Houston, TX PPC Agency

Our Houston, TX PPC Management Campaigns

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

To provide professional paid ads management, a paid advertising company for Houston often starts by getting to know your company and its business model. Since the way you approach paid advertising for a local area Houston small business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Service providers in Houston, for example, are often only looking for quality leads. This can be accomplished through PPC advertising that boosts 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. Using paid ads, you can drive 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 Houston PPC ads management is understanding the metrics that will be used to optimize and scale. Most Houston paid advertising agencies will implement email collection tactics 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.

Your Houston business should use a variety of advertising tactics and marketing tools to be successful with paid ads. Pay-per-click campaigns in Houston should include strategies like:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social channels, and third-party websites.
• Make money online or through qualified leads for your Houston organization.
• 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 Houston-area paid ads campaigns, our team also offers Amarillo, Arlington, Austin, Brownsville, Corpus Christi, Dallas, El Paso, Fort Worth, Frisco, Garland, Grand Prairie, Irving, Laredo, Lubbock, McKinney, Mesquite, Pasadena, Plano, and San Antonio small businesses and large corporations a professional PPC management service.

Pricing for Houston, TX PPC Ads Management

The price of our PPC management packages 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 Houston, TX Small Businesses

The most obvious benefit of Houston 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.

The first recommendation we offer to Houston businesses interested in running paid advertising is to start slowly.

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.

The right combination of PPC advertising and website advertising can greatly enhance your Houston business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!

How We Manage Houston, TX Paid Ads

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Houston localized businesses. Take advantage of our experience across dozens of business industries to help boost traffic and conversions to your Houston digital assets.

Keyword Research

In the context of paid ads, 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 searching for a roofing company in Houston might search "Houston Roofer" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the PPC advertising manager for that roofing company in Houston.

What if, however, that exact match keyword wasn't producing enough search volume and the Houston roofing company wanted to increase their traffic and conversions? To solve the problem, keyword research would be required.

The next steps might involve the paid advertising manager discussing with the Houston 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 "West University Place, TX roofing companies" or even "Houston roof repair." The first phrase is targeting a nearby location to Houston, which might still be in the service area of the Houston 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 advertising from showing up in search queries that you know are not likely to result in a lead or sale.

For example, someone looking for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. Your PPC advertising 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.

Audience Research

When you hear audience research talked about in Houston 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.

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

In years past, Houston paid advertising managers relied heavily on building out their own custom audiences within Facebook. After all, one of the most appealing features of the Facebook Ads platform was the data it collected on its users, which Houston advertisers lined up to exploit.

The rise of data privacy and machine learning had a significant impact on custom audiences over time.

In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Houston and beyond. Even ad attribution reporting was affected.

For most Houston 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.

While there will still be plenty of Houston paid advertising firms 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 changes to audience targeting, if you'd like a second opinion.

This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Houston ad campaigns to squeeze a little extra performance.

Optimizing Landing Pages

It is important to focus on a high quality landing page when running paid advertisements in Houston.

When we take on the management of a paid advertising campaign in Houston, we start by searching over the landing pages to see if they follow best practices. Our review takes into account the following factors:

• 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 there social proof?
• Can I load the page on a mobile device?

Quality landing pages are the result of many factors.

Please, don't spend money on Houston 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.

Including a Funnel

As an alternative to a landing page, you might want to consider building out one or more sales funnels. To increase 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 Houston. While managing their internet 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 Houston small 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 Houston. It can take years of experience to master funnels, however. You can save yourself some time by looking for a PPC ads management company, like WebCitz, to handle the heavy lifting!

CRO

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 Houston.

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

1. You sell a $100 sweatshirt in Houston on your website.
2. You have a 1% conversion rate, meaning for every 100 Houston 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 Houston that visits your site you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from paid ads, 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 advertising you get two dollars in return.

For most Houston companies, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a PPC advertising company 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 Houston 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 Houston, 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 awesome 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 Houston.

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 Houston 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 paid ads management company that helps Houston companies, 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 Houston 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 Houston 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 Houston 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 Houston, TX PPC Campaigns

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

Local Ads throughout Houston

Localized ads for your Houston business can be run through nearly any advertising platform. One platform may be more effective for your local Houston organization than another. 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.

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 Houston. Houston 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. We often use Google Local Service Ads for home services contractors in Houston, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in Houston. 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 Houston. We often rely on local Facebook Ads for all types of Houston small business industries.

Social Media Advertising for Houston Websites

Almost all online ads you see on social 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 advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your Houston small business offers.

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.

Search Advertising throughout Houston

You'll want to invest in search engine advertising if you know people are searching online for the products you offer.

There are some people out there who refer to this as Houston 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 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 Houston Small Businesses

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even nearby Houston 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. 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.

Retargeting Ads throughout Houston

There is a good chance that not everyone will convert during their first experience with your Houston 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 Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Houston Ecommerce Small 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 Houston 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 Houston Organizations

You can run video ads on Facebook, YouTube, Instagram, and other social media networking websites.

Using YouTube Ads is as basic 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.

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 consider incorporating video ads into your paid ads campaigns in Houston if you have the budget to do so.

Free PPC Calculators for Houston, TX Paid Ads Managers

Our internet marketers are so excited about managing Houston paid ads campaigns, they worked with our web development team to build out some helpful paid ads calculators that you might be interested in trying!

• Return on Ad Spend Calculator
• Cost Per Acquisition Calculator
• Churn Rate Estimator

View Other PPC Tools

Why Choose WebCitz to Manage Your Houston, TX Paid Ads Strategies

We want to be your Houston team's paid advertising partner! As a comprehensive PPC management agency targeting Houston, we have multiple internal teams focused on search engine marketing, social media ads, sales funnel development, and ad creative testing. This is not true of all Houston PPC ads management companies, since most only have a single person handling all the duties. You might not get the results you want from Houston PPC agencies if you don't test campaign optimization and innovative ideas often enough.

Choosing a paid ad firm for your Houston business is not an easy task. With more than 18 years of experience, you know you can trust the PPC plans and strategies we suggest for your Houston small business. As a lead generation firm, 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 Houston 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 Houston 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.

Let's discuss what our paid ads consultants can offer your Houston company! Houston 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 looking for a PPC advertising company for you Houston organization. If you have any follow-up questions, please feel free to send an email or give us a call to start a discussion with the helpful staff at our PPC company.

800-796-8263 Email Us