Philadelphia, PA PPC Agency

Our Philadelphia, PA PPC Management Game Plans

PPC Management consists of creating and optimizing paid advertisement services in Philadelphia. Despite that simple explanation, let's explore it further.

To provide expert PPC ads management, a paid advertising agency for Philadelphia often starts by getting to know your company and its business model. This information helps determine the next steps, since the way you'd approach paid advertising for a localized Philadelphia business is much different from how you'd handle it for an ecommerce brand.

Local service providers in Philadelphia, for instance, are often only interested in good leads. Through paid advertising, traffic can be driven to an optimized landing page or sales funnel. 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 are most often 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. We've even utilized sales funnels to help sell products, subscriptions, and services.

Understanding the metrics that will be used to optimize and scale Philadelphia PPC is the next step. For PPC advertising to be effective, most Philadelphia paid ad firms will implement email collection strategies, 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 Philadelphia company needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Philadelphia 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 Philadelphia 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.
• Collect email addresses, create user-generated content, and nurture relationships.
• Place ad creatives across various ad placements and media formats to see which performs best.

In addition to managing Philadelphia-area paid ads campaigns, our team also offers Allentown, Erie, Harrisburg, Lancaster, Pittsburgh, Reading, Upper Darby, and York small businesses and large corporations a skilled paid ads management service.

Pricing for Philadelphia, PA 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 Philadelphia, PA Organizations

One of the most obvious benefits of Philadelphia 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.

The first recommendation we offer to Philadelphia small businesses interested in running paid advertising is to start slowly.

Before diving into paid ads or scaling your ad campaigns, make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data.

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.

The right combination of paid advertising and online advertising can greatly enhance your Philadelphia business's website marketing tactics. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Philadelphia, PA PPC

Our team of paid advertising professionals is knowledgeable about the latest PPC trends in Philadelphia. We have experience across dozens of business industries, so we can help you improve traffic and conversions to your Philadelphia digital assets.

Keyword Research

In the context of paid advertising, you'll find keyword research mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads are exclusively shown based on what people search for on Google or Bing.

If you are looking for a roofing company in Philadelphia, you might search "Philadelphia Roofer" on Google. 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 Philadelphia.

However, what if that exact match keyword wasn't producing enough search volume and the Philadelphia roofing company needed to increase 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 Philadelphia 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 Pennsylvania PPC manager might find that "Camden, NJ roofing companies" and "Philadelphia roof repair" have high search volumes. The first phrase targets a location nearby Philadelphia that might still be within the company's service area. 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.

An individual looking for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your paid advertising 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

In Philadelphia paid ads campaigns, audience research is often discussed in the context of scaling social media ads. Google Ads and Bing Ads also offer audience targeting options.

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

In years past, Philadelphia 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 Philadelphia flocked to take advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

When Apple released its iOS 14.5 upgrade, they included a pop up message that allowed users to easily opt out of personalized ad tracking. As a result, Facebook had difficulty tracking mobile device behavior. Even ad attribution reporting was affected.

For most Philadelphia advertising firms, 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.

Although many Philadelphia paid advertising companies still rely on custom audiences, the trend is shifting 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.

This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Philadelphia ad campaigns to squeeze a little extra performance.

Optimizing Landing Pages

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

We begin by examining the landing pages on any paid advertising campaign in Philadelphia to make sure they follow best practices. Here are some of the factors we look for in this review:

• Does the headline focus on benefits?
• Is there an image 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?
• Is social proof present?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

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

Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Philadelphia sales pitch.

Developing a Conversion Funnel

You might consider building out one or more sales funnels instead of a landing page. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from Philadelphia. We built multiple sales funnels within Click Funnels while managing their website advertising. Here are a few of the funnels we used:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• For leads, we provided healthy eating tips, fitness tips, webinars, and sneak peeks as lead magnets.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Philadelphia organization aren't limited to these. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.

Make sure you take your time when implementing a funnel. You can learn this type of work at home or at a technical school in Philadelphia after weeks of training. However, getting really good at funnels can take years of experience. You can save yourself some time by searching for a PPC ads management firm, like WebCitz, to handle the heavy lifting!

