Upper Darby, PA PPC Agency

What is Upper Darby, PA PPC Management?

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

A paid ads agency for Upper Darby often begins by getting to know your company and its business model before providing professional PPC management. 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.

For example, local Upper Darby service providers are often only interested in qualified leads. In order to accomplish this, paid advertising 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. This can be accomplished through paid advertising that drives traffic to an optimized product page 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.

To optimize and scale Upper Darby PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Upper Darby paid ad agencies 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.

In order to be successful with paid advertising, your Upper Darby business needs to use multiple strategies and marketing tools. Some of the best paid advertising services in Upper Darby include:

• Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make your Upper Darby business more profitable by acquiring qualified leads or selling online.
• Integrate third-party attribution tools to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• 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 Upper Darby-area PPC campaigns, our team also offers Allentown, Erie, Harrisburg, Lancaster, Philadelphia, Pittsburgh, Reading, and York small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Upper Darby, PA Businesses

Traffic increases almost instantly with Upper Darby paid advertising.

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

If you are interested in running paid advertising in Upper Darby, we recommend that you 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.

If you run into trouble getting the conversions you were expecting, don't blame Facebook or Google. It is usually the creatives, campaign settings, or sales process that is the problem.

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

Types of Paid Ads for Upper Darby, PA PPC Campaigns

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

Local Ads within Upper Darby

If you have a business in Upper Darby, you can run local ads on almost any advertising platform. Depending on the nature of your local Upper Darby business, you may find better success in one platform versus another. To find out which option works best for you, you should try all of the options available. Now let's discuss some local advertising options.

Google is going to offer two options.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. 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. Upper Darby professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Home service contractors in Upper Darby, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

You can also target people in your local Upper Darby area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Upper Darby as a city, or specific ZIP codes around Upper Darby. For all types of Upper Darby businesses, we often use Facebook Ads.

Social Ads throughout Upper Darby

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

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. 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 looking for what your Upper Darby business offers.

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 Ads throughout Upper Darby

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 Upper Darby 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. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads throughout Upper Darby

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Upper Darby 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. 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 Upper Darby

Your Upper Darby 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 Upper Darby Ecommerce Stores

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

If you want to promote your Upper Darby 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. Using that information, they can determine what types of search queries to display your products at the top of search results.

Video Ads throughout Upper Darby

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

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.

Both ad platforms offer excellent conversion opportunities with video ads. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!

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

Upper Darby, PA PPC Management Services

With in-depth knowledge of the latest PPC trends for local businesses in Upper Darby, we are a team of paid advertising specialists. Drive traffic and conversions to your Upper Darby 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, search ads only show up based on what is searched on Google or Bing.

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

However, what if the exact match keyword isn't generating enough search volume and the Upper Darby roofing company needs to expand their advertising reach? The solution would require keyword research.

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

Suppose the Pennsylvania PPC manager discovers that there is a high traffic volume for "Lansdowne, PA roofers" or even "Upper Darby roof repair." The first phrase targets a location nearby Upper Darby 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 these to prevent your paid ads from showing in search queries that you know won't convert.

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 ads 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

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Upper Darby 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, Upper Darby paid advertising managers relied heavily on building out their own custom audiences within Facebook. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Upper Darby eagerly took advantage of.

The rise of data privacy and machine learning had a significant 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 Upper Darby and beyond. Even ad attribution reporting was affected.

For most Upper Darby advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. By choosing your own interest-based targeting, you tend to do more harm than good because their algorithm often understands your ideal audience better than you do.

Though there will still be plenty of Upper Darby paid ads agencies using custom audiences, it is clear the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates 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. The targeting options within Upper Darby ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

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

When we take on the management of a paid advertising campaign in Upper Darby, 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 you have a lead form I can use right away?
• Can you easily identify the call to action?
• How fast does the page load?
• Does social proof exist?
• Can I load the page on a mobile device?

Quality landing pages are the result of many factors.

Please, don't spend money on Upper Darby paid advertising until you have a landing page that follows best practices!

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.

Developing a Sales Funnel

As an alternative to a landing page, you might want to consider building out one or more sales funnels. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

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

• To increase awareness and capture email addresses, we used squeeze pages.
• 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.
• For the online program, we used sales letter funnels as the registration system.

Your Upper Darby business isn't limited to only these types of funnels. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.

If you do decide to implement a funnel, take your time at it. You can learn this type of work at home or at a technical school in Upper Darby after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC management firm like WebCitz to do the hard work for you!

Optimizing Conversion Rates

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. It varies greatly among industries, products, and services throughout Upper Darby, but the average conversion rate is between 1-3%.

To illustrate the impact of conversion rates, let's run through a basic example.

1. You sell a $100 sweatshirt on your website in Upper Darby.
2. You have a 1% conversion rate. This means for every 100 website visitors in Upper Darby 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 Upper Darby who visits it.
4. You would need to pay $50 for 100 clicks from paid ads to sell 1 sweatshirt. 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 Upper Darby 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 Upper Darby 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 Upper Darby, 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 Upper Darby.

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 Upper Darby 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 Upper Darby 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 Upper Darby 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 Upper Darby 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 Upper Darby 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.

Free PPC Calculators for Upper Darby, PA PPC Managers

Our digital marketers are so excited about managing Upper Darby's paid advertising campaigns that they developed some helpful PPC calculators for you!

• Return on Ad Spend Calculator
• Cost Per Acquisition Calculator
• Churn Rate Calculator

View All PPC Tools

Why Choose WebCitz to Manage Your Upper Darby, PA PPC Services

Let's work together on paid advertising for your Upper Darby business! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Upper Darby. In most Upper Darby PPC companies, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and creative ideas often enough with those Upper Darby PPC companies to get the results you desire.

There are many factors to consider when researching paid ads agencies for your Upper Darby business. The PPC strategies and tactics we suggest for your Upper Darby company are backed by more than 18 years of experience. As a lead generation agency, we often use similar PPC tactics.

Upper Darby companies should choose our paid advertising agency because they feel confident we are the right team. Here are a few reasons we suggest considering our PPC experts:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
• Our internal advertising team handles all Upper Darby digital marketing services, such as PPC management, sales funnel development, and ad creatives.
• 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 Upper Darby! While we often provide complete paid advertising management services for small businesses in cities like Upper Darby, we are also able to augment the marketing departments of large corporations in Upper Darby and beyond.

Our team would appreciate the opportunity to be considered when your Upper Darby business or corporation is in need of a PPC marketing agency. To start a discussion with the helpful staff at our PPC firm, send us an email or give us a call if you have any follow-up questions.