Wilmington, NC PPC Agency

Our Wilmington, NC PPC Management Game Plans

The act of creating and optimizing Wilmington paid advertising services is known as PPC management. That is an incredibly simple explanation though, so let's dive a little deeper.

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

For example, nearby Wilmington service providers are often only interested in qualified leads. To accomplish this, paid advertising can get traffic to a landing page or sales funnel that is optimized. 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. This can be accomplished through paid advertising that improves traffic to an optimized product page or category page. You might even want to include Google Shopping Campaigns in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Wilmington PPC, it's important to understand what metrics will be used. Most Wilmington paid advertising agencies will implement email collection tactics through squeeze pages or lead magnets to help increase the value of paid ads. 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 Wilmington small business should utilize multiple advertising plans and marketing tools. For example, the best Wilmington paid ads plans will include plans to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make your Wilmington small business more profitable by acquiring qualified leads or selling online.
• Better understand ad attribution through the integration of third-party attribution software.
• Present social proof through case studies, white papers, and video testimonials.
• Collect email addresses, create user-generated content, and nurture relationships.
• Test the effectiveness of different ad creatives across different media and ad placements.

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

Pricing for Wilmington, NC PPC Management

The price of our paid ads management plans 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 Wilmington, NC Businesses

The most obvious benefit of Wilmington paid advertising is the near instant 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 Wilmington organizations 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. It is usually the creatives, campaign settings, or sales process that is the problem.

Wilmington organizations can benefit greatly from the addition of paid ads to their online marketing strategy when everything comes together. Remember, more traffic doesn't always mean more conversions!

How We Manage Wilmington, NC PPC

We are a team of paid advertising experts with extensive knowledge in the latest PPC trends for Wilmington nearby organizations. Take advantage of our experience across dozens of business industries to help improve traffic and conversions to your Wilmington digital assets.

Keyword Research

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.

A search for "Wilmington Roofer" on a search engine, for example, might lead someone to a roofing company in Wilmington. Targeting that exact phrase wouldn't require in-depth keyword research for that Wilmington roofing company's paid advertising manager.

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

After discussing options, the next step might involve the PPC advertising manager talking with the Wilmington roofing company what services they want to target more often and where. A broader keyword targeting tactic than exact matches might also be necessary.

Suppose the North Carolina PPC manager discovers that there is a high traffic volume for "Jacksonville, NC roofers" or even "Wilmington roof repair." The first phrase is targeting a nearby location to Wilmington, which might still be in the service area of the Wilmington roofing company. 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. These are used to stop your paid advertising from showing in search queries that you know won't produce conversions.

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. They might see your paid advertising 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

In Wilmington paid ads campaigns, audience research is often discussed in the context of scaling social media ads. 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.

Wilmington 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 Wilmington eagerly took advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

When Apple released its iOS 14.5 upgrade, 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 Wilmington ad firms. 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 Wilmington paid advertising companies using 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 modifications.

However, audience research and targeting aren't going away. The targeting options within Wilmington ad campaigns will likely always be manageable to boost performance.

Landing Page Optimization

It is important to focus on a high quality landing page when running paid advertisements in Wilmington.

We begin by examining the landing pages on any paid advertising campaign in Wilmington to make sure they follow best practices. Our review takes into account the following factors:

• Is there a benefit-focused headline?
• Do you have 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?
• How fast does the page load?
• Is there social proof?
• Does the page load on mobile devices?

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 Wilmington paid advertising.

Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing every few months.

Including a Conversion Funnel

Rather than a landing page, you might want to consider building out a sales funnel. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

We have a client who promotes an online fitness challenge that you can even participate in from Wilmington. While managing their website 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.
• For leads, we provided healthy eating tips, fitness tips, webinars, and sneak peeks as lead magnets.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

Your Wilmington organization isn't limited to only these types of funnels. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.

If you do decide to implement a funnel, take your time at it. You can learn this type of work at home or at a technical school in Wilmington after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC management company like WebCitz to do the hard work for you!

CRO

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. Throughout Wilmington, conversion rates vary widely between industries, products, and services. However, you can expect average conversion rates of 1-3%.

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

1. You sell a $100 sweatshirt in Wilmington on your website.
2. You have a 1% conversion rate, meaning for every 100 Wilmington 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 Wilmington that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from PPC 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 paid advertising you get two dollars in return.

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

To improve the situation, you hire a paid 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 site 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 Wilmington paid ads.

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 Wilmington, 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 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Wilmington.

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 Wilmington 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 ads management company that helps Wilmington organizations, 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 Wilmington website or funnel.

You might be suffering from ad attribution problems 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 Wilmington 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 Wilmington 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 Wilmington, NC PPC Campaigns

There are numerous ways to run paid advertising for your Wilmington company. Let's discuss some of the most common PPC advertising being run within various business industries in Wilmington.

Local Marketing throughout Wilmington

Nearby ads for your Wilmington business can be run through nearly any advertising platform. Depending on the nature of your nearby Wilmington business, you may find better success in one platform versus another. To find out which option works best for you, you should try all of the options available. Here are a few options for local advertising.

From Google, you'll have two options.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local area customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Wilmington. Even local stores use this campaign type.

Google's second option for qualifying businesses is 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. Plumbers, electricians, roofers, and heating installers in Wilmington often use Google Local Service Ads.

You can also use Facebook Ads to target people in your localized Wilmington area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Wilmington as a city, or specific Wilmington ZIP codes. We often rely on local Facebook Ads for all types of Wilmington business industries.

Social Media Marketing throughout Wilmington

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

Maintaining fresh ad creatives is key to social media advertising. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. 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 marketing since you only get to show them when someone searches for what you offer in Wilmington.

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 within Wilmington

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

Some people refer to this as Wilmington 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. 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 Wilmington

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Wilmington 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. Both ad platforms have algorithms that help you get results from your ad spend if you have an understanding of your target audience.

Retargeting Ads for Wilmington Organizations

There is a good chance that not everyone will convert during their first experience with your Wilmington website, landing page, or sales funnel.

To help people return to your website after they've thought through various options, retargeting ads are almost always recommended.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Wilmington Ecommerce Small Businesses

Google Shopping Campaigns popularized this type of search ad.

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 Wilmington storefront.

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. 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 throughout Wilmington

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.

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 Wilmington if you have the budget to do so.

Free Paid Ads Calculators for Wilmington, NC PPC Managers

Our internet advertisers are so excited about managing Wilmington paid advertising campaigns, they worked with our website development team to build out some helpful PPC calculators that you might be interested in trying!

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

View All Paid Ads Tools

Why Choose WebCitz to Manage Your Wilmington, NC PPC Strategies

We want to be your Wilmington team's PPC advertising partner! As a complete paid ads management company targeting Wilmington, we have multiple internal teams focused on search ads, social media advertising, sales funnel development, and ad creative testing. This is not true of all Wilmington PPC management companies, since most only have a single person handling all the tasks. You might not get the results you want from Wilmington 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 Wilmington company. The PPC tactics and plans we suggest for your Wilmington company are backed by more than 18 years of experience. Many of these are the same PPC tactics we use to increase leads for our agency.

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

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

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid ads help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Wilmington digital marketing plans, such as PPC management, sales funnel development, and ad creatives.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Let's talk about what our paid ads experts can do for your Wilmington business! We often provide complete paid advertising management services to Wilmington businesses, but we can also augment the marketing department of larger Wilmington corporations to fill in missing skill sets.

When it comes time for your Wilmington small business to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. 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 firm.

800-796-8263 Email Us