From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Norfolk business with its paid ads.
We are a results-driven PPC management firm with more than 18 years of experience helping local businesses and ecommerce brands throughout Norfolk improve their PPC advertising services.
To target relevant audiences and build brand awareness, our paid ads managers can help your Norfolk small business leverage Facebook ads, Google paid ads, or even Bing advertising. Through these ad platforms, we can help you 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 complete paid advertising company for Norfolk, 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 packages for nearby businesses in Columbus, NE, Vermillion, SD, Yankton, SD, South Sioux City, NE, and Sioux City, IA.
The act of creating and optimizing Norfolk paid advertising services 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 company for Norfolk often starts by getting to know your company and its business model. This information helps determine the next steps, since the way you'd approach paid advertising for a local Norfolk small business is much different from how you'd handle it for an ecommerce brand.
For example, nearby Norfolk service providers are often only interested in qualified leads. This can be accomplished through paid advertising that gets 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 improve 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.
The next step in Norfolk PPC management is understanding the metrics that will be used to optimize and scale. Most Norfolk paid advertising agencies will implement email collection tactics through squeeze pages or lead magnets to help increase the value of paid ads. For ad budgets over $1,000/mo, it often makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam to better understand ad attribution and reporting.
To be successful with paid advertising, your Norfolk small business should utilize multiple advertising plans and marketing tools. For example, the best Norfolk paid ads plans will include plans to:
In addition to managing Norfolk-area PPC campaigns, our team also offers Bellevue, Fremont, Grand Island, Lexington, Lincoln, and Omaha small businesses and large corporations a professional PPC ads management service.
The price of our paid ads management plans 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.
The most obvious benefit of Norfolk paid ads 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 Norfolk businesses interested in running PPC advertising is to start slowly.
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 ads and online marketing can greatly enhance your Norfolk business's online advertising game plan. Remember, more traffic doesn't always mean more conversions!
We are a team of paid ads experts with extensive knowledge in the latest paid ads trends for Norfolk local businesses. Take advantage of our experience across dozens of business industries to help generate traffic and conversions to your Norfolk 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 searching for a roofing company in Norfolk might search "Norfolk Roofer" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid advertising manager for that roofing company in Norfolk.
What if, however, that exact match keyword wasn't producing enough search volume and the Norfolk roofing company wanted to increase their traffic and conversions? To solve the problem, keyword research would be required.
The next steps might involve the paid ads manager discussing with the Norfolk 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.
For instance, the Nebraska PPC manager might discover high search volume for "Columbus, NE roofing companies" or even "Norfolk roof repair." The first phrase is targeting a nearby location to Norfolk, which might still be in the service area of the Norfolk roofing company. The second phrase is targeting a slightly different service, which might result in a more lucrative roof replacement project if the repair work is extensive.
You can also benefit from keyword research when building out negative keyword lists. These are used to stop your PPC advertising from showing in search queries that you know won't produce conversions.
For example, someone searching 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 Norfolk paid advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. There are options within Google Ads and Bing Ads for audience targeting as well though.
Let's go over a little history on audience research and targeting within the Facebook Ads platform.
In years past, Norfolk PPC advertising managers relied heavily on building out their own custom audiences within Facebook. After all, one of the most appealing features of the Facebook Ads platform was the data it collected on its users, which Norfolk 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. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Norfolk and beyond. Even ad attribution reporting was affected.
For most Norfolk 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 Norfolk PPC advertising firms relying on custom audiences, the trend is moving toward broad targeting. You can see it in every upgrade 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 updates to audience targeting, if you'd like a second opinion.
This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Norfolk ad campaigns to squeeze a little extra performance.
The quality of your landing page will be a big factor in the success of your Norfolk paid advertising campaigns.
When we take on the management of a PPC advertising campaign in Norfolk, 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 Norfolk paid ads 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 Norfolk. While managing their digital advertising 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 Norfolk organization 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 Norfolk. 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 Norfolk.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Norfolk businesses, this return on ad spend wouldn't be acceptable unless the margins were great.
To improve the situation, you hire a paid advertising firm 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 be profitable now selling those sweatshirts.
Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Norfolk 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 Norfolk, 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 should develop an understanding of how to capture someone's attention in a split second.
To do this, you need to build out awesome 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 should change things up frequently, even if you are just targeting people in Norfolk.
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 Norfolk 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 should understand when to pause an ad because it isn't performing as well as it once did. You should 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 ads management firm that helps Norfolk 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 Norfolk 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 Norfolk 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 Norfolk 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 PPC advertising campaigns are doing.
There are numerous ways to run paid advertising for your Norfolk organization. Let's discuss some of the most common paid advertising being run within various business industries in Norfolk.
You can use nearly any advertising platform to run local ads for your Norfolk business. Depending on the nature of your local Norfolk 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 localized 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 Norfolk. We often use Performance Max campaigns for professional services companies in and around Norfolk, such as accountants, lawyers, dentists, and physicians.
The second option from Google, if you are in a qualifying business industry, is to check out 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. We often use Google Local Service Ads for home services contractors in Norfolk, like plumbers, electricians, roofers, and heating installers.
You can also use Facebook Ads to target people in your local Norfolk area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Norfolk as a city, or specific Norfolk ZIP codes. We often rely on local Facebook Ads for all types of Norfolk small business industries.
Almost all online ads you see on social media networks qualify as social media ads.
Maintaining fresh ad creatives is key to social media advertising. 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 modifications.
The best part of social ads is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. When running search ads, that is quite the opposite since your ads are only going to show when someone is actively searching for what your Norfolk small business offers.
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.
There are some people out there who refer to this as Norfolk Search Engine Marketing, or SEM for short. There are different ways to explain search advertising, which are advertisements displayed on search engines' search results pages.
If you have been running search engine advertising 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 localized Norfolk 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. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.
Not everyone is going to convert during their first experience with your Norfolk 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 Norfolk storefront.
With these tools in place, you'll be able to provide Google Ads an updated list of all 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, Instagram, Facebook, and other social media 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. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!
You should consider incorporating video ads into your paid advertising campaigns in Norfolk if you have the budget to do so.
Our internet marketers are so excited about managing Norfolk paid advertising campaigns, they worked with our website development team to build out some helpful PPC calculators that you might be interested in trying!
We want to be your Norfolk team's PPC advertising partner! As a comprehensive paid ads management agency targeting Norfolk, we have multiple internal teams focused on search engine ads, social media advertising, sales funnel development, and ad creative testing. This is not true of all Norfolk paid ads management companies, since most only have a single person handling all the tasks. For those Norfolk paid ads agencies, campaign optimizations and innovative 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 Norfolk small business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Norfolk company. As a lead generation agency, we often use similar paid ads plans.
In addition, you should choose us as your paid advertising company because you are confident we can help your Norfolk company grow. Our PPC specialists are a good option for numerous reasons:
Let's discuss what our PPC professionals can offer your Norfolk company! We often provide complete paid advertising management services to Norfolk businesses, but we can also augment the marketing department of larger Norfolk corporations to fill in missing skill sets.
When it comes time for your Norfolk small business to start the search for a paid ads 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 paid ads firm.