Casper PPC Agency

What is Casper, WY PPC Management?

PPC management refers to creating and optimizing Casper paid advertising campaigns. However, that is an incredibly simple explanation, so let's dig a little deeper.

A paid ads agency for Casper often begins by getting to know your company and its business model before providing professional PPC management. Since the way you approach paid advertising for a local Casper business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Service providers in Casper, for example, are often only looking for quality leads. This can be accomplished through paid advertising that drives traffic to an optimized landing page or sales funnel. 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 tend to be interested in online sales. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. You might even want to include Google Shopping Campaigns in some cases. Our team has even used sales funnels to help sell products and subscriptions.

Understanding the metrics that will be used to optimize and scale Casper PPC is the next step. To maximize the value of paid advertising, most Casper agencies implement email collection strategies through squeeze pages or lead magnets. To better understand ad attribution and reporting, it makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam. For that to make sense though, your ad spend should be over $1,000/month.

In order to be successful with paid advertising, your Casper business needs to use multiple strategies and marketing tools. For example, the best Casper paid advertising services will include tactics to:

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

In addition to managing Casper-area PPC campaigns, our team also offers Buffalo, Cheyenne, Jackson, and Sheridan small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Casper, WY Businesses

Traffic increases almost instantly with Casper paid advertising.

The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.

If you are interested in running paid advertising in Casper, we recommend that you 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.

If you're not getting conversions, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.

The right combination of paid advertising and digital marketing strategy can greatly enhance your Casper business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!

Types of Paid Ads for Casper, WY PPC Campaigns

The options for running paid advertising for your Casper business are numerous. Casper has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.

Local Ads within Casper

Local ads for your Casper business can be run through nearly any advertising platform. One platform may be more effective for your local Casper business than another. It is important to try out every available option to see which works best for your needs. Now let's discuss some local advertising options.

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 local customers using this type of dynamic ad campaign. Casper professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Plumbers, electricians, roofers, and heating installers in Casper often use Google Local Service Ads.

You can also target people in your local Casper area using Facebook Ads. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Casper as a city, or specific Casper ZIP codes. Local Facebook Ads are often used by Casper businesses of all types.

Social Ads for Casper Websites

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

Maintaining fresh ad creatives is key to social ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

Using social ads allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your Casper business has to offer.

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 Ads for Casper Businesses

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

In some circles, this is referred to as Casper Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.

If you have been running search ads 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 throughout Casper

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

Google Ads and Bing Ads commonly offer these campaign types.

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 Casper

There is a good chance that not everyone will convert during their first experience with your Casper website, landing page, or sales funnel.

It is almost always recommended to set up retargeting ads to help bring people back to your website after they've had time to think through different options.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Casper Ecommerce Stores

Google Shopping Campaigns popularized this type of search ad.

In order to get started with Google Shopping, you just need an e-commerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account.

By using these tools, you can provide Google Ads with accurate 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 Casper Businesses

Social networking websites such as YouTube, Facebook, and Instagram allow you to advertise with video.

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

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!

If you have the budget to support ad creatives in video format, definitely look to implement them into your Casper paid advertising campaigns.

Casper, WY PPC Management Services

With in-depth knowledge of the latest PPC trends for local businesses in Casper, we are a team of paid advertising specialists. Drive traffic and conversions to your Casper digital assets with our experience across dozens of industries.

Keyword Research

In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, Bing and Google only show ads based on what people search for.

For example, a person looking for a roofing company in Casper might search "Casper Roofer" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid ads manager for that roofing company in Casper.

What if, however, that exact match keyword wasn't producing enough search volume and the Casper 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 ads manager talking with the Casper roofing company what services they want to target more often and where. There may also be a need to broaden the keyword targeting.

As an example, the Wyoming PPC manager might find that "Douglas, WY roofing companies" and "Casper roof repair" have high search volumes. First phrase targets a location near Casper, which may still be in the service area of the Casper roofing company. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

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

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".

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 Casper paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. Google Ads and Bing Ads also offer audience targeting options.

Let's take a look at audience research and targeting within Facebook Ads.

Facebook custom audiences were heavily relied upon by Casper's paid advertising managers in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Casper eagerly took 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. The change negatively affected Facebook's ability to track user behavior across Casper and beyond. In fact, it even affected the accuracy of ad attribution reporting.

For most Casper advertising agencies, 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.

Though there will still be plenty of Casper paid ads agencies using custom audiences, it is clear 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.

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

It's not to say audience research and targeting are going away. There will always be targeting options that can be manipulated within Casper 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 Casper.

When we take on the management of a paid advertising campaign in Casper, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:

• Does the headline focus on benefits?
• Do you have any images above the fold?
• What is the quality of the content? Is it well written?
• Do I have immediate access to a lead form?
• Can you easily identify the call to action?
• Does the page load quickly?
• Is social proof present?
• Does the page load on mobile devices?

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 Casper paid advertising.

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

Conversion Rate Optimization

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 Casper.

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

1. You sell a $100 sweatshirt in Casper on your website.
2. You have a 1% conversion rate, meaning for every 100 Casper 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 Casper 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 ads you get two dollars in return.

For most Casper 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 Casper 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 Casper, 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 Casper.

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 Casper 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 Casper 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 Casper 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 Casper 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 Casper 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.

Free PPC Calculators for Casper, WY PPC Managers

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

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

View All PPC Tools

Why Choose WebCitz to Manage Your Casper, WY PPC Services

Let's work together on paid advertising for your Casper business! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Casper. In most Casper PPC companies, only one person handles all tasks, but this is not the case for us! You might not get the results you want from Casper PPC agencies if you don't test campaign optimization and creative ideas often enough.

Choosing a paid ad agency for your Casper business is not an easy task. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Casper business. As a lead generation agency, we often use similar PPC tactics.

In addition, you should choose us as your paid advertising agency because you are confident we can help your Casper company grow. Here are a few reasons we suggest considering our PPC experts:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
• Since we have an internal advertising team, we do not outsource Casper digital marketing services, such as PPC management, sales funnel development, or ad creative services.
• 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 talk about what our PPC experts can do for your Casper business! While we often provide complete paid advertising management services for small businesses in cities like Casper, we are also able to augment the marketing departments of large corporations in Casper and beyond.

When it comes time for your Casper small business or large corporation to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. We would be happy to talk to you about your follow-up questions via email or phone if you have any.