bing.

For example, a person looking for a roofing company in Annapolis might search "Annapolis Roofer" on a search engine. As a paid ads manager for that Annapolis 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 Annapolis roofing company needed to increase their advertising reach? Researching keywords would be necessary for the solution.

After discussing options, the next step might involve the paid ads manager talking with the Annapolis 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 Maryland PPC manager discovers that there is a high traffic volume for "Parole, MD roofers" or even "Annapolis roof repair." The first phrase targets a location nearby Annapolis that might still be within the company's service area. 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.

When building negative keyword lists, keyword research can also be beneficial. You can use them to prevent your paid ads from showing up in search queries that you know are not likely to result in a lead or sale.

A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. They might see your paid ads 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 Annapolis paid advertising campaigns, it is often within the scope of scaling social media 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.

Annapolis 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 Annapolis eagerly took advantage of.

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 Annapolis and beyond. Even ad attribution reporting was affected.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Annapolis advertising agencies. By choosing your own interest-based targeting, you tend to do more harm than good because their algorithm often understands your ideal audience better than you do.

While there will still be plenty of Annapolis paid ads agencies relying on custom audiences, it is clear the trend is moving toward broad targeting. You can see it in every update within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.

However, audience research and targeting aren't going away. The targeting options within Annapolis ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

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

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

  • Do you have a headline that emphasizes benefits?
  • Is there an image above the fold?
  • What is the quality of the content? Is it well written?
  • Do I have immediate access to a lead form?
  • Are the call to actions easily noticeable?
  • Does the page load quickly?
  • Is there social proof?
  • Can I load the page on a mobile device?

Quality landing pages are the result of many factors.

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

If you want to create an effective landing page, you should never consider it finished. For continuous improvement, run A/B testing every few months.

Including a Sales Funnel

Rather than a landing page, you might want to consider building out a sales funnel. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

We have a client who promotes an online fitness challenge that you can even participate in from Annapolis. 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.
  • As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Annapolis business aren't limited to these. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling 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 Annapolis. 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 Annapolis.

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

  1. You sell a $100 sweatshirt in Annapolis on your website.
  2. You have a 1% conversion rate, meaning for every 100 Annapolis 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 Annapolis 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 ads you get two dollars in return.

For most Annapolis 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 actually be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Annapolis 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 Annapolis, 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 have to develop an understanding of how to capture someone's attention in a split second.

To do this, you need build out amazing 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 have to change things up frequently, even if you are just targeting people in Annapolis.

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 Annapolis 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 have to understand when to pause an ad because it isn't performing as well as it once did. You have to 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 management company that helps Annapolis 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 Annapolis 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 Annapolis 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 Annapolis 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.

Free PPC Calculators for Annapolis, MD PPC Managers

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

View All PPC Tools

Why Choose WebCitz to Manage Your Annapolis, MD PPC Services

We'd love to partner with your Annapolis team on paid advertising! We are a full-service PPC management company targeting Annapolis with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. Annapolis PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not get the results you want from Annapolis PPC agencies if you don't test campaign optimization and creative ideas often enough.

In researching paid advertising agencies for your Annapolis company, there are many factors to consider. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Annapolis business. These are often the same PPC 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 Annapolis company grow. Consider our PPC experts for the following reasons:

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

Get in touch with our PPC experts to discuss what we can do for you in Annapolis! While we often provide complete paid advertising management services for small businesses in cities like Annapolis, we are also able to augment the marketing departments of large corporations in Annapolis and beyond.

We hope you consider our company when searching for a PPC advertising agency for you Annapolis small business or large corporation. To start a discussion with the helpful staff at our PPC firm, send us an email or give us a call if you have any follow-up questions.

Facebook Ads Management

Starting at $600/mo
  • For accounts spending less than $1,000/mo in Facebook Ads, our management fee is just $600/month.
  • For higher spending accounts, our monthly management fee is generally $600/mo + 15% of ad spend, but can be custom quoted based on your goals and objectives.

Google Ads Management

Starting at $500/mo
  • For accounts spending less than $1,000/mo in Google Ads, our management fee is just $500/month.
  • For higher spending accounts, our monthly management fee is generally $500/mo + 15% of ad spend, but can be custom quoted based on your goals and objectives.

Bing Ads Management

Starting at $500/mo
  • For accounts spending less than $1,000/mo in Bing Ads, our management fee is just $500/month.
  • For higher spending accounts, our monthly management fee is generally $500/mo + 15% of ad spend, but can be custom quoted based on your goals and objectives.

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Working with WebCitz has been nothing but a great experience. David, Jake, Drew, and the rest of the team are easy to work with, accommodating, and very knowledgeable. WebCitz is a company that you can trust will be there when you need them most. If I’m having an issue or problem with a website, I can always count on a quick response and a timely solution.
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Industry PPC Agencies

When looking for a paid advertising expert, search for someone with experience running and optimizing ad campaigns on platforms such as Google Ads and Facebook Ads. A good track record of successful campaigns, and the ability to analyze and interpret data to make informed decisions, is also important. Also look for strong analytical and strategic thinking skills, as you want a paid ads expert who can create and execute an effective advertising strategy, then later optimize it based on results.

Look at how we've been able to help improve paid advertising for businesses in various industries.

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