Dayton, OH PPC Agency

What is Dayton, OH PPC Management?

PPC management consists of creating and optimizing paid advertisement campaigns in Dayton. However, that is an incredibly simple explanation, so let's dig a little deeper.

A paid ads agency for Dayton often begins by getting to know your company and its business model before providing professional PPC management. You can use this information to determine the next steps, since paid advertising for a local business differs from paid advertising for an ecommerce store.

For example, local Dayton service providers are often only interested in qualified leads. In order to accomplish this, paid advertising can drive 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 currently exist or need a lot of revisions.

Alternatively, ecommerce brands tend to be interested in online sales. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. In some cases, it might even make sense to include Google Shopping Campaigns. Our sales funnels have also helped us to sell subscriptions, products, and services.

Understanding the metrics that will be used to optimize and scale Dayton PPC is the next step. To maximize the value of paid advertising, most Dayton 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 Dayton business should utilize multiple advertising strategies and marketing tools. Pay-per-click campaigns in Dayton should include tactics like:

• 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 Dayton business.
• Utilize third-party attribution software to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• Engage users in story creation, email collection, and user generated content.
• Place ad creatives across various ad placements and media formats to see which performs best.

In addition to managing Dayton-area PPC campaigns, our team also offers Akron, Canton, Cincinnati, Cleveland, Columbus, Hamilton, Kettering, Lakewood, Newark, Springfield, Toledo, and Youngstown small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Dayton, OH Businesses

One of the most obvious benefits of Dayton paid advertising is the quick increase in traffic it provides.

The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.

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

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

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

Types of Paid Ads for Dayton, OH PPC Campaigns

In Dayton, there are many ways to run paid advertising. Dayton has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.

Local Ads within Dayton

If you have a business in Dayton, you can run local ads on almost any advertising platform. Depending on the nature of your local Dayton 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. Now let's discuss some local advertising options.

From Google, you'll have two options.

In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. 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 Dayton. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Dayton. Even local stores use this campaign type.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Home service contractors in Dayton, 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 Dayton area. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to specific ZIP codes in Dayton. Local Facebook Ads are often used by Dayton businesses of all types.

Social Ads for Dayton Websites

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

The trick to social ads is keeping the ad creatives fresh. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

Using social ads allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. It's quite the opposite when you run search ads since you only get to show them when someone searches for what you offer in Dayton.

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 Ads within Dayton

You'll want to invest in search ads if you know people are looking online for the products you offer.

In some circles, this is referred to as Dayton Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad.

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

Display Ads throughout Dayton

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

Bing Ads and Google Ads both offer these.

To get started with display ads, you just need a set of ad creatives in different image sizes. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Dayton

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

Retargeting ads are almost always recommended to help bring people back to your website after they have weighed their options.

You can run retargeting ads on any ad platform, too.

Shopping Ads for Dayton Ecommerce Businesses

Google Shopping Campaigns popularized this type of search ad.

In order to get started with Google Shopping, you just need an e-commerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account.

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

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

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.

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 Dayton paid advertising campaigns.

Dayton, OH PPC Management Services

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Dayton. Drive traffic and conversions to your Dayton digital assets with our experience across dozens of industries.

Keyword Research

Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only show up based on what is searched on Google or Bing.

A search for "Dayton Roofer" on a search engine, for example, might lead someone to a roofing company in Dayton. 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 Dayton.

What if, however, that exact match keyword wasn't producing enough search volume and the Dayton roofing company wanted to increase their traffic and conversions? Researching keywords would be necessary for the solution.

The next steps might involve the paid ads manager discussing with the Dayton roofing company what types of services they want to target more often and within what geographic areas. A broader keyword targeting strategy than exact matches might also be necessary.

As an example, the Ohio PPC manager might find that "Riverside, OH roofing companies" and "Dayton roof repair" have high search volumes. First phrase targets a location near Dayton, which may still be in the service area of the Dayton 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.

You can also benefit from keyword research when building out negative keyword lists. You can use them to prevent your paid ads from showing up in search queries that you know are not likely to result in a lead or sale.

An individual searching 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".

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

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Dayton paid advertising campaigns. Google Ads and Bing Ads also offer audience targeting options.

Let's take a look at audience research and targeting within Facebook Ads.

Dayton paid advertising managers used Facebook's custom audiences extensively in the past. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Dayton advertisers lined up to exploit.

A number of factors, including data privacy and machine learning, have had an 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 Dayton and beyond. This 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 Dayton ad agencies. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

Though there will still be plenty of Dayton 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.

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

This isn't to say audience research and targeting is going away. The targeting options within Dayton ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

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

Our first step when managing a paid advertising campaign in Dayton involves reviewing the landing pages for best practices. Here are some of the factors we look for in this review:

• Do you have a headline that emphasizes benefits?
• Do you have any images above the fold?
• What is the quality of the content? Is it well written?
• Do you have a lead form I can use right away?
• Are the call to actions easily noticeable?
• How quickly does the page load?
• Is social proof present?
• Does the page load on mobile devices?

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

Please, don't spend money on Dayton 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 Dayton 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 Dayton. 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 Dayton 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 Dayton. 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 Dayton.

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

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

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 Dayton 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 Dayton 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 Dayton 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 Dayton 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 Dayton 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.

Free PPC Calculators for Dayton, OH PPC Managers

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

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

View All PPC Tools

Why Choose WebCitz to Manage Your Dayton, OH PPC Services

We'd love to partner with your Dayton team on paid advertising! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Dayton. In most Dayton PPC companies, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and creative ideas often enough with those Dayton PPC companies to get the results you desire.

There are many factors to consider when researching paid ads agencies for your Dayton business. The PPC strategies and tactics we suggest for your Dayton company are backed by more than 18 years of experience. As a lead generation agency, we often use similar PPC tactics.

In addition, you should choose us as your paid advertising agency because you are confident we can help your Dayton company grow. Consider our PPC experts for the following reasons:

• We have been in business since 2004, which means we have more than 18 years of experience.
• Our paid advertising helps us rank for keywords we don't yet rank organically for.
• Since we have an internal advertising team, we do not outsource Dayton digital marketing services, such as PPC management, sales funnel development, or ad creative services.
• It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.

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

We hope you consider our company when searching for a PPC advertising agency for you Dayton small business or large corporation. 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