From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Virginia business with its paid ads.
Virginia 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 Virginia business leverage Facebook Ads, Google Ads, or even Bing Ads. Through these ad platforms, we can help you 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.
As a full-service paid ads agency for Virginia, we have onsite graphic design and video marketing teams ready to build out stunning creatives that provide the right hook and build upon your story.
Find out more about our Virginia PPC management.
PPC management consists of creating and optimizing paid advertisement campaigns in Virginia. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide professional PPC management, a paid ads agency for Virginia often starts by getting to know your company and its business model. Since the way you approach paid advertising for a local Virginia business is much different than how you would for an ecommerce brand, this information helps determine the next steps.
For example, local service providers in Virginia are often only interested in qualified leads. In order to accomplish this, paid advertising can drive traffic to a landing page or sales funnel that is optimized. 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.
In contrast, ecommerce brands are most likely to be interested in online sales. Using paid advertising, 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. We've even utilized sales funnels to help sell products, subscriptions, and services.
Understanding the metrics that will be used to optimize and scale Virginia PPC is the next step. Most Virginia 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 is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.
To be successful with paid advertising, your Virginia business should utilize multiple advertising strategies and marketing tools. Some of the best paid advertising services in Virginia include:
One of the most obvious benefits of Virginia 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.
The first recommendation we offer to Virginia 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 run into trouble getting the conversions you were expecting, don't blame Facebook or Google. It is usually the creatives, campaign settings, or sales process that is the problem.
When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Virginia company. It's important to keep in mind that increased traffic does not always translate into more conversions.
In Virginia, 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 Virginia.
Local ads for your Virginia business can be run through nearly any advertising platform. Depending on the nature of your local business in Virginia, you may find better success in one platform versus another. To find out which option works best for you, you should try all of the options available. Let's talk about a few local advertising choices.
Google is going to offer 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 Virginia. We often use Performance Max campaigns for professional services companies in and around Virginia, such as accountants, lawyers, dentists, and physicians.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. 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 Virginia, 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 Virginia area. The first step is to set up a campaign with ad sets restricted to Virginia, or specific ZIP codes within Virginia. Local Facebook Ads are often used by Virginia 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.
It's important to keep the ad creatives fresh when running social ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. 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. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your Virginia business has to offer.
However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.
If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.
Some people refer to this as Virginia 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 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 Virginia news stations), gossip sites, and more run display advertisements.
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. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.
There is a good chance that not everyone will convert during their first experience with your Virginia 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.
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 Virginia storefront.
With these tools in place, you'll be able to provide Google Ads an updated list of all of your accurate product data, including the 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.
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.
To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.
Both ad platforms offer excellent conversion opportunities with video ads. 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 Virginia paid advertising campaigns.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Virginia. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Virginia digital assets.
In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, search ads only show up based on what is searched on Google or Bing.
A search for "Virginia Roofer" on a search engine, for example, might lead someone to a roofing company in Virginia. As a paid ads manager for that Virginia roofing company, targeting that exact phrase wouldn't require in-depth keyword research.
However, what if the exact match keyword isn't generating enough search volume and the Virginia roofing company needs to expand their advertising reach? In order to solve the problem, keyword research would be required.
The next steps might involve the paid ads manager discussing with the Virginia roofing company what types of services they want to target more often and within what geographic areas. It might also require some broadening of the keyword targeting.
As an example, the PPC manager might find that "Virginia roofing companies" and "Virginia roof repair" have high search volumes. The first phrase is targeting a plural of the service in Virginia. 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. You can use these to prevent your paid ads from showing in search queries that you know won't convert.
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.
When you hear audience research talked about in Virginia paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. 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.
Facebook custom audiences were heavily relied upon by Virginia's paid advertising managers in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Virginia eagerly took advantage of.
As time went on, data privacy and machine learning both had an impact on custom audiences.
When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily 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 Virginia 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.
Though there will still be plenty of Virginia paid ads agencies using 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.
This isn't to say audience research and targeting is going away. Virginia ad campaigns will likely always have targeting options that can be manipulated for extra performance.
It is important to focus on a high quality landing page when running paid advertisements in Virginia.
When we take on the management of a paid advertising campaign in Virginia, 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:
There are so many factors that come into the design and development of a quality landing page.
Please, don't spend money on Virginia paid advertising until you have a landing page that follows best practices!
Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Virginia sales pitch.
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.
For example, we have a client that promotes an online fitness challenge that you could even join from Virginia. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
There are many different types of funnels, so your Virginia 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 Virginia. 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 Virginia.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Virginia 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 Virginia 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 Virginia, 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 Virginia.
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 Virginia 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 Virginia 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 Virginia 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 Virginia 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 Virginia 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 Virginia 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 Virginia team on paid advertising! As a full-service PPC management company targeting Virginia, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. This is not true of all Virginia PPC management companies, since most only have a single person handling all the tasks. You might not get the results you want from Virginia PPC agencies if you don't test campaign optimization and creative ideas often enough.
There are many factors to consider when researching paid ads agencies for your Virginia business. The PPC strategies and tactics we suggest for your Virginia company are backed by more than 18 years of experience. These are often the same PPC tactics we use for our own lead generation.
Virginia companies should choose our paid advertising agency because they feel confident we are the right team. Our PPC experts are a good option for a number of reasons:
Get in touch with our PPC experts to discuss what we can do for you in Virginia! We often provide complete paid advertising management services to Virginia small businesses, but we can also augment the marketing department of larger Virginia corporations to fill in missing skill sets.
Our team would appreciate the opportunity to be considered when your Virginia business or corporation is in need of a PPC marketing agency. 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!