From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Ohio business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Ohio, we're a results-driven PPC management company.
The paid ads managers at our company can help your Ohio business target relevant audiences and build brand awareness through Facebook Ads, Google Ads, and Bing Ads. Through these ad platforms, we can help you target prospects at any stage of the customer journey. From there, we can help you integrate solutions that bring clarity to ad attribution in a post iOS 14.5 environment, allowing you to efficiently scale your ad campaigns.
With our in-house graphic design and video marketing teams, we can create stunning creatives that provide the right hook and tell a story that resonates with your audience.
Find out more about our Ohio PPC management.
PPC management refers to creating and optimizing Ohio paid advertising campaigns. Despite that simple explanation, let's explore it further.
To provide professional PPC management, a paid ads agency for Ohio often starts by getting to know your company and its business model. This information helps determine the next steps, since the way you'd approach paid advertising for a local Ohio business is much different from how you'd handle it for an ecommerce brand.
Local service providers in Ohio, for instance, are often only interested in good 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.
Alternatively, ecommerce brands are most often interested in online sales. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. 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.
The next step in Ohio PPC management is understanding the metrics that will be used to optimize and scale. To maximize the value of paid advertising, most Ohio agencies implement email collection strategies through 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 Ohio business should utilize multiple advertising strategies and marketing tools. For example, the best Ohio paid advertising services will include tactics to:
Our PPC management agency is happy to provide Akron, Canton, Cincinnati, Cleveland, Columbus, Dayton, Hamilton, Kettering, Lakewood, Newark, Springfield, Toledo, and Youngstown with professional paid advertising consulting services.
Traffic increases almost instantly with Ohio paid 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.
The first recommendation we offer to Ohio businesses interested in running paid advertising is to start slowly.
Before diving into paid advertising or scaling your ad campaigns, make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data.
Don't blame Facebook or Google if you don't get conversions. 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 Ohio company. Just keep in mind increased traffic doesn't always result in more conversions!
The options for running paid advertising for your Ohio business are numerous. The following are some of Ohio's most common paid advertisements options.
You can use nearly any advertising platform to run local ads for your Ohio business. You may find greater success on one platform over another depending on the nature of your local business in Ohio. 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.
There are going to be two options from Google.
In the first case, you can run traditional Google Ads, possibly using the 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 Ohio, such as accountants, lawyers, dentists, and physicians.
The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Home service contractors in Ohio, 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 Ohio area. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Ohio, or specific Ohio ZIP codes. For all types of Ohio businesses, we often use Facebook Ads.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
The trick to social ads is keeping the ad creatives fresh. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. 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. When running search ads, that is quite the opposite since your ads are only going to show when someone is actively looking for what your Ohio 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.
If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.
There are some people out there who refer to this as Ohio Search Engine Marketing, or SEM for short. 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. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Ohio news stations), gossip websites, and more.
These are commonly used within the Google Ads and Bing Ads platforms.
To get started with display ads, you just need a set of ad creatives in different image sizes. 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.
Not everyone is going to convert during their first experience with your Ohio 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.
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 Ohio 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.
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 Ohio paid advertising campaigns.
With in-depth knowledge of the latest PPC trends for local businesses in Ohio, we are a team of paid advertising specialists. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Ohio digital assets.
In the context of paid advertising, you'll find keyword research mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads only appear based on what is searched on Google or Bing.
A search for "Ohio Roofer" on a search engine, for example, might lead someone to a roofing company in Ohio. As a paid ads manager for that Ohio roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
However, what if that exact match keyword wasn't producing enough search volume and the Ohio roofing company needed to increase their advertising reach? Researching keywords would be necessary for the solution.
After discussing options, the next step might involve the paid ads manager talking with the Ohio roofing company what services they want to target more often and where. It might also require some broadening of the keyword targeting.
For instance, the PPC manager might discover high search volume for "Ohio roofing companies" or even "Ohio roof repair." First phrase targets a plural version of the service professional within Ohio. 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. These are used to stop your paid ads from showing in search queries that you know won't produce conversions.
A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. 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.
When you hear audience research talked about in Ohio paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. 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.
In years past, Ohio paid advertising managers relied heavily on building out their own custom audiences within Facebook. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Ohio advertisers lined up to exploit.
As time went on, data privacy and machine learning both had an impact on custom audiences.
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. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Ohio and beyond. 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 Ohio ad agencies. 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.
While there will still be plenty of Ohio paid ads agencies relying on custom audiences, it is clear 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."
This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.
This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Ohio ad campaigns to squeeze a little extra performance.
The quality of your landing page will be a big factor in the success of your Ohio paid advertising campaigns.
When we take on the management of a paid advertising campaign in Ohio, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:
There are so many factors that come into the design and development of a quality landing page.
Please, don't spend money on Ohio 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 Ohio sales pitch.
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 Ohio. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
There are many different types of funnels, so your Ohio 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 Ohio. 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 Ohio.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Ohio 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 Ohio 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 Ohio, 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 Ohio.
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 Ohio 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 Ohio 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 Ohio 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 Ohio 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 Ohio 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.
Let's work together on paid advertising for your Ohio business! We are a full-service PPC management company targeting Ohio with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. This is not true of all Ohio PPC management companies, since most only have a single person handling all the tasks. For those Ohio PPC agencies, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.
In researching paid advertising agencies for your Ohio company, there are many factors to consider. The PPC strategies and tactics we suggest for your Ohio company are backed by more than 18 years of experience. These are often the same PPC tactics we use for our own lead generation.
More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your Ohio company grow. Consider our PPC experts for the following reasons:
Get in touch with our PPC experts to discuss what we can do for you in Ohio! We often provide complete paid advertising management services to Ohio small businesses, but we can also augment the marketing department of larger Ohio corporations to fill in missing skill sets.
When it comes time for your Ohio small business or large corporation to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. 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.
When searching for the most experienced PPC experts, it is important to review each paid advertising agency for communication, availability, past results and client satisfaction. This will help ensure you select a reputable partner to help with your paid advertising campaigns. You will find WebCitz to be one of the highest rated PPC agencies!
Look at how we've been able to help improve paid ad performances for businesses in multiple industries!