Tacoma PPC Agency

Our Tacoma, WA PPC Management Campaigns

The act of creating and optimizing Tacoma paid advertising plans is known as PPC management. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide experienced PPC management, a paid advertising agency for Tacoma 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 nearby Tacoma business is much different from how you'd handle it for an ecommerce brand.

Local service providers in Tacoma, for instance, are often only interested in good 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 tend to be interested in online sales. This can be accomplished through paid advertising that improves 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 Tacoma PPC is the next step. Most Tacoma paid advertising agencies will implement email collection tactics through squeeze pages or lead magnets to help increase the value of paid ads. 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.

Your Tacoma business should use a variety of advertising tactics and marketing tools to be successful with paid advertising. Some of the best paid ads plans in Tacoma strive to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social channels, and third parties.
• Make money online or through qualified leads for your Tacoma business.
• Better understand ad attribution through the integration of third-party attribution software.
• 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.
• Place ad creatives across various ad placements and media formats to see which performs best.

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

Pricing for Tacoma, WA PPC Ads Management

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

How Paid Advertising Helps Tacoma, WA Companies

The most obvious benefit of Tacoma PPC 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.

The first recommendation we offer to Tacoma small businesses interested in running paid ads 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.

Don't blame Facebook or Google if you don't get conversions. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

The right combination of PPC advertising and internet marketing can greatly enhance your Tacoma business's internet advertising service. Remember, more traffic doesn't always mean more conversions!

How We Manage Tacoma, WA Paid Ads

We are a team of PPC advertising specialists with extensive knowledge in the latest PPC trends for Tacoma local small businesses. Drive traffic and conversions to your Tacoma digital assets with our experience across dozens of industries.

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 are exclusively shown based on what people search for on Google or Bing.

If you are looking for a roofing company in Tacoma, you might search "Tacoma Roofer" on Google. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid advertising manager for that roofing company in Tacoma.

What if, however, that exact match keyword wasn't producing enough search volume and the Tacoma 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 advertising manager talking with the Tacoma 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 Washington PPC manager might find that "University Place, WA roofing companies" and "Tacoma roof repair" have high search volumes. The first phrase is targeting a nearby location to Tacoma, which might still be in the service area of the Tacoma 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.

Negative keyword lists can also benefit from keyword research. You can use these to prevent your paid advertising from showing in search queries that you know won't convert.

An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your paid advertising 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.

Audience Research

When you hear audience research talked about in Tacoma PPC 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 go over a little history on audience research and targeting within the Facebook Ads platform.

In years past, Tacoma paid ads managers relied heavily on building out their own custom audiences within Facebook. 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 Tacoma flocked to take advantage of.

The rise of data privacy and machine learning had a significant 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. The change negatively affected Facebook's ability to track user behavior across Tacoma and beyond. In fact, it even affected the accuracy of ad attribution reporting.

For most Tacoma 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 Tacoma paid advertising firms using 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."

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.

However, audience research and targeting aren't going away. Tacoma ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Landing Page Creation & Optimization

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

When we take on the management of a paid advertising campaign in Tacoma, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:

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

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 Tacoma 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 Tacoma sales pitch.

Funnel Development

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 Tacoma. While managing their website marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:

• 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.
• We used sales letter funnels to serve as the registration system for the online program.

There are many different types of funnels, so your Tacoma small 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 Tacoma. It can take years of experience to master funnels, however. You can save yourself some time by searching for a PPC 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 Tacoma.

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

1. You sell a $100 sweatshirt in Tacoma on your website.
2. You have a 1% conversion rate, meaning for every 100 Tacoma 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 Tacoma 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 Tacoma 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 Tacoma 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 Tacoma, 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 Tacoma.

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 Tacoma 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 Tacoma 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 Tacoma 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 Tacoma 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 Tacoma 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 Tacoma, WA PPC Campaigns

There are numerous ways to run paid advertising for your Tacoma company. Tacoma has a variety of business industries that use PPC advertising. Let's take a look at some of the most common ones.

Local Marketing throughout Tacoma

You can use nearly any advertising platform to run nearby ads for your Tacoma business. You may find greater success on one platform over another depending on the nature of your nearby Tacoma organization. You should try out every option available to see which suits you best. Now let's discuss some local area advertising options.

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 Tacoma, such as accountants, lawyers, dentists, and physicians.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. 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. We often use Google Local Service Ads for home services contractors in Tacoma, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in Tacoma. The first step is to set up a campaign with ad sets restricted to Tacoma as a city, or specific ZIP codes around Tacoma. Local Facebook Ads are often used by Tacoma companies of all types.

Social Media Advertising for Tacoma Websites

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. 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.

The best part of social media marketing is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. When running search engine marketing, that is quite the opposite since your ads are only going to show when someone is actively looking for what your Tacoma business offers.

It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.

Search Advertising throughout Tacoma

You'll want to invest in search engine advertising if you know people are searching online for the products you offer.

In some circles, this is referred to as Tacoma Search Engine Marketing, or SEM. 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 have been running search advertising 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 throughout Tacoma

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

These are commonly used within the Google Ads and Bing Ads platforms.

With display ads, you just need a set of ad creatives in different sizes. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.

Retargeting Ads in Tacoma

There is a good chance that not everyone will convert during their first experience with your Tacoma 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.

Shopping Ads for Tacoma Ecommerce Companies

Google Shopping Campaigns popularized this type of search ad.

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 Tacoma storefront.

With these tools in place, you'll be able to provide Google Ads an updated list of all your accurate product data, including the 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 throughout Tacoma

Social networking websites such as Facebook, YouTube, 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.

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, look to implement them into your Tacoma paid advertising campaigns.

Free Paid Ads Calculators for Tacoma, WA PPC Managers

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

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

View More Paid Ads Tools

Why Choose WebCitz to Manage Your Tacoma, WA PPC Strategies

We want to be your Tacoma team's PPC advertising partner! In addition to PPC management, we have internal teams focused on sales funnel development, social media marketing, and ad creative testing for Tacoma. This is not true of all Tacoma PPC management companies, since most only have a single person handling all the work. For those Tacoma PPC companies, campaign optimizations and original ideas might not be tested often enough to bring about the results you need.

While researching paid advertising companies for your Tacoma company, there are many factors to consider. Having over 18 years of experience, you can trust our PPC strategies and tactics for Tacoma companies. As a lead generation agency, we often use similar paid ads plans.

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

Here are a few reasons we suggest considering our PPC specialists:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• We rely heavily on sales funnels and paid advertising to shore up our organic search rankings.
• Since we have an internal advertising team, we do not outsource Tacoma website marketing plans, such as paid ads management, sales funnel development, or ad creative services.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Let's discuss what our PPC professionals can offer your Tacoma company! Tacoma organizations often hire us for paid ads management services, but larger corporations can also hire us to augment their marketing departments.

Our team would appreciate the opportunity to be considered when your Tacoma small business needs a paid ads marketing agency. 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