Cary, NC PPC Agency

Our Cary, NC PPC Management Services

PPC management refers to creating and optimizing Cary paid advertising campaigns. However, that is an incredibly simple explanation, so let's dig a little deeper.

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

Service providers in Cary, for example, are often only looking for quality leads. In order to accomplish this, paid advertising can drive traffic to a landing page or sales funnel that is optimized. 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.

In contrast, ecommerce brands are most likely to be interested in online sales. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. Google Shopping Campaigns might even make sense in some cases. We've even utilized sales funnels to help sell products, subscriptions, and services.

Understanding the metrics that will be used to optimize and scale Cary PPC is the next step. For paid advertising to be effective, most Cary paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.

To be successful with paid advertising, your Cary business should utilize multiple advertising strategies and marketing tools. Some of the best paid advertising services in Cary include:

• Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make your Cary business more profitable by acquiring qualified leads or selling online.
• Better understand ad attribution through the integration of third-party attribution software.
• Provide social proof with case studies, white papers, video testimonials, etc.
• 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 Cary-area PPC campaigns, our team also offers Asheville, Burlington, Chapel Hill, Charlotte, Concord, Durham, Fayetteville, Greensboro, Greenville, High Point, Jacksonville, Raleigh, and Wilmington small businesses and large corporations a professional PPC management service.

Pricing for Cary, NC PPC 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 Cary, NC Businesses

Traffic increases almost instantly with Cary paid advertising.

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 Cary 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're not getting conversions, don't blame Facebook or Google. It is usually the creatives, campaign settings, or sales process that is the problem.

When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Cary company. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Cary, NC Paid Ads

With in-depth knowledge of the latest PPC trends for local businesses in Cary, we are a team of paid advertising specialists. Drive traffic and conversions to your Cary digital assets with our experience across dozens of industries.

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.

A search for "Cary Roofer" on a search engine, for example, might lead someone to a roofing company in Cary. As a paid ads manager for that Cary roofing company, targeting that exact phrase wouldn't require in-depth keyword research.

However, what if the exact match keyword isn't generating enough search volume and the Cary roofing company needs to expand their advertising reach? Researching keywords would be necessary for the solution.

Typically, the paid ads manager will discuss with the Cary roofing company what types of services to target more often. It might also require some broadening of the keyword targeting.

As an example, the North Carolina PPC manager might find that "Apex, NC roofing companies" and "Cary roof repair" have high search volumes. The first phrase targets a location nearby Cary that might still be within the company's service area. 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. You can use these to prevent your paid ads from showing in search queries that you know won't convert.

A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. They might see your paid ads if you use broad keyword targeting without any negative keywords like "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 Cary 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.

Facebook custom audiences were heavily relied upon by Cary's paid advertising managers in the past. As a matter of fact, one of the most attractive features of Facebook Ads was its ability to collect data on users, which advertisers in Cary flocked to take 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. Even ad attribution reporting was affected.

For most Cary advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. 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.

Though there will still be plenty of Cary paid ads agencies using custom audiences, it is clear the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

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

This isn't to say audience research and targeting is going away. Cary 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 Cary.

When we take on the management of a paid advertising campaign in Cary, 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?
• 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 there social proof?
• Am I able to load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page.

Please, don't spend money on Cary 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 Cary sales pitch.

Sales 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 Cary. While managing their digital 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 Cary 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 Cary. 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!

Conversion Rate Optimization

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 Cary.

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

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

For most Cary 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 Cary 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 Cary, 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 Cary.

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 Cary 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 Cary 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 Cary 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 Cary 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 Cary 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 Cary, NC PPC Campaigns

The options for running paid advertising for your Cary business are numerous. Cary has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.

Local Ads throughout Cary

Local ads for your Cary business can be run through nearly any advertising platform. One platform may be more effective for your local Cary business than another. To find out which option works best for you, you should try all of the options available. Let's talk about a few local advertising choices.

Google is going to offer two options.

In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers in Cary. We often use Performance Max campaigns for professional services companies in and around Cary, such as accountants, lawyers, dentists, and physicians.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Home service contractors in Cary, 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 local Cary area. The first step is to set up a campaign with ad sets restricted to Cary as a city, or specific ZIP codes around Cary. For all types of Cary businesses, we often use Facebook Ads.

Social Ads throughout Cary

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

It's important to keep the ad creatives fresh when running 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. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your Cary business has to offer.

It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.

Search Ads throughout Cary

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 Cary 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 have been running search ads on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

Display Ads throughout Cary

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Cary news stations), gossip websites, and more.

Google Ads and Bing Ads commonly offer these campaign types.

To get started with display ads, you just need a set of ad creatives in different image 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 Cary

There is a good chance that not everyone will convert during their first experience with your Cary 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.

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Cary Ecommerce Companies

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 Cary 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.

Video Ads for Cary Businesses

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 Cary paid advertising campaigns.

Free PPC Calculators for Cary, NC PPC Managers

Our digital marketers are so excited about managing Cary's paid advertising campaigns that they developed some helpful PPC calculators for you!

• Return on Ad Spend Calculator
• Cost Per Acquisition Calculator
• Churn Rate Calculator

View All PPC Tools

Why Choose WebCitz to Manage Your Cary, NC PPC Services

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

Choosing a paid ad agency for your Cary business is not an easy task. The PPC strategies and tactics we suggest for your Cary company are backed by more than 18 years of experience. These are often the same PPC tactics we use for our own lead generation.

Cary companies should choose our paid advertising agency because they feel confident we are the right team. Consider our PPC experts for the following reasons:

• Having been in business since 2004, we have more than 18 years of experience.
• We rely heavily on sales funnels and paid advertising to shore up our organic search rankings.
• Since we have an internal advertising team, we do not outsource Cary digital marketing services, such as PPC management, sales funnel development, or ad creative services.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

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

Our team would appreciate the opportunity to be considered when your Cary business or corporation is in need of a PPC marketing agency. To start a discussion with the helpful staff at our PPC firm, send us an email or give us a call if you have any follow-up questions.

800-796-8263 Email Us