From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Brentwood business with its paid ads.
We are a results-driven PPC management company with more than 18 years of experience helping local businesses and ecommerce brands throughout Brentwood improve their paid advertising campaigns.
To target relevant audiences and build brand awareness, our paid ads managers can help your Brentwood business leverage Facebook Ads, Google Ads, or even Bing Ads. 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.
We have onsite graphic designers and video marketing teams available to develop the right hook and build upon your message as a full-service paid advertisement agency serving Brentwood.
We even setup and optimize Google and Facebook advertising campaigns for businesses in Franklin, TN, Nashville, TN, La Vergne, TN, Smyrna, TN, and Mount Juliet, TN.
Read on to learn more about our Brentwood PPC management services.
The act of creating and optimizing Brentwood paid advertising campaigns is known as PPC management. That is an incredibly simple explanation though, so let's dive a little deeper.
In order to provide professional PPC management, a paid ads agency for Brentwood 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 business differs from paid advertising for an ecommerce store.
Service providers in Brentwood, for example, are often only looking for quality leads. In order to accomplish this, paid advertising can drive traffic to a landing page or sales funnel that is optimized. 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.
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. Our sales funnels have also helped us to sell subscriptions, products, and services.
The next step in Brentwood PPC management is understanding the metrics that will be used to optimize and scale. Most Brentwood paid ads agencies will implement email collection strategies through squeeze pages or lead magnets to help increase the value of paid advertising. For ad budgets over $1,000/mo, it often makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam to better understand ad attribution and reporting.
To be successful with paid advertising, your Brentwood business should utilize multiple advertising strategies and marketing tools. Pay-per-click campaigns in Brentwood should include tactics like:
In addition to managing Brentwood-area PPC campaigns, our team also offers Chattanooga, Cleveland, Columbia, Franklin, Jackson, Johnson City, Kingsport, Knoxville, Memphis, Murfreesboro, Nashville, and Spring Hill small businesses and large corporations a professional PPC management service.
The most obvious benefit of Brentwood paid advertising is the near instant increase in traffic it provides.
Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.
Starting slowly is the first recommendation we give to Brentwood 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 advertising or scale your existing ad campaigns.
If you're not getting conversions, don't blame Facebook or Google. It is usually the creatives, campaign settings, or sales process that is the problem.
When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Brentwood company. Just keep in mind increased traffic doesn't always result in more conversions!
There are numerous ways to run paid advertising for your Brentwood business. Let's discuss some of the most common paid ads being run within various business industries in Brentwood.
If you have a business in Brentwood, you can run local ads on almost any advertising platform. One platform may be more effective for your local Brentwood business than another. To find out which option works best for you, you should try all of the options available. Let's talk about a few local advertising choices.
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. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Brentwood. Even local stores use this campaign type.
The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. The Google Local Service Ads offers a pay-per-lead model, which means you get charged a flat fee for each lead the platform provides you. We often use Google Local Service Ads for home services contractors in Brentwood, like plumbers, electricians, roofers, and heating installers.
You can also use Facebook Ads to target people in your local Brentwood area. 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 Brentwood. Local Facebook Ads are often used by Brentwood businesses of all types.
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. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.
One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. It's quite the opposite when you run search ads since you only get to show them when someone searches for what you offer in Brentwood.
That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.
If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.
There are some people out there who refer to this as Brentwood Search Engine Marketing, or SEM for short. 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. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Brentwood news stations), gossip websites, and more.
These are commonly used within the Google Ads and Bing Ads platforms.
With display ads, you just need a set of ad creatives in different sizes. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.
Not everyone is going to convert during their first experience with your Brentwood website, landing page, or sales funnel.
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 any ad platform, too.
It was Google Shopping Campaigns that popularized this form of search advertising.
If you want to promote your Brentwood 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.
You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.
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.
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, definitely look to implement them into your Brentwood paid advertising campaigns.
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Brentwood local businesses. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Brentwood digital assets.
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.
A search for "Brentwood Roofer" on a search engine, for example, might lead someone to a roofing company in Brentwood. As a paid ads manager for that Brentwood roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
However, what if that exact match keyword wasn't producing enough search volume and the Brentwood 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 ads manager talking with the Brentwood roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.
For instance, the Tennessee PPC manager might discover high search volume for "Franklin, TN roofing companies" or even "Brentwood roof repair." The first phrase is targeting a nearby location to Brentwood, which might still be in the service area of the Brentwood roofing company. The second phrase is targeting a slightly different service, which might result in a more lucrative roof replacement project if the repair work is extensive.
You can also benefit from keyword research when building out negative keyword lists. You can use them to prevent your paid ads from showing up in search queries that you know are not likely to result in a lead or sale.
An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "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.
When you hear audience research talked about in Brentwood paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. Google Ads and Bing Ads also offer audience targeting options.
We'll review some audience research and targeting history within Facebook Ads.
Brentwood paid advertising managers used Facebook's custom audiences extensively in the past. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Brentwood advertisers lined up to exploit.
As time went on, data privacy and machine learning both had an impact on custom audiences.
When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Brentwood and beyond. Even ad attribution reporting was affected.
For most Brentwood advertising agencies, 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.
In spite of the fact that many Brentwood paid ads agencies still rely on custom audiences, it is clear that the trend is shifting toward broad targeting. You can see it in every update within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."
This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.
However, audience research and targeting aren't going away. The targeting options within Brentwood ad campaigns will likely always be manageable to boost performance.
The quality of your landing page will be a big factor in the success of your Brentwood paid advertising campaigns.
When we take on the management of a paid advertising campaign in Brentwood, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:
Quality landing pages are the result of many factors.
Until you have a landing page that follows best practices, don't spend money on Brentwood 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 Brentwood sales pitch.
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.
One of our clients promotes an online fitness challenge that you can even join from Brentwood. 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:
The types of funnels available to your Brentwood business aren't limited to these. 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 Brentwood. It can take years of experience to master funnels, however. You can save yourself some time by looking for a PPC management firm, 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 Brentwood.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Brentwood 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 Brentwood 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 Brentwood, 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 Brentwood.
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 Brentwood 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 Brentwood 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 Brentwood 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 Brentwood 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 Brentwood 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.
Our digital marketers are so excited about managing Brentwood paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!
We want to be your Brentwood team's paid advertising partner! As a full-service PPC management company targeting Brentwood, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. Brentwood 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 Brentwood PPC companies to get the results you desire.
Choosing a paid ad agency for your Brentwood business is not an easy task. The PPC strategies and tactics we suggest for your Brentwood company are backed by more than 18 years of experience. These are often the same PPC tactics we use for our own lead generation.
More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your Brentwood company grow. Consider our PPC experts for the following reasons:
Let's discuss what our PPC experts can offer your Brentwood company! We often provide complete paid advertising management services to Brentwood small businesses, but we can also augment the marketing department of larger Brentwood corporations to fill in missing skill sets.
We hope you consider our company when searching for a PPC advertising agency for you Brentwood small business or large corporation. We would be happy to talk to you about your follow-up questions via email or phone if you have any.
When searching for the most experienced PPC experts, it is important to review each paid advertising agency for communication, availability, past results and client satisfaction. This will help ensure you select a reputable partner to help with your paid advertising campaigns. You will find WebCitz to be one of the highest rated PPC agencies!
Look at how we've been able to help improve paid ad performances for businesses in multiple industries!