Bethesda, MD PPC Agency

Managed PPC for Bethesda

From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Bethesda 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 Bethesda, MD PPC Management

We are a results-driven PPC management company with more than 18 years of experience helping local businesses and ecommerce brands throughout Bethesda improve their paid advertising campaigns.

The paid ads managers at our company can help your Bethesda 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. In a post iOS 14.5 environment, we can help you integrate solutions which provide clarity around ad attribution, allowing your ad campaigns to scale efficiently.

We have onsite graphic designers and video marketing teams available to develop the right hook and build upon your message as a full-service paid advertisement agency serving Bethesda.

We also create and optimize Facebook and Google Ads campaigns for those nearby in Friendship Village, MD, Silver Spring, MD, North Bethesda, MD, Takoma Park, MD, and Chillum, MD.

Discover our PPC management services in Bethesda by reading on.

Bethesda Google Ads, Facebook Ads

What is Bethesda, MD PPC Management?

The act of creating and optimizing Bethesda paid advertising campaigns is known as PPC management. Despite that simple explanation, let's explore it further.

In order to provide professional PPC management, a paid ads agency for Bethesda should get to know your company and its goals. You can use this information to determine the next steps, since paid advertising for a local business differs from paid advertising for an ecommerce store.

Service providers in Bethesda, for example, are often only looking 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 yet exist or need to be substantially improved.

In contrast, ecommerce brands are most likely to be interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. You might even want to include Google Shopping Campaigns in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Bethesda PPC, it's important to understand what metrics will be used. Most Bethesda paid ads agencies will implement email collection strategies 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.

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

  • Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
  • Make your Bethesda business more profitable by acquiring qualified leads or selling online.
  • Utilize third-party attribution software to better understand ad attribution.
  • Provide social proof with case studies, white papers, video testimonials, etc.
  • Engage users in story creation, email collection, and user generated content.
  • Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Bethesda-area PPC campaigns, our team also offers Annapolis, Baltimore, 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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Bethesda Google Ads, Facebook Ads

How Paid Advertising Helps Bethesda, MD Businesses

The most obvious benefit of Bethesda paid advertising is the near instant 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 Bethesda businesses interested in paid advertising.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in paid advertising or scale your existing ad campaigns.

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.

Bethesda companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. It's important to keep in mind that increased traffic does not always translate into more conversions.

Types of Paid Ads for Bethesda, MD PPC Campaigns

There are numerous ways to run paid advertising for your Bethesda business. The following are some of Bethesda's most common paid advertisements options.

Local Ads in Bethesda

If you have a business in Bethesda, you can run local ads on almost any advertising platform. One platform may be more effective for your local Bethesda business than another. You should try out every option available to see which suits you best. Here are a few options for local advertising.

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. 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 Bethesda. 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 Bethesda, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

You can also target people in your local Bethesda 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 Bethesda. Local Facebook Ads are often used by Bethesda businesses of all types.

Social Ads throughout Bethesda

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. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. 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 Bethesda.

That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.

Search Ads within Bethesda

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 Bethesda 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 throughout Bethesda

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

Bing Ads and Google Ads both offer these.

With display ads, all you need are a few different sizes of ad creatives. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.

Retargeting Ads for Bethesda Businesses

There is a good chance that not everyone will convert during their first experience with your Bethesda 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 Bethesda Ecommerce Businesses

Google Shopping Campaigns popularized this type of search ad.

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. Using that information, they can determine what types of search queries to display your products at the top of search results.

Video Ads within Bethesda

Social networking websites such as YouTube, Facebook, and Instagram allow you to advertise with video.

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

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 Bethesda if you have the budget to do so.

Bethesda, MD PPC Management Services

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Bethesda local businesses. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Bethesda digital assets.

Keyword Research

Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, Bing and Google only show ads based on what people search for.

If you are looking for a roofing company in Bethesda, you might search "Bethesda Roofer" on Google. Targeting that exact phrase wouldn't require in-depth keyword research for that Bethesda roofing company's paid ads manager.

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

After discussing options, the next step might involve the paid ads manager talking with the Bethesda 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 "Friendship Village, MD roofers" or even "Bethesda roof repair." The first phrase is targeting a nearby location to Bethesda, which might still be in the service area of the Bethesda 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.

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.

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 ads if you use 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

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Bethesda paid advertising campaigns. However, Bing Ads and Google Ads also allow audience targeting.

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

Bethesda paid advertising managers used Facebook's custom audiences extensively in the past. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Bethesda advertisers lined up to exploit.

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 Bethesda 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 Bethesda 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.

Though there will still be plenty of Bethesda paid ads agencies using custom audiences, it is clear 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.

Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.

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

Landing Page Optimization

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

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

  • Do you have a headline that emphasizes benefits?
  • Do you have any images above the fold?
  • What is the quality of the content? Is it well written?
  • Do I have immediate access to a lead form?
  • Can you easily identify the call to action?
  • How quickly does the page load?
  • Is social proof present?
  • Does the page load on mobile devices?

There are so many factors that come into the design and development of a quality landing page.

Until you have a landing page that follows best practices, don't spend money on Bethesda 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

You might consider building out one or more sales funnels instead of a landing page. In order to generate leads, build email audiences, and even make online purchases, we rely on sales funnels.

We have a client who promotes an online fitness challenge that you can even participate in from Bethesda. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:

  • To increase awareness and capture email addresses, we used squeeze pages.
  • Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
  • 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 Bethesda 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 Bethesda. 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 Bethesda.

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

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

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 Bethesda 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 Bethesda 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 Bethesda 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 Bethesda 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 Bethesda 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 Bethesda, MD PPC Managers

Our digital marketers are so excited about managing Bethesda paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!

View All PPC Tools

Why Choose WebCitz to Manage Your Bethesda, MD PPC Services

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

Choosing a paid ad agency for your Bethesda business is not an easy task. Having over 18 years of experience, you can trust our PPC strategies and tactics for Bethesda businesses. Many of these are the same PPC tactics we use to generate leads for our company.

Bethesda companies should choose our paid advertising agency because they feel confident we are the right team. Our PPC experts are a good option for a number of 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 Bethesda digital marketing services, such as PPC 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 experts to discuss what we can do for you in Bethesda! While we often provide complete paid advertising management services for small businesses in cities like Bethesda, we are also able to augment the marketing departments of large corporations in Bethesda and beyond.

We hope you consider our company when searching for a PPC advertising agency for you Bethesda small business or large corporation. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

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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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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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