From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Troy business with its paid ads.
We are a results-driven PPC management company with more than 18 years of experience helping local businesses and ecommerce brands throughout Troy improve their paid advertising campaigns.
To target relevant audiences and build brand awareness, our paid ads managers can help your Troy 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. 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 Troy.
Find out more about our Troy PPC management.
The act of creating and optimizing Troy paid advertising campaigns is known as PPC management. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide professional PPC management, a paid ads agency for Troy often starts by getting to know your company and its business model. Since the way you approach paid advertising for a local Troy business is much different than how you would for an ecommerce brand, this information helps determine the next steps.
Service providers in Troy, for example, are often only looking for quality 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 currently exist or need a lot of revisions.
In contrast, ecommerce brands are most likely to be interested in online sales. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. 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.
Understanding the metrics that will be used to optimize and scale Troy PPC is the next step. For paid advertising to be effective, most Troy 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 Troy business needs to use multiple strategies and marketing tools. Some of the best paid advertising services in Troy include:
In addition to managing Troy-area PPC campaigns, our team also offers Ann Arbor, Detroit, Grand Rapids, Kalamazoo, Lansing, Sterling Heights, Taylor, small businesses and large corporations a professional PPC management service.
The most obvious benefit of Troy paid advertising is the near instant 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 Troy businesses interested in running paid advertising is to start slowly.
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. It is usually the creatives, campaign settings, or sales process that is the problem.
The right combination of paid advertising and digital marketing strategy can greatly enhance your Troy business's digital marketing strategy. It's important to keep in mind that increased traffic does not always translate into more conversions.
There are numerous ways to run paid advertising for your Troy business. Let's discuss some of the most common paid ads being run within various business industries in Troy.
Local ads for your Troy business can be run through nearly any advertising platform. One platform may be more effective for your local Troy business than another. To find out which option works best for you, you should try all of the options available. Now let's discuss some local advertising options.
Google is going to offer two options.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. 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 Troy. We often use Performance Max campaigns for professional services companies in and around Troy, such as accountants, lawyers, dentists, and physicians.
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 Troy, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also target people in your local Troy area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Troy as a city, or specific ZIP codes around Troy. We often rely on local Facebook Ads for all types of Troy business industries.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
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. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your Troy business has to offer.
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.
If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.
Some people refer to this as Troy 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.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Troy news stations), gossip websites, and more.
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. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.
There is a good chance that not everyone will convert during their first experience with your Troy 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.
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 Troy 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 Troy paid advertising campaigns.
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Troy local businesses. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Troy 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.
A search for "Troy Roofer" on a search engine, for example, might lead someone to a roofing company in Troy. 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 Troy.
However, what if the exact match keyword isn't generating enough search volume and the Troy roofing company needs to expand their advertising reach? The solution would require keyword research.
The next steps might involve the paid ads manager discussing with the Troy 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.
As an example, the Michigan PPC manager might find that " roofing companies" and "Troy roof repair" have high search volumes. The first phrase targets a location nearby Troy 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.
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. 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.
Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Troy 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.
Facebook custom audiences were heavily relied upon by Troy's paid advertising managers 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 Troy advertisers lined up to exploit.
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. As a result, Facebook had difficulty tracking mobile device behavior. Even ad attribution reporting was affected.
For most Troy 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 Troy paid ads agencies using 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.
This isn't to say audience research and targeting is going away. Troy ad campaigns will likely always have targeting options that can be manipulated for extra performance.
It is important to focus on a high quality landing page when running paid advertisements in Troy.
We begin by examining the landing pages on any paid advertising campaign in Troy to make sure they follow best practices. In this review, we consider the following factors and more:
There are so many factors that come into the design and development of a quality landing page.
Please, don't spend money on Troy 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 Troy 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 Troy. 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 Troy 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 Troy. 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 Troy.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Troy 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 Troy 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 Troy, 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 Troy.
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 Troy 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 Troy 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 Troy 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 Troy 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 Troy 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 Troy paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!
We want to be your Troy team's paid advertising partner! As a full-service PPC management company targeting Troy, 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 Troy PPC management companies, since most only have a single person handling all the tasks. You might not get the results you want from Troy PPC agencies if you don't test campaign optimization and creative ideas often enough.
Choosing a paid ad agency for your Troy business is not an easy task. The PPC strategies and tactics we suggest for your Troy company are backed by more than 18 years of experience. As a lead generation agency, we often use similar PPC tactics.
Troy companies should choose our paid advertising agency because they feel confident we are the right team. Here are a few reasons we suggest considering our PPC experts:
Get in touch with our PPC experts to discuss what we can do for you in Troy! While we often provide complete paid advertising management services for small businesses in cities like Troy, we are also able to augment the marketing departments of large corporations in Troy and beyond.
Our team would appreciate the opportunity to be considered when your Troy business or corporation is in need of a PPC marketing agency. 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.
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.