From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Pennsylvania business with its paid ads.
Pennsylvania businesses and ecommerce sites can improve their paid advertising campaigns with the help of a results-driven PPC management company with over 18 years of experience.
The PPC advertising managers at our company can help your Pennsylvania small business target relevant audiences and drive brand awareness through Facebook ads, Google paid ads, and Bing advertising. With these ad platforms, we can target prospects at any stage of the customer journey. In a post iOS 14.5 environment, we can help you integrate solutions which provide clarity around ad attribution, allowing your ad campaigns to scale efficiently.
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.
PPC management consists of creating and optimizing paid advertisement campaigns in Pennsylvania. Despite that simple explanation, let's explore it further.
To provide expert PPC management, a paid ads agency for Pennsylvania should get to know your company and its goals. You can use this information to determine the next steps, since PPC advertising for a local business differs from paid ads for an ecommerce store.
Local service providers in Pennsylvania, for instance, are often only interested in good leads. Through paid advertising, traffic can be driven 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. Pay-per-click advertising can be used to grow 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.
Understanding the metrics that will be used to optimize and scale Pennsylvania paid ads is the next step. For paid ads to be effective, most Pennsylvania paid ad agencies will implement email collection tactics, such as 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 Pennsylvania business needs to use multiple tactics and marketing tools. Pay-per-click campaigns in Pennsylvania should include plans like:
Our PPC management firm is happy to provide Allentown, Erie, Harrisburg, Lancaster, Philadelphia, Pittsburgh, Reading, Upper Darby, and York businesses with expert PPC advertising consulting packages.
If you want us to dedicate more time to your campaigns, the price of our PPC management packages will be adjusted accordingly. Below is the starting cost for our PPC ads management plans, but we are happy to have a conversation about adjusting the budget if your ad spend or service requirements exceed our initial estimate.
One of the most obvious benefits of Pennsylvania paid advertising is the quick 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 Pennsylvania small 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 ads or scale your existing ad campaigns.
Don't blame Facebook or Google if you don't get conversions. In many cases, the problem lies in the ad creative, campaign settings, or sales process.
When everything comes together, paid advertising can be an invaluable addition to the online advertising game plan of your Pennsylvania small business. It's important to keep in mind that increased traffic does not always translate into more conversions.
Our team of paid advertising professionals is knowledgeable about the latest PPC trends in Pennsylvania. We have experience across dozens of business industries, so we can help you improve traffic and conversions to your Pennsylvania digital assets.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only appear based on what is searched on Google or Bing.
If you are looking for a roofing company in Pennsylvania, you might search "Pennsylvania Roofer" on Google. As a PPC advertising manager for that Pennsylvania 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 Pennsylvania 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 Pennsylvania roofing company what services they want to target more often and where. It might also require some broadening of the keyword targeting.
As an example, the PPC manager might find that "Pennsylvania roofing companies" and "Pennsylvania roof repair" have high search volumes. The first phrase targets the plural form of the business industry within Pennsylvania. 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.
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".
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.
In Pennsylvania paid ads campaigns, audience research is often discussed in the context of scaling social media ads. However, Bing Ads and Google Ads also allow audience targeting.
Let's go over a little history on audience research and targeting within the Facebook Ads platform.
Facebook custom audiences were heavily relied upon by Pennsylvania's paid advertising managers in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Pennsylvania eagerly took advantage of.
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 Pennsylvania and beyond. This even affected the accuracy of ad attribution reporting.
Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Pennsylvania advertising companies. 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 Pennsylvania paid ads agencies using custom audiences, the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out upgrades 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. Pennsylvania ad campaigns will likely always have targeting options that can be manipulated for extra performance.
It is important to focus on a high quality landing page when running paid advertisements in Pennsylvania.
We begin by examining the landing pages on any paid advertising campaign in Pennsylvania to make sure they follow best practices. Our review takes into account the following factors:
Quality landing pages are the result of many factors.
Until you have a landing page that follows best practices, don't spend money on Pennsylvania paid ads.
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.
You might consider building out one or more sales funnels instead of a landing page. 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 Pennsylvania. We built multiple sales funnels within Click Funnels while managing their online advertising. Here are a few of the funnels we used:
There are many different types of funnels, so your Pennsylvania 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 Pennsylvania. It can take years of experience to master funnels, however. You can save yourself some time by looking for a paid ads management agency, 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 Pennsylvania.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Pennsylvania small businesses, this return on ad spend wouldn't be acceptable unless the margins were great.
To improve the situation, you hire a paid ads 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 Pennsylvania 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 Pennsylvania, 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 beautiful 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 Pennsylvania.
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 Pennsylvania 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 agency that helps Pennsylvania small 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 Pennsylvania 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 Pennsylvania 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 Pennsylvania 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 PPC advertising campaigns are doing.
In Pennsylvania, there are many ways to run paid advertising. The following are some of Pennsylvania's most common paid advertisements options.
If you have a business in Pennsylvania, 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 localized business in Pennsylvania. You should try out every option available to see which suits you best. Let's talk about a few local advertising choices.
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. We often use Performance Max campaigns for professional services companies in and around Pennsylvania, such as accountants, lawyers, dentists, and physicians.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Home service contractors in Pennsylvania, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also target people in your local Pennsylvania 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 ZIP codes in Pennsylvania. For all types of Pennsylvania organizations, we often use Facebook Ads.
Pretty much any online ad you see on a social 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. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. A weekly change in ad creative is often recommended for higher-spend ad campaigns.
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. The opposite is true when you run search ads since your ads will only show when someone is actively searching for what your Pennsylvania small business has to offer.
However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.
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 Pennsylvania Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad.
You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Pennsylvania 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. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.
There is a good chance that not everyone will convert during their first experience with your Pennsylvania website, landing page, or sales funnel.
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.
Google Shopping Campaigns popularized this type of search ad.
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 Pennsylvania storefront.
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.
You can run video ads on YouTube, Instagram, Facebook, and other social networking websites.
Using YouTube Ads is as basic 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. 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 ads campaigns in Pennsylvania if you have the budget to do so.
As part of our commitment to managing Pennsylvania paid advertising campaigns, our internet advertisers worked with our web development team to build a few PPC calculators that might interest you.
We'd love to partner with your Pennsylvania team on paid ads! We are a full-service PPC ads management firm targeting Pennsylvania with multiple internal teams focused on social media marketing, sales funnel development, and ad creative testing. Pennsylvania PPC management firms 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 Pennsylvania paid ads firms to get the results you desire.
While researching paid advertising companies for your Pennsylvania organization, there are many factors to consider. Having over 18 years of experience, you can trust our paid ads tactics and plans for Pennsylvania businesses. These are often the same paid ads plans we use for our own lead generation.
Pennsylvania businesses should choose our PPC advertising firm because they feel confident we are the right team. Consider our paid ads experts for the following reasons:
Get in touch with our paid ads consultants to discuss what we can do for you in Pennsylvania! While we often provide complete paid ads management plans for small businesses throughout Pennsylvania, we are also able to augment the marketing departments of large corporations in Pennsylvania and beyond.
We hope you consider our company when looking for a PPC advertising company for your Pennsylvania organization. To start a discussion with the helpful staff at our PPC company, send us an email or give us a call if you have any follow-up questions.