Syracuse PPC Agency

Our Syracuse, NY PPC Management Strategies

PPC Ads Management consists of creating and optimizing paid advertisement plans in Syracuse. However, that is an incredibly simple explanation, so let's dig a little deeper.

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

For example, local Syracuse service providers are often only interested in qualified leads. This can be accomplished through paid advertising that drives 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 yet exist or need to be substantially improved.

Alternatively, ecommerce brands tend to be interested in online sales. Using paid advertising, you can get traffic to a page optimized for products or categories. 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.

To optimize and scale Syracuse PPC, it's important to understand what metrics will be used. For paid ads to be effective, most Syracuse paid ad companies will implement email collection plans, 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 Syracuse small business should utilize multiple advertising plans and marketing tools. Some of the best paid advertising plans in Syracuse strive to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Increase revenue for your Syracuse business through qualified leads or online sales.
• Utilize third-party attribution software to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Engage users in story creation, email collection, and user generated content.
• Test the effectiveness of different ad creatives across different media and ad placements.

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

Pricing for Syracuse, NY PPC Management

The price of our paid ads 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 ads management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Syracuse, NY Organizations

One of the most obvious benefits of Syracuse paid ads is the quick 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 Syracuse small 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 PPC advertising or scaling your ad campaigns.

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.

Syracuse small businesses can benefit greatly from the addition of paid ads to their digital marketing game plan when everything comes together. Remember, more traffic doesn't always mean more conversions!

How We Manage Syracuse, NY PPC

Our team of paid ads experts is knowledgeable about the latest paid ads trends in Syracuse. Drive traffic and conversions to your Syracuse digital assets with our experience across dozens of industries.

Keyword Research

In the context of PPC 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.

For example, a person looking for a roofing company in Syracuse might search "Syracuse Roofer" on a search engine. Targeting that exact phrase wouldn't require in-depth keyword research for that Syracuse roofing company's paid ads manager.

What if, however, that exact match keyword wasn't producing enough search volume and the Syracuse roofing company wanted to increase their traffic and conversions? To solve the problem, keyword research would be required.

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

Suppose the New York paid ads manager discovers that there is a high traffic volume for "Fairmount, NY roofers" or even "Syracuse roof repair." The first phrase targets a location nearby Syracuse 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.

You can also benefit from keyword research when building out negative keyword lists. You can use these to prevent your paid advertising from showing in search queries that you know won't convert.

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. However, they might see your paid advertising if you are using broad keyword targeting without any negative keywords like "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

Audience Research

Audience research is often mentioned as part of scaling social ads on Facebook and Instagram in Syracuse PPC advertising campaigns. However, Bing Ads and Google Ads also allow audience targeting.

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

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

The rise of data privacy and machine learning had a significant 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. As a result, Facebook had difficulty tracking mobile device behavior. 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 Syracuse ad companies. By choosing your own interest-based targeting, you tend to do more harm than good because their algorithm often understands your ideal audience better than you do.

Although many Syracuse paid advertising agencies still rely on custom audiences, the trend is shifting 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 updates.

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

Landing Page Creation & Optimization

An important factor in the success of your Syracuse paid advertising campaign is the landing page.

When we take on the management of a PPC advertising campaign in Syracuse, we start by looking over the landing pages to see if they follow best practices. In this review, we consider the following factors and more:

• Is there a benefit-focused headline?
• Are there any images above the fold?
• What is the quality of the content? Is it well written?
• Do you have a lead form I can use right away?
• Can you easily identify the call to action?
• How quickly does the page load?
• Is there social proof?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

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

Ideally, you should never consider your landing page to be finished. You can refine your Syracuse sales pitch by running A/B tests on the landing page every few months.

Sales Funnel Development

As an alternative to a landing page, you might want to consider building out one or more sales funnels. To get leads, build email audiences, and even make online purchases, we rely on sales funnels.

