Edison PPC Agency

What is Edison, NJ PPC Management?

The act of creating and optimizing Edison paid advertising campaigns is known as PPC management. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide professional PPC management, a paid ads agency for Edison often starts by getting to know your company and its business model. Since the way you approach paid advertising for a local Edison business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

For example, local Edison service providers are often only interested in qualified 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.

Alternatively, ecommerce brands tend to be interested in online sales. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. You might even want to include Google Shopping Campaigns in some cases. We've even utilized sales funnels to help sell products, subscriptions, and services.

Understanding the metrics that will be used to optimize and scale Edison PPC is the next step. Most Edison 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 makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam. For that to make sense though, your ad spend should be over $1,000/month.

To be successful with paid advertising, your Edison business should utilize multiple advertising strategies and marketing tools. Pay-per-click campaigns in Edison should include tactics like:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Make money online or through qualified leads for your Edison business.
• Better understand ad attribution through the integration of third-party attribution software.
• Present social proof through case studies, white papers, and video testimonials.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Place ad creatives across various ad placements and media formats to see which performs best.

In addition to managing Edison-area PPC campaigns, our team also offers Clifton, Elizabeth, Jersey City, Lakewood, Newark, Toms River, Trenton, Wayne, and Woodbridge small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Edison, NJ Businesses

The most obvious benefit of Edison paid advertising is the near instant increase in traffic it provides.

The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.

The first recommendation we offer to Edison 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 run into trouble getting the conversions you were expecting, 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 Edison business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!

Types of Paid Ads for Edison, NJ PPC Campaigns

There are numerous ways to run paid advertising for your Edison business. Edison has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.

Local Ads throughout Edison

Local ads for your Edison business can be run through nearly any advertising platform. Depending on the nature of your local Edison business, you may find better success in one platform versus 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.

From Google, you'll have two options.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. 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. We often use Performance Max campaigns for professional services companies in and around Edison, 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. Plumbers, electricians, roofers, and heating installers in Edison often use Google Local Service Ads.

You can also use Facebook Ads to target people in your local Edison area. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to specific ZIP codes in Edison. Local Facebook Ads are often used by Edison businesses of all types.

Social Ads for Edison Websites

Pretty much any online ad you see on a social network site is going to qualify as a social media ad.

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. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

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. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your Edison 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.

Search Ads within Edison

You'll want to invest in search ads if you know people are looking online for the products you offer.

In some circles, this is referred to as Edison Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.

If you have been running search ads on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

Display Ads throughout Edison

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Edison 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.

Retargeting Ads in Edison

There is a good chance that not everyone will convert during their first experience with your Edison 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 Edison Ecommerce Companies

Google Shopping Campaigns popularized this type of search ad.

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 Edison storefront.

By using these tools, you can provide Google Ads with accurate product data, including 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.

Video Ads within Edison

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

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

Video is an excellent ad creative in terms of conversion opportunities. 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 Edison paid advertising campaigns.

Edison, NJ PPC Management Services

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Edison local businesses. Drive traffic and conversions to your Edison digital assets with our experience across dozens of industries.

Keyword Research

In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, search ads only show up based on what is searched on Google or Bing.

A search for "Edison Roofer" on a search engine, for example, might lead someone to a roofing company in Edison. 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 Edison.

What if, however, that exact match keyword wasn't producing enough search volume and the Edison roofing company wanted to increase their traffic and conversions? The solution would require keyword research.

After discussing options, the next step might involve the paid ads manager talking with the Edison roofing company what services they want to target more often and where. It might also require some broadening of the keyword targeting.

As an example, the New Jersey PPC manager might find that "Highland Park, NJ roofing companies" and "Edison roof repair" have high search volumes. The first phrase is targeting a nearby location to Edison, which might still be in the service area of the Edison roofing company. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

You can also benefit from keyword research when building out negative keyword lists. You can use them to prevent your paid ads from showing up in search queries that you know are not likely to result in a lead or sale.

An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "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

When you hear audience research talked about in Edison paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. Google Ads and Bing Ads also offer audience targeting options.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

Facebook custom audiences were heavily relied upon by Edison'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 Edison advertisers lined up to exploit.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. The change negatively affected Facebook's ability to track user behavior across Edison and beyond. In fact, it even affected the accuracy of ad attribution reporting.

For most Edison advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.

Though there will still be plenty of Edison 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.

This isn't to say audience research and targeting is going away. The targeting options within Edison ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

It is important to focus on a high quality landing page when running paid advertisements in Edison.

When we take on the management of a paid advertising campaign in Edison, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:

• Is there a benefit-focused headline?
• Do you have any images above the fold?
• Is the content written in a compelling manner?
• Do I have immediate access to a lead form?
• Are the call to actions easily noticeable?
• How quickly does the page load?
• Is social proof present?
• Does the page load on mobile devices?

There are so many factors that come into the design and development of a quality landing page.

Until you have a landing page that follows best practices, don't spend money on Edison paid advertising.

Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Edison sales pitch.

Sales Funnel Development

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 Edison. 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 Edison 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 Edison. 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 Edison.

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

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

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 Edison 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 Edison 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 Edison 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 Edison 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 Edison 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 Edison, NJ PPC Managers

Our digital marketers are so excited about managing Edison paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!

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

View All PPC Tools

Why Choose WebCitz to Manage Your Edison, NJ PPC Services

We want to be your Edison team's paid advertising partner! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Edison. This is not true of all Edison PPC management companies, since most only have a single person handling all the tasks. You might not get the results you want from Edison PPC agencies if you don't test campaign optimization and creative ideas often enough.

There are many factors to consider when researching paid ads agencies for your Edison business. The PPC strategies and tactics we suggest for your Edison company are backed by more than 18 years of experience. 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 Edison company grow. Here are a few reasons we suggest considering our PPC experts:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• We rely heavily on sales funnels and paid advertising to shore up our organic search rankings.
• Since we have an internal advertising team, we do not outsource Edison digital marketing services, such as PPC management, sales funnel development, or ad creative services.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Let's talk about what our PPC experts can do for your Edison business! We often provide complete paid advertising management services to Edison small businesses, but we can also augment the marketing department of larger Edison corporations to fill in missing skill sets.

We hope you consider our company when searching for a PPC advertising agency for you Edison small business or large corporation. We would be happy to talk to you about your follow-up questions via email or phone if you have any.