Arlington PPC Agency

Our Arlington, VA Paid Ads Management Services

PPC Management consists of creating and optimizing paid advertisement campaigns in Arlington. 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 Arlington often starts by getting to know your company and its business model. This information helps determine the next steps, since the way you'd approach paid advertising for a local area Arlington small business is much different from how you'd handle it for an ecommerce brand.

Service providers in Arlington, for example, are often only looking for quality leads. Through PPC advertising, traffic can be driven 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 are most often interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. You might even want to include Google Shopping Campaigns in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Arlington PPC, it's important to understand what metrics will be used. For PPC advertising to be effective, most Arlington paid ad firms 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 Arlington company should utilize multiple advertising strategies and marketing tools. For example, the best Arlington paid advertising packages will include strategies to:

• 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 Arlington organization.
• Utilize third-party attribution software 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.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Arlington-area paid ads campaigns, our team also offers Alexandria, Chesapeake, Norfolk, Richmond, and Virginia Beach small businesses and large corporations a professional PPC management service.

Pricing for Arlington, VA 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 Arlington, VA Small Businesses

One of the most obvious benefits of Arlington 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 Arlington businesses interested in running paid advertising is to start slowly.

Before diving into paid advertising or scaling your ad campaigns, make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data.

If you're not getting conversions, don't blame Facebook or Google. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

The right combination of PPC advertising and website advertising can greatly enhance your Arlington business's digital marketing strategy. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Arlington, VA Paid Ads

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

Keyword Research

In the context of PPC advertising, you'll find keyword research mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, Bing and Google only show ads based on what people search for.

If you are looking for a roofing company in Arlington, you might search "Arlington Roofer" on Google. 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 Arlington.

However, what if that exact match keyword wasn't producing enough search volume and the Arlington roofing company needed to increase their advertising reach? To solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid advertising manager talking with the Arlington roofing company what services they want to target more often and where. A broader keyword targeting tactic than exact matches might also be necessary.

Suppose the Virginia PPC manager discovers that there is a high traffic volume for "Washington, DC roofers" or even "Arlington roof repair." The first phrase targets a location nearby Arlington 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.

For example, someone searching for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. Your paid advertising may appear if you use broad keyword targeting without negative keywords such as "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

Audience Research

When you hear audience research talked about in Arlington 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.

We'll review some audience research and targeting history within Facebook Ads.

Arlington paid ads managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Arlington eagerly took advantage of.

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

In the iOS 14.5 upgrade, 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 Arlington and beyond. In fact, it even affected the accuracy of ad attribution reporting.

Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Arlington ad firms. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

Though there will still be plenty of Arlington paid ads companies 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 edits 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 Arlington ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

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

We begin by examining the landing pages on any PPC advertising campaign in Arlington to make sure they follow best practices. Our review takes into account the following factors:

• Is there a benefit-focused headline?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Do you have a lead form I can use right away?
• What is the visibility of the call to action?
• How quickly does the page load?
• Is there social proof?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

Until you have a landing page that follows best practices, don't spend money on Arlington paid advertising.

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 Sales Funnel

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 Arlington. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. These are some of the funnels we made:

• To increase awareness and capture email addresses, we used squeeze pages.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Arlington small business aren't limited to these. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling 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 Arlington. It can take years of experience to master funnels, however. You can save yourself some time by searching for a paid 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 Arlington.

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

1. You sell a $100 sweatshirt in Arlington on your website.
2. You have a 1% conversion rate, meaning for every 100 Arlington 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 Arlington 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 PPC advertising you get two dollars in return.

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

To improve the situation, you hire a paid ads 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 Arlington PPC 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 Arlington, 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 Arlington.

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 Arlington 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 company that helps Arlington organizations, 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 Arlington website or funnel.

You might be suffering from ad attribution errors 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 Arlington 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 Arlington 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.

Types of Paid Ads for Arlington, VA PPC Campaigns

In Arlington, 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 Arlington.

Local Ads throughout Arlington

You can use nearly any advertising platform to run nearby ads for your Arlington organization. One platform may be more effective for your local area Arlington small business than another. You should try out every option available to see which suits you best. Now let's discuss some localized advertising options.

There are going to be two options from Google.

As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Arlington. Even local stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Home service contractors in Arlington, 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 nearby Arlington area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Arlington as a city, or specific Arlington ZIP codes. We often rely on local Facebook Ads for all types of Arlington business industries.

Social Media Ads for Arlington Websites

A social media ad is pretty much any online advertisement you see on a social networking site.

Maintaining fresh ad creatives is key to 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.

One of the best things about social media 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 engine ads since you only get to show them when someone searches for what you offer in Arlington.

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 Arlington

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 Arlington Search Engine Marketing, or SEM for short. This is just a different way of explaining search engine ads, which are advertisements placed on the search results page of a search engine.

If you've been running search advertising on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads throughout Arlington

Many different message boards, chat rooms, game lounges, news websites (even local area Arlington 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.

Retargeting Ads in Arlington

There is a good chance that not everyone will convert during their first experience with your Arlington website, landing page, or sales funnel.

To help people return to your website 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.

Shopping Ads for Arlington Ecommerce Businesses

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 Arlington storefront.

With these tools, you can provide Google Ads with an accurate list of all your product data, including title, SKU, image, price, and availability. Then, your products will be displayed at the top of search results based on the right types of search queries.

Video Ads within Arlington

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

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

Facebook Ads is required if you want to run video ads on Facebook or Instagram.

Video is an excellent ad creative in terms of conversion opportunities. 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 advertising campaigns in Arlington if you have the budget to do so.

Free Paid Ads Calculators for Arlington, VA PPC Managers

As part of our commitment to managing Arlington paid advertising campaigns, our digital marketers worked with our website development team to build a few PPC calculators that might interest you.

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

View Other PPC Tools

Why Choose WebCitz to Manage Your Arlington, VA Paid Ads Services

We'd love to partner with your Arlington team on paid ads! As a comprehensive PPC management agency targeting Arlington, we have multiple internal teams focused on search advertising, social ads, sales funnel development, and ad creative testing. This is not true of all Arlington PPC management companies, since most only have a single person handling all the work. For those Arlington PPC agencies, campaign optimizations and innovative ideas might not be tested often enough to bring about the results you need.

Choosing a paid ad firm for your Arlington business is not an easy task. Having over 18 years of experience, you can trust our paid ads plans and strategies for Arlington small businesses. As a lead generation firm, we often use similar paid ads tactics.

More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your Arlington company grow.

Our paid ads experts are a good option for numerous reasons:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Arlington digital advertising packages, such as paid ads management, sales funnel development, and ad creatives.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Get in touch with our PPC professionals to discuss what we can do for you in Arlington! We often provide complete PPC advertising management services to Arlington small businesses, but we can also augment the marketing department of larger Arlington corporations to fill in missing skill sets.

When it comes time for your Arlington organization to start the search for a PPC marketing company, we hope you keep our team in mind for the task. 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 agency.

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