Virginia PPC Agency

Our Virginia PPC Management Campaigns

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 premium PPC ads management, a paid advertising firm for Virginia often starts by getting to know your company and its business model. Since the way you approach paid advertising for a nearby Virginia organization is much different than how you would for an ecommerce brand, this information helps determine the next steps.

For example, local area service providers in Virginia are often only interested in qualified leads. To accomplish this, paid advertising can build 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 PPC advertising, you can boost 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 advertising companies will implement email collection plans through squeeze pages or lead magnets to help increase the value of paid ads. 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 company should utilize multiple advertising strategies and marketing tools. Some of the best paid advertising packages in Virginia include:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Increase revenue for your Virginia small business through qualified leads or online sales.
• Better understand ad attribution through the integration of third-party attribution software.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test the effectiveness of different ad creatives across different media and ad placements.

Our PPC management agency is happy to provide Alexandria, Arlington, Chesapeake, Norfolk, Richmond, and Virginia Beach businesses with skilled paid advertising consulting services.

Pricing for Virginia PPC Management

If you want us to dedicate more time to your campaigns, the price of our paid ads management services will be adjusted accordingly. Our PPC ads management packages start at the price listed below, however, we are open to discussing an increased budget if your ad spend or service requirements are higher.

How Paid Advertising Helps Virginia Businesses

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 companies interested in running PPC 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 ads can be an invaluable addition to the digital marketing game plan of your Virginia organization. It's important to keep in mind that increased traffic does not always translate into more conversions.

How We Manage Virginia Paid Ads

Our team of paid advertising professionals is knowledgeable about the latest PPC trends in Virginia. Take advantage of our experience across dozens of business industries to help boost traffic and conversions to your Virginia digital assets.

Keyword Research

In the context of paid ads, 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 advertising 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? To solve the problem, keyword research would be required.

The next steps might involve the PPC advertising 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 advertising 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

When you hear audience research talked about in Virginia PPC advertising campaigns, it is often within the scope of scaling social 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 ads 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 companies, 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 advertising agencies using custom audiences, 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.

Landing Page Optimization

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:

• Is there a benefit-focused headline?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• Am I able to load the page on a mobile device?

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.

Conversion Funnel Development

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 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 Virginia 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 Virginia. 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 Virginia.

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

1. You sell a $100 sweatshirt in Virginia on your website.
2. You have a 1% conversion rate, meaning for every 100 Virginia 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 Virginia 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 Virginia 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 Virginia 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 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 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 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 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 Virginia 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 Virginia 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 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 ads campaigns are doing.

Types of Paid Ads for Virginia PPC Campaigns

In Virginia, there are many ways to run paid advertising. Let's discuss some of the most common paid advertising being run within various business industries in Virginia.

Local Advertising throughout Virginia

Local ads for your Virginia organization 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 nearby 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.

Social Ads for Virginia Companies

Pretty much any online ad you see on a social network website is going to qualify as a social 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 engine ads since your ads will only show when someone is actively searching 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.

Search Engine Marketing for Virginia Companies

If you know people are searching 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 advertising 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.

Display Ads throughout Virginia

Many different message boards, chat rooms, game lounges, news websites (even nearby 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.

Retargeting Ads for Virginia Businesses

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.

Shopping Ads for Virginia Ecommerce Organizations

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 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.

Video Ads for Virginia Businesses

You can run video ads on YouTube, Instagram, Facebook, 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, look to implement them into your Virginia paid advertising campaigns.

Free PPC Calculators for Virginia PPC Managers

As part of our commitment to managing Virginia PPC advertising campaigns, our internet marketers worked with our web development team to build a few paid ads calculators that might interest you.

• ROAS Calculator
• Cost Per Acquisition Calculator
• Calculate Churn Rate

View All PPC Tools

Why Choose WebCitz to Manage Your Virginia Paid Ads Services

We'd love to partner with your Virginia team on paid advertising! As a complete 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 paid ads management companies, since most only have a single person handling all the work. You might not get the results you want from Virginia PPC companies if you don't test campaign optimization and original ideas often enough.

There are many factors to consider when researching paid advertising companies for your Virginia organization. The paid ads tactics and plans we suggest for your Virginia business are backed by more than 18 years of experience. These are often the same paid ads plans we use for our own lead generation.

Virginia businesses should choose our PPC advertising firm because they feel confident we are the right team. Our paid ads experts 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 sales funnels and paid advertising to shore up our organic search placements.
• Since we have an internal advertising team, we do not outsource Virginia website advertising packages, such as PPC management, sales funnel development, or ad creative services.
• 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 Virginia! We often provide complete paid ads management plans 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 company needs a PPC marketing company. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

800-796-8263 Email Us