West Virginia PPC Agency

Our West Virginia PPC Management Game Plans

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

A paid advertising company for West Virginia often begins by getting to know your company and its business model before providing premium paid ads management. 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 West Virginia, 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. Pay-per-click advertising can be used to get 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 ads, most West Virginia companies implement email collection plans 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.

To be successful with PPC advertising, your West Virginia small business needs to use multiple plans and marketing tools. Some of the best paid advertising plans in West Virginia include:

• 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 West Virginia 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.
• Place ad creatives across various ad placements and media formats to see which performs best.

Our PPC management firm is happy to provide Bridgeport, Charleston, and Morgantown businesses with expert paid advertising consulting packages.

Pricing for West Virginia PPC Management

Our PPC ads management service fees are determined by the amount of time you wish us to spend on your campaigns every month. Below is the starting cost for our PPC management services, but we are happy to have a conversation about adjusting the budget if your ad spend or service requirements exceed our initial estimate.

How Paid Advertising Helps West Virginia Small Businesses

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 PPC 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 ads can be an invaluable addition to the digital marketing game plan of your West Virginia organization. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage West Virginia Paid Ads

We are a team of paid advertising professionals with extensive knowledge in the latest PPC trends for West Virginia local organizations. 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

Keyword research in paid ads 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 advertising 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 paid ads 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 PPC advertising from showing in search queries that you know won't convert.

An individual looking 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.

Audience Research

When you hear audience research talked about in West Virginia paid advertising campaigns, it is often within the scope of scaling social 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 appealing 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 companies, 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 West Virginia paid advertising agencies still rely on custom audiences, the trend is shifting toward broad targeting. You can see it in every upgrade 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.

Landing Page Creation & Optimization

The quality of your landing page will be a big factor in the success of your West Virginia paid ads 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:

• Do you have a headline that emphasizes benefits?
• Do you have any images 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?
• Can I load the page on a mobile device?

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 PPC 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.

Conversion Funnel Development

Rather than a landing page, you might want to consider building out a sales funnel. To improve leads, generate email audiences, and even make online purchases, we rely on sales funnels.

One of our customers promotes an online fitness challenge that you can even join from West Virginia. In the course of managing their website 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.
• Using application funnels, we encouraged people to apply for exclusive programs.
• We used sales letter funnels to serve as the registration system for the online program.

The types of funnels available to your West Virginia small 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 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 West Virginia.

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

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

Types of Paid Ads for West Virginia PPC Campaigns

There are numerous ways to run paid ads for your West Virginia small business. The following are some of West Virginia's most common paid advertisements options.

Local Business Ads within West Virginia

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 nearby 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. Nearby Facebook Ads are often used by West Virginia organizations of all types.

Social Media Marketing for West Virginia Websites

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

The trick to social media 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 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. It's quite the opposite when you run search engine advertising 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.

Search Ads throughout West Virginia

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 advertising 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 West Virginia

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

Retargeting Ads in West Virginia

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.

Shopping Ads for West Virginia Ecommerce Companies

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 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 West Virginia Businesses

You can run video ads on YouTube, Instagram, Facebook, and other social networking websites.

Using YouTube Ads is as basic 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.

Free Paid Ads Calculators for West Virginia PPC Managers

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

• Calculate Return on Ad Spend
• CPA Calculator
• Calculator for Churn Rate

View Other PPC Tools

Why Choose WebCitz to Manage Your West Virginia PPC Tactics

We want to be your West Virginia team's paid advertising partner! We are a full-service PPC management firm targeting West Virginia with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. In most West Virginia paid ads firms, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and innovative ideas often enough with those West Virginia PPC agencies to get the results you desire.

Choosing a paid ad company for your West Virginia company is not an easy task. The PPC tactics and plans we suggest for your West Virginia business 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 West Virginia company grow. Consider our PPC specialists for the following reasons:

• We have been in business since 2004, which means we have more than 18 years of experience.
• Our paid ads help us rank for keywords we don't yet rank organically for.
• We do not outsource West Virginia digital marketing plans, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.

Let's discuss what our paid ads 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 small business needs 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.

800-796-8263 Email Us