From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Johnson City business with its paid ads.
Johnson City businesses and ecommerce sites can improve their paid advertising campaigns with the help of a results-driven PPC management company with over 18 years of experience.
To target relevant audiences and build brand awareness, our paid ads managers can help your Johnson City 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.
With our in-house graphic design and video marketing teams, we can create stunning creatives that provide the right hook and tell a story that resonates with your audience.
We even offer Facebook Ads and Google Ads management services for nearby businesses in Elizabethton, TN, Kingsport, TN, Bloomingdale, TN, Bristol, TN, and Bristol, VA.
Find out more about our Johnson City PPC management.
PPC management consists of creating and optimizing paid advertisement campaigns in Johnson City. 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 Johnson City 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.
Local service providers in Johnson City, for instance, are often only interested in good 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 currently exist or need a lot of revisions.
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. In some cases, it might even make sense to include Google Shopping Campaigns. Our sales funnels have also helped us to sell subscriptions, products, and services.
Understanding the metrics that will be used to optimize and scale Johnson City PPC is the next step. For paid advertising to be effective, most Johnson City 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.
To be successful with paid advertising, your Johnson City business should utilize multiple advertising strategies and marketing tools. For example, the best Johnson City paid advertising services will include tactics to:
In addition to managing Johnson City-area PPC campaigns, our team also offers Brentwood, Chattanooga, Cleveland, Columbia, Franklin, Jackson, Kingsport, Knoxville, Memphis, Murfreesboro, Nashville, and Spring Hill small businesses and large corporations a professional PPC management service.
One of the most obvious benefits of Johnson City paid advertising is the quick 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 Johnson City 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.
Don't blame Facebook or Google if you don't get conversions. The issue is often in the ad creatives, campaign settings, or sales process.
The right combination of paid advertising and digital marketing strategy can greatly enhance your Johnson City business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!
In Johnson City, there are many ways to run paid advertising. Let's discuss some of the most common paid ads being run within various business industries in Johnson City.
If you have a business in Johnson City, you can run local ads on almost any advertising platform. You may find greater success on one platform over another depending on the nature of your local Johnson City business. It is important to try out every available option to see which works best for your needs. Now let's discuss some local advertising options.
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. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers in Johnson City. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Johnson City. Even local stores use this campaign type.
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 Johnson City, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also use Facebook Ads to target people in your local Johnson City area. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Johnson City as a city, or specific Johnson City ZIP codes. Local Facebook Ads are often used by Johnson City businesses of all types.
Almost all online ads you see on social networks qualify as social media ads.
Maintaining fresh ad creatives is key to social ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. For higher spending ad campaigns, you might need to look at weekly ad creative changes.
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 Johnson City.
It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.
You'll want to invest in search ads if you know people are looking online for the products you offer.
Some people refer to this as Johnson City 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. 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 Johnson City news stations), gossip sites, and more run display advertisements.
These are commonly used within the Google Ads and Bing Ads platforms.
With display ads, all you need are a few different sizes of ad creatives. 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 Johnson City website, landing page, or sales funnel.
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 Google Ads, Bing Ads, Facebook Ads, and many other platforms.
This type of search ad was popularized by Google Shopping Campaigns.
If you want to promote your Johnson City storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.
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.
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.
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 Johnson City if you have the budget to do so.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Johnson City. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Johnson City digital assets.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only appear based on what is searched on Google or Bing.
For example, a person looking for a roofing company in Johnson City might search "Johnson City Roofer" on a search engine. 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 Johnson City.
What if, however, that exact match keyword wasn't producing enough search volume and the Johnson City roofing company wanted to increase their traffic and conversions? Researching keywords would be necessary for the solution.
The next steps might involve the paid ads manager discussing with the Johnson City roofing company what types of services they want to target more often and within what geographic areas. A broader keyword targeting strategy than exact matches might also be necessary.
As an example, the Tennessee PPC manager might find that "Elizabethton, TN roofing companies" and "Johnson City roof repair" have high search volumes. The first phrase targets a location nearby Johnson City 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.
You can also benefit from keyword research when building out negative keyword lists. These are used to stop your paid ads from showing in search queries that you know won't produce conversions.
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".
You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.
In Johnson City paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. There are options within Google Ads and Bing Ads for audience targeting as well though.
We'll review some audience research and targeting history within Facebook Ads.
Johnson City paid advertising managers used Facebook's custom audiences extensively in the past. 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 Johnson City flocked to take advantage of.
As time went on, data privacy and machine learning both had an impact on custom audiences.
In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. As a result, Facebook had difficulty tracking mobile device behavior. Even ad attribution reporting was affected.
For most Johnson City advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. 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.
While there will still be plenty of Johnson City paid ads agencies relying on custom audiences, it is clear the trend is moving 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.
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.
It's not to say audience research and targeting are going away. The targeting options within Johnson City 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 Johnson City paid advertising campaigns.
We begin by examining the landing pages on any paid advertising campaign in Johnson City to make sure they follow best practices. Our review takes into account the following factors:
Quality landing pages are the result of many factors.
Please, don't spend money on Johnson City 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.
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 Johnson City. We built multiple sales funnels within Click Funnels while managing their digital marketing. Here are some of the funnels we made:
There are many different types of funnels, so your Johnson City 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.
Make sure you take your time when implementing a funnel. 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 Johnson City. It can take years of experience to master funnels, however. Look for a PPC management firm like WebCitz to do the hard work for you!
Making informed advertising decisions requires a clear understanding of your conversion rate. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services throughout Johnson City.
Here's a basic scenario that illustrates conversion rates' impact.
Most Johnson City businesses wouldn't be able to afford this return on ad spend without strong margins.
Paying an advertising agency to improve campaign settings, the ad creatives, and the landing page experience improves the situation.
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 Johnson City 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 Johnson City, 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 Johnson City.
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 Johnson City 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 Johnson City 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 Johnson City 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 Johnson City 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 Johnson City 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.
As part of our commitment to managing Johnson City paid advertising campaigns, our digital marketers worked with our web development team to build a few PPC calculators that might interest you.
We'd love to partner with your Johnson City team on paid advertising! As a full-service PPC management company targeting Johnson City, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. Johnson City 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 Johnson City PPC companies to get the results you desire.
In researching paid advertising agencies for your Johnson City company, there are many factors to consider. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Johnson City business. As a lead generation agency, we often use similar PPC tactics.
In addition, you should choose us as your paid advertising agency because you are confident we can help your Johnson City company grow. Consider our PPC experts for the following reasons:
Get in touch with our PPC experts to discuss what we can do for you in Johnson City! We often provide complete paid advertising management services to Johnson City small businesses, but we can also augment the marketing department of larger Johnson City corporations to fill in missing skill sets.
When it comes time for your Johnson City small business or large corporation to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. 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!