El Paso, TX PPC Agency

Our El Paso, TX Paid Ads Management Strategies

The act of creating and optimizing El Paso PPC advertising services is known as paid ads management. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide skilled PPC management, a PPC advertising company for El Paso should get to know your company and its goals. You can use this information to determine the next steps, since paid ads for a local business differs from PPC advertising for an ecommerce store.

Local service providers in El Paso, for instance, are often only interested in good leads. Through paid advertising, traffic can be driven 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 ads, you can generate traffic to a page optimized for products or categories. In some cases, it might even make sense to include Google Shopping Campaigns. Our team has even used sales funnels to help sell products and subscriptions.

The next step in El Paso PPC management is understanding the metrics that will be used to optimize and scale. Most El Paso PPC advertising companies will implement email collection plans through squeeze pages or lead magnets to help increase the value of paid advertising. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.

To be successful with PPC advertising, your El Paso organization needs to use multiple strategies and marketing tools. Some of the best paid advertising packages in El Paso strive to:

• Get traffic from search engines, social media networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Increase revenue for your El Paso small business through qualified leads or online sales.
• Integrate third-party attribution tools to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Place ad creatives across various ad placements and media formats to see which performs best.

In addition to managing El Paso-area PPC campaigns, our team also offers Amarillo, Arlington, Austin, Brownsville, Corpus Christi, Dallas, Fort Worth, Frisco, Garland, Grand Prairie, Houston, Irving, Laredo, Lubbock, McKinney, Mesquite, Pasadena, Plano, and San Antonio small businesses and large corporations a professional PPC ads management service.

Pricing for El Paso, TX PPC Management

The price of our paid ads management plans is based on the amount of time you want us to dedicate to your campaigns each month. Listed below you will find our starting price for PPC management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps El Paso, TX Businesses

The most obvious benefit of El Paso 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 El Paso organizations interested in paid advertising.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in PPC advertising or scale your existing ad campaigns.

Don't blame Facebook or Google if you don't get conversions. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

When everything comes together, paid advertising can be an invaluable addition to the internet advertising service of your El Paso company. Remember, more traffic doesn't always mean more conversions!

How We Manage El Paso, TX Paid Ads

We are a team of PPC advertising specialists with extensive knowledge in the latest PPC trends for El Paso local small businesses. Take advantage of our experience across dozens of business industries to help increase traffic and conversions to your El Paso digital assets.

Keyword Research

Keyword research in paid ads is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads are exclusively shown based on what people search for on Google or Bing.

If you are searching for a roofing company in El Paso, you might search "El Paso Roofer" on Google. As a paid advertising manager for that El Paso 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 El Paso roofing company wanted to increase their traffic and conversions? To solve the problem, keyword research would be required.

The next steps might involve the PPC advertising manager discussing with the El Paso roofing company what types of services they want to target more often and within what geographic areas. There may also be a need to broaden the keyword targeting.

For instance, the Texas paid ads manager might discover high search volume for "Ciudad Juarez, Mexico roofing companies" or even "El Paso roof repair." The first phrase is targeting a nearby location to El Paso, which might still be in the service area of the El Paso roofing company. 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 searching for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. However, they might see your PPC advertising 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.

Audience Research

When you hear audience research talked about in El Paso paid advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. Google Ads and Bing Ads also offer audience targeting options.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

In years past, El Paso paid advertising managers relied heavily on building out their own custom audiences within Facebook. In fact, one of Facebook Ads' most appealing features was the ability to collect data on users, which advertisers in El Paso eagerly took advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

Apple's iOS 14.5 update included a pop-up message that lets users opt out of personalized ad tracking. As a result, Facebook had difficulty tracking mobile device behavior. In fact, it even affected the accuracy of ad attribution reporting.

For most El Paso advertising companies, 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.

While there will still be plenty of El Paso paid ads agencies relying on custom audiences, 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.

This blog article from Social Media Examiner does a good job of talking about recent tweaks to audience targeting, if you'd like a second opinion.

This isn't to say audience research and targeting is going away. The targeting options within El Paso ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

An important factor in the success of your El Paso paid advertising campaign is the landing page.

Our first step when managing a paid ads campaign in El Paso involves reviewing the landing pages for best practices. Here are some of the factors we look for in this review:

• Do you have a headline that emphasizes benefits?
• Is there an image above the fold?
• Is the content written in a compelling manner?
• Do I have immediate access to a lead form?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is social proof present?
• Does the page load on mobile devices?

Designing and developing a quality landing page involves so many factors.

