Durham, NC PPC Agency

Our Durham, NC PPC Management Campaigns

PPC Management consists of creating and optimizing paid advertisement plans in Durham. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide premium paid ads management, a paid advertising firm for Durham often starts by getting to know your company and its business model. You can use this information to determine the next steps, since PPC advertising for a local business differs from paid ads for an ecommerce store.

Local service providers in Durham, for instance, are often only interested in good leads. Through paid advertising, traffic can be driven 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 tend to be interested in online sales. This can be accomplished through PPC advertising that increases traffic to an optimized product page or category page. Google Shopping Campaigns might even make sense in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

The next step in Durham paid ads management is understanding the metrics that will be used to optimize and scale. Most Durham 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.

Your Durham organization should use a variety of advertising strategies and marketing tools to be successful with PPC advertising. Some of the best paid advertising services in Durham strive to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Make money online or through qualified leads for your Durham company.
• 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 ad creatives across various ad placements and between different media formats.

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

Pricing for Durham, NC PPC Management

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

How Paid Advertising Helps Durham, NC Small Businesses

One of the most obvious benefits of Durham paid advertising is the quick 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 Durham businesses interested in running paid advertising is to start slowly.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in paid ads or scale your existing ad campaigns.

Don't blame Facebook or Google if you don't get conversions. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

The right combination of paid advertising and digital advertising can greatly enhance your Durham business's internet marketing campaign. Remember, more traffic doesn't always mean more conversions!

How We Manage Durham, NC PPC

Our team of paid advertising consultants is knowledgeable about the latest paid ads trends in Durham. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Durham digital assets.

Keyword Research

Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads are exclusively shown based on what people search for on Google or Bing.

If you are looking for a roofing company in Durham, you might search "Durham Roofer" on Google. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid advertising manager for that roofing company in Durham.

What if, however, that exact match keyword wasn't producing enough search volume and the Durham roofing company wanted to increase their traffic and conversions? The solution would require keyword research.

Typically, the paid ads manager will discuss with the Durham roofing company what types of services to target more often. A broader keyword targeting tactic than exact matches might also be necessary.

For instance, the North Carolina paid ads manager might discover high search volume for "Chapel Hill, NC roofing companies" or even "Durham roof repair." The first phrase is targeting a nearby location to Durham, which might still be in the service area of the Durham 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.

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. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "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 Durham PPC advertising campaigns. There are options within Google Ads and Bing Ads for audience targeting as well though.

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

Durham paid advertising managers used Facebook's custom audiences extensively in the past. As a matter of fact, one of the most appealing features of Facebook Ads was its ability to collect data on users, which advertisers in Durham flocked to take advantage of.

The rise of data privacy and machine learning had a significant impact on custom audiences over time.

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 Durham 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 Durham advertising firms. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

While there will still be plenty of Durham PPC advertising companies relying on custom audiences, the trend is moving toward broad targeting. You can see it in every update within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."

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

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

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

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Do you have a lead form I can use right away?
• What is the visibility of the call to action?
• How fast does the page load?
• Is social proof present?
• Does the page load on mobile devices?

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

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

Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Durham 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 Durham. While managing their online advertising 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 Durham 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 Durham. It can take years of experience to master funnels, however. You can save yourself some time by looking for a paid ads management agency, like WebCitz, to handle the heavy lifting!

Conversion 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 Durham.

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

1. You sell a $100 sweatshirt in Durham on your site.
2. You have a 1% conversion rate, meaning for every 100 Durham 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 Durham 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 Durham 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 Durham 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 Durham, 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 Durham.

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 Durham 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 Durham 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 Durham 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 Durham 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 Durham 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 Durham, NC PPC Campaigns

In Durham, there are many ways to run paid ads. Let's discuss some of the most common paid advertising being run within various business industries in Durham.

Local Business Ads throughout Durham

If you have a business in Durham, you can run local ads on almost any advertising platform. You may find greater success on one platform over another depending on the nature of your local Durham organization. You should try out every option available to see which suits you best. Now let's discuss some local advertising options.

From Google, you'll have two options.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. 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 Durham. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Durham. Even nearby stores use this campaign type.

The second option from Google, if you are in a qualifying business industry, is to check out 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 Durham, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

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

Social Media Marketing for Durham Websites

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

It's important to keep the ad creatives fresh when running social media marketing. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

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 engine ads since you only get to show them when someone searches for what you offer in Durham.

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

Search Advertising throughout Durham

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 Durham 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. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads for Durham Small Businesses

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even nearby Durham news stations), gossip websites, and more.

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 Durham

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

With these tools, you can provide Google Ads with an accurate list of all your product data, including 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 Durham

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

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

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

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!

If you have the budget to support ad creatives in video format, look to implement them into your Durham paid advertising campaigns.

Free PPC Calculators for Durham, NC Paid Ads Managers

As part of our commitment to managing Durham paid ads campaigns, our digital marketers worked with our website development team to build a few PPC calculators that might interest you.

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

View More Paid Ads Tools

Why Choose WebCitz to Manage Your Durham, NC PPC Tactics

We'd love to partner with your Durham team on PPC advertising! As a comprehensive paid ads management agency targeting Durham, we have multiple internal teams focused on search engine ads, social media advertising, sales funnel development, and ad creative testing. This is not true of all Durham paid ads management companies, since most only have a single person handling all the tasks. You might not be testing campaign optimizations and original ideas often enough with those Durham PPC companies to get the results you desire.

While researching paid advertising firms for your Durham company, there are many factors to consider. Having over 18 years of experience, you can trust our PPC tactics and plans for Durham businesses. As a lead generation company, we often use similar paid ads strategies.

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

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

• Having been in business since 2004, we have more than 18 years of experience.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• We do not outsource Durham internet advertising plans, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• 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 PPC specialists to discuss what we can do for you in Durham! Durham 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 Durham 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