Brookhaven PPC Agency

Our Brookhaven, NY PPC Management Strategies

The act of creating and optimizing Brookhaven PPC advertising plans is known as paid ads management. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide expert PPC ads management, a paid advertising agency for Brookhaven 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 localized Brookhaven business is much different from how you'd handle it for an ecommerce brand.

Service providers in Brookhaven, for example, are often only looking for quality leads. To accomplish this, paid ads 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 yet exist or need to be substantially improved.

In contrast, ecommerce brands are most likely to be interested in online sales. Using PPC advertising, you can increase traffic to a page optimized for products or categories. 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 Brookhaven paid ads, it's important to understand what metrics will be used. Most Brookhaven paid advertising firms 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 ads, your Brookhaven business should utilize multiple advertising tactics and marketing tools. For example, the best Brookhaven paid advertising services will include tactics to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social channels, and third-party websites.
• Increase revenue for your Brookhaven business through qualified leads or online sales.
• Integrate third-party attribution tools to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Collect email addresses, create user-generated content, and nurture relationships.
• Place ad creatives across various ad placements and media formats to see which performs best.

In addition to managing Brookhaven-area paid ads campaigns, our team also offers Albany, Brentwood, Bronx, 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 management service.

Pricing for Brookhaven, NY PPC Ads Management

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.

How Paid Advertising Helps Brookhaven, NY Companies

The most obvious benefit of Brookhaven PPC advertising 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 Brookhaven small businesses interested in running paid ads 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're not getting conversions, don't blame Facebook or Google. It is usually the creatives, campaign settings, or sales process that is the problem.

Brookhaven small businesses can benefit greatly from the addition of paid advertising to their internet advertising service when everything comes together. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Brookhaven, NY Paid Ads

We are a team of PPC advertising specialists with extensive knowledge in the latest PPC trends for Brookhaven local small businesses. Take advantage of our experience across dozens of business industries to help increase traffic and conversions to your Brookhaven digital assets.

Keyword Research

In the context of paid ads, you'll find keyword research mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, Bing and Google only show ads based on what people search for.

A search for "Brookhaven Roofer" on a search engine, for example, might lead someone to a roofing company in Brookhaven. Targeting that exact phrase wouldn't require in-depth keyword research for that Brookhaven roofing company's paid advertising manager.

However, what if the exact match keyword isn't generating enough search volume and the Brookhaven roofing company needs to expand their advertising reach? To solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid advertising manager talking with the Brookhaven 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 New York paid ads manager discovers that there is a high traffic volume for "Shirley, NY roofers" or even "Brookhaven roof repair." The first phrase is targeting a nearby location to Brookhaven, which might still be in the service area of the Brookhaven 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 searching for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. However, they might see your PPC advertising if you are using broad keyword targeting without any negative keywords like "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

In Brookhaven paid advertising campaigns, audience research is often discussed in the context of scaling social ads. Google Ads and Bing Ads also offer audience targeting options.

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

Brookhaven paid advertising managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most appealing features was the ability to collect data on users, which advertisers in Brookhaven eagerly took advantage of.

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

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. The change negatively affected Facebook's ability to track user behavior across Brookhaven and beyond. In fact, it even affected the accuracy of ad attribution reporting.

Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Brookhaven ad companies. 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.

While there will still be plenty of Brookhaven 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.

Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent tweaks.

However, audience research and targeting aren't going away. Brookhaven 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 Brookhaven.

We begin by examining the landing pages on any paid advertising campaign in Brookhaven to make sure they follow best practices. Our review takes into account the following factors:

• Is there a benefit-focused headline?
• Is there an image above the fold?
• Is the content written in a compelling manner?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is social proof present?
• Does the page load on mobile devices?

Designing and developing a quality landing page involves so many factors.

Make sure your landing page follows best practices before you spend money on Brookhaven paid ads!

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.

