Albany PPC Agency

Our Albany, NY PPC Management Game Plans

PPC Management consists of creating and optimizing paid advertisement campaigns in Albany. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide skilled PPC management, a PPC advertising company for Albany should get to know your company and its goals. Since the way you approach paid ads for a local Albany small business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Service providers in Albany, for example, are often only searching for quality leads. Through paid ads, traffic can be driven 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. This can be accomplished through paid advertising that builds 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.

The next step in Albany PPC ads management is understanding the metrics that will be used to optimize and scale. For paid advertising to be effective, most Albany paid ad firms will implement email collection strategies, such as squeeze pages or lead magnets. 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 PPC advertising, your Albany organization needs to use multiple strategies and marketing tools. Some of the best paid advertising packages in Albany strive to:

• 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 Albany small business.
• Better understand ad attribution through the integration of third-party attribution software.
• Present social proof through case studies, white papers, and video testimonials.
• Engage users in story creation, email collection, and user generated content.
• Test ad creatives across various ad placements and between different media formats.

In addition to managing Albany-area PPC campaigns, our team also offers Brentwood, Bronx, Brookhaven, Brooklyn, Buffalo, Greece, Manhattan, New York City, Niagara Falls, Queens, Schenectady, Staten Island, Syracuse, White Plains, and Yonkers small businesses and large corporations a professional PPC ads management service.

Pricing for Albany, NY PPC Management

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.

How Paid Advertising Helps Albany, NY Businesses

One of the most obvious benefits of Albany paid advertising is the quick increase in traffic it provides.

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 Albany organizations interested in paid advertising.

Make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data before diving into PPC advertising or scaling your ad campaigns.

If you're not getting conversions, don't blame Facebook or Google. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

The right combination of paid advertising and internet advertising can greatly enhance your Albany business's online marketing strategy. Remember, more traffic doesn't always mean more conversions!

How We Manage Albany, NY PPC

Our team of paid advertising experts is knowledgeable about the latest PPC trends in Albany. Take advantage of our experience across dozens of business industries to help get traffic and conversions to your Albany digital assets.

Keyword Research

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.

If you are looking for a roofing company in Albany, you might search "Albany Roofer" on Google. 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 Albany.

What if, however, that exact match keyword wasn't producing enough search volume and the Albany 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 advertising manager talking with the Albany roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.

For instance, the New York paid ads manager might discover high search volume for "Watervliet, NY roofing companies" or even "Albany roof repair." The first phrase targets a location nearby Albany that might still be within the company's service area. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

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.

An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your PPC advertising 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

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Albany paid ads campaigns. There are options within Google Ads and Bing Ads for audience targeting as well though.

We'll review some audience research and targeting history within Facebook Ads.

Facebook custom audiences were heavily relied upon by Albany's paid advertising managers in the past. In fact, one of Facebook Ads' most appealing features was the ability to collect data on users, which advertisers in Albany eagerly took advantage of.

The rise of data privacy and machine learning had a significant 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 Albany and beyond. In fact, it even affected the accuracy of ad attribution reporting.

For most Albany advertising companies, 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 Albany paid ads agencies relying on custom audiences, the trend is moving toward broad targeting. Don't take our work for it though. If you've been involved in the creation of Facebook ads, you've probably noticed the removal of interest-based targeting options here and there. Maybe you've even seen changes to how "Advantage Detailed Targeting" is recommended during the setup process.

This blog article from Social Media Examiner does a good job of talking about recent tweaks to audience targeting.

It's not to say audience research and targeting are going away. Albany ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Landing Page Creation & Optimization

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

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

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Does the content engage the reader?
• Do I have immediate access to a lead form?
• Can you easily identify the call to action?
• How fast 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 Albany 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 Albany sales pitch.

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 Albany. While managing their website 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 Albany small 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 Albany. It can take years of experience to master funnels, however. You can save yourself some time by searching for a PPC management company, like WebCitz, to handle the heavy lifting!

CRO

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 Albany.

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

1. You sell a $100 sweatshirt in Albany on your website.
2. You have a 1% conversion rate, meaning for every 100 Albany 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 Albany that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from PPC advertising, 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 advertising you get two dollars in return.

For most Albany organizations, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid advertising company 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 site 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 Albany paid ads.

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 Albany, 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 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Albany.

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 Albany 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 company that helps Albany organizations, 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 Albany website or funnel.

You might be suffering from ad attribution problems 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 Albany 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 Albany 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.

Types of Paid Ads for Albany, NY PPC Campaigns

In Albany, there are many ways to run paid advertising. Let's discuss some of the most common paid advertising being run within various business industries in Albany.

Local Advertising in Albany

Local ads for your Albany organization can be run through nearly any advertising platform. One platform may be more effective for your local Albany small business than another. You should try out every option available to see which suits you best. 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 area customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Albany. Even local stores use this campaign type.

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Plumbers, electricians, roofers, and heating installers in Albany often use Google Local Service Ads.

You can also target people in your localized Albany area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Albany as a city, or specific ZIP codes around Albany. Local Facebook Ads are often used by Albany businesses of all types.

Social Media Marketing for Albany Websites

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

Maintaining fresh ad creatives is key to social media advertising. 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 modifications.

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 searching for what your Albany small business has to offer.

However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.

Search Engine Advertising throughout Albany

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 Albany Search Engine Marketing, or SEM. This is just a different way of explaining search advertising, which are advertisements placed on the search results page of a search engine.

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.

Display Ads for Albany Small Businesses

Many different message boards, chat rooms, game lounges, news websites (even localized Albany news stations), gossip sites, and more run display advertisements.

Google Ads and Bing Ads commonly offer these campaign types.

With display ads, all you need are a few different sizes of ad creatives. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.

Retargeting Ads in Albany

There is a good chance that not everyone will convert during their first experience with your Albany 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 Albany Ecommerce Small Businesses

This type of search ad was popularized by Google Shopping Campaigns.

If you want to promote your Albany storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. Using that information, they can determine what types of search queries to display your products at the top of search results.

Video Ads throughout Albany

Social networking websites such as Instagram, Facebook, and YouTube 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, look to implement them into your Albany paid advertising campaigns.

Free Paid Ads Calculators for Albany, NY PPC Managers

As part of our commitment to managing Albany paid advertising campaigns, our digital marketers worked with our website development team to build a few PPC calculators that might interest you.

• Return on Ad Spend Calculator
• Calculate CPA
• Churn Rate Estimator

View Other PPC Tools

Why Choose WebCitz to Manage Your Albany, NY Paid Ads Services

We'd love to partner with your Albany team on paid ads! As a comprehensive PPC management agency targeting Albany, we have multiple internal teams focused on search advertising, social ads, sales funnel development, and ad creative testing. Albany PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not get the results you want from Albany paid ads firms if you don't test campaign optimization and creative ideas often enough.

Choosing a paid ad company for your Albany company is not an easy task. Having over 18 years of experience, you can trust our PPC tactics and plans for Albany businesses. As a lead generation company, we often use similar PPC strategies.

In addition, you should choose us as your paid advertising firm because you are confident we can help your Albany company grow.

Here are a few reasons we suggest considering our PPC specialists:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid ads help us rank for keywords we don't yet rank organically for.
• We do not outsource Albany digital marketing plans, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's talk about what our paid ads experts can do for your Albany business! While we often provide complete paid advertising management services for small businesses in cities like Albany, we are also able to augment the marketing departments of large corporations in Albany and beyond.

Our team would appreciate the opportunity to be considered when your Albany business needs a paid ads marketing firm. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

800-796-8263 Email Us