Kennewick PPC Agency

Our Kennewick, WA PPC Management Strategies

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

To provide expert PPC ads management, a paid advertising agency for Kennewick should get to know your company and its goals. You can use this information to determine the next steps, since paid advertising for a localized business differs from PPC advertising for an ecommerce store.

Service providers in Kennewick, for example, are often only looking for quality leads. To accomplish this, paid ads can drive 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.

Alternatively, ecommerce brands are most often interested in online sales. Using PPC advertising, you can increase 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.

The next step in Kennewick paid ads management is understanding the metrics that will be used to optimize and scale. For paid advertising to be effective, most Kennewick paid ad firms will implement email collection strategies, such as 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 Kennewick organization needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Kennewick should include tactics like:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Make money online or through qualified leads for your Kennewick business.
• Integrate third-party attribution tools to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• 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 Kennewick-area PPC campaigns, our team also offers Auburn, Bellevue, Bellingham, Everett, Kent, Kirkland, Redmond, Renton, Seattle, Spokane, Tacoma, and Vancouver small businesses and large corporations a premium PPC ads management service.

Pricing for Kennewick, WA PPC Management

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

How Paid Advertising Helps Kennewick, WA Organizations

The most obvious benefit of Kennewick paid ads 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.

Starting slowly is the first recommendation we give to Kennewick small businesses interested in paid advertising.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in PPC advertising or scale your existing ad campaigns.

If you're not getting conversions, 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 advertising can be an invaluable addition to the digital marketing strategy of your Kennewick company. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Kennewick, WA Paid Ads

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Kennewick localized businesses. We have experience across dozens of business industries, so we can help you boost traffic and conversions to your Kennewick digital assets.

Keyword Research

Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, Bing and Google only show ads based on what people search for.

A search for "Kennewick Roofer" on a search engine, for example, might lead someone to a roofing company in Kennewick. As a paid advertising manager for that Kennewick roofing company, targeting that exact phrase wouldn't require in-depth keyword research.

However, what if that exact match keyword wasn't producing enough search volume and the Kennewick 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 PPC advertising manager talking with the Kennewick roofing company what services they want to target more often and where. A broader keyword targeting plan than exact matches might also be necessary.

For instance, the Washington paid ads manager might discover high search volume for "Pasco, WA roofing companies" or even "Kennewick roof repair." The first phrase targets a location nearby Kennewick that might still be within the company's service area. 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.

When building negative keyword lists, keyword research can also be beneficial. 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.

An individual looking for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your PPC advertising may appear if you use broad keyword targeting without negative keywords such as "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

When you hear audience research talked about in Kennewick paid advertising campaigns, it is often within the scope of scaling social media 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.

Kennewick paid advertising managers used Facebook's custom audiences extensively in the past. After all, one of the most appealing features of the Facebook Ads platform was the data it collected on its users, which Kennewick advertisers lined up to exploit.

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 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 Kennewick and beyond. Even ad attribution reporting was affected.

For most Kennewick advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

Although many Kennewick paid advertising firms still rely on custom audiences, the trend is shifting 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."

This blog article from Social Media Examiner does a good job of talking about recent tweaks 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 Kennewick ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

The quality of your landing page will be a big factor in the success of your Kennewick paid ads campaigns.

We begin by examining the landing pages on any paid advertising campaign in Kennewick to make sure they follow best practices. Here are some of the factors we look for in this review:

• Do you have a headline that emphasizes benefits?
• Is there an image above the fold?
• Does the content engage the reader?
• Do you have a lead form I can use right away?
• Can you easily identify the call to action?
• Does the page load quickly?
• 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 Kennewick PPC advertising.

Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing every few months.

Conversion Funnel Development

Rather than a landing page, you might want to consider building out a sales funnel. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

One of our customers promotes an online fitness challenge that you can even join from Kennewick. In the course of managing their online marketing, we built several sales funnels using 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.
• 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 Kennewick company aren't limited to these. 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.

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 Kennewick. It can take years of experience to master funnels, however. You can save yourself some time by searching for a PPC 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 Kennewick.

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

1. You sell a $100 sweatshirt in Kennewick on your website.
2. You have a 1% conversion rate, meaning for every 100 Kennewick residents that visit your site you sell 1 sweatshirt.
3. You have a $0.50 average cost per click (CPC), meaning for each person in Kennewick 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 advertising you get two dollars in return.

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

To improve the situation, you hire a paid 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 Kennewick 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 Kennewick, 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 good looking 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 Kennewick.

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 Kennewick 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 Kennewick 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 Kennewick website or funnel.

You might be suffering from ad attribution glitches 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 Kennewick 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 Kennewick 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 Kennewick, WA PPC Campaigns

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

Local Ads in Kennewick

If you have a business in Kennewick, you can run localized ads on almost any advertising platform. One platform may be more effective for your local Kennewick small business than 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.

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 Kennewick. Even nearby stores use this campaign type.

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. We often use Google Local Service Ads for home services contractors in Kennewick, like plumbers, electricians, roofers, and heating installers.

You can also target people in your local Kennewick area using Facebook Ads. 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 Kennewick. Local Facebook Ads are often used by Kennewick businesses of all types.

Social Ads for Kennewick Websites

Almost all online ads you see on social networks qualify as social media advertising.

The trick to social media marketing is keeping the ad creatives fresh. 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 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 Kennewick.

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.

Search Engine Ads within Kennewick

If you know people are searching online for the products or services you offer, you'll want to invest in search advertisements.

In some circles, this is referred to as Kennewick Search Engine Marketing, or SEM. There are different ways to explain search engine advertising, which are advertisements displayed on search engines' search results pages.

If you have been running search engine marketing on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads in Kennewick

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

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 grow results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Kennewick

Not everyone is going to convert during their first experience with your Kennewick 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 any ad platform, too.

Shopping Ads for Kennewick Ecommerce Organizations

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

If you want to promote your Kennewick storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

With these tools, you can provide Google Ads with an accurate list of all your 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.

Video Ads for Kennewick Businesses

You can run video ads on YouTube, Instagram, Facebook, and other social media 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. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

You should consider incorporating video ads into your paid advertising campaigns in Kennewick if you have the budget to do so.

Free PPC Calculators for Kennewick, WA Paid Ads Managers

Our internet marketers are so excited about managing Kennewick paid 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
• Calculate CPA
• Calculate Churn Rate

View Other Paid Ads Tools

Why Choose WebCitz to Manage Your Kennewick, WA PPC Tactics

We want to be your Kennewick team's PPC advertising partner! We are a comprehensive paid ads management agency targeting Kennewick with multiple internal teams focused on social media ads, sales funnel development, and ad creative testing. Kennewick PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not be testing campaign optimizations and creative ideas often enough with those Kennewick PPC companies to get the results you desire.

Choosing a paid ad firm for your Kennewick business is not an easy task. The paid ads plans and strategies we suggest for your Kennewick company are backed by more than 18 years of experience. These are often the same paid ads plans we use for our own lead generation.

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

Our paid ads consultants 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.
• We do not outsource Kennewick digital marketing services, including PPC ads management, sales funnel development, or ad creative services since we have our own internal advertising team.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's discuss what our PPC specialists can offer your Kennewick company! While we often provide complete paid advertising management services for small businesses in cities like Kennewick, we are also able to augment the marketing departments of large corporations in Kennewick and beyond.

We hope you consider our company when looking for a PPC advertising company for you Kennewick organization. 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