Lakewood PPC Agency

Our Lakewood, OH PPC Management Campaigns

PPC Management refers to creating and optimizing Lakewood paid advertising campaigns. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide professional paid ads management, a paid advertising company for Lakewood 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 area business differs from paid advertising for an ecommerce store.

Service providers in Lakewood, for example, are often only looking for quality leads. This can be accomplished through PPC advertising that boosts 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.

In contrast, ecommerce brands are most likely to be interested in online sales. Using paid ads, you can drive traffic to a page optimized for products or categories. You might even want to include Google Shopping Campaigns in some cases. Our team has even used sales funnels to help sell products and subscriptions.

The next step in Lakewood PPC ads management is understanding the metrics that will be used to optimize and scale. To maximize the value of paid advertising, most Lakewood agencies implement email collection tactics through squeeze pages or lead magnets. 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 Lakewood business needs to use multiple tactics and marketing tools. Pay-per-click campaigns in Lakewood should include plans like:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Increase revenue for your Lakewood small business through qualified leads or online sales.
• 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 the effectiveness of different ad creatives across different media and ad placements.

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

Pricing for Lakewood, OH PPC Management

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

How Paid Advertising Helps Lakewood, OH Businesses

Traffic increases almost instantly with Lakewood PPC advertising.

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

Starting slowly is the first recommendation we give to Lakewood organizations interested in paid ads.

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 website marketing tactics of your Lakewood company. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Lakewood, OH PPC

With in-depth knowledge of the latest PPC trends for nearby businesses in Lakewood, we are a team of paid advertising specialists. Drive traffic and conversions to your Lakewood 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, Bing and Google only show ads based on what people search for.

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

However, what if the exact match keyword isn't generating enough search volume and the Lakewood roofing company needs to expand their advertising reach? To solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid advertising manager talking with the Lakewood roofing company what services they want to target more often and where. There may also be a need to broaden the keyword targeting.

For instance, the Ohio PPC manager might discover high search volume for "Rocky River, OH roofing companies" or even "Lakewood roof repair." First phrase targets a location near Lakewood, which may still be in the service area of the Lakewood roofing company. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

When building negative keyword lists, keyword research can also be beneficial. You can use them to prevent your paid advertising from showing up in search queries that you know are not likely to result in a lead or sale.

An individual looking for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. However, they might see your paid advertising if you are using 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

Audience research is often mentioned as part of scaling social ads on Facebook and Instagram in Lakewood paid advertising campaigns. However, Bing Ads and Google Ads also allow audience targeting.

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

In years past, Lakewood paid advertising managers relied heavily on building out their own custom audiences within Facebook. 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 Lakewood 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 upgrade, 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 Lakewood and beyond. Even ad attribution reporting was affected.

Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Lakewood 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 Lakewood paid advertising companies using custom audiences, the trend is moving toward broad targeting. Don't take our work for it though. If you've been involved in the creation of Facebook ads, you've probably noticed the removal of interest-based targeting options here and there. Maybe you've even seen changes to how "Advantage Detailed Targeting" is recommended during the setup process.

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. There will always be targeting options that can be manipulated within Lakewood ad campaigns to squeeze a little extra performance.

Optimizing Landing Pages

An important factor in the success of your Lakewood paid ads campaign is the landing page.

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

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Do I have immediate access to a lead form?
• Can you easily identify the call to action?
• How quickly does the page load?
• Does social proof exist?
• Am I able to load the page on a mobile device?

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

Make sure your landing page follows best practices before you spend money on Lakewood paid advertising!

If you want to create an effective landing page, you should never consider it finished. For continuous improvement, run A/B testing every few months.

Including a Conversion Funnel

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.

We have a client who promotes an online fitness challenge that you can even participate in from Lakewood. In the course of managing their website advertising, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:

• By using squeeze pages, we captured email addresses and raised 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 Lakewood organization 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 Lakewood. It can take years of experience to master funnels, however. You can save yourself some time by searching for a PPC ads 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 Lakewood.

