From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your West Virginia 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 West Virginia improve their paid advertising campaigns.
The paid ads managers at our company can help your West Virginia business target relevant audiences and build brand awareness through Facebook Ads, Google Ads, and 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.
We have onsite graphic designers and video marketing teams available to develop the right hook and build upon your message as a full-service paid advertisement agency serving West Virginia.
Find out more about our West Virginia PPC management.
The act of creating and optimizing West Virginia paid advertising campaigns is known as PPC management. Despite that simple explanation, let's explore it further.
A paid ads agency for West Virginia 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.
Service providers in West Virginia, for example, are often only looking for quality leads. In order to accomplish this, paid advertising 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. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. In some cases, it might even make sense to include Google Shopping Campaigns. Our sales funnels have also helped us to sell subscriptions, products, and services.
The next step in West Virginia PPC management is understanding the metrics that will be used to optimize and scale. To maximize the value of paid advertising, most West Virginia 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.
In order to be successful with paid advertising, your West Virginia business needs to use multiple strategies and marketing tools. Some of the best paid advertising services in West Virginia include:
The most obvious benefit of West Virginia 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.
If you are interested in running paid advertising in West Virginia, 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'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 West Virginia company. Just keep in mind increased traffic doesn't always result in more conversions!
There are numerous ways to run paid advertising for your West Virginia business. The following are some of West Virginia's most common paid advertisements options.
If you have a business in West Virginia, you can run local ads on almost any advertising platform. One platform may be more effective for your local business in West Virginia 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 local advertising choices.
There are going to be two options from Google.
In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers in West Virginia. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in West Virginia. Even local 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. 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 West Virginia, like plumbers, electricians, roofers, and heating installers.
You can also target people in your local West Virginia area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to West Virginia, or specific ZIP codes within West Virginia. Local Facebook Ads are often used by West Virginia businesses of all types.
Almost all online ads you see on social networks qualify as social media ads.
The trick to social ads is keeping the ad creatives fresh. 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 ads is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it 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 West Virginia.
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.
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 West Virginia 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 have been running search ads 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.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local West Virginia 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. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.
Not everyone is going to convert during their first experience with your West Virginia website, landing page, or sales funnel.
Retargeting ads are almost always recommended to help bring people back to your website after they have weighed their options.
You can run retargeting ads on any ad platform, too.
Google Shopping Campaigns popularized this type of search ad.
If you want to promote your West Virginia 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 of 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.
You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.
Using YouTube Ads is as simple as setting up a video ad campaign in Google Ads.
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!
Your West Virginia paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for West Virginia local businesses. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your West Virginia digital assets.
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 "West Virginia Roofer" on a search engine, for example, might lead someone to a roofing company in West Virginia. As a paid ads manager for that West Virginia 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 West Virginia roofing company needed to increase their advertising reach? Researching keywords would be necessary for the solution.
The next steps might involve the paid ads manager discussing with the West Virginia roofing company what types of services they want to target more often and within what geographic areas. A broader keyword targeting strategy than exact matches might also be necessary.
For instance, the PPC manager might discover high search volume for "West Virginia roofing companies" or even "West Virginia roof repair." First phrase targets a plural version of the service professional within West Virginia. 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 these to prevent your paid ads 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 ads 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.
When you hear audience research talked about in West Virginia 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 go over a little history on audience research and targeting within the Facebook Ads platform.
West Virginia 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 West Virginia advertisers lined up to exploit.
The rise of data privacy and machine learning had a significant 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 West Virginia and beyond. This even affected the accuracy of ad attribution reporting.
For most West Virginia 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.
In spite of the fact that many West Virginia paid ads agencies still rely on custom audiences, it is clear that 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 changes to audience targeting, if you'd like a second opinion.
However, audience research and targeting aren't going away. There will always be targeting options that can be manipulated within West Virginia ad campaigns to squeeze a little extra performance.
The quality of your landing page will be a big factor in the success of your West Virginia paid advertising campaigns.
Our first step when managing a paid advertising campaign in West Virginia involves reviewing the landing pages for best practices. Here are some of the factors we look for in this review:
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 West Virginia paid advertising.
Ideally, you should never consider your landing page to be finished. You can refine your West Virginia sales pitch by running A/B tests on the landing page every few months.
Rather than a landing page, you might want to consider building out a sales funnel. In order to generate leads, build email audiences, and even make online purchases, we rely on sales funnels.
One of our clients promotes an online fitness challenge that you can even join from West Virginia. 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:
The types of funnels available to your West Virginia business 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.
Take your time if you decide to implement 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 West Virginia. 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 West Virginia.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most West Virginia 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 West Virginia 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 West Virginia, 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 West Virginia.
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 West Virginia 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 West Virginia 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 West Virginia 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 West Virginia 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 West Virginia 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 West Virginia 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 West Virginia team's paid advertising partner! We are a full-service PPC management company targeting West Virginia with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. In most West Virginia 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 West Virginia PPC companies to get the results you desire.
Choosing a paid ad agency for your West Virginia business is not an easy task. The PPC strategies and tactics we suggest for your West Virginia company are backed by more than 18 years of experience. These are often the same PPC tactics we use for our own lead generation.
More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your West Virginia company grow. Consider our PPC experts for the following reasons:
Let's discuss what our PPC experts can offer your West Virginia company! While we often provide complete paid advertising management services for small businesses throughout West Virginia, we are also able to augment the marketing departments of large corporations in West Virginia and beyond.
Our team would appreciate the opportunity to be considered when your West Virginia business or corporation is in need of a PPC marketing agency. We would be happy to talk to you about your follow-up questions via email or phone if you have any.
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!