From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Washington business with its paid ads.
We are a results-driven PPC management company with more than 18 years of experience helping local businesses and ecommerce brands throughout Washington improve their paid advertising campaigns.
Our paid ads managers can help your Washington business target relevant audiences and build brand awareness using Facebook Ads, Google Ads, or even Bing Ads. We can help you target prospects at any stage of the customer journey with these ad platforms. 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.
As a full-service paid ads agency for Washington, 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 Washington PPC management.
The act of creating and optimizing Washington paid advertising campaigns is known as PPC management. However, that is an incredibly simple explanation, so let's dig a little deeper.
A paid ads agency for Washington often begins by getting to know your company and its business model before providing professional PPC management. 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.
For example, local service providers in Washington 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. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't yet exist or need to be substantially improved.
Alternatively, ecommerce brands tend to be interested in online sales. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. You might even want to include Google Shopping Campaigns in some cases. We've even utilized sales funnels to help sell products, subscriptions, and services.
Understanding the metrics that will be used to optimize and scale Washington PPC is the next step. To maximize the value of paid advertising, most Washington agencies implement email collection strategies through 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 Washington business should utilize multiple advertising strategies and marketing tools. Pay-per-click campaigns in Washington should include tactics like:
Our PPC management agency is happy to provide Auburn, Bellevue, Bellingham, Everett, Kennewick, Kent, Kirkland, Redmond, Renton, Seattle, Spokane, Tacoma, and Vancouver with professional paid advertising consulting services.
The most obvious benefit of Washington paid advertising is the near instant increase in traffic it provides.
The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.
If you are interested in running paid advertising in Washington, we recommend that you 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.
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.
Washington companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. Remember, more traffic doesn't always mean more conversions!
There are numerous ways to run paid advertising for your Washington business. Washington has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.
If you have a business in Washington, you can run local ads on almost any advertising platform. Depending on the nature of your local business in Washington, 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. Here are a few options for local advertising.
From Google, you'll have two options.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. 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. We often use Performance Max campaigns for professional services companies in and around Washington, such as accountants, lawyers, dentists, and physicians.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Home service contractors in Washington, 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 Washington area. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in Washington. For all types of Washington businesses, we often use Facebook Ads.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
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. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.
Using social ads allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. 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 Washington.
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.
You should invest in search advertising if you know people are searching online for your products or services.
In some circles, this is referred to as Washington 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.
There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Washington news stations), gossip websites, and more.
Bing Ads and Google Ads both offer these.
To get started with display ads, you just need a set of ad creatives in different image sizes. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.
There is a good chance that not everyone will convert during their first experience with your Washington 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.
Google Shopping Campaigns popularized this type of search ad.
In order to get started with Google Shopping, you just need an e-commerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account.
With these tools, you can provide Google Ads with an accurate list of all of your 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.
YouTube, Facebook, Instagram, and other social networking sites allow you to run video ads.
Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.
To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.
Video is an excellent ad creative in terms of conversion opportunities. 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 Washington paid advertising campaigns.
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Washington local businesses. Drive traffic and conversions to your Washington digital assets with our experience across dozens of industries.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only show up based on what is searched on Google or Bing.
A search for "Washington Roofer" on a search engine, for example, might lead someone to a roofing company in Washington. Targeting that exact phrase wouldn't require in-depth keyword research for that Washington roofing company's paid ads manager.
What if, however, that exact match keyword wasn't producing enough search volume and the Washington roofing company wanted to increase their traffic and conversions? The solution would require keyword research.
After discussing options, the next step might involve the paid ads manager talking with the Washington roofing company what services they want to target more often and where. It might also require some broadening of the keyword targeting.
As an example, the PPC manager might find that "Washington roofing companies" and "Washington roof repair" have high search volumes. First phrase targets a plural version of the service professional within Washington. 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 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. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "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 Washington 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 take a look at audience research and targeting within Facebook Ads.
Washington paid advertising managers used Facebook's custom audiences extensively in the past. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Washington advertisers lined up to exploit.
A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.
Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across Washington and beyond. In fact, it even affected the accuracy of ad attribution reporting.
For most Washington 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 Washington paid ads agencies using custom audiences, it is clear 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.
Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.
This isn't to say audience research and targeting is going away. The targeting options within Washington ad campaigns will likely always be manageable to boost performance.
It is important to focus on a high quality landing page when running paid advertisements in Washington.
When we take on the management of a paid advertising campaign in Washington, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:
There are so many factors that come into the design and development of a quality landing page.
Until you have a landing page that follows best practices, don't spend money on Washington paid advertising.
Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Washington 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 Washington. 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 Washington 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 Washington. 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 Washington.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Washington 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 Washington 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 Washington, 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 Washington.
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 Washington 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 Washington 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 Washington 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 Washington 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 Washington 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 Washington paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!
We want to be your Washington team's paid advertising partner! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Washington. In most Washington PPC companies, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and creative ideas often enough with those Washington PPC companies to get the results you desire.
There are many factors to consider when researching paid ads agencies for your Washington business. The PPC strategies and tactics we suggest for your Washington company are backed by more than 18 years of experience. Many of these are the same PPC tactics we use to generate leads for our company.
In addition, you should choose us as your paid advertising agency because you are confident we can help your Washington company grow. Here are a few reasons we suggest considering our PPC experts:
Get in touch with our PPC experts to discuss what we can do for you in Washington! We often provide complete paid advertising management services to Washington small businesses, but we can also augment the marketing department of larger Washington corporations to fill in missing skill sets.
We hope you consider our company when searching for a PPC advertising agency for you Washington 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 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!