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

1. You sell a $100 sweatshirt in Lakewood on your website.
2. You have a 1% conversion rate, meaning for every 100 Lakewood 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 Lakewood 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 paid ads you get two dollars in return.

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

To improve the situation, you hire a PPC advertising firm 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 Lakewood 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 Lakewood, 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 attractive 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 Lakewood.

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 Lakewood 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 firm that helps Lakewood 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 Lakewood website or funnel.

You might be suffering from ad attribution concerns 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 Lakewood 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 Lakewood 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 ads campaigns are doing.

Types of Paid Ads for Lakewood, OH PPC Campaigns

The options for running paid advertising for your Lakewood business are numerous. Lakewood has a variety of business industries that use paid advertising. Let's take a look at some of the most common ones.

Local Ads in Lakewood

If you have a business in Lakewood, you can run local ads on almost any advertising platform. One platform may be more effective for your nearby Lakewood organization 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 area advertising choices.

Google is going to offer two options.

As a first step, you can run traditional Google Adwords, possibly using their 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. Lakewood professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

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. Plumbers, electricians, roofers, and heating installers in Lakewood often use Google Local Service Ads.

You can also target people in your localized Lakewood 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 Lakewood. Local Facebook Ads are often used by Lakewood businesses of all types.

Social Media Marketing for Lakewood Organizations

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. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

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. When running search ads, that is quite the opposite since your ads are only going to show when someone is actively searching for what your Lakewood small business offers.

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

Search Engine Advertising throughout Lakewood

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 Lakewood Search Engine Marketing, or SEM. There are different ways to explain search advertising, which are advertisements displayed on search engines' search results pages.

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 Lakewood

Many different message boards, chat rooms, game lounges, news websites (even local Lakewood news stations), gossip sites, and more run display advertisements.

Bing Ads and Google Ads both offer these.

With display ads, you just need a set of ad creatives in different 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.

Retargeting Ads throughout Lakewood

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

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 Lakewood Ecommerce 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 Lakewood storefront.

By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. Using that information, they can determine what types of search queries to display your products at the top of search results.

Video Ads within Lakewood

YouTube, Instagram, Facebook, and other social networking sites allow you to run video ads.

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

The conversion potential of video ads is excellent on both platforms. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!

You should consider incorporating video ads into your paid advertising campaigns in Lakewood if you have the budget to do so.

Free Paid Ads Calculators for Lakewood, OH PPC Managers

Our website marketers are so excited about managing Lakewood's PPC advertising campaigns that they developed some helpful paid ads calculators for you!

• ROAS Calculator
• Calculate CPA
• Calculate Churn Rate

View Other PPC Tools

Why Choose WebCitz to Manage Your Lakewood, OH PPC Tactics

Let's work together on paid advertising for your Lakewood business! In addition to paid ads management, we have internal teams focused on sales funnel development, social ads, and ad creative testing for Lakewood. Lakewood 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 Lakewood paid ads companies to get the results you desire.

Choosing a paid ad firm for your Lakewood business is not an easy task. With more than 18 years of experience, you know you can trust the paid ads plans and strategies we suggest for your Lakewood small business. These are often the same paid ads strategies we use for our own lead generation.

Lakewood small businesses should choose our paid ads agency because they feel confident we are the right team.

Our paid ads consultants are a good option for numerous reasons:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• We rely heavily on paid ads to bring in traffic from keywords we don't yet rank for organically.
• We do not outsource Lakewood online marketing packages, including PPC ads management, sales funnel development, or ad creative services since we have our own internal advertising team.
• It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.

Let's talk about what our paid ads experts can do for your Lakewood business! While we often provide complete paid advertising management services for small businesses in cities like Lakewood, we are also able to augment the marketing departments of large corporations in Lakewood and beyond.

We hope you consider our company when looking for a paid advertising agency for you Lakewood small business. 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