From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Michigan business with its paid ads.
Michigan 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.
To target relevant audiences and build brand awareness, our paid ads managers can help your Michigan business leverage Facebook Ads, Google Ads, or even Bing Ads. Through these ad platforms, we can help you 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.
As a full-service paid ads agency for Michigan, we have onsite graphic design and video marketing teams ready to build out stunning creatives that provide the right hook and build upon your story.
Discover our PPC management services in Michigan by reading on.
PPC management consists of creating and optimizing paid advertisement campaigns in Michigan. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide professional PPC management, a paid ads agency for Michigan often starts by getting to know your company and its business model. 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.
For example, local service providers in Michigan 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 yet exist or need to be substantially improved.
Alternatively, ecommerce brands tend to be interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. In some cases, it might even make sense to include Google Shopping Campaigns. We've even utilized sales funnels to help sell products, subscriptions, and services.
To optimize and scale Michigan PPC, it's important to understand what metrics will be used. Most Michigan 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 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.
Your Michigan business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. Pay-per-click campaigns in Michigan should include tactics like:
One of the most obvious benefits of Michigan paid advertising is the quick increase in traffic it provides.
Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.
The first recommendation we offer to Michigan businesses interested in running paid advertising is to start slowly.
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 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.
Michigan companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. Remember, more traffic doesn't always mean more conversions!
In Michigan, there are many ways to run paid advertising. Let's discuss some of the most common paid ads being run within various business industries in Michigan.
If you have a business in Michigan, you can run local ads on almost any advertising platform. Depending on the nature of your local business in Michigan, you may find better success in one platform versus another. You should try out every option available to see which suits you best. Here are a few options for local advertising.
From Google, you'll have two options.
As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers in Michigan. We often use Performance Max campaigns for professional services companies in and around Michigan, such as accountants, lawyers, dentists, and physicians.
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. Plumbers, electricians, roofers, and heating installers in Michigan often use Google Local Service Ads.
Facebook Ads can also be used to target people in Michigan. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in Michigan. Local Facebook Ads are often used by Michigan businesses of all types.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
Maintaining fresh ad creatives is key to 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.
Using social ads allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. 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 Michigan.
However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.
If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.
In some circles, this is referred to as Michigan 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. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.
Many different message boards, chat rooms, game lounges, news websites (even local Michigan news stations), gossip sites, and more run display advertisements.
These are commonly used within the Google Ads and Bing Ads platforms.
To get started with display ads, you just need a set of ad creatives in different image sizes. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.
Your Michigan website, landing page, or sales funnel won't convert everyone on the first visit.
Retargeting ads are almost always recommended to help bring people back to your website after they have weighed their options.
You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.
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 Michigan storefront.
With these tools in place, you'll be able to provide Google Ads an updated list of all of 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.
You can run video ads on YouTube, Facebook, 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, definitely look to implement them into your Michigan paid advertising campaigns.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Michigan. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Michigan digital assets.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only show up based on what is searched on Google or Bing.
If you are looking for a roofing company in Michigan, you might search "Michigan Roofer" on Google. Targeting that exact phrase wouldn't require in-depth keyword research for that Michigan roofing company's paid ads manager.
What if, however, that exact match keyword wasn't producing enough search volume and the Michigan roofing company wanted to increase their traffic and conversions? In order to solve the problem, keyword research would be required.
The next steps might involve the paid ads manager discussing with the Michigan roofing company what types of services they want to target more often and within what geographic areas. It might also require some broadening of the keyword targeting.
Suppose the PPC manager discovers that there is a high traffic volume for "Michigan roofers" or even "Michigan roof repair." The first phrase is targeting a plural of the service in Michigan. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.
Negative keyword lists can also benefit from keyword research. 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. However, they might see your paid ads if you are using 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.
When you hear audience research talked about in Michigan 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.
Let's take a look at audience research and targeting within Facebook Ads.
Michigan 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 Michigan eagerly took advantage of.
As time went on, data privacy and machine learning both had an impact on custom audiences.
When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across Michigan and beyond. 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 Michigan 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.
In spite of the fact that many Michigan paid ads agencies still rely on custom audiences, it is clear that the trend is shifting 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, if you'd like a second opinion.
This isn't to say audience research and targeting is going away. The targeting options within Michigan ad campaigns will likely always be manageable to boost performance.
An important factor in the success of your Michigan paid advertising campaign is the landing page.
Our first step when managing a paid advertising campaign in Michigan involves reviewing the landing pages for best practices. Our review takes into account the following factors:
There are so many factors that come into the design and development of a quality landing page.
Please, don't spend money on Michigan paid 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 Michigan sales pitch.
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 Michigan. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
There are many different types of funnels, so your Michigan 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 Michigan. 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 Michigan.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Michigan 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 Michigan 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 Michigan, 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 Michigan.
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 Michigan 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 Michigan 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 Michigan 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 Michigan 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 Michigan 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.
As part of our commitment to managing Michigan paid advertising campaigns, our digital marketers worked with our web development team to build a few PPC calculators that might interest you.
We'd love to partner with your Michigan team on paid advertising! As a full-service PPC management company targeting Michigan, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. This is not true of all Michigan PPC management companies, since most only have a single person handling all the tasks. You might not be testing campaign optimizations and creative ideas often enough with those Michigan PPC companies to get the results you desire.
There are many factors to consider when researching paid ads agencies for your Michigan business. Having over 18 years of experience, you can trust our PPC strategies and tactics for Michigan businesses. Many of these are the same PPC tactics we use to generate leads for our company.
In addition, you should choose us as your paid advertising agency because you are confident we can help your Michigan 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 Michigan business! Michigan small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.
We hope you consider our company when searching for a PPC advertising agency for you Michigan 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.
When searching for the most experienced PPC experts, it is important to review each paid advertising agency for communication, availability, past results and client satisfaction. This will help ensure you select a reputable partner to help with your paid advertising campaigns. You will find WebCitz to be one of the highest rated PPC agencies!
Look at how we've been able to help improve paid ad performances for businesses in multiple industries!