Morgantown, WV PPC Agency

Our Morgantown, WV PPC Management Campaigns

PPC Management consists of creating and optimizing paid advertisement services in Morgantown. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide expert PPC management, a paid ads agency for Morgantown often starts by getting to know your company and its business model. Since the way you approach PPC advertising for a local Morgantown business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Local service providers in Morgantown, for instance, are often only interested in good leads. To accomplish this, paid advertising can build 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 currently exist or need a lot of revisions.

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

To optimize and scale Morgantown PPC, it's important to understand what metrics will be used. Most Morgantown paid advertising companies will implement email collection plans 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.

To be successful with paid advertising, your Morgantown company needs to use multiple strategies and marketing tools. For example, the best Morgantown paid advertising packages will include strategies to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social channels, and third-party websites.
• Make your Morgantown organization more profitable by acquiring qualified leads or selling online.
• Utilize third-party attribution software to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Engage users in story creation, email collection, and user generated content.
• Test ad creatives across various ad placements and between different media formats.

In addition to managing Morgantown-area paid ads campaigns, our team also offers Bridgeport, Charleston, small businesses and large corporations a professional PPC management service.

Pricing for Morgantown, WV PPC Ads Management

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

How Paid Advertising Helps Morgantown, WV Small Businesses

One of the most obvious benefits of Morgantown paid advertising is the quick increase in traffic it provides.

Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.

The first recommendation we offer to Morgantown businesses interested in running paid advertising is to start slowly.

Make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data before diving into paid advertising or scaling your ad campaigns.

Don't blame Facebook or Google if you don't get conversions. It is usually the creatives, campaign settings, or sales process that is the problem.

The right combination of PPC advertising and website advertising can greatly enhance your Morgantown business's digital marketing strategy. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Morgantown, WV Paid Ads

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Morgantown. Take advantage of our experience across dozens of business industries to help build traffic and conversions to your Morgantown digital assets.

Keyword Research

In the context of PPC advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, search ads are exclusively shown based on what people search for on Google or Bing.

A search for "Morgantown Roofer" on a search engine, for example, might lead someone to a roofing company in Morgantown. 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 Morgantown.

However, what if that exact match keyword wasn't producing enough search volume and the Morgantown 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 paid ads manager talking with the Morgantown 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 paid ads manager discovers that there is a high traffic volume for "Fairmont, WV roofers" or even "Morgantown roof repair." The first phrase is targeting a nearby location to Morgantown, which might still be in the service area of the Morgantown 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.

When building negative keyword lists, keyword research can also be beneficial. These are used to stop your paid advertising from showing in search queries that you know won't produce conversions.

For example, someone looking for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. They might see your paid advertising if you use broad keyword targeting without any negative keywords like "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

Audience Research

Audience research is often mentioned as part of scaling social ads on Facebook and Instagram in Morgantown PPC advertising campaigns. There are options within Google Ads and Bing Ads for audience targeting as well though.

We'll review some audience research and targeting history within Facebook Ads.

Morgantown paid 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 Morgantown 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 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 Morgantown and beyond. Even ad attribution reporting was affected.

Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Morgantown ad companies. 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 Morgantown paid advertising agencies using custom audiences, the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

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

It's not to say audience research and targeting are going away. There will always be targeting options that can be manipulated within Morgantown ad campaigns to squeeze a little extra performance.

Landing Page Creation & Optimization

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

We begin by examining the landing pages on any paid advertising campaign in Morgantown 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?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• How fast does the page load?
• Does social proof exist?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

Please, don't spend money on Morgantown PPC advertising until you have a landing page that follows best practices!

If you want to create an effective landing page, you should never consider it finished. For continuous improvement, run A/B testing every few months.

Including a Revenue 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 clients promotes an online fitness challenge that you can even join from Morgantown. In the course of managing their digital marketing, we built several sales funnels using 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.
• For leads, we provided healthy eating tips, fitness tips, webinars, and sneak peeks as lead magnets.
• Using application funnels, we encouraged people to apply for exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Morgantown 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.

