From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Richmond business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Richmond, we're a results-driven PPC management company.
To target relevant audiences and build brand awareness, our paid ads managers can help your Richmond 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. In a post iOS 14.5 environment, we can help you integrate solutions which provide clarity around ad attribution, allowing your ad campaigns to scale efficiently.
With our in-house graphic design and video marketing teams, we can create stunning creatives that provide the right hook and tell a story that resonates with your audience.
We even offer Facebook Ads and Google Ads management services for nearby businesses in East Highland Park, VA, Lakeside, VA, Bon Air, VA, Tuckahoe, VA, and Mechanicsville, VA.
Find out more about our Richmond PPC management.
PPC management refers to creating and optimizing Richmond paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide professional PPC management, a paid ads agency for Richmond often starts by getting to know your company and its business model. You can use this information to determine the next steps, since paid advertising for a local business differs from paid advertising for an ecommerce store.
Local service providers in Richmond, for instance, are often only interested in good leads. This can be accomplished through paid advertising that drives 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.
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. 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 Richmond PPC, it's important to understand what metrics will be used. To maximize the value of paid advertising, most Richmond agencies implement email collection strategies through squeeze pages or lead magnets. 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.
To be successful with paid advertising, your Richmond business should utilize multiple advertising strategies and marketing tools. Pay-per-click campaigns in Richmond should include tactics like:
In addition to managing Richmond-area PPC campaigns, our team also offers Alexandria, Arlington, Chesapeake, Norfolk, and Virginia Beach small businesses and large corporations a professional PPC management service.
Traffic increases almost instantly with Richmond paid advertising.
Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.
The first recommendation we offer to Richmond businesses interested in running paid advertising is to start slowly.
A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in paid advertising or scale your existing ad campaigns.
Don't blame Facebook or Google if you don't get conversions. The issue is often in the ad creatives, campaign settings, or sales process.
The right combination of paid advertising and digital marketing strategy can greatly enhance your Richmond business's digital marketing strategy. It's important to keep in mind that increased traffic does not always translate into more conversions.
The options for running paid advertising for your Richmond business are numerous. Let's discuss some of the most common paid ads being run within various business industries in Richmond.
If you have a business in Richmond, 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 local Richmond business. 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.
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. 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 Richmond. Even local stores use this campaign type.
Google's second option for qualifying businesses is their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. We often use Google Local Service Ads for home services contractors in Richmond, like plumbers, electricians, roofers, and heating installers.
You can also use Facebook Ads to target people in your local Richmond area. 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 Richmond. For all types of Richmond businesses, we often use Facebook Ads.
Almost all online ads you see on social networks qualify as social media ads.
It's important to keep the ad creatives fresh when running social ads. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. A weekly change in ad creative is often recommended for higher-spend ad campaigns.
One of the best things about social 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 ads since you only get to show them when someone searches for what you offer in Richmond.
It can also be a curse, as conversion rates often drop 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.
In some circles, this is referred to as Richmond Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad.
If you've been running search ads 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.
Many different message boards, chat rooms, game lounges, news websites (even local Richmond news stations), gossip sites, and more run display advertisements.
Bing Ads and Google Ads both offer these.
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.
Not everyone is going to convert during their first experience with your Richmond 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.
This type of search ad was popularized by Google Shopping Campaigns.
If you want to promote your Richmond storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.
By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. Using that information, they can determine what types of search queries to display your products at the top of search results.
Social networking websites such as YouTube, Facebook, and Instagram 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.
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!
You should definitely consider incorporating video ads into your paid advertising campaigns in Richmond if you have the budget to do so.
With in-depth knowledge of the latest PPC trends for local businesses in Richmond, we are a team of paid advertising specialists. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Richmond digital assets.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only appear based on what is searched on Google or Bing.
For example, a person looking for a roofing company in Richmond might search "Richmond Roofer" on a search engine. 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 Richmond.
However, what if the exact match keyword isn't generating enough search volume and the Richmond roofing company needs to expand their advertising reach? In order to solve the problem, keyword research would be required.
After discussing options, the next step might involve the paid ads manager talking with the Richmond roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.
Suppose the Virginia PPC manager discovers that there is a high traffic volume for "East Highland Park, VA roofers" or even "Richmond roof repair." First phrase targets a location near Richmond, which may still be in the service area of the Richmond 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.
You can also benefit from keyword research when building out negative keyword lists. You can use them to prevent your paid ads from showing up in search queries that you know are not likely to result in a lead or sale.
A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. However, they might see your paid ads 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 is often mentioned as part of scaling social media ads on Facebook and Instagram in Richmond paid advertising campaigns. However, Bing Ads and Google Ads also allow audience targeting.
We'll review some audience research and targeting history within Facebook Ads.
Richmond paid advertising managers used Facebook's custom audiences extensively in the past. As a matter of fact, one of the most attractive features of Facebook Ads was its ability to collect data on users, which advertisers in Richmond flocked to take 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. The change negatively affected Facebook's ability to track user behavior across Richmond and beyond. This 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 Richmond ad agencies. 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 Richmond 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.
Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.
It's not to say audience research and targeting are going away. The targeting options within Richmond ad campaigns will likely always be manageable to boost performance.
The quality of your landing page will be a big factor in the success of your Richmond paid advertising campaigns.
When we take on the management of a paid advertising campaign in Richmond, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:
Designing and developing a quality landing page involves so many factors.
Please, don't spend money on Richmond paid advertising until you have a landing page that follows best practices!
Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing every few months.
As an alternative to a landing page, you might want to consider building out one or more sales funnels. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.
We have a client who promotes an online fitness challenge that you can even participate in from Richmond. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:
There are many different types of funnels, so your Richmond 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 Richmond. 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 Richmond.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Richmond 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 Richmond 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 Richmond, 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 Richmond.
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 Richmond 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 Richmond 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 Richmond 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 Richmond 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 Richmond 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.
Our digital marketers are so excited about managing Richmond's paid advertising campaigns that they developed some helpful PPC calculators for you!
Let's work together on paid advertising for your Richmond business! As a full-service PPC management company targeting Richmond, 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 Richmond PPC management companies, since most only have a single person handling all the tasks. You might not be testing campaign optimizations and creative ideas often enough with those Richmond PPC companies to get the results you desire.
In researching paid advertising agencies for your Richmond company, there are many factors to consider. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Richmond business. As a lead generation agency, we often use similar PPC tactics.
Richmond 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:
Let's discuss what our PPC experts can offer your Richmond company! We often provide complete paid advertising management services to Richmond small businesses, but we can also augment the marketing department of larger Richmond corporations to fill in missing skill sets.
We hope you consider our company when searching for a PPC advertising agency for you Richmond small business or large corporation. To start a discussion with the helpful staff at our PPC firm, send us an email or give us a call if you have any follow-up questions.
When looking for a paid advertising expert, search for someone with experience running and optimizing ad campaigns on platforms such as Google Ads and Facebook Ads. A good track record of successful campaigns, and the ability to analyze and interpret data to make informed decisions, is also important. Also look for strong analytical and strategic thinking skills, as you want a paid ads expert who can create and execute an effective advertising strategy, then later optimize it based on results.
Look at how we've been able to help improve paid advertising for businesses in various industries.