From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Franklin business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Franklin, we're a results-driven PPC management company.
To target relevant audiences and build brand awareness, our paid ads managers can help your Franklin business leverage Facebook Ads, Google Ads, or even Bing Ads. We can help you target prospects at any stage of the customer journey with these ad platforms. 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 Franklin.
We even offer Facebook Ads and Google Ads management services for nearby businesses in Brentwood, TN, Spring Hill, TN, La Vergne, TN, Nashville, TN, and Smyrna, TN.
Read on to learn more about our Franklin PPC management services.
PPC management refers to creating and optimizing Franklin paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.
A paid ads agency for Franklin 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.
Service providers in Franklin, 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. 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 tend to be interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. 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.
The next step in Franklin PPC management is understanding the metrics that will be used to optimize and scale. To maximize the value of paid advertising, most Franklin agencies implement email collection strategies through squeeze pages or lead magnets. 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.
Your Franklin business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. Pay-per-click campaigns in Franklin should include tactics like:
In addition to managing Franklin-area PPC campaigns, our team also offers Brentwood, Chattanooga, Cleveland, Columbia, 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 Franklin paid advertising.
Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.
If you are interested in running paid advertising in Franklin, 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're not getting conversions, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.
When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Franklin company. Remember, more traffic doesn't always mean more conversions!
The options for running paid advertising for your Franklin business are numerous. Let's discuss some of the most common paid ads being run within various business industries in Franklin.
If you have a business in Franklin, you can run local ads on almost any advertising platform. One platform may be more effective for your local Franklin business than another. It is important to try out every available option to see which works best for your needs. Let's talk about a few local advertising choices.
From Google, you'll have two options.
As a first step, you can run traditional Google Adwords, possibly using their 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 Franklin, such as accountants, lawyers, dentists, and physicians.
The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. We often use Google Local Service Ads for home services contractors in Franklin, like plumbers, electricians, roofers, and heating installers.
Facebook Ads can also be used to target people in Franklin. 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 Franklin. Local Facebook Ads are often used by Franklin businesses of all types.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
Maintaining fresh ad creatives is key to social ads. 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.
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. 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 Franklin business offers.
It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.
You should invest in search advertising if you know people are searching online for your products or services.
In some circles, this is referred to as Franklin 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've been running search ads on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
Many different message boards, chat rooms, game lounges, news websites (even local Franklin 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.
Not everyone is going to convert during their first experience with your Franklin website, landing page, or sales funnel.
Retargeting ads are almost always recommended to help bring people back to your website after they have weighed their options.
You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.
This type of search ad was popularized by Google Shopping Campaigns.
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 Franklin storefront.
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.
If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.
It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.
Both ad platforms offer excellent conversion opportunities with video ads. Video ads are frequently used to showcase product launches, custom services, and personal introductions.
You should definitely consider incorporating video ads into your paid advertising campaigns in Franklin if you have the budget to do so.
With in-depth knowledge of the latest PPC trends for local businesses in Franklin, 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 Franklin 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.
For example, a person looking for a roofing company in Franklin might search "Franklin Roofer" on a search engine. As a paid ads manager for that Franklin roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
What if, however, that exact match keyword wasn't producing enough search volume and the Franklin roofing company wanted to increase their traffic and conversions? In order to solve the problem, keyword research would be required.
After discussing options, the next step might involve the paid ads manager talking with the Franklin roofing company what services they want to target more often and where. It might also require some broadening of the keyword targeting.
For instance, the Tennessee PPC manager might discover high search volume for "Brentwood, TN roofing companies" or even "Franklin roof repair." First phrase targets a location near Franklin, which may still be in the service area of the Franklin 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.
Negative keyword lists can also benefit from keyword research. 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. However, they might see your paid ads if you are using 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.
Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Franklin paid advertising campaigns. 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.
In years past, Franklin 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 Franklin flocked to take advantage of.
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. The change negatively affected Facebook's ability to track user behavior across Franklin and beyond. Even ad attribution reporting was affected.
Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Franklin ad agencies. 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.
In spite of the fact that many Franklin paid ads agencies still rely on custom audiences, it is clear that 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 Franklin ad campaigns to squeeze a little extra performance.
The quality of your landing page will be a big factor in the success of your Franklin paid advertising campaigns.
Our first step when managing a paid advertising campaign in Franklin involves reviewing the landing pages for best practices. Our review takes into account the following factors:
Designing and developing a quality landing page involves so many factors.
Please, don't spend money on Franklin paid advertising until you have a landing page that follows best practices!
You should never consider your landing page complete. For continuous improvement, run A/B testing every few months.
As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.
One of our clients promotes an online fitness challenge that you can even join from Franklin. 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:
There are many different types of funnels, so your Franklin 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 Franklin. 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 Franklin.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Franklin 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 Franklin 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 Franklin, 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 Franklin.
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 Franklin 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 Franklin 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 Franklin 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 Franklin 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 Franklin 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 Franklin's paid advertising campaigns that they developed some helpful PPC calculators for you!
Let's work together on paid advertising for your Franklin business! As a full-service PPC management company targeting Franklin, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. In most Franklin 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 Franklin PPC companies to get the results you desire.
Choosing a paid ad agency for your Franklin 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 Franklin business. These are often the same PPC tactics we use for our own lead generation.
In addition, you should choose us as your paid advertising agency because you are confident we can help your Franklin company grow. Our PPC experts are a good option for a number of reasons:
Let's discuss what our PPC experts can offer your Franklin company! Franklin small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.
We hope you consider our company when searching for a PPC advertising agency for you Franklin 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!