Salem, OR PPC Agency

Our Salem, OR PPC Ads Management Tactics

Paid Ads Management consists of creating and optimizing paid advertisement campaigns in Salem. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide professional PPC management, a paid ads company for Salem often starts by getting to know your company and its business model. 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.

Local service providers in Salem, for instance, are often only interested in good leads. To accomplish this, paid ads 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.

In contrast, ecommerce brands are most likely to be interested in online sales. Pay-per-click advertising can be used to get traffic to an optimized product or category page. 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 Salem PPC management is understanding the metrics that will be used to optimize and scale. For paid ads to be effective, most Salem paid ad companies will implement email collection plans, such as 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 PPC advertising, your Salem small business needs to use multiple plans and marketing tools. Pay-per-click campaigns in Salem should include strategies like:

• Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make your Salem organization more profitable by acquiring qualified leads or selling online.
• Integrate third-party attribution tools to better understand ad attribution.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Salem-area paid ads campaigns, our team also offers Albany, Aloha, Beaverton, Corvallis, Eugene, Gresham, Medford, Portland, Redmond, Springfield, and Tigard small businesses and large corporations a professional PPC management service.

Pricing for Salem, OR PPC Ads Management

The price of our PPC management packages 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 Salem, OR Small Businesses

One of the most obvious benefits of Salem 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.

The first recommendation we offer to Salem businesses interested in running paid advertising is to 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.

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.

The right combination of PPC advertising and website advertising can greatly enhance your Salem business's digital marketing strategy. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Salem, OR Paid Ads

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

Keyword Research

Keyword research in paid ads is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads are exclusively shown based on what people search for on Google or Bing.

A search for "Salem Roofer" on a search engine, for example, might lead someone to a roofing company in Salem. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the PPC advertising manager for that roofing company in Salem.

However, what if the exact match keyword isn't generating enough search volume and the Salem roofing company needs to expand their advertising reach? Researching keywords would be necessary for the solution.

After discussing options, the next step might involve the paid advertising manager talking with the Salem 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 Oregon PPC manager might discover high search volume for "Keizer, OR roofing companies" or even "Salem roof repair." The first phrase targets a location nearby Salem that might still be within the company's service area. 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.

A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. They might see your paid advertising if you use broad keyword targeting without any negative keywords like "free" or "advertise".

You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.

Audience Research

When you hear audience research talked about in Salem paid ads campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. However, Bing Ads and Google Ads also allow audience targeting.

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

Salem 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 Salem eagerly took advantage of.

The rise of data privacy and machine learning had a significant impact on custom audiences over time.

Apple's iOS 14.5 upgrade included a pop-up message that lets users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across Salem 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 Salem ad firms. 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 Salem 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. Salem ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Landing Page Creation & Optimization

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

When we take on the management of a paid advertising campaign in Salem, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:

• Does the headline focus on benefits?
• Is there an image above the fold?
• Does the content engage the reader?
• Do I have immediate access to a lead form?
• What is the visibility of the call to action?
• Does the page load quickly?
• Is there social proof?
• Am I able to load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page.

Please, don't spend money on Salem PPC 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 Salem sales pitch.

Revenue 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 Salem. 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 Salem 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 Salem. It can take years of experience to master funnels, however. You can save yourself some time by looking for a PPC management agency, like WebCitz, to handle the heavy lifting!

Conversion 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 Salem.

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

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

For most Salem small 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Salem 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 Salem, 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 great 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 Salem.

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 Salem 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 paid ads management agency that helps Salem small 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 Salem site or funnel.

You might be suffering from ad attribution glitches 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 Salem 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 Salem 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 Salem, OR PPC Campaigns

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

Local Ads throughout Salem

If you have a business in Salem, you can run local ads on almost any advertising platform. You may find greater success on one platform over another depending on the nature of your nearby Salem organization. To find out which option works best for you, you should try all of the options available. Now let's discuss some local area advertising options.

Google is going to offer 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. Salem 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. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Plumbers, electricians, roofers, and heating installers in Salem often use Google Local Service Ads.

You can also target people in your localized Salem 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 Salem. For all types of Salem businesses, we often use Facebook Ads.

Social Media Marketing throughout Salem

Almost all online ads you see on social media networks qualify as social ads.

It's important to keep the ad creatives fresh when running social media ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

Using social media advertising 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 engine advertising since you only get to show them when someone searches for what you offer in Salem.

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 Engine Marketing throughout Salem

You should invest in search advertising if you know people are looking online for your products or services.

In some circles, this is referred to as Salem 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 engine 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 Salem

Many different message boards, chat rooms, game lounges, news websites (even local Salem 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. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.

Retargeting Ads in Salem

Your Salem 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 Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Salem Ecommerce Stores

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

If you want to promote your Salem storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. Then, your products will be displayed at the top of search results based on the right types of search queries.

Video Ads for Salem Businesses

You can run video ads on YouTube, Instagram, Facebook, and other social media 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, look to implement them into your Salem paid advertising campaigns.

Free PPC Calculators for Salem, OR Paid Ads Managers

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

• ROAS Calculator
• Cost Per Acquisition Calculator
• Calculate Churn Rate

View More Paid Ads Tools

Why Choose WebCitz to Manage Your Salem, OR PPC Tactics

We'd love to partner with your Salem team on PPC advertising! In addition to PPC management, we have internal teams focused on sales funnel development, social ads, and ad creative testing for Salem. This is not true of all Salem PPC management companies, since most only have a single person handling all the work. You might not be testing campaign optimizations and original ideas often enough with those Salem paid ads companies to get the results you desire.

While researching paid advertising firms for your Salem company, there are many factors to consider. The PPC tactics and plans we suggest for your Salem company are backed by more than 18 years of experience. As a lead generation agency, we often use similar paid ads plans.

Salem businesses should choose our paid advertising firm because they feel confident we are the right team.

Consider our PPC specialists for the following 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 Salem digital marketing plans, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

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

We hope you consider our company when searching for a paid advertising firm for you Salem business. To start a discussion with the helpful staff at our paid ads firm, send us an email or give us a call if you have any follow-up questions.

800-796-8263 Email Us