From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Cleveland business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Cleveland, we're a results-driven PPC management company.
To target relevant audiences and build brand awareness, our paid ads managers can help your Cleveland 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. As a result, we can help you integrate solutions that provide clarity to ad attribution in an iOS 14.5 environment, enabling you to scale your advertising campaigns 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 Cleveland.
We even offer Facebook Ads and Google Ads management services for nearby businesses in Middle Valley, TN, Soddy-Daisy, TN, East Brainerd, TN, East Ridge, TN, and Red Bank, TN.
Discover our PPC management services in Cleveland by reading on.
PPC management refers to creating and optimizing Cleveland paid advertising campaigns. 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 Cleveland should get to know your company and its goals. Since the way you approach paid advertising for a local Cleveland business is much different than how you would for an ecommerce brand, this information helps determine the next steps.
Service providers in Cleveland, for example, are often only looking for quality leads. This can be accomplished through paid advertising that drives traffic to an optimized landing page or sales funnel. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't yet exist or need to be substantially improved.
Alternatively, ecommerce brands tend to be 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 Cleveland PPC management is understanding the metrics that will be used to optimize and scale. Most Cleveland paid ads agencies will implement email collection strategies through squeeze pages or lead magnets to help increase the value of paid advertising. 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 paid advertising, your Cleveland business should utilize multiple advertising strategies and marketing tools. Pay-per-click campaigns in Cleveland should include tactics like:
In addition to managing Cleveland-area PPC campaigns, our team also offers Brentwood, Chattanooga, Columbia, Franklin, Jackson, Johnson City, Kingsport, Knoxville, Memphis, Murfreesboro, Nashville, and Spring Hill small businesses and large corporations a professional PPC management service.
Traffic increases almost instantly with Cleveland paid advertising.
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 Cleveland businesses interested in paid advertising.
Make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data before diving into paid advertising or scaling your ad campaigns.
If you're not getting conversions, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.
Cleveland companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. Remember, more traffic doesn't always mean more conversions!
The options for running paid advertising for your Cleveland business are numerous. Let's discuss some of the most common paid ads being run within various business industries in Cleveland.
Local ads for your Cleveland business can be run through nearly any advertising platform. One platform may be more effective for your local Cleveland business than another. It is important to try out every available option to see which works best for your needs. Here are a few options for local advertising.
From Google, you'll have 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. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Cleveland. 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. Plumbers, electricians, roofers, and heating installers in Cleveland often use Google Local Service Ads.
You can also use Facebook Ads to target people in your local Cleveland 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 Cleveland. For all types of Cleveland businesses, we often use Facebook Ads.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
It's important to keep the ad creatives fresh when running social ads. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. 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 Cleveland.
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.
You should invest in search advertising if you know people are searching online for your products or services.
There are some people out there who refer to this as Cleveland 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.
You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.
There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Cleveland news stations), gossip websites, and more.
Bing Ads and Google Ads both offer these.
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 Cleveland 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.
Almost any ad platform can be used for retargeting ads.
It was Google Shopping Campaigns that popularized this form of search advertising.
In order to get started with Google Shopping, you just need an e-commerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads 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. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.
Social networking websites such as YouTube, Facebook, and Instagram allow you to advertise with video.
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 Cleveland paid advertising campaigns.
With in-depth knowledge of the latest PPC trends for local businesses in Cleveland, we are a team of paid advertising specialists. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Cleveland digital assets.
In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, Bing and Google only show ads based on what people search for.
For example, a person looking for a roofing company in Cleveland might search "Cleveland Roofer" on a search engine. Targeting that exact phrase wouldn't require in-depth keyword research for that Cleveland roofing company's paid ads manager.
What if, however, that exact match keyword wasn't producing enough search volume and the Cleveland roofing company wanted to increase their traffic and conversions? Researching keywords would be necessary for the solution.
After discussing options, the next step might involve the paid ads manager talking with the Cleveland 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 "Middle Valley, TN roofing companies" or even "Cleveland roof repair." The first phrase is targeting a nearby location to Cleveland, which might still be in the service area of the Cleveland roofing company. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.
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.
A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. Your paid ads 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 is often mentioned as part of scaling social media ads on Facebook and Instagram in Cleveland paid advertising campaigns. Google Ads and Bing Ads also offer audience targeting options.
We'll review some audience research and targeting history within Facebook Ads.
Cleveland 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 Cleveland advertisers lined up to exploit.
As time went on, data privacy and machine learning both had an impact on custom audiences.
Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Cleveland and beyond. Even ad attribution reporting was affected.
Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Cleveland advertising agencies. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.
While there will still be plenty of Cleveland paid ads agencies relying on 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.
However, audience research and targeting aren't going away. The targeting options within Cleveland 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 Cleveland paid advertising campaigns.
When we take on the management of a paid advertising campaign in Cleveland, we start by looking over the landing pages to see if they follow best practices. In this review, we consider the following factors and more:
Quality landing pages are the result of many factors.
Until you have a landing page that follows best practices, don't spend money on Cleveland 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 Cleveland 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.
We have a client who promotes an online fitness challenge that you can even participate in from Cleveland. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. Here are some of the funnels we made:
The types of funnels available to your Cleveland 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 Cleveland. 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 Cleveland.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Cleveland 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 Cleveland 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 Cleveland, 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 Cleveland.
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 Cleveland 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 Cleveland 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 Cleveland 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 Cleveland 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 Cleveland 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 Cleveland's paid advertising campaigns that they developed some helpful PPC calculators for you!
Let's work together on paid advertising for your Cleveland business! As a full-service PPC management company targeting Cleveland, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. Cleveland PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not get the results you want from Cleveland PPC agencies if you don't test campaign optimization and creative ideas often enough.
Choosing a paid ad agency for your Cleveland business is not an easy task. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Cleveland business. Many of these are the same PPC tactics we use to generate leads for our company.
In addition, you should choose us as your paid advertising agency because you are confident we can help your Cleveland company grow. Consider our PPC experts for the following reasons:
Let's talk about what our PPC experts can do for your Cleveland business! We often provide complete paid advertising management services to Cleveland small businesses, but we can also augment the marketing department of larger Cleveland corporations to fill in missing skill sets.
We hope you consider our company when searching for a PPC advertising agency for you Cleveland small business or large corporation. 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.
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!