LP Agency

Frequently Asked Questions

Google Ads

Google offers a variety of ad campaign types, including Search, Display, Video, Shopping, Performance Max, and Demand Gen:

  • Search Ads: Text ads that appear on Google search results pages, triggered by user’s search queries. These are ideal for businesses wanting to reach users actively searching for their products or services.
  • Display Ads: Image-based ads that appear on websites across the Google Display Network. These are great for building brand awareness and reaching a broader audience.
  • Video Ads: Video ads that appear on YouTube and other video partner sites. These can be used for a variety of purposes, including brand awareness, product promotion, and lead generation.
  • Shopping Ads: Product listings that appear on Google Shopping and search results pages. These are perfect for E-Commerce businesses wanting to promote their products.
  • Performance Max: Goal-based campaigns that allow Google to optimize your ads across all channels and formats. These are ideal for businesses that want to maximize their results without having to manage multiple campaigns.
  • Demand Gen: Designed to create demand and drive consideration for your products or services by showcasing visually rich, relevant ads to users across YouTube, Gmail, and Discover. They’re perfect for reaching audiences who are in the “”discovery”” phase, helping to spark interest and guide them towards your offerings even before they start actively searching.

Keyword research is essential for any successful Google Ads campaign. Start by using tools like Google’s Keyword Planner to identify relevant keywords with high search volume and commercial intent. Consider factors like your business goals, target audience, and competition.

  • Keyword Planner: A free tool by Google that helps you find keywords related to your business and see how they might perform.
  • Search Volume: The number of times a keyword is searched for on Google per month.
  • Commercial Intent: The likelihood that a user searching for a keyword is ready to buy something.
  • Competition: The number of other advertisers bidding on a keyword.

Quality Score is a metric used by Google to determine the relevance and quality of your ads, keywords, and landing pages. It affects your ad rank and cost-per-click (CPC). A higher Quality Score means your ads are more likely to show up in a prominent position and at a lower cost.

  • Ad Relevance: How closely your ad matches the user’s search query.
  • Expected Click-Through Rate (CTR): The likelihood that your ad will be clicked on.
  • Landing Page Experience: The relevance and usefulness of your landing page.

Google Ads uses a real-time auction system to determine which ads are shown and in what order. You can choose from a variety of bidding strategies, including manual CPC bidding, automated bidding, and target CPA bidding.

  • Manual CPC Bidding: You set the maximum amount you’re willing to pay for each click.
  • Automated Bidding: Google automatically sets your bids based on your goals and budget.
  • Target CPA Bidding: You set a target cost per acquisition (CPA) and Google adjusts your bids to try to meet that target.

Yes, Google Ads allows you to target your ads to specific locations, including countries, regions, cities, and even postal codes. You can also target by radius around a specific location or exclude certain locations.

Conversion tracking is essential for measuring the effectiveness of your Google Ads campaigns. You’ll need to set up conversion tracking in your Google Ads account and add a conversion tracking tag to your website.

  • Conversion Tracking Tag: A snippet of code that you add to your website to track conversions.
  • Conversion: A desired action that you want users to take on your website, such as making a purchase or filling out a form.

Remarketing is a type of advertising that allows you to show ads to users who have previously visited your website. This can be a very effective way to bring users back to your site and convert them into customers.

Ad campaign optimization is an ongoing process. It involves regularly reviewing your campaign performance and making changes to improve your results. Some common optimization techniques include:

  • Keyword Refinement: Adding new keywords, removing underperforming keywords, and adjusting match types.
  • Ad Copy Testing: Creating multiple versions of your ads and testing them to see which ones perform best.
  • Bid Adjustments: Adjusting your bids based on performance and competition.
  • Landing Page Optimization: Improving the relevance and user experience of your landing pages.

Search ads appear on Google search results pages and are triggered by user queries, while Display ads appear on websites across the Google Display Network and are not triggered by queries. Search ads are typically more expensive but also have a higher conversion rate.

