Bellingham PPC Agency

Our Bellingham, WA PPC Ads Management Tactics

The act of creating and optimizing Bellingham paid ads campaigns is known as PPC ads management. Despite that simple explanation, let's explore it further.

To provide premium paid ads management, a paid advertising firm for Bellingham 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 PPC advertising for a local Bellingham organization is much different from how you'd handle it for an ecommerce brand.

For example, local Bellingham service providers are often only interested in qualified leads. To accomplish this, PPC advertising can increase 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. Pay-per-click advertising can be used to improve traffic to an optimized product or category page. Google Shopping Campaigns might even make sense in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Bellingham PPC, it's important to understand what metrics will be used. Most Bellingham paid advertising agencies will implement email collection tactics 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 Bellingham small business should utilize multiple advertising plans and marketing tools. Pay-per-click campaigns in Bellingham should include strategies like:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Increase revenue for your Bellingham company through qualified leads or online sales.
• Better understand ad attribution through the integration of third-party attribution software.
• Present social proof through case studies, white papers, and video testimonials.
• Collect email addresses, create user-generated content, and nurture relationships.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Bellingham-area PPC campaigns, our team also offers Auburn, Bellevue, Everett, Kennewick, Kent, Kirkland, Redmond, Renton, Seattle, Spokane, Tacoma, and Vancouver small businesses and large corporations a proficient paid ads management service.

Pricing for Bellingham, WA PPC Management

The price of our PPC ads 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 paid ads management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Bellingham, WA Small Businesses

The most obvious benefit of Bellingham paid advertising is the near instant increase in traffic it provides.

It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.

The first recommendation we offer to Bellingham businesses interested in running paid advertising is to start slowly.

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

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.

Bellingham businesses can benefit greatly from the addition of PPC advertising to their internet marketing campaign when everything comes together. Remember, more traffic doesn't always mean more conversions!

How We Manage Bellingham, WA PPC

We are a team of paid advertising consultants with extensive knowledge in the latest paid ads trends for Bellingham nearby businesses. We have experience across dozens of business industries, so we can help you get traffic and conversions to your Bellingham digital assets.

Keyword Research

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

A search for "Bellingham Roofer" on a search engine, for example, might lead someone to a roofing company in Bellingham. Targeting that exact phrase wouldn't require in-depth keyword research for that Bellingham roofing company's paid ads manager.

What if, however, that exact match keyword wasn't producing enough search volume and the Bellingham roofing company wanted to increase their traffic and conversions? Researching keywords would be necessary for the solution.

Typically, the paid advertising manager will discuss with the Bellingham roofing company what types of services to target more often. A broader keyword targeting plan than exact matches might also be necessary.

Suppose the Washington PPC manager discovers that there is a high traffic volume for "Ferndale, WA roofers" or even "Bellingham roof repair." The first phrase is targeting a nearby location to Bellingham, which might still be in the service area of the Bellingham roofing company. 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 advertising from showing up in search queries that you know are not likely to result in a lead or sale.

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. 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

In Bellingham PPC advertising campaigns, audience research is often discussed in the context of scaling social media ads. However, Bing Ads and Google Ads also allow audience targeting.

Let's take a look at audience research and targeting within Facebook Ads.

Facebook custom audiences were heavily relied upon by Bellingham'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 Bellingham eagerly took advantage of.

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

When Apple released its iOS 14.5 upgrade, 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 Bellingham and beyond. In fact, it even affected the accuracy of ad attribution reporting.

For most Bellingham 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.

While there will still be plenty of Bellingham paid advertising firms relying on custom audiences, the trend is moving toward broad targeting. You can see it in every update within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."

Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent tweaks.

However, audience research and targeting aren't going away. The targeting options within Bellingham ad campaigns will likely always be manageable to boost performance.

Optimizing Landing Pages

An important factor in the success of your Bellingham paid advertising campaign is the landing page.

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

• Is there a benefit-focused headline?
• Is there an image above the fold?
• Is the content written in a compelling manner?
• Do you have a lead form I can use right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• Does the page load on mobile devices?

Designing and developing a quality landing page involves so many factors.

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

You should never consider your landing page complete. You can refine your Bellingham sales pitch by running A/B tests on the landing page every few months.

