From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Syracuse business with its paid ads.
Syracuse businesses and ecommerce sites can improve their paid advertising campaigns with the help of a results-driven PPC management company with over 18 years of experience.
Our paid ads managers can help your Syracuse business target relevant audiences and build brand awareness using Facebook Ads, Google Ads, or even Bing Ads. Through these ad platforms, we can help you target prospects at any stage of the customer journey. As a result, we can help you integrate solutions that provide clarity to ad attribution in an iOS 14.5 environment, enabling you to scale your advertising campaigns efficiently.
As a full-service paid ads agency for Syracuse, we have onsite graphic design and video marketing teams ready to build out stunning creatives that provide the right hook and build upon your story.
We even offer Facebook Ads and Google Ads management services for nearby businesses in Fairmount, NY, Auburn, NY, Fulton, NY, Oneida, NY, and Cortland, NY.
Discover our PPC management services in Syracuse by reading on.
PPC management consists of creating and optimizing paid advertisement campaigns in Syracuse. However, that is an incredibly simple explanation, so let's dig a little deeper.
To provide professional PPC management, a paid ads agency for Syracuse often starts by getting to know your company and its business model. Since the way you approach paid advertising for a local Syracuse business 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 drive 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 advertising to be effective, most Syracuse paid ad agencies 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 paid advertising, your Syracuse business should utilize multiple advertising strategies and marketing tools. Some of the best paid advertising services in Syracuse include:
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 professional PPC management service.
One of the most obvious benefits of Syracuse paid advertising 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 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. The issue is often in the ad creatives, campaign settings, or sales process.
Syracuse companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. Remember, more traffic doesn't always mean more conversions!
In Syracuse, there are many ways to run paid advertising. Syracuse has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.
Local ads for your Syracuse business 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 local 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 business industries.
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 ads. 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 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 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.
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 ads, 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. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.
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 generate results from your ad spend if you have an understanding of your target audience.
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.
This type of search ad was popularized by Google Shopping Campaigns.
In order to get started with Google Shopping, you just need an e-commerce 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 of 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.
You can run video ads on YouTube, Facebook, Instagram, and other social 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 advertising campaigns should definitely incorporate video creatives if you have the budget to support them.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Syracuse. Drive traffic and conversions to your Syracuse digital assets with our experience across dozens of industries.
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.
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? In order to solve the problem, keyword research would be required.
After discussing options, the next step might involve the paid ads 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 PPC 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 ads 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 ads 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 is often mentioned as part of scaling social media ads on Facebook and Instagram in Syracuse paid 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 agencies. 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.
In spite of the fact that many Syracuse paid ads agencies still rely on custom audiences, it is clear that 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 changes.
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.
An important factor in the success of your Syracuse paid advertising campaign is the landing page.
When we take on the management of a paid 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:
Quality landing pages are the result of many factors.
Make sure your landing page follows best practices before you spend money on Syracuse paid advertising!
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.
As an alternative to a landing page, you might want to consider building out one or more sales funnels. In order to generate 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 digital marketing, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:
There are many different types of funnels, so your Syracuse 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 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 Syracuse.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Syracuse 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 Syracuse 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 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 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 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 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 Syracuse 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 Syracuse 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 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 advertising campaigns are doing.
As part of our commitment to managing Syracuse paid advertising campaigns, our digital marketers worked with our web development team to build a few PPC calculators that might interest you.
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 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 Syracuse business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Syracuse business. Many of these are the same PPC tactics we use to generate 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 PPC experts are a good option for a number of reasons:
Let's talk about what our PPC experts can do for your Syracuse business! We often provide complete paid advertising management services to Syracuse small businesses, 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 or corporation is in need of a PPC marketing agency. 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 looking for a paid advertising expert, search for someone with experience running and optimizing ad campaigns on platforms such as Google Ads and Facebook Ads. A good track record of successful campaigns, and the ability to analyze and interpret data to make informed decisions, is also important. Also look for strong analytical and strategic thinking skills, as you want a paid ads expert who can create and execute an effective advertising strategy, then later optimize it based on results.
Look at how we've been able to help improve paid advertising for businesses in various industries.