Wisconsin PPC Agency

Our Wisconsin PPC Management Campaigns

The act of creating and optimizing Wisconsin paid advertising campaigns is known as PPC management. That is an incredibly simple explanation though, so let's dive a little deeper.

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

For example, local service providers in Wisconsin are often only interested in qualified leads. To accomplish this, paid advertising can grow 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 are most often interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. In some cases, it might even make sense to include Google Shopping Campaigns. We've even utilized sales funnels to help sell products, subscriptions, and services.

Understanding the metrics that will be used to optimize and scale Wisconsin PPC is the next step. Most Wisconsin PPC advertising firms will implement email collection strategies through squeeze pages or lead magnets to help increase the value of paid advertising. 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 paid advertising, your Wisconsin business needs to use multiple tactics and marketing tools. Some of the best paid ads services in Wisconsin include:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social channels, and third-party websites.
• Make money online or through qualified leads for your Wisconsin organization.
• Better understand ad attribution through the integration of third-party attribution software.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• Collect email addresses, create user-generated content, and nurture relationships.
• Test ad creatives across various ad placements and between different media formats.

Our paid ads management company is happy to provide Appleton, Brookfield, Eau Claire, Green Bay, Greenfield, Janesville, Kenosha, La Crosse, Madison, Milwaukee, Oshkosh, Racine, Stevens Point, Superior, Waukesha, and Wausau businesses with proficient PPC advertising consulting plans.

Pricing for Wisconsin Paid Ads Management

Our PPC management service fees are determined by the amount of time you wish us to spend on your campaigns every month. Our PPC ads management packages start at the price listed below, however, we are open to discussing an increased budget if your ad spend or service requirements are higher.

How Paid Advertising Helps Wisconsin Businesses

The most obvious benefit of Wisconsin paid advertising is the near instant increase in traffic it provides.

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

If you are interested in running paid advertising in Wisconsin, we recommend that you start slowly.

Before diving into PPC 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.

Wisconsin small businesses can benefit greatly from the addition of paid ads to their digital marketing game plan when everything comes together. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Wisconsin PPC

We are a team of paid ads experts with extensive knowledge in the latest paid ads trends for Wisconsin local small businesses. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Wisconsin 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 "Wisconsin Roofer" on a search engine, for example, might lead someone to a roofing company in Wisconsin. Targeting that exact phrase wouldn't require in-depth keyword research for that Wisconsin roofing company's PPC advertising manager.

However, what if that exact match keyword wasn't producing enough search volume and the Wisconsin roofing company needed to increase their advertising reach? To solve the problem, keyword research would be required.

The next steps might involve the paid advertising manager discussing with the Wisconsin roofing company what types of services they want to target more often and within what geographic areas. It might also require some broadening of the keyword targeting.

As an example, the paid ads manager might find that "Wisconsin roofing companies" and "Wisconsin roof repair" have high search volumes. The first phrase is targeting a plural of the service in Wisconsin. 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 advertising from showing in search queries that you know won't convert.

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. Your PPC 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

In Wisconsin paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. There are options within Google Ads and Bing Ads for audience targeting as well though.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

Wisconsin paid advertising managers used Facebook's custom audiences extensively in the past. As a matter of fact, one of the most appealing features of Facebook Ads was its ability to collect data on users, which advertisers in Wisconsin flocked to take advantage of.

As time went on, data privacy and machine learning both had an impact on custom audiences.

In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Wisconsin and beyond. In fact, it even affected the accuracy of ad attribution reporting.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Wisconsin advertising firms. 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.

While there will still be plenty of Wisconsin paid ads companies relying on custom audiences, the trend is moving toward broad targeting. Don't take our work for it though. If you've been involved in the creation of Facebook ads, you've probably noticed the removal of interest-based targeting options here and there. Maybe you've even seen changes to how "Advantage Detailed Targeting" is recommended during the setup process.

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting.

This isn't to say audience research and targeting is going away. The targeting options within Wisconsin ad campaigns will likely always be manageable to boost performance.

Landing Page Optimization

The quality of your landing page will be a big factor in the success of your Wisconsin paid advertising campaigns.

Our first step when managing a PPC advertising campaign in Wisconsin involves reviewing the landing pages for best practices. Here are some of the factors we look for in this review:

• Is there a benefit-focused headline?
• Is there an image above the fold?
• What is the quality of the content? Is it well written?
• Am I able to find a lead form right away?
• Can you easily identify the call to action?
• Does the page load quickly?
• Is there social proof?
• Am I able to load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page.