Including a Funnel

Rather than a landing page, you might want to consider building out a sales funnel. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

One of our clients promotes an online fitness challenge that you can even join from Bellingham. While managing their website advertising we built multiple sales funnels within Click Funnels. Here are a few of the funnels we used:

• 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.
• As part of the online program, sales letter funnels were used as the registration system.

Your Bellingham organization isn't limited to only these types of funnels. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.

Take your time if you decide to implement a funnel. You can learn this type of work at home or at a technical school in Bellingham after weeks or months of training. Getting really good at funnels, however, can take years. Look for a PPC management company like WebCitz to do the hard work for you!

CRO

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. It varies greatly among industries, products, and services throughout Bellingham, but the average conversion rate is between 1-3%.

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

1. You sell a $100 sweatshirt in Bellingham on your website.
2. You have a 1% conversion rate, meaning for every 100 Bellingham 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 Bellingham that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from PPC 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 advertising you get two dollars in return.

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

To improve the situation, you hire a paid advertising 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 site 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 Bellingham paid ads.

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 Bellingham, 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 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Bellingham.

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 Bellingham 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 ads management company that helps Bellingham 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 Bellingham website or funnel.

You might be suffering from ad attribution problems 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 Bellingham 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 Bellingham 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 Bellingham, WA PPC Campaigns

There are numerous ways to run paid advertising for your Bellingham company. The following are some of Bellingham's most common paid advertisements options.

Local Advertising throughout Bellingham

You can use nearly any advertising platform to run local ads for your Bellingham organization. Depending on the nature of your local Bellingham business, 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 nearby advertising.

From Google, you'll have two options.

In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers in Bellingham. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Bellingham. Even local stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. 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 Bellingham, 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 area Bellingham 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 Bellingham. We often rely on local Facebook Ads for all types of Bellingham small business industries.

Social Media Ads for Bellingham Businesses

Pretty much any online ad you see on a social network website is going to qualify as a social media ad.

Maintaining fresh ad creatives is key to social media ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

Using social media advertising allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. The opposite is true when you run search engine advertising since your ads will only show when someone is actively searching for what your Bellingham company 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 Ads within Bellingham

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 Bellingham Search Engine Marketing, or SEM. This is just a different way of explaining search engine advertising, 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.

Display Ads for Bellingham Small Businesses

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Bellingham news stations), gossip websites, and more.

Bing Ads and Google Ads both offer these.

With display ads, you just need a set of ad creatives in different sizes. Both ad platforms have algorithms that help you improve results from your ad spend if you have an understanding of your target audience.

Retargeting Ads throughout Bellingham

Your Bellingham website, landing page, or sales funnel won't convert everyone on the first visit.

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 Bellingham Ecommerce Companies

It was Google Shopping Campaigns that popularized this form of search advertising.

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 Bellingham 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. 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 Bellingham Businesses

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.

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

Video is an excellent ad creative in terms of conversion opportunities. Video ads are frequently used to showcase product launches, custom services, and personal introductions.

Your Bellingham paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.

Free Paid Ads Calculators for Bellingham, WA PPC Managers

Our website marketers are so excited about managing Bellingham PPC advertising campaigns, they worked with our website development team to build out some helpful PPC calculators that you might be interested in trying!

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

View All PPC Tools

Why Choose WebCitz to Manage Your Bellingham, WA Paid Ads Services

We want to be your Bellingham team's paid ads partner! We are a comprehensive PPC management agency targeting Bellingham with multiple internal teams focused on social media marketing, sales funnel development, and ad creative testing. This is not true of all Bellingham paid ads management companies, since most only have a single person handling all the tasks. For those Bellingham paid ads firms, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.

There are many factors to consider when researching paid advertising firms for your Bellingham business. The paid ads plans and strategies we suggest for your Bellingham company are backed by more than 18 years of experience. Many of these are the same paid ads plans we use to improve leads for our company.

In addition, you should choose us as your paid advertising agency because you are confident we can help your Bellingham company grow.

Consider our paid ads experts for the following reasons:

• Having been in business since 2004, we have more than 18 years of experience.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Bellingham digital advertising packages, such as paid ads management, sales funnel development, and ad creatives.
• 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 PPC professionals to discuss what we can do for you in Bellingham! We often provide complete PPC advertising management services to Bellingham small businesses, but we can also augment the marketing department of larger Bellingham corporations to fill in missing skill sets.

We hope you consider our company when searching for a paid advertising company for you Bellingham organization. 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 paid ads company.

800-796-8263 Email Us