Conversion Rate Optimization

Making informed advertising decisions requires a clear understanding of your conversion rate. Throughout Philadelphia, conversion rates vary widely between industries, products, and services. However, you can expect average conversion rates of 1-3%.

Here's a basic scenario that illustrates conversion rates' impact.

1. You sell a $100 sweatshirt in Philadelphia on your website.
2. You have a 1% conversion rate. This means for every 100 website visitors you sell 1 sweatshirt.
3. The average cost per click (CPC) on your website is $0.50, meaning you spend 50 cents for each person in Philadelphia who visits it.
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. The return on ad spend (ROAS) would be 2x, meaning you would get two dollars back for every dollar spent on paid ads.

Most Philadelphia businesses wouldn't be able to afford this return on ad spend without strong margins.

Paying an advertising company to improve campaign settings, the ad creatives, and the landing page experience improves the situation.

Assume those improvements increase your conversion rate from 1% to 2%. You now sell two sweatshirts for every 100 visitors to your site. 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 Philadelphia paid ads.

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 Philadelphia, 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 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Philadelphia.

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 Philadelphia 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 ads management company that helps Philadelphia organizations, 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 Philadelphia website or funnel.

You might be suffering from ad attribution problems 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 Philadelphia 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 Philadelphia 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 Philadelphia, PA PPC Campaigns

In Philadelphia, there are many ways to run paid advertising. The following are some of Philadelphia's most common paid advertisements options.

Local Business Ads throughout Philadelphia

You can use nearly any advertising platform to run local ads for your Philadelphia small business. You may find greater success on one platform over another depending on the nature of your nearby Philadelphia business. You should try out every option available to see which suits you best. Now let's discuss some nearby advertising options.

There are going to be two options from Google.

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 Philadelphia, 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 Philadelphia, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

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

Social Media Ads for Philadelphia Websites

Pretty much any online ad you see on a social media network website is going to qualify as a social media ad.

The trick to social ads is keeping the ad creatives fresh. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. It might be necessary to look at weekly ad creative tweaks for campaigns with higher spending.

One of the best things about social media advertising is that you can target audiences who aren't yet aware of your product or service. When running search engine advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your Philadelphia company offers.

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

Search Engine Ads within Philadelphia

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

Some people refer to this as Philadelphia Search Engine Marketing, or SEM. There are different ways to explain search engine advertising, 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 in Philadelphia

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

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. 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 Philadelphia

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

To help people return to your site after they've thought through various options, retargeting ads are almost always recommended.

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

Shopping Ads for Philadelphia Ecommerce Stores

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

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 Philadelphia 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 Philadelphia

Social networking websites such as Facebook, YouTube, 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.

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. 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 Philadelphia PPC advertising campaigns.

Free Paid Ads Calculators for Philadelphia, PA PPC Managers

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

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

View More PPC Tools

Why Choose WebCitz to Manage Your Philadelphia, PA Paid Ads Services

We'd love to partner with your Philadelphia team on paid advertising! We are a complete PPC management company targeting Philadelphia with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. This is not true of all Philadelphia paid ads management companies, since most only have a single person handling all the tasks. For those Philadelphia paid ads agencies, campaign optimizations and innovative ideas might not be tested often enough to bring about the results you need.

While researching paid ads agencies for your Philadelphia company, there are many factors to consider. Having over 18 years of experience, you can trust our paid ads plans and strategies for Philadelphia small businesses. As a lead generation firm, we often use similar PPC tactics.

More importantly, you should choose our paid ads agency because you feel confident we are the right team to help your Philadelphia company grow.

Consider our paid ads consultants 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 sales funnels and paid ads to shore up our organic search placements.
• Since we have an internal advertising team, we do not outsource Philadelphia online advertising services, such as PPC management, sales funnel development, or ad creative services.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Get in touch with our PPC experts to discuss what we can do for you in Philadelphia! While we often provide complete PPC advertising management services for small businesses in cities like Philadelphia, we are also able to augment the marketing departments of large corporations in Philadelphia and beyond.

We hope you consider our company when searching for a paid ads company for you Philadelphia company. 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