From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your New York 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 New York improve their paid advertising campaigns.
The paid ads managers at our company can help your New York business target relevant audiences and build brand awareness through Facebook Ads, Google Ads, and Bing Ads. With these ad platforms, we can target prospects at any stage of the customer journey. 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.
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 New York.
Read on to learn more about our New York PPC management services.
The act of creating and optimizing New York paid advertising campaigns is known as PPC management. Despite that simple explanation, let's explore it further.
In order to provide professional PPC management, a paid ads agency for New York should get to know your company and its goals. 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.
Service providers in New York, for example, are often only looking for quality leads. This can be accomplished through paid advertising that drives traffic to an optimized landing page or sales funnel. If those digital assets don't yet exist, or need substantial improvement, then you could start with Google Local Service Ads or Facebook Lead Forms.
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. Our sales funnels have also helped us to sell subscriptions, products, and services.
To optimize and scale New York PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most New York paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. 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 New York business should utilize multiple advertising strategies and marketing tools. Pay-per-click campaigns in New York should include tactics like:
Our PPC management agency is happy to provide Albany, Brentwood, Bronx, Brookhaven, Brooklyn, Buffalo, Greece, Manhattan, New York City, Niagara Falls, Queens, Schenectady, Staten Island, Syracuse, White Plains, and Yonkers with professional paid advertising consulting services.
The most obvious benefit of New York paid advertising is the near instant increase in traffic it provides.
It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.
Starting slowly is the first recommendation we give to New York businesses interested in paid advertising.
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.
If you're not getting conversions, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.
When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your New York company. Remember, more traffic doesn't always mean more conversions!
There are numerous ways to run paid advertising for your New York business. The following are some of New York's most common paid advertisements options.
If you have a business in New York, you can run local ads on almost any advertising platform. One platform may be more effective for your local business in New York than another. It is important to try out every available option to see which works best for your needs. Let's talk about a few local advertising choices.
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. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in New York. Even local stores use this campaign type.
Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. We often use Google Local Service Ads for home services contractors in New York, like plumbers, electricians, roofers, and heating installers.
You can also use Facebook Ads to target people in your local New York area. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in New York. We often rely on local Facebook Ads for all types of New York 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. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. For higher spending ad campaigns, you might need to look at weekly ad creative changes.
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. It's quite the opposite when you run search ads since you only get to show them when someone searches for what you offer in New York.
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.
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 New York 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've been running search ads on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local New York news stations), gossip websites, and more.
Bing Ads and Google Ads both offer these.
With display ads, all you need are a few different sizes of ad creatives. 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 New York 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.
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 New York 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 New York paid advertising campaigns.
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for New York local businesses. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your New York digital assets.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, Bing and Google only show ads based on what people search for.
For example, a person looking for a roofing company in New York might search "New York Roofer" on a search engine. As a paid ads manager for that New York roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
What if, however, that exact match keyword wasn't producing enough search volume and the New York 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 New York roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.
Suppose the PPC manager discovers that there is a high traffic volume for "New York roofers" or even "New York roof repair." The first phrase targets the plural form of the business industry within New York. 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. 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.
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.
Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in New York paid advertising campaigns. 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.
New York paid advertising managers used Facebook's custom audiences extensively 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 New York 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 New York and beyond. Even ad attribution reporting was affected.
Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most New York ad agencies. 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.
In spite of the fact that many New York paid ads agencies still rely on custom audiences, it is clear that the trend is shifting 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."
Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.
It's not to say audience research and targeting are going away. The targeting options within New York 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 New York paid advertising campaigns.
When we take on the management of a paid advertising campaign in New York, 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 New York 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 New York 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 New York. 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 New York 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 New York. 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 New York.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most New York 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 New York 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 New York, 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 New York.
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 New York 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 New York 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 New York 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 New York 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 New York 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 New York 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 New York team's paid advertising partner! We are a full-service PPC management company targeting New York with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. New York PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not be testing campaign optimizations and creative ideas often enough with those New York PPC companies to get the results you desire.
Choosing a paid ad agency for your New York business is not an easy task. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your New York business. These are often the same PPC tactics we use for our own lead generation.
In addition, you should choose us as your paid advertising agency because you are confident we can help your New York company grow. Here are a few reasons we suggest considering our PPC experts:
Let's discuss what our PPC experts can offer your New York company! We often provide complete paid advertising management services to New York small businesses, but we can also augment the marketing department of larger New York corporations to fill in missing skill sets.
We hope you consider our company when searching for a PPC advertising agency for you New York small business or large corporation. 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 searching for the most experienced PPC experts, it is important to review each paid advertising agency for communication, availability, past results and client satisfaction. This will help ensure you select a reputable partner to help with your paid advertising campaigns. You will find WebCitz to be one of the highest rated PPC agencies!
Look at how we've been able to help improve paid ad performances for businesses in multiple industries!