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

Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Wisconsin sales pitch.

Sales 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 Wisconsin. While managing their digital 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 Wisconsin 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 Wisconsin. It can take years of experience to master funnels, however. You can save yourself some time by searching for a paid ads 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 Wisconsin.

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

1. You sell a $100 sweatshirt in Wisconsin on your website.
2. You have a 1% conversion rate, meaning for every 100 Wisconsin 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 Wisconsin that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from paid 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 PPC advertising you get two dollars in return.

For most Wisconsin organizations, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid ads 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 Wisconsin PPC 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 Wisconsin, 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 attractive 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 Wisconsin.

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 Wisconsin 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 management company that helps Wisconsin 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 Wisconsin website or funnel.

You might be suffering from ad attribution errors 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 Wisconsin 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 Wisconsin 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 Wisconsin PPC Campaigns

There are numerous ways to run PPC advertising for your Wisconsin small business. Let's discuss some of the most common paid ads being run within various business industries in Wisconsin.

Local Ads within Wisconsin

You can use nearly any advertising platform to run nearby ads for your Wisconsin organization. Depending on the nature of your local area business in Wisconsin, 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.

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. 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 Wisconsin. We often use Performance Max campaigns for professional services companies in and around Wisconsin, 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 Wisconsin, like plumbers, electricians, roofers, and heating installers.

You can also target people in your local Wisconsin area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Wisconsin, or specific ZIP codes within Wisconsin. We often rely on localized Facebook Ads for all types of Wisconsin business industries.

Social Media Marketing for Wisconsin Websites

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

The trick to social media ads is keeping the ad creatives fresh. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

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 marketing since you only get to show them when someone searches for what you offer in Wisconsin.

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

Search Ads for Wisconsin Businesses

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

There are some people out there who refer to this as Wisconsin Search Engine Marketing, or SEM for short. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google 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 for Wisconsin Businesses

Many different message boards, chat rooms, game lounges, news websites (even nearby Wisconsin news stations), gossip sites, and more run display advertisements.

Google Ads and Bing Ads commonly offer these campaign types.

To get started with display ads, you just need a set of ad creatives in different image sizes. Both ad platforms have algorithms that help you increase results from your ad spend if you have an understanding of your target audience.

Retargeting Ads for Wisconsin Businesses

Not everyone is going to convert during their first experience with your Wisconsin 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 Wisconsin Ecommerce Companies

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 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. Using that information, they can determine what types of search queries to display your products at the top of search results.

Video Ads for Wisconsin Businesses

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

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

Both ad platforms offer excellent conversion opportunities with video ads. 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 Wisconsin PPC advertising campaigns.

Free PPC Calculators for Wisconsin Paid Ads Managers

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

• ROAS Calculator
• CPA Calculator
• Churn Rate Calculator

View All Paid Ads Tools

Why Choose WebCitz to Manage Your Wisconsin PPC Strategies

We want to be your Wisconsin team's PPC advertising partner! As a complete paid ads management company targeting Wisconsin, we have multiple internal teams focused on search engine marketing, social media ads, sales funnel development, and ad creative testing. In most Wisconsin PPC companies, only one person handles all tasks, but this is not the case for us! For those Wisconsin PPC companies, campaign optimizations and original ideas might not be tested often enough to bring about the results you need.

There are many factors to consider when researching paid ads companies for your Wisconsin company. The PPC tactics and plans we suggest for your Wisconsin business are backed by more than 18 years of experience. Many of these are the same paid ads plans we use to improve leads for our company.

More importantly, you should choose our paid advertising firm because you feel confident we are the right team to help your Wisconsin business grow. Our paid ads experts are a good option for numerous reasons:

• We have been in business since 2004, which means we have more than 18 years of experience.
• 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 Wisconsin internet marketing services, such as PPC 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 paid ads consultants can offer your Wisconsin company! While we often provide complete paid advertising management packages for small businesses throughout Wisconsin, we are also able to augment the marketing departments of large corporations in Wisconsin and beyond.

Our team would appreciate the opportunity to be considered when your Wisconsin business needs a paid ads marketing firm. 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 company.

800-796-8263 Email Us