From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Frederick business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Frederick, we're a results-driven PPC management company.
To target relevant audiences and build brand awareness, our paid ads managers can help your Frederick business leverage Facebook Ads, Google Ads, or even 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.
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 Frederick.
We even offer Facebook Ads and Google Ads management services for nearby businesses in Green Valley, MD, Mount Airy, MD, Damascus, MD, Germantown, MD, and Montgomery Village, MD.
Read on to learn more about our Frederick PPC management services.
PPC management refers to creating and optimizing Frederick paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.
In order to provide professional PPC management, a paid ads agency for Frederick should get to know your company and its goals. Since the way you approach paid advertising for a local Frederick business is much different than how you would for an ecommerce brand, this information helps determine the next steps.
Service providers in Frederick, for example, are often only looking for quality 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. 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 Frederick PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Frederick paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. To better understand ad attribution and reporting, it makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam. For that to make sense though, your ad spend should be over $1,000/month.
To be successful with paid advertising, your Frederick business should utilize multiple advertising strategies and marketing tools. Pay-per-click campaigns in Frederick should include tactics like:
In addition to managing Frederick-area PPC campaigns, our team also offers Annapolis, Baltimore, Bethesda, Columbia, Rockville, Salisbury, and Silver Spring small businesses and large corporations a professional PPC management service.
Traffic increases almost instantly with Frederick paid advertising.
Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.
Starting slowly is the first recommendation we give to Frederick 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.
If you're not getting conversions, don't blame Facebook or Google. 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 Frederick company. Just keep in mind increased traffic doesn't always result in more conversions!
The options for running paid advertising for your Frederick business are numerous. Let's discuss some of the most common paid ads being run within various business industries in Frederick.
Local ads for your Frederick business can be run through nearly any advertising platform. One platform may be more effective for your local Frederick business than another. 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.
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 Frederick. 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. Plumbers, electricians, roofers, and heating installers in Frederick often use Google Local Service Ads.
You can also use Facebook Ads to target people in your local Frederick area. 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 Frederick. For all types of Frederick businesses, we often use Facebook Ads.
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. 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 Frederick.
However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.
You should invest in search advertising if you know people are searching online for your products or services.
There are some people out there who refer to this as Frederick Search Engine Marketing, or SEM for short. 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. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Frederick news stations), gossip websites, and more.
These are commonly used within the Google Ads and Bing Ads platforms.
With display ads, all you need are a few different sizes of ad creatives. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.
There is a good chance that not everyone will convert during their first experience with your Frederick 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.
Almost any ad platform can be used for retargeting ads.
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.
With these tools, you can provide Google Ads with an accurate list of all of your 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.
You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.
Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.
Facebook Ads is required if you want to run video ads on Facebook or Instagram.
Video is an excellent ad creative in terms of conversion opportunities. 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 Frederick if you have the budget to do so.
With in-depth knowledge of the latest PPC trends for local businesses in Frederick, we are a team of paid advertising specialists. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Frederick digital assets.
In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, Bing and Google only show ads based on what people search for.
For example, a person looking for a roofing company in Frederick might search "Frederick Roofer" on a search engine. As a paid ads manager for that Frederick 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 Frederick roofing company needed to increase 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 Frederick 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 "Green Valley, MD roofers" or even "Frederick roof repair." The first phrase targets a location nearby Frederick that might still be within the company's service area. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.
You can also benefit from keyword research when building out negative keyword lists. 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. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "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.
When you hear audience research talked about in Frederick paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. However, Bing Ads and Google Ads also allow audience targeting.
We'll review some audience research and targeting history within Facebook Ads.
Frederick 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 Frederick eagerly took advantage of.
A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.
Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Frederick 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 Frederick advertising agencies. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.
While there will still be plenty of Frederick 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.
It's not to say audience research and targeting are going away. The targeting options within Frederick ad campaigns will likely always be manageable to boost performance.
It is important to focus on a high quality landing page when running paid advertisements in Frederick.
We begin by examining the landing pages on any paid advertising campaign in Frederick to make sure they follow best practices. In this review, we consider the following factors and more:
Quality landing pages are the result of many factors.
Until you have a landing page that follows best practices, don't spend money on Frederick 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.
As an alternative to a landing page, you might want to consider building out one or more sales funnels. 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 Frederick. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. Here are some of the funnels we made:
The types of funnels available to your Frederick 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 Frederick. 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!
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 Frederick.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Frederick 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 Frederick paid advertising.
This is potentially one of the most important aspects of a Facebook Ads account.
When you run Facebook Ads or Instagram Ads in Frederick, 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 Frederick.
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 Frederick 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 Frederick businesses, since we are proponents of testing new ad creatives regularly.
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 Frederick 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 Frederick 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 Frederick 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.
Our digital marketers are so excited about managing Frederick's paid advertising campaigns that they developed some helpful PPC calculators for you!
Let's work together on paid advertising for your Frederick business! As a full-service PPC management company targeting Frederick, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. Frederick 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 Frederick PPC agencies if you don't test campaign optimization and creative ideas often enough.
Choosing a paid ad agency for your Frederick business is not an easy task. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Frederick 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 Frederick company grow. Our PPC experts are a good option for a number of reasons:
Let's talk about what our PPC experts can do for your Frederick business! We often provide complete paid advertising management services to Frederick small businesses, but we can also augment the marketing department of larger Frederick corporations to fill in missing skill sets.
We hope you consider our company when searching for a PPC advertising agency for you Frederick 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.
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.