Charleston PPC Agency

Our Charleston, WV PPC Management Game Plans

PPC Management refers to creating and optimizing Charleston paid ads campaigns. Despite that simple explanation, let's explore it further.

A PPC advertising firm for Charleston often begins by getting to know your company and its business model before providing experienced PPC management. This information helps determine the next steps, since the way you'd approach paid advertising for a local Charleston small business is much different from how you'd handle it for an ecommerce brand.

For example, nearby Charleston service providers are often only interested in qualified leads. To accomplish this, paid advertising can get 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. 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. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Charleston PPC, it's important to understand what metrics will be used. Most Charleston 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.

Your Charleston business should use a variety of advertising tactics and marketing tools to be successful with paid advertising. Pay-per-click campaigns in Charleston should include strategies like:

• Get traffic from search engines, social media networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Increase revenue for your Charleston 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 Charleston-area PPC campaigns, our team also offers Bridgeport, and Morgantown small businesses and large corporations a proficient paid ads management service.

Pricing for Charleston, WV 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 Charleston, WV Small Businesses

Traffic increases almost instantly with Charleston paid advertising.

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 Charleston, we recommend that you 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.

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.

Charleston organizations can benefit greatly from the addition of paid advertising to their digital advertising tactics when everything comes together. Remember, more traffic doesn't always mean more conversions!

How We Manage Charleston, WV Paid Ads

With in-depth knowledge of the latest PPC trends for localized businesses in Charleston, we are a team of PPC advertising specialists. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Charleston 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 "Charleston Roofer" on a search engine, for example, might lead someone to a roofing company in Charleston. Targeting that exact phrase wouldn't require in-depth keyword research for that Charleston roofing company's PPC advertising manager.

What if, however, that exact match keyword wasn't producing enough search volume and the Charleston 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 Charleston roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.

Suppose the West Virginia PPC manager discovers that there is a high traffic volume for "South Charleston, WV roofers" or even "Charleston roof repair." The first phrase is targeting a nearby location to Charleston, which might still be in the service area of the Charleston 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.

Negative keyword lists can also benefit from keyword research. 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.

A person searching for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. 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 Charleston paid ads 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 go over a little history on audience research and targeting within the Facebook Ads platform.

Charleston PPC advertising managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Charleston 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 Charleston and beyond. This even affected the accuracy of ad attribution reporting.

For most Charleston advertising companies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. By choosing your own interest-based targeting, you tend to do more harm than good because their algorithm often understands your ideal audience better than you do.

While there will still be plenty of Charleston paid advertising agencies relying on custom audiences, the trend is moving 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."

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

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

Landing Page Optimization

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

We begin by examining the landing pages on any paid advertising campaign in Charleston 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?
• What is the quality of the content? Is it well written?
• Do you have a lead form I can use right away?
• What is the visibility of the call to action?
• 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 Charleston PPC advertising.

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

Including a Conversion 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 customers promotes an online fitness challenge that you can even join from Charleston. We built multiple sales funnels within Click Funnels while managing their online marketing. Here are a few of the funnels we used:

• By using squeeze pages, we captured email addresses and raised 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 Charleston company 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.

If you do decide to implement a funnel, take your time at it. You can learn this type of work at home or at a technical school in Charleston after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC ads 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 Charleston, 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 Charleston on your website.
2. You have a 1% conversion rate, meaning for every 100 Charleston 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 Charleston that visits your site you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from paid ads, 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 Charleston companies, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a PPC 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 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 Charleston paid 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 Charleston, 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 awesome 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 should change things up frequently, even if you are just targeting people in Charleston.

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 Charleston 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 paid ads management company that helps Charleston companies, 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 Charleston website or funnel.

You might be suffering from ad attribution concerns 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 Charleston 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 Charleston 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 ads campaigns are doing.

Types of Paid Ads for Charleston, WV PPC Campaigns

The options for running PPC advertising for your Charleston organization are numerous. The following are some of Charleston's most common paid advertisements options.

Local Marketing within Charleston

You can use nearly any advertising platform to run local ads for your Charleston company. Depending on the nature of your local Charleston 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 local advertising.

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 nearby customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Charleston. 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 Charleston, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

Facebook Ads can also be used to target people in Charleston. 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 Charleston. For all types of Charleston small businesses, we often use Facebook Ads.

Social Media Advertising for Charleston Businesses

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

Maintaining fresh ad creatives is key to social media marketing. 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.

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 Charleston.

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 Charleston

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 Charleston 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 engine advertising on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads for Charleston Small Businesses

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even localized Charleston 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 grow results from your ad spend if you have an understanding of your target audience.

Retargeting Ads for Charleston Small Businesses

There is a good chance that not everyone will convert during their first experience with your Charleston 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 Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Charleston Ecommerce Businesses

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.

With these tools, you can provide Google Ads with an accurate list of all your product data, including 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 for Charleston Small Businesses

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

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

Free Paid Ads Calculators for Charleston, WV PPC Managers

Our digital marketers are so excited about managing Charleston's PPC advertising campaigns that they developed some helpful PPC calculators for you!

• Calculate ROAS
• CPA Calculator
• Churn Rate Calculator

View All Paid Ads Tools

Why Choose WebCitz to Manage Your Charleston, WV PPC Tactics

Let's work together on PPC advertising for your Charleston business! We are a comprehensive paid ads management agency targeting Charleston with multiple internal teams focused on social media ads, sales funnel development, and ad creative testing. In most Charleston PPC companies, only one person handles all duties, but this is not the case for us! For those Charleston PPC 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 Charleston business. The paid ads plans and strategies we suggest for your Charleston company are backed by more than 18 years of experience. Many of these are the same PPC plans we use to grow leads for our company.

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

Here are a few reasons we suggest considering our paid ads consultants:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid ads help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Charleston online marketing packages, such as PPC 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 paid ads experts to discuss what we can do for you in Charleston! Charleston businesses often hire us for PPC advertising management services, but larger corporations can also hire us to augment their marketing departments.

We hope you consider our company when searching for a paid ads company for you Charleston company. To start a discussion with the helpful staff at our PPC company, send us an email or give us a call if you have any follow-up questions.

800-796-8263 Email Us