Kettering, OH PPC Agency

Our Kettering, OH PPC Management Services

The act of creating and optimizing Kettering paid advertising campaigns is known as PPC management. Despite that simple explanation, let's explore it further.

In order to provide professional PPC management, a paid ads agency for Kettering should get to know your company and its goals. 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.

Service providers in Kettering, for example, are often only looking for quality leads. This can be accomplished through paid advertising that drives traffic to an optimized landing page or sales funnel. 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 tend to be 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. Our sales funnels have also helped us to sell subscriptions, products, and services.

Understanding the metrics that will be used to optimize and scale Kettering PPC is the next step. Most Kettering paid ads agencies will implement email collection strategies through squeeze pages or lead magnets to help increase the value of paid advertising. 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.

In order to be successful with paid advertising, your Kettering business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Kettering 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 Kettering business.
• Better understand ad attribution through the integration of third-party attribution software.
• 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 Kettering-area PPC campaigns, our team also offers Akron, Canton, Cincinnati, Cleveland, Columbus, Dayton, Hamilton, Lakewood, Newark, Springfield, Toledo, and Youngstown small businesses and large corporations a professional PPC management service.

Pricing for Kettering, OH PPC 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 Kettering, OH Businesses

The most obvious benefit of Kettering paid advertising is the near instant increase in traffic it provides.

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

Starting slowly is the first recommendation we give to Kettering businesses interested in paid advertising.

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

When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Kettering company. Remember, more traffic doesn't always mean more conversions!

How We Manage Kettering, OH Paid Ads

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Kettering local businesses. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Kettering digital assets.

Keyword Research

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

For example, a person looking for a roofing company in Kettering might search "Kettering Roofer" on a search engine. As a paid ads manager for that Kettering roofing company, targeting that exact phrase wouldn't require in-depth keyword research.

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

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

As an example, the Ohio PPC manager might find that "Centerville, OH roofing companies" and "Kettering roof repair" have high search volumes. The first phrase is targeting a nearby location to Kettering, which might still be in the service area of the Kettering roofing company. 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.

When building negative keyword lists, keyword research can also be beneficial. 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".

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 Kettering paid advertising campaigns. Google Ads and Bing Ads also offer audience targeting options.

We'll review some audience research and targeting history within Facebook Ads.

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

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. The change negatively affected Facebook's ability to track user behavior across Kettering and beyond. Even ad attribution reporting was affected.

For most Kettering advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. 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 Kettering 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."

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. The targeting options within Kettering ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

An important factor in the success of your Kettering paid advertising campaign is the landing page.

When we take on the management of a paid advertising campaign in Kettering, 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:

• Do you have a headline that emphasizes benefits?
• Is there an image above the fold?
• Does the content engage the reader?
• Do you have a lead form I can use right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is social proof present?
• Can I load the page on a mobile device?

Quality landing pages are the result of many factors.

Until you have a landing page that follows best practices, don't spend money on Kettering paid advertising.

You should never consider your landing page complete. Try running A/B testing every few months to continue refining your Kettering sales pitch.

Sales Funnel Development

Rather than a landing page, you might want to consider building out a sales funnel. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

One of our clients promotes an online fitness challenge that you can even join from Kettering. In the course of managing their digital marketing, we built several sales funnels using 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.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• 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.

The types of funnels available to your Kettering business aren't limited to these. 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.

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 Kettering. 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 Kettering.

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

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

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 Kettering 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 Kettering 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 Kettering 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 Kettering 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 Kettering 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 Kettering, OH PPC Campaigns

There are numerous ways to run paid advertising for your Kettering business. The following are some of Kettering's most common paid advertisements options.

Local Ads in Kettering

If you have a business in Kettering, you can run local ads on almost any advertising platform. One platform may be more effective for your local Kettering business than another. It is important to try out every available option to see which works best for your needs. Let's talk about a few local advertising choices.

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. 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. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Kettering. Even local stores use this campaign type.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. 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. We often use Google Local Service Ads for home services contractors in Kettering, like plumbers, electricians, roofers, and heating installers.

You can also target people in your local Kettering area using Facebook Ads. 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 Kettering. Local Facebook Ads are often used by Kettering businesses of all types.

Social Ads for Kettering Websites

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. 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.

One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. 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 Kettering.

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

Search Ads for Kettering Businesses

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

In some circles, this is referred to as Kettering Search Engine Marketing, or SEM. There are different ways to explain search ads, which are advertisements displayed on search engines' search results pages.

If you have been running search ads on Google for a while and have been successful, consider copying your campaigns over to Bing 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 Kettering Businesses

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

Retargeting Ads in Kettering

Your Kettering website, landing page, or sales funnel won't convert everyone on the first visit.

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 Kettering Ecommerce Businesses

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

If you want to promote your Kettering 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, 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 for Kettering Businesses

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

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

Facebook Ads is required if you want to run video ads on Facebook or Instagram.

Video is an excellent ad creative in terms of conversion opportunities. Video ads are frequently used to showcase product launches, custom services, and personal introductions.

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

Free PPC Calculators for Kettering, OH PPC Managers

Our digital marketers are so excited about managing Kettering paid advertising campaigns, they worked with our web 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 Calculator

View All PPC Tools

Why Choose WebCitz to Manage Your Kettering, OH PPC Services

We want to be your Kettering team's paid advertising partner! We are a full-service PPC management company targeting Kettering with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. Kettering PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not be testing campaign optimizations and creative ideas often enough with those Kettering PPC companies to get the results you desire.

Choosing a paid ad agency for your Kettering 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 Kettering business. These are often the same PPC tactics we use for our own lead generation.

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

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• 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 Kettering digital marketing services, such as PPC management, sales funnel development, or ad creative services.
• 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 discuss what our PPC experts can offer your Kettering company! While we often provide complete paid advertising management services for small businesses in cities like Kettering, we are also able to augment the marketing departments of large corporations in Kettering and beyond.

We hope you consider our company when searching for a PPC advertising agency for you Kettering 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