The time it takes to see results from Google Ads varies depending on a number of factors, including your industry, competition, budget, and optimization efforts. However, most businesses can expect to see some results within a few weeks.Google Ads offers a range of campaign types to suit different business needs:

  • Search Ads: Text-based ads triggered by user search queries, ideal for reaching potential customers actively looking for products or services.
  • Display Ads: Image-based ads shown on websites within the Google Display Network, excellent for raising brand awareness.
  • Video Ads: Video-based ads appearing on YouTube and partner sites, used for various purposes from brand building to lead generation.
  • Shopping Ads: Product listings displayed on Google Shopping and search results, perfect for e-commerce businesses.
  • Performance Max: Goal-oriented campaigns where Google optimizes ads across all channels and formats, ideal for businesses aiming to maximize results without managing multiple campaigns.

Keywords, Quality Score, and Bidding

For a successful Google Ads campaign, keyword research is crucial. Tools like Google’s Keyword Planner help identify relevant keywords with high search volume and commercial intent.

Quality Score, a metric used by Google to gauge ad relevance and quality, impacts ad rank and cost-per-click. A higher Quality Score often leads to better ad positioning and lower costs.

Google Ads operates on a real-time auction system to determine ad display and order. Bidding strategies include manual CPC bidding, automated bidding, and target CPA bidding.

Additional Google Ads Features

Google Ads allows for location targeting, including specific countries, regions, or even postal codes.

Conversion tracking measures campaign effectiveness and requires setting up conversion tracking in Google Ads and adding a conversion tracking tag to the website.

Remarketing enables showing ads to users who previously visited your website, a strategy to encourage return visits and conversions.

Campaign Optimization and Results

Ad campaign optimization is an ongoing process involving regular performance reviews and adjustments. Techniques include keyword refinement, ad copy testing, bid adjustments, and landing page optimization.

Search ads are triggered by user queries and appear on search results pages, while Display ads are shown on websites across the Google Display Network and are not query-triggered. Search ads tend to be more expensive but generally have higher conversion rates.

The time to see results from Google Ads varies based on factors like industry, competition, budget, and optimization efforts, but most businesses see some results within a few weeks.

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Microsoft Ads

Microsoft Ads is a pay-per-click advertising platform similar to Google Ads, displaying ads on Bing, Yahoo, and AOL search networks. LP utilizes Microsoft Ads to help clients tap into a valuable yet frequently overlooked audience with less competition and high intent.

Both platforms function similarly; however, Microsoft Ads often delivers lower costs per click (CPCs) and better return on investment (ROI) for certain industries. LP executes cross-platform strategies and tracks performance across both search engines to optimize your budget.

Yes, Microsoft Ads enables you to import campaigns directly from Google Ads. LP manages the import process, ensuring that settings, tracking, and targeting are all optimized for Microsoft’s platform.

Targeting options include keywords, demographics, device, location, and even LinkedIn job function. LP utilizes advanced demographic data from Microsoft to assist clients in refining their audience and maximizing conversions.

Conversion tracking requires implementation of the Universal Event Tracking (UET) tag. LP handles UET setup, monitors event triggers, and ensures your campaigns are ready for attribution.

The Microsoft Audience Network is Microsoft’s equivalent of the Display Network, placing ads on MSN, Outlook.com, and other native environments. LP tests and optimizes Audience Network placements to expand reach without sacrificing ROI.

Absolutely. Microsoft Shopping Campaigns can generate high-quality traffic. LP ensures your product feed is optimized for Bing’s merchant platform and sets up performance tracking to measure revenue impact.

Options include manual CPC, enhanced CPC, or automated strategies. LP utilizes performance data across accounts to identify the optimal bidding strategy for each campaign and regularly reevaluates to maximize efficiency.

Yes, site links, callouts, structured snippets, and other ad extensions are available. LP ensures all your extensions are fully implemented to increase your ad’s click-through rate and visibility on the search results page.

Definitely. Microsoft Ads can often deliver a higher ROI due to lower competition. LP frequently recommends Microsoft Ads as part of a dual-platform strategy, particularly for local and niche businesses.

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Search Engine Optimization

SEO stands for Search Engine Optimization. It’s how your site ranks organically in search engines like Google. LP builds long-term strategies that grow traffic and increase visibility.

Results can take 3 to 6 months or longer. At LP, we benchmark your site, prioritize high-impact quick wins, and show progress through transparent reporting.

On-page is everything on your site (content, structure, technical). Off-page is everything off your site (links, business listings & citations, and brand mentions). At LP, we use a blend of both to help you reach your business goals.

