Manager PPC Agency

What is PPC Management for Management Firms?

Manager paid ads management consists of creating and optimizing paid advertisement campaigns for management firms. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide expert PPC ads management, a paid advertising agency for managers should get to know you and your goals. Since the way you approach paid advertising for a localized management firm is much different than how you would for a nationwide manager ecommerce brand, this information helps determine the next steps.

Local management firms, for instance, are often only interested in contact form submissions or calls. To accomplish this, paid advertising can drive traffic to a landing page or sales funnel that is optimized. We recommend Google Local Service Ads or Facebook Lead Forms if those pages/funnels don't yet exist or need to be substantially improved.

Alternatively, ecommerce-minded management firms tend to be interested in online sales. Using paid advertising, you can get 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.

Understanding the metrics that will be used to optimize and scale manager PPC campaigns is the next step. For some management firms, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.

Your management firm should use a variety of advertising strategies and marketing tools to be successful with paid advertising. Pay-per-click campaigns for managers should include plans like:

• Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make money online or through qualified leads for your management firm.
• Integrate third-party attribution tools 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.
• Place ad creatives across various ad placements and media formats to see which performs best.

Types of Paid Ads for Management Firms

For management firms, there are many ways to run PPC advertising. management firms definitely use paid advertising. Let's take a look at some of the most common ones.

1.) Local Ads

Local ads for your management firm can be run through nearly any advertising platform. You may find greater success on one platform over another depending on the nature of your nearby management firm. 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.

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 local area customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals. Even local stores use this campaign type.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Plumbers, electricians, roofers, and heating installers often use Google Local Service Ads.

Facebook Ads can also be used to target people in the area. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in the target area. For all types of management firms, we often use Facebook Ads.

2.) Social Media Ads

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

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. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. The opposite is true when you run search engine ads since your ads will only show when someone is actively searching for what your management firm has to offer.

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

3.) Search Engine Advertising

You should invest in search advertising if you know people are searching online for your products or services.

In some circles, this is referred to as management firm Search Engine Marketing, or SEM. There are different ways to explain search ads (not to be confused with SEO), which are advertisements displayed on search engines' search results pages.

If you have been running search ads 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.

4.) Display Ads

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

Google Ads and Bing Ads commonly offer these campaign types.

With display ads, you just need a set of ad creatives in different sizes. Both ad platforms have algorithms that help you boost results from your ad spend if you have an understanding of your target audience.

5.) Retargeting Ads

There is a good chance that not everyone will convert during their first experience with your management firm 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.

6.) Shopping Ads

Google Shopping Campaigns popularized this type of search ad.

If you want to promote your management firm through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

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

7.) Video Ads

Facebook, YouTube, Instagram, and other social 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.

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, look to implement them into your paid ads campaigns.

Tips for Managing PPC for Managers

Our team of paid advertising consultants is knowledgeable in the latest paid ads trends for managers and other industries.

Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.

1.) Keyword Research Tips

In the context of paid ads, keyword research for managers largely relates to Google Ads and Bing Ads search campaigns. After all, search ads only appear based on what is searched on Google or Bing and targeted by your management firm.

A search for "nearby manager" on a search engine, for example, might lead someone to a management firm website in their area. Targeting that exact phrase wouldn't require in-depth keyword research.

What if, however, that exact match keyword wasn't producing enough search volume and the management firm wanted to increase their traffic and conversions? To solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid advertising manager talking with the management firm about what products / services they want to target more often and where. A broader keyword targeting plan than exact matches might also be necessary.

As an example, the PPC manager might find that "nearby management firms" and "manager services" have high search volumes. The first phrase is targeting a type of business or organization in the area. If the service is extensive, the second phrase might result in a more lucrative opportunity.

Negative keyword lists can also benefit from keyword research. You can use negative keywords to prevent your paid ads from showing up in search queries that you know are not likely to result in more clients.

For example, a person searching for "free services from management firms" or "how to advertise to managers" is unlikely to convert with you. Your paid advertising 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.

2.) Audience Research Tips

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram for manager paid advertising campaigns. Google Ads and Bing Ads also offer audience targeting options.

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

Facebook custom audiences were heavily relied upon by management firm paid ads managers in the past. As a matter of fact, one of the most attractive features of Facebook Ads was its ability to collect data on users, which advertisers flocked to take advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

Apple's iOS 14.5 update included a pop-up message that lets users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior. Even ad attribution reporting was affected.

For most manager-focused 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.

Though there will still be plenty of management firm paid advertising agencies using custom audiences, the trend is moving toward broad targeting. Don't take our word 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.

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

3.) Tips for Optimizing Landing Pages

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

Let's begin by examining the landing pages for your management firm to make sure they follow best practices. Our review takes into account the following factors:

• Do you have a headline that emphasizes benefits?
• Do you have any images above the fold?
• Does the content engage the reader?
• Do I have immediate access to a lead form?
• What is the visibility of the call to action?
• How quickly does the page load?
• Does social proof exist?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors. Here is a great write-up about what makes a high converting landing page.

Until you have a landing page that follows best practices, don't spend money on 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 sales pitch.

4.) Funnel Tips

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 your local area. While managing their website 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 management firm 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.

5.) Conversion Optimization Tips

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.

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

1. You sell a $100 product or service on your website.
2. You have a 1% conversion rate, meaning for every 100 people who visit your website you sell 1 product or service.
3. You have a $1.00 average cost per click (CPC), meaning for each person who visits your website you spend $1.00.
4. To sell 1 product or service, you need 100 clicks from paid advertising, which would cost you $100. This is known as your cost per acquisition (CPA).
5. Your return on ad spend (ROAS) would be 1x, meaning for every dollar spent in paid ads you get one dollar in return.

For most management firms, this return on ad spend wouldn't be acceptable. Sadly, we often see this type of ROAS when jumping into new client accounts.

To improve the situation, you hire a paid advertising firm 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 products. This is twice the return on ad spend! You might be profitable now selling that product or service, if your margins are good.

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

6.) Ad Creation Tips

This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.

When you run Facebook Ads or Instagram Ads for managers, 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 nearby.

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 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.

Why Choose WebCitz to Manage Your Paid Ads Services

We'd love to partner with your managers on paid ads! In addition to PPC management, we have internal teams focused on sales funnel development, social media ads, and ad creative testing for managers. Manager-focused PPC ads management companies don't all operate this way, since most only have one person in charge of everything. You might not get the results you want from management firm PPC agencies if you don't test campaign optimization and innovative ideas often enough.

While researching paid advertising agencies for your management firm, there are many factors to consider. The PPC plans and strategies we suggest for your management firm are backed by more than 20 years of experience. Many of these are the same paid ads plans we use to drive leads for our company.

In addition, you should choose us as your PPC advertising firm because you are confident we can help your management firm grow. Our paid ads experts are a good option for numerous reasons:

• It has been more than 20 years since we opened our doors, which makes us an industry leader.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• Since we have an internal advertising team, we do not outsource manager website marketing plans, such as paid ads management, sales funnel development, or ad creative services.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's talk about what our PPC professionals can do for your management firm! Manager-related small businesses often hire us for paid advertising management services, but larger management firms can also hire us to augment their marketing departments.

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

800-796-8263 Email Us