Detroit, MI PPC Agency

What is Detroit, MI PPC Management?

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

In order to provide professional PPC management, a paid ads agency for Detroit should get to know your company and its goals. This information helps determine the next steps, since the way you'd approach paid advertising for a local Detroit business is much different from how you'd handle it for an ecommerce brand.

For example, local Detroit service providers are often only interested in qualified leads. This can be accomplished through paid advertising that drives traffic 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.

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. You might even want to include Google Shopping Campaigns in some cases. Our team has even used sales funnels to help sell products and subscriptions.

To optimize and scale Detroit PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Detroit 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.

To be successful with paid advertising, your Detroit business should utilize multiple advertising strategies and marketing tools. For example, the best Detroit paid advertising services will include tactics to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make money online or through qualified leads for your Detroit business.
• Integrate third-party attribution tools to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Engage users in story creation, email collection, and user generated content.
• Place ad creatives across various ad placements and media formats to see which performs best.

In addition to managing Detroit-area PPC campaigns, our team also offers Ann Arbor, Grand Rapids, Kalamazoo, Lansing, Sterling Heights, Taylor, and Troy small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Detroit, MI Businesses

One of the most obvious benefits of Detroit 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 Detroit businesses interested in paid advertising.

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

If you run into trouble getting the conversions you were expecting, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.

The right combination of paid advertising and digital marketing strategy can greatly enhance your Detroit business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!

Types of Paid Ads for Detroit, MI PPC Campaigns

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

Local Ads in Detroit

You can use nearly any advertising platform to run local ads for your Detroit business. Depending on the nature of your local Detroit business, you may find better success in one platform versus another. It is important to try out every available option to see which works best for your needs. Now let's discuss some local advertising options.

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. 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. Detroit professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

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

You can also use Facebook Ads to target people in your local Detroit area. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Detroit as a city, or specific Detroit ZIP codes. We often rely on local Facebook Ads for all types of Detroit business industries.

Social Ads for Detroit Websites

Almost all online ads you see on social networks qualify as social media ads.

Maintaining fresh ad creatives is key to social ads. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. 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 Detroit.

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 for Detroit Businesses

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

There are some people out there who refer to this as Detroit 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.

If you have been running search ads on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads in Detroit

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Detroit news stations), gossip websites, and more.

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 Detroit Businesses

Not everyone is going to convert during their first experience with your Detroit website, landing page, or sales funnel.

It is almost always recommended to set up retargeting ads to help bring people back to your website after they've had time to think through different options.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Detroit Ecommerce Businesses

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

If you want to promote your Detroit storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center 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 Detroit

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

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. 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 Detroit if you have the budget to do so.

Detroit, MI PPC Management Services

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

Keyword Research

In the context of paid advertising, you'll find keyword research mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads only show up based on what is searched on Google or Bing.

For example, a person looking for a roofing company in Detroit might search "Detroit Roofer" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid ads manager for that roofing company in Detroit.

What if, however, that exact match keyword wasn't producing enough search volume and the Detroit roofing company wanted to increase their traffic and conversions? 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 Detroit roofing company what services they want to target more often and where. There may also be a need to broaden the keyword targeting.

Suppose the Michigan PPC manager discovers that there is a high traffic volume for " roofers" or even "Detroit roof repair." The first phrase targets a location nearby Detroit 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.

You can also benefit from keyword research when building out negative keyword lists. These are used to stop your paid ads from showing in search queries that you know won't produce conversions.

For example, someone looking for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "free" or "advertise".

You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.

Audience Research

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Detroit paid advertising campaigns. Google Ads and Bing Ads also offer audience targeting options.

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

Detroit 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 Detroit 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. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Detroit and beyond. Even ad attribution reporting was affected.

For most Detroit advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

In spite of the fact that many Detroit paid ads agencies still rely on custom audiences, it is clear that the trend is shifting toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

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 Detroit ad campaigns will likely always be manageable to boost performance.

Landing Page Optimization

The quality of your landing page will be a big factor in the success of your Detroit paid advertising campaigns.

When we take on the management of a paid advertising campaign in Detroit, we start by looking over the landing pages to see if 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?
• Does the content engage the reader?
• 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?
• 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 Detroit paid advertising until you have a landing page that follows best practices!

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. In order to generate leads, build email audiences, and even make online purchases, we rely on sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from Detroit. 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 Detroit 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 Detroit. 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 Detroit.

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

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

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 Detroit 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 Detroit 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 Detroit 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 Detroit 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 Detroit 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 Detroit, MI PPC Managers

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

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

View All PPC Tools

Why Choose WebCitz to Manage Your Detroit, MI PPC Services

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

There are many factors to consider when researching paid ads agencies for your Detroit business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Detroit business. As a lead generation agency, we often use similar PPC tactics.

In addition, you should choose us as your paid advertising agency because you are confident we can help your Detroit company grow. 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.
• We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
• Our internal advertising team handles all Detroit 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 Detroit! We often provide complete paid advertising management services to Detroit small businesses, but we can also augment the marketing department of larger Detroit corporations to fill in missing skill sets.

When it comes time for your Detroit small business or large corporation to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. If you have any follow-up questions, please feel free to send an email or give us a call to start a discussion with the helpful staff at our PPC firm.