From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Lincoln business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Lincoln, we're a results-driven PPC management company.
To target relevant audiences and build brand awareness, our paid ads managers can help your Lincoln 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. From there, we can help you integrate solutions that bring clarity to ad attribution in a post iOS 14.5 environment, allowing you to efficiently scale your ad campaigns.
As a full-service paid ads agency for Lincoln, 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.
We even offer Facebook Ads and Google Ads management services for nearby businesses in Beatrice, NE, Papillion, NE, La Vista, NE, Fremont, NE, and Bellevue, NE.
PPC management refers to creating and optimizing Lincoln 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 Lincoln 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 Lincoln business is much different from how you'd handle it for an ecommerce brand.
For example, local Lincoln 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. 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 Lincoln PPC is the next step. Most Lincoln 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 is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.
To be successful with paid advertising, your Lincoln business should utilize multiple advertising strategies and marketing tools. For example, the best Lincoln paid advertising services will include tactics to:
In addition to managing Lincoln-area PPC campaigns, our team also offers Bellevue, Fremont, Grand Island, Lexington, Norfolk, and Omaha small businesses and large corporations a professional PPC management service.
The price of our PPC management services is based on the amount of time you want us to dedicate to your campaigns each month. Listed below you will find our starting price for PPC management, but we can discuss an increased budget if you have a higher ad spend or service requirements.
Traffic increases almost instantly with Lincoln 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 Lincoln 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 Lincoln business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!
With in-depth knowledge of the latest PPC trends for local businesses in Lincoln, 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 Lincoln digital assets.
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 Lincoln might search "Lincoln 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 Lincoln.
What if, however, that exact match keyword wasn't producing enough search volume and the Lincoln 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 Lincoln 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 Nebraska PPC manager might find that "Beatrice, NE roofing companies" and "Lincoln roof repair" have high search volumes. The first phrase is targeting a nearby location to Lincoln, which might still be in the service area of the Lincoln roofing company. 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.
When you hear audience research talked about in Lincoln paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. There are options within Google Ads and Bing Ads for audience targeting as well though.
Let's take a look at audience research and targeting within Facebook Ads.
In years past, Lincoln paid advertising managers relied heavily on building out their own custom audiences within Facebook. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Lincoln 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 Lincoln and beyond. Even ad attribution reporting was affected.
For most Lincoln 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.
While there will still be plenty of Lincoln 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.
This isn't to say audience research and targeting is going away. The targeting options within Lincoln ad campaigns will likely always be manageable to boost performance.
The quality of your landing page will be a big factor in the success of your Lincoln paid advertising campaigns.
When we take on the management of a paid advertising campaign in Lincoln, we start by looking over the landing pages to see if they follow 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 Lincoln 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.
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 Lincoln. 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 Lincoln 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 Lincoln. 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 Lincoln.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Lincoln 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 Lincoln 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 Lincoln, 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 Lincoln.
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 Lincoln 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 Lincoln 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 Lincoln 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 Lincoln 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 Lincoln 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.
The options for running paid advertising for your Lincoln business are numerous. Let's discuss some of the most common paid ads being run within various business industries in Lincoln.
You can use nearly any advertising platform to run local ads for your Lincoln business. Depending on the nature of your local Lincoln 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. 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 Lincoln. We often use Performance Max campaigns for professional services companies in and around Lincoln, such as accountants, lawyers, dentists, and physicians.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. 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. Home service contractors in Lincoln, 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 Lincoln area. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Lincoln as a city, or specific Lincoln ZIP codes. We often rely on local Facebook Ads for all types of Lincoln business industries.
Almost all online ads you see on social networks qualify as social media ads.
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. For higher spending ad campaigns, you might need to look at weekly ad creative changes.
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. When running search ads, that is quite the opposite since your ads are only going to show when someone is actively looking for what your Lincoln business offers.
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.
There are some people out there who refer to this as Lincoln 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.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Lincoln news stations), gossip websites, and more.
Google Ads and Bing Ads commonly offer these campaign types.
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.
Not everyone is going to convert during their first experience with your Lincoln 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.
It was Google Shopping Campaigns that popularized this form of search advertising.
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 Lincoln 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. Then, your products will be displayed at the top of search results based on the right types of search queries.
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 Lincoln if you have the budget to do so.
Let's work together on paid advertising for your Lincoln business! As a full-service PPC management company targeting Lincoln, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. Lincoln PPC management companies don't all operate this way, since most only have one person in charge of everything. For those Lincoln 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 Lincoln business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Lincoln 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 Lincoln company grow. Our PPC experts are a good option for a number of reasons:
Get in touch with our PPC experts to discuss what we can do for you in Lincoln! We often provide complete paid advertising management services to Lincoln small businesses, but we can also augment the marketing department of larger Lincoln corporations to fill in missing skill sets.
When it comes time for your Lincoln 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.
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.