From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Grand Rapids business with its paid ads.
Grand Rapids 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 Grand Rapids business leverage Facebook Ads, Google Ads, or even Bing Ads. We can help you target prospects at any stage of the customer journey with these ad platforms. 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.
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.
Discover our PPC management services in Grand Rapids by reading on.
PPC management consists of creating and optimizing paid advertisement campaigns in Grand Rapids. That is an incredibly simple explanation though, so let's dive a little deeper.
A paid ads agency for Grand Rapids often begins by getting to know your company and its business model before providing professional PPC management. 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.
Local service providers in Grand Rapids, for instance, are often only interested in good leads. In order to accomplish this, paid advertising can drive traffic to a landing page or sales funnel that is optimized. 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. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. In some cases, it might even make sense to include Google Shopping Campaigns. Our team has even used sales funnels to help sell products and subscriptions.
Understanding the metrics that will be used to optimize and scale Grand Rapids PPC is the next step. For paid advertising to be effective, most Grand Rapids 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 Grand Rapids business needs to use multiple strategies and marketing tools. Some of the best paid advertising services in Grand Rapids include:
In addition to managing Grand Rapids-area PPC campaigns, our team also offers Ann Arbor, Detroit, Kalamazoo, Lansing, Sterling Heights, Taylor, and Troy small businesses and large corporations a professional PPC management service.
One of the most obvious benefits of Grand Rapids 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.
If you are interested in running paid advertising in Grand Rapids, we recommend that you 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.
Don't blame Facebook or Google if you don't get conversions. It is usually the creatives, campaign settings, or sales process that is the problem.
Grand Rapids 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.
In Grand Rapids, 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 Grand Rapids.
If you have a business in Grand Rapids, you can run local ads on almost any advertising platform. You may find greater success on one platform over another depending on the nature of your local Grand Rapids business. To find out which option works best for you, you should try all of the options available. Here are a few options for local advertising.
Google is going to offer two options.
In the first case, you can run traditional Google Ads, possibly using the 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 Grand Rapids. Grand Rapids professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Home service contractors in Grand Rapids, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also target people in your local Grand Rapids area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Grand Rapids as a city, or specific ZIP codes around Grand Rapids. Local Facebook Ads are often used by Grand Rapids businesses of all types.
A social media ad is pretty much any online advertisement you see on a social networking site.
Maintaining fresh ad creatives is key to social ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. A weekly change in ad creative is often recommended for higher-spend ad campaigns.
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. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your Grand Rapids business has to offer.
It can also be a curse, as conversion rates often drop 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.
Some people refer to this as Grand Rapids Search Engine Marketing, or SEM. 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.
Many different message boards, chat rooms, game lounges, news websites (even local Grand Rapids news stations), gossip sites, and more run display advertisements.
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.
There is a good chance that not everyone will convert during their first experience with your Grand Rapids website, landing page, or sales funnel.
Retargeting ads are almost always recommended to help bring people back to your website after they have weighed their options.
Almost any ad platform can be used for retargeting ads.
This type of search ad was popularized by Google Shopping Campaigns.
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.
Social networking websites such as YouTube, Facebook, and Instagram allow you to advertise with video.
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.
Both ad platforms offer excellent conversion opportunities with video ads. Video ads are frequently used to showcase product launches, custom services, and personal introductions.
You should definitely consider incorporating video ads into your paid advertising campaigns in Grand Rapids if you have the budget to do so.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Grand Rapids. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Grand Rapids digital assets.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only appear based on what is searched on Google or Bing.
A search for "Grand Rapids Roofer" on a search engine, for example, might lead someone to a roofing company in Grand Rapids. Targeting that exact phrase wouldn't require in-depth keyword research for that Grand Rapids roofing company's paid ads manager.
However, what if the exact match keyword isn't generating enough search volume and the Grand Rapids roofing company needs to expand their advertising reach? Researching keywords would be necessary for the solution.
The next steps might involve the paid ads manager discussing with the Grand Rapids roofing company what types of services they want to target more often and within what geographic areas. There may also be a need to broaden the keyword targeting.
As an example, the Michigan PPC manager might find that " roofing companies" and "Grand Rapids roof repair" have high search volumes. The first phrase targets a location nearby Grand Rapids 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 these to prevent your paid ads from showing in search queries that you know won't convert.
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".
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.
In Grand Rapids paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. However, Bing Ads and Google Ads also allow audience targeting.
Let's take a look at audience research and targeting within Facebook Ads.
Facebook custom audiences were heavily relied upon by Grand Rapids's paid advertising managers in the past. As a matter of fact, one of the most attractive features of Facebook Ads was its ability to collect data on users, which advertisers in Grand Rapids flocked to take advantage of.
As time went on, data privacy and machine learning both had an impact on custom audiences.
Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. As a result, Facebook had difficulty tracking mobile device behavior. Even ad attribution reporting was affected.
For most Grand Rapids 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.
Though there will still be plenty of Grand Rapids 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.
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 Grand Rapids 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 Grand Rapids.
Our first step when managing a paid advertising campaign in Grand Rapids involves reviewing the landing pages for best practices. In this review, we consider the following factors and more:
Quality landing pages are the result of many factors.
Please, don't spend money on Grand Rapids paid advertising until you have a landing page that follows best practices!
You should never consider your landing page complete. For continuous improvement, run A/B testing every few months.
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.
We have a client who promotes an online fitness challenge that you can even participate in from Grand Rapids. We built multiple sales funnels within Click Funnels while managing their digital marketing. Here are some of the funnels we made:
The types of funnels available to your Grand Rapids business aren't limited to these. It is important to remember that these can be very useful for gauging interest in a product or service, building an email subscriber base, and selling a product or service 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 Grand Rapids. It can take years of experience to master funnels, however. Consider hiring a PPC management company, like WebCitz, to save yourself the hassle of learning it on your own!
Making informed advertising decisions requires a clear understanding of your conversion rate. It varies greatly among industries, products, and services throughout Grand Rapids, but the average conversion rate is between 1-3%.
To illustrate the impact of conversion rates, let's run through a basic example.
Most Grand Rapids businesses wouldn't be able to afford this return on ad spend without strong margins.
Paying an advertising agency to improve campaign settings, the ad creatives, and the landing page experience improves the situation.
Assume those improvements increase your conversion rate from 1% to 2%. For every 100 visits to your website, you now sell two 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 Grand Rapids 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 Grand Rapids, 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 Grand Rapids.
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 Grand Rapids 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 Grand Rapids 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 Grand Rapids 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 Grand Rapids 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 Grand Rapids 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 Grand Rapids 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 Grand Rapids team on paid advertising! As a full-service PPC management company targeting Grand Rapids, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. In most Grand Rapids PPC companies, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and creative ideas often enough with those Grand Rapids PPC companies to get the results you desire.
In researching paid advertising agencies for your Grand Rapids company, there are many factors to consider. The PPC strategies and tactics we suggest for your Grand Rapids company are backed by more than 18 years of experience. Many of these are the same PPC tactics we use to generate leads for our company.
Grand Rapids companies should choose our paid advertising agency because they feel confident we are the right team. Consider our PPC experts for the following reasons:
Get in touch with our PPC experts to discuss what we can do for you in Grand Rapids! While we often provide complete paid advertising management services for small businesses in cities like Grand Rapids, we are also able to augment the marketing departments of large corporations in Grand Rapids and beyond.
Our team would appreciate the opportunity to be considered when your Grand Rapids business or corporation is in need of a PPC marketing agency. We would be happy to talk to you about your follow-up questions via email or phone if you have any.
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.