Chapel Hill, NC PPC Agency

Our Chapel Hill, NC PPC Ads Management Tactics

Paid Ads Management refers to creating and optimizing Chapel Hill paid advertising plans. Despite that simple explanation, let's explore it further.

A paid advertising agency for Chapel Hill often begins by getting to know your company and its business model before providing skilled PPC management. Since the way you approach PPC advertising for a local Chapel Hill organization is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Service providers in Chapel Hill, for example, are often only searching for quality leads. This can be accomplished through PPC advertising that increases 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 currently exist or need a lot of revisions.

Alternatively, ecommerce brands are most often interested in online sales. This can be accomplished through paid ads that generates traffic to an optimized product page or category page. In some cases, it might even make sense to include Google Shopping Campaigns. We've even utilized sales funnels to help sell products, subscriptions, and services.

To optimize and scale Chapel Hill paid ads, it's important to understand what metrics will be used. For PPC advertising to be effective, most Chapel Hill paid ad companies will implement email collection plans, such as squeeze pages or lead magnets. For ad budgets over $1,000/mo, it often makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam to better understand ad attribution and reporting.

Your Chapel Hill business should use a variety of advertising tactics and marketing tools to be successful with paid advertising. Some of the best paid ads plans in Chapel Hill strive to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social channels, and third parties.
• Make your Chapel Hill business more profitable by acquiring qualified leads or selling online.
• Utilize third-party attribution software to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Chapel Hill-area paid ads campaigns, our team also offers Asheville, Burlington, Cary, Charlotte, Concord, Durham, Fayetteville, Greensboro, Greenville, High Point, Jacksonville, Raleigh, and Wilmington small businesses and large corporations a professional PPC management service.

Pricing for Chapel Hill, NC 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 Chapel Hill, NC Companies

Traffic increases almost instantly with Chapel Hill PPC advertising.

It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.

If you are interested in running paid advertising in Chapel Hill, we recommend that you start slowly.

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

If you're not getting conversions, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.

The right combination of paid advertising and digital advertising can greatly enhance your Chapel Hill business's internet marketing campaign. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Chapel Hill, NC PPC

With in-depth knowledge of the latest paid ads trends for local businesses in Chapel Hill, we are a team of paid advertising experts. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Chapel Hill digital assets.

Keyword Research

In the context of PPC 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.

For example, a person searching for a roofing company in Chapel Hill might search "Chapel Hill Roofer" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid ads manager for that roofing company in Chapel Hill.

However, what if that exact match keyword wasn't producing enough search volume and the Chapel Hill roofing company needed to increase their advertising reach? The solution would require keyword research.

The next steps might involve the paid advertising manager discussing with the Chapel Hill roofing company what types of services they want to target more often and within what geographic areas. It might also require some broadening of the keyword targeting.

Suppose the North Carolina paid ads manager discovers that there is a high traffic volume for "Carrboro, NC roofers" or even "Chapel Hill roof repair." The first phrase targets a location nearby Chapel Hill that might still be within the company's service area. The second phrase is targeting a slightly different service, which might result in a more lucrative roof replacement project if the repair work is extensive.

Negative keyword lists can also benefit from keyword research. You can use these to prevent your PPC advertising from showing in search queries that you know won't convert.

An individual looking for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. They might see your paid ads if you use 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

When you hear audience research talked about in Chapel Hill paid advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. 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.

In years past, Chapel Hill paid advertising managers relied heavily on building out their own custom audiences within Facebook. After all, one of the most appealing features of the Facebook Ads platform was the data it collected on its users, which Chapel Hill advertisers lined up to exploit.

As time went on, data privacy and machine learning both had an impact on custom audiences.

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 Chapel Hill and beyond. In fact, it even affected the accuracy of ad attribution reporting.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Chapel Hill advertising firms. 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 Chapel Hill PPC advertising companies still rely on custom audiences, the trend is shifting 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.

It's not to say audience research and targeting are going away. There will always be targeting options that can be manipulated within Chapel Hill ad campaigns to squeeze a little extra performance.

Landing Page Creation & Optimization

The quality of your landing page will be a big factor in the success of your Chapel Hill paid advertising campaigns.

When we take on the management of a PPC advertising campaign in Chapel Hill, we start by searching over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:

• Is there a benefit-focused headline?
• Is there an image above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• What is the visibility of the call to action?
• How fast does the page load?
• Is social proof present?
• Can I load the page on a mobile device?

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

Until you have a landing page that follows best practices, don't spend money on Chapel Hill paid ads.

Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing 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. 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 Chapel Hill. In the course of managing their online 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.
• For leads, we provided healthy eating tips, fitness tips, webinars, and sneak peeks as lead magnets.
• Using application funnels, we encouraged people to apply for exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

Your Chapel Hill 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. 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 Chapel Hill. It can take years of experience to master funnels, however. Look for a PPC management firm like WebCitz to do the hard work for you!

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 Chapel Hill.

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

1. You sell a $100 sweatshirt on your website in Chapel Hill.
2. You have a 1% conversion rate. This means for every 100 site visitors in Chapel Hill you sell 1 sweatshirt.
3. You have a $0.50 average cost per click (CPC), meaning for each person in Chapel Hill that visits your website you spend 50 cents.
4. You would need 100 clicks from paid advertising to sell one sweatshirt, which would cost $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 Chapel Hill businesses, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid advertising firm 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 Chapel Hill PPC 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 Chapel Hill, 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 good looking 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 Chapel Hill.

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 Chapel Hill 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 firm that helps Chapel Hill 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 Chapel Hill website or funnel.

You might be suffering from ad attribution glitches 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 Chapel Hill 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 Chapel Hill 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 Chapel Hill, NC PPC Campaigns

The options for running paid advertising for your Chapel Hill business are numerous. The following are some of Chapel Hill's most common paid advertisements options.

Local Ads within Chapel Hill

Localized ads for your Chapel Hill business can be run through nearly any advertising platform. One platform may be more effective for your local Chapel Hill organization than another. It is important to try out every available option to see which works best for your needs. Now let's discuss some local advertising options.

There are going to be two options from Google.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers in Chapel Hill. We often use Performance Max campaigns for professional services companies in and around Chapel Hill, 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. We often use Google Local Service Ads for home services contractors in Chapel Hill, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in Chapel Hill. The first step is to set up a campaign with ad sets restricted to Chapel Hill as a city, or specific ZIP codes around Chapel Hill. Local Facebook Ads are often used by Chapel Hill small businesses of all types.

Social Media Advertising throughout Chapel Hill

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

Maintaining fresh ad creatives is key to social media ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

The best part of social media advertising is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. When running search advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your Chapel Hill business offers.

That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.

Search Engine Ads for Chapel Hill Organizations

You'll want to invest in search engine advertising if you know people are searching online for the products you offer.

In some circles, this is referred to as Chapel Hill 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.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google paid ads. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads in Chapel Hill

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

Google Ads and Bing Ads commonly offer these campaign types.

With display ads, all you need are a few different sizes of ad creatives. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.

Retargeting Ads in Chapel Hill

Not everyone is going to convert during their first experience with your Chapel Hill 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 any ad platform, too.

Shopping Ads for Chapel Hill Ecommerce Businesses

It was Google Shopping Campaigns that popularized this form of search advertising.

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

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. Then, your products will be displayed at the top of search results based on the right types of search queries.

Video Ads throughout Chapel Hill

Social networking websites such as YouTube, Instagram, and Facebook allow you to advertise with video.

Using YouTube Ads is as basic as setting up a video ad campaign in Google Ads.

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

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!

You should consider incorporating video ads into your paid advertising campaigns in Chapel Hill if you have the budget to do so.

Free PPC Calculators for Chapel Hill, NC Paid Ads Managers

Our internet marketers are so excited about managing Chapel Hill's paid advertising campaigns that they developed some helpful paid ads calculators for you!

• Calculate ROAS
• CPA Calculator
• Churn Rate Estimator

View Other PPC Tools

Why Choose WebCitz to Manage Your Chapel Hill, NC Paid Ads Strategies

Let's work together on paid advertising for your Chapel Hill business! We are a full-service PPC management firm targeting Chapel Hill with multiple internal teams focused on social ads, sales funnel development, and ad creative testing. In most Chapel Hill paid ads companies, only one person handles all tasks, but this is not the case for us! You might not get the results you want from Chapel Hill paid ads companies if you don't test campaign optimization and original ideas often enough.

Choosing a paid ad agency for your Chapel Hill small business is not an easy task. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Chapel Hill organization. As a lead generation agency, we often use similar PPC plans.

More importantly, you should choose our PPC advertising company because you feel confident we are the right team to help your Chapel Hill company grow.

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

• We have been in business since 2004, which means we have more than 18 years of experience.
• We rely heavily on sales funnels and PPC advertising to shore up our organic search placements.
• Our internal advertising team handles all Chapel Hill internet advertising plans, 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 discuss what our PPC specialists can offer your Chapel Hill company! Chapel Hill organizations often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.

Our team would appreciate the opportunity to be considered when your Chapel Hill small business needs a PPC marketing agency. 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