Make sure you take your time when implementing a funnel. You can learn this type of work at home or at a technical school in Morgantown after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC management agency like WebCitz to do the hard work for you!

Conversion Optimization

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. It varies greatly among industries, products, and services throughout Morgantown, 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 Morgantown on your website.
2. You have a 1% conversion rate, meaning for every 100 Morgantown 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 Morgantown that visits your website 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 Morgantown small 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Morgantown 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 Morgantown, 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 great 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 Morgantown.

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 Morgantown 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 agency that helps Morgantown small 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 Morgantown site 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 Morgantown 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 Morgantown 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 Morgantown, WV PPC Campaigns

In Morgantown, there are many ways to run PPC advertising. Let's discuss some of the most common paid advertising being run within various business industries in Morgantown.

Local Ads throughout Morgantown

Local ads for your Morgantown small business can be run through nearly any advertising platform. You may find greater success on one platform over another depending on the nature of your local Morgantown business. To find out which option works best for you, you should try all of the options available. Now let's discuss some local advertising options.

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

You can also target people in your local Morgantown area using Facebook Ads. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Morgantown as a city, or specific Morgantown ZIP codes. We often rely on local Facebook Ads for all types of Morgantown organization industries.

Social Ads throughout Morgantown

A social ad is pretty much any online advertisement you see on a social media networking site.

Maintaining fresh ad creatives is key to social media marketing. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. For higher spending ad campaigns, you might need to look at weekly ad creative updates.

One of the best things about social media 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 engine ads since you only get to show them when someone searches for what you offer in Morgantown.

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 Advertising within Morgantown

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 Morgantown Search Engine Marketing, or SEM. There are different ways to explain search ads, which are advertisements displayed on search engines' search results pages.

If you've been running search engine ads on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. 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 Morgantown

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Morgantown news stations), gossip websites, and more.

Bing Ads and Google Ads both offer these.

With display ads, all you need are a few different sizes of ad creatives. 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 Morgantown

There is a good chance that not everyone will convert during their first experience with your Morgantown 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 Morgantown Ecommerce Small Businesses

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

If you want to promote your Morgantown 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 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. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.

Video Ads throughout Morgantown

Instagram, Facebook, YouTube, and other social media networking sites allow you to run video ads.

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.

Both ad platforms offer excellent conversion opportunities with video ads. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!

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

Free Paid Ads Calculators for Morgantown, WV PPC Managers

As part of our commitment to managing Morgantown paid ads campaigns, our online marketers worked with our website development team to build a few PPC calculators that might interest you.

• Return on Ad Spend Calculator
• Cost Per Acquisition Calculator
• Churn Rate Estimator

View More Paid Ads Tools

Why Choose WebCitz to Manage Your Morgantown, WV PPC Strategies

We'd love to partner with your Morgantown team on PPC advertising! As a complete paid ads management company targeting Morgantown, we have multiple internal teams focused on search ads, social media advertising, sales funnel development, and ad creative testing. This is not true of all Morgantown PPC management companies, since most only have a single person handling all the tasks. You might not get the results you want from Morgantown PPC companies if you don't test campaign optimization and original ideas often enough.

While researching paid ads companies for your Morgantown company, there are many factors to consider. The paid ads strategies and tactics we suggest for your Morgantown company are backed by more than 18 years of experience. As a lead generation firm, we often use similar PPC tactics.

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

Our PPC professionals 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 PPC advertising help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Morgantown website advertising packages, such as PPC 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 consultants to discuss what we can do for you in Morgantown! While we often provide complete paid ads management services for small businesses in cities like Morgantown, we are also able to augment the marketing departments of large corporations in Morgantown and beyond.

When it comes time for your Morgantown small business to start the search for a paid ads marketing agency, we hope you keep our team in mind for the task. If you have any follow-up questions, please feel free to send an email or give us a call to start a discussion with the helpful staff at our paid ads firm.

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