Make sure your landing page follows best practices before you spend money on El Paso paid advertising!

Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing every few months.

Including a Funnel

As an alternative to a landing page, you might want to consider building out one or more sales funnels. To grow leads, build email audiences, and even make online purchases, we rely on sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from El Paso. While managing their website advertising we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• We used sales letter funnels to serve as the registration system for the online program.

There are many different types of funnels, so your El Paso organization 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 El Paso. It can take years of experience to master funnels, however. You can save yourself some time by searching for a PPC ads management firm, like WebCitz, to handle the heavy lifting!

Conversion Rate Optimization

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 El Paso.

Let's run through a basic scenario to help illustrate the impact of conversion rates.

1. You sell a $100 sweatshirt in El Paso on your website.
2. You have a 1% conversion rate, meaning for every 100 El Paso residents that visit your website you sell 1 sweatshirt.
3. You have a $0.50 average cost per click (CPC), meaning for each person in El Paso that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from paid advertising, which would cost you $50. 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 El Paso businesses, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a PPC advertising firm 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your El Paso 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 El Paso, 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 should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out attractive 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 should change things up frequently, even if you are just targeting people in El Paso.

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 El Paso 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 should understand when to pause an ad because it isn't performing as well as it once did. You should 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 firm that helps El Paso 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 El Paso website or funnel.

You might be suffering from ad attribution concerns 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 El Paso 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 El Paso 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 ads campaigns are doing.

Types of Paid Ads for El Paso, TX PPC Campaigns

There are numerous ways to run paid advertising for your El Paso business. Let's discuss some of the most common paid advertising being run within various business industries in El Paso.

Local Ads in El Paso

If you have a business in El Paso, 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 nearby El Paso organization. You should try out every option available to see which suits you best. Let's talk about a few local area 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. 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 El Paso. El Paso professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

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. Home service contractors in El Paso, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

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

Social Media Advertising for El Paso Small Businesses

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

Maintaining fresh ad creatives is key to social media ads. 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.

The best part of social media marketing 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 engine marketing, that is quite the opposite since your ads are only going to show when someone is actively looking for what your El Paso 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 Advertising within El Paso

You should invest in search advertising if you know people are searching online for your products or services.

Some people refer to this as El Paso Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.

If you have been running search engine 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.

Display Ads for El Paso Organizations

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local area El Paso news stations), gossip websites, and more.

These are commonly used within the Google Ads and Bing Ads platforms.

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 El Paso

Your El Paso website, landing page, or sales funnel won't convert everyone on the first visit.

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 any ad platform, too.

Shopping Ads for El Paso Ecommerce Businesses

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

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 El Paso storefront.

By using these tools, you can provide Google Ads with accurate 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.

Video Ads for El Paso Small Businesses

Social networking websites such as Instagram, Facebook, and YouTube allow you to advertise with video.

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

The conversion potential of video ads is excellent on both platforms. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

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

Free Paid Ads Calculators for El Paso, TX PPC Managers

Our website marketers are so excited about managing El Paso PPC advertising campaigns, they worked with our website development team to build out some helpful PPC calculators that you might be interested in trying!

• Return on Ad Spend Calculator
• Calculate CPA
• Calculate Churn Rate

View More PPC Tools

Why Choose WebCitz to Manage Your El Paso, TX Paid Ads Services

We want to be your El Paso team's paid ads partner! As a comprehensive PPC management agency targeting El Paso, we have multiple internal teams focused on search advertising, social ads, sales funnel development, and ad creative testing. El Paso 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 innovative ideas often enough with those El Paso PPC companies to get the results you desire.

While researching paid ads companies for your El Paso company, there are many factors to consider. Having over 18 years of experience, you can trust our paid ads strategies and tactics for El Paso organizations. 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 El Paso company grow.

Our PPC professionals are a good option for numerous reasons:

• We have been in business since 2004, which means we have more than 18 years of experience.
• We rely heavily on PPC advertising to bring in traffic from keywords we don't yet rank for organically.
• We do not outsource El Paso website advertising packages, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Get in touch with our paid ads consultants to discuss what we can do for you in El Paso! While we often provide complete paid ads management services for small businesses in cities like El Paso, we are also able to augment the marketing departments of large corporations in El Paso and beyond.

Our team would appreciate the opportunity to be considered when your El Paso small business needs a paid ads marketing agency. To start a discussion with the helpful staff at our paid ads firm, send us an email or give us a call if you have any follow-up questions.

800-796-8263 Email Us