One of our clients promotes an online fitness challenge that you can even join from Syracuse. In the course of managing their internet advertising, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• 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 Syracuse 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 Syracuse. It can take years of experience to master funnels, however. You can save yourself some time by looking for a PPC ads 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 Syracuse.

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

1. You sell a $100 sweatshirt in Syracuse on your website.
2. You have a 1% conversion rate, meaning for every 100 Syracuse 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 Syracuse that visits your site 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 advertising you get two dollars in return.

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

To improve the situation, you hire a PPC 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 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 Syracuse 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 Syracuse, 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 Syracuse.

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 Syracuse 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 paid ads management company that helps Syracuse companies, 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 Syracuse website or funnel.

You might be suffering from ad attribution concerns 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 Syracuse 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 Syracuse 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 ads campaigns are doing.

Types of Paid Ads for Syracuse, NY PPC Campaigns

In Syracuse, there are many ways to run PPC advertising. Syracuse has a variety of business industries that use paid advertising. Let's take a look at some of the most common ones.

Local Marketing throughout Syracuse

Local ads for your Syracuse company can be run through nearly any advertising platform. Depending on the nature of your local Syracuse 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. Here are a few options for local advertising.

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. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you nearby customers using this type of dynamic ad campaign. We often use Performance Max campaigns for professional services companies in and around Syracuse, such as accountants, lawyers, dentists, and physicians.

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. Plumbers, electricians, roofers, and heating installers in Syracuse often use Google Local Service Ads.

You can also use Facebook Ads to target people in your local Syracuse area. The first step is to set up a campaign with ad sets restricted to Syracuse as a city, or specific ZIP codes around Syracuse. We often rely on local Facebook Ads for all types of Syracuse small business industries.

Social Media Advertising for Syracuse Businesses

A social media ad is pretty much any online advertisement you see on a social networking site.

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. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

The best part of social media marketing 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 engine advertising since you only get to show them when someone searches for what you offer in Syracuse.

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 Ads throughout Syracuse

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

Some people refer to this as Syracuse 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've been running search engine advertising on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads in Syracuse

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

Bing Ads and Google Ads both offer these.

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 build results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Syracuse

Your Syracuse website, landing page, or sales funnel won't convert everyone on the first visit.

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.

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Syracuse Ecommerce Small Businesses

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.

With these tools, you can provide Google Ads with an accurate list of all your 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 within Syracuse

You can run video ads on Instagram, Facebook, YouTube, and other social media networking websites.

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

Facebook Ads is required if you want to run video ads on Facebook or Instagram.

The conversion potential of video ads is excellent on both platforms. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

Your Syracuse paid ads campaigns should definitely incorporate video creatives if you have the budget to support them.

Free PPC Calculators for Syracuse, NY Paid Ads Managers

As part of our commitment to managing Syracuse PPC advertising campaigns, our digital advertisers worked with our web development team to build a few PPC calculators that might interest you.

• ROAS Calculator
• Cost Per Acquisition Calculator
• Churn Rate Estimator

View All Paid Ads Tools

Why Choose WebCitz to Manage Your Syracuse, NY PPC Solutions

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

There are many factors to consider when researching paid ads companies for your Syracuse company. With more than 18 years of experience, you know you can trust the PPC tactics and plans we suggest for your Syracuse business. Many of these are the same paid ads plans we use to improve leads for our company.

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

Our paid ads experts 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.
• We rely heavily on sales funnels and paid advertising to shore up our organic search rankings.
• Our internal advertising team handles all Syracuse internet marketing services, such as PPC management, sales funnel development, and ad creatives.
• 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 consultants can do for your Syracuse business! We often provide complete paid advertising management services to Syracuse organizations, but we can also augment the marketing department of larger Syracuse corporations to fill in missing skill sets.

Our team would appreciate the opportunity to be considered when your Syracuse business needs a paid ads marketing firm. 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 company.

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