Including a Sales Funnel

Rather than a landing page, you might want to consider building out a sales funnel. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

One of our customers promotes an online fitness challenge that you can even join from Brookhaven. 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.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

Your Brookhaven small business isn't limited to only these types of funnels. It is important to remember that these can be very useful for gauging interest in a product or service, building an email subscriber base, and selling a product or service online.

Make sure you take your time when implementing a funnel. You can learn this type of work at home or at a technical school in Brookhaven after weeks of training. However, getting really good at funnels can take years of experience. Look for a paid ads management agency like WebCitz to do the hard work for you!

Conversion Optimization

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. It varies greatly among industries, products, and services throughout Brookhaven, but the average conversion rate is between 1-3%.

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

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

For most Brookhaven small businesses, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid ads 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Brookhaven 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 Brookhaven, 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 beautiful 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 Brookhaven.

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 Brookhaven 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 management agency that helps Brookhaven small 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 Brookhaven 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 Brookhaven 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 Brookhaven 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.

Types of Paid Ads for Brookhaven, NY PPC Campaigns

There are numerous ways to run paid ads for your Brookhaven small business. Let's discuss some of the most common paid advertising being run within various business industries in Brookhaven.

Local Advertising throughout Brookhaven

You can use nearly any advertising platform to run local ads for your Brookhaven organization. One platform may be more effective for your local Brookhaven small business than another. To find out which option works best for you, you should try all of the options available. Here are a few options for local advertising.

Google is going to offer two options.

As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. 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 Brookhaven. Even local stores use this campaign type.

Google's second option for qualifying businesses is 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. Home service contractors in Brookhaven, 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 localized Brookhaven area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Brookhaven as a city, or specific Brookhaven ZIP codes. We often rely on local Facebook Ads for all types of Brookhaven business industries.

Social Media Marketing for Brookhaven Organizations

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. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. It might be necessary to look at weekly ad creative modifications for campaigns with higher spending.

One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. 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 Brookhaven.

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 Ads within Brookhaven

If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.

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

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.

Display Ads for Brookhaven Small Businesses

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

Bing Ads and Google Ads both offer these.

With display ads, you just need a set of ad creatives in different sizes. 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 Brookhaven

There is a good chance that not everyone will convert during their first experience with your Brookhaven website, landing page, or sales funnel.

To help people return to your website after they've thought through various options, retargeting ads are almost always recommended.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Brookhaven Ecommerce Small Businesses

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 Brookhaven 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.

Video Ads for Brookhaven Companies

Social networking websites such as Facebook, YouTube, 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.

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

The conversion potential of video ads is excellent on both platforms. 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 Brookhaven if you have the budget to do so.

Free Paid Ads Calculators for Brookhaven, NY PPC Managers

Our internet advertisers are so excited about managing Brookhaven paid advertising campaigns, they worked with our website 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 Other Paid Ads Tools

Why Choose WebCitz to Manage Your Brookhaven, NY PPC Strategies

We want to be your Brookhaven team's PPC advertising partner! As a complete paid ads management company targeting Brookhaven, we have multiple internal teams focused on search ads, social media advertising, sales funnel development, and ad creative testing. This is not true of all Brookhaven PPC management companies, since most only have a single person handling all the tasks. For those Brookhaven PPC companies, campaign optimizations and original ideas might not be tested often enough to bring about the results you need.

Choosing a paid ad agency for your Brookhaven small business is not an easy task. The paid ads strategies and tactics we suggest for your Brookhaven company are backed by more than 18 years of experience. Many of these are the same PPC strategies we use to get leads for our firm.

Brookhaven businesses should choose our paid advertising firm because they feel confident we are the right team.

Our PPC specialists are a good option for numerous reasons:

• 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.
• Our internal advertising team handles all Brookhaven digital marketing plans, such as PPC management, sales funnel development, and ad creatives.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Get in touch with our paid ads experts to discuss what we can do for you in Brookhaven! We often provide complete paid advertising management services to Brookhaven businesses, but we can also augment the marketing department of larger Brookhaven corporations to fill in missing skill sets.

When it comes time for your Brookhaven small business 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 paid ads firm.

800-796-8263 Email Us