No, blogging isn’t required for SEO, but it helps you rank for long-tail keywords and address common search questions. LP creates SEO-driven blog content that answers real search queries, builds topical authority, and improves your site’s visibility.

Backlinks play a big role in getting your site found on Google. LP helps you earn high-quality links that boost your visibility, drive traffic, and build lasting authority.

Technical SEO helps your site get found and ranked by search engines. LP uncovers and fixes behind-the-scenes issues that hold you back, improving search visibility, traffic, and long-term performance.

Yes. Local SEO helps your business show up when nearby customers search online. LP optimizes your Google Business Profile, local listings, and on-site content to boost visibility in map results and local search.

You’ll see improvements in rankings, traffic, and leads. LP gives monthly reports with keyword tracking, traffic trends, and conversions.

Focus on keywords with high business value. LP researches and prioritizes keywords that bring you real customers—not just clicks or “search volume.”

Yes, absolutely. We provide you with the opportunity to review all content and metadata we create on your behalf before it’s published to your website. As the subject matter expert, your insights and final approval are crucial to us, ensuring the content accurately reflects your brand and meets your expectations.

You will have a dedicated Account Representative managing your LP campaigns. This individual will serve as your primary point of contact for all aspects of your digital marketing strategy, ensuring consistent communication and personalized support.

We track rankings, traffic, engagement, and conversions to show real progress over time. LP monitors key tools like Google Search Console and Google Analytics to track how people find your site, how they interact with it, and how that behavior changes. From clicks to conversions, we connect the data to your goals, so you always know how things are going.

We measure ROI by tracking key outcomes from organic traffic, like revenue from e-commerce sales or the value of leads for service-based businesses. LP works with your existing analytics setup to surface meaningful insights from GA4 and other tools.

It’s also important to note that SEO often has a synergistic effect, improving the performance of other channels. For example, it can boost PPC results by improving landing page relevance and quality scores, or enhance email campaigns by ensuring links lead to fast, high-converting pages. We also help identify and resolve issues like broken pages or lost traffic from removed URLs.

Finally, we consider SEO’s role across the entire customer journey. Using data-driven attribution modeling and insights, we evaluate how SEO supports conversions that may be credited to other channels, giving you a more complete picture of ROI.

In the first month, our focus is on optimizing key pages to establish a strong foundation. Following this, our strategy shifts to continuous, data-driven optimization and content creation. We prioritize additional pages based on various factors, including current performance, traffic potential, conversion opportunities, and your specific business goals. This ensures we’re consistently working on the pages that will yield the most significant impact on your overall organic search performance and business objectives.

For websites with a large number of pages, we develop a phased approach to systematically optimize and improve your content over time, ensuring comprehensive coverage and sustained growth.

Yes, SEO is still worth it—more than ever. As AI transforms search, the focus has shifted to creating high-quality content that answers user intent clearly and with authority. Today’s SEO includes optimizing for both traditional rankings and AI-powered overviews. LP helps your site show up where it matters, including in Google search, AI summaries, and chatbot responses.

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Paid Social

Meta Ads run on Facebook, Instagram, and Messenger. LP builds data-backed campaigns that meet your audience where they’re already scrolling.

Meta offers powerful targeting capabilities based on interests, demographics, behavior, and lookalike audiences. LP blends traditional targeting methods with Meta’s automation features to create strategic audiences that effectively balance reach and intent, driving stronger campaign performance.

Very. Dynamic product ads, retargeting, and custom catalogs make Meta ideal. LP syncs your store and builds tailored funnels that boost conversions.

Use Meta Events Manager and platform insights. We configure events and conversions correctly, and LP provides cross-platform attribution clarity.

The best ad format depends on your specific goals. Meta offers a variety of options, including image ads, video ads (including Reels), carousel ads, and collection ads. For automated optimization, use dynamic product ads and flexible ad formats. LP strategically tests and optimizes these creative formats to discover what resonates most with your audience.

It’s a short period where Meta tests ad delivery. LP structures campaigns to exit learning quickly and enter efficient scaling.

Yes, you can target past customers with Custom Audiences. LP sets up Custom Lists and Custom Pixel Audiences as well as exclusions to maximize ad relevance.

Benchmarks vary, but we’ll align on goals based on industry standards, attribution settings, and sitewide performance. LP helps set realistic goals based on your industry.

It can be difficult for many businesses, but that’s where we come in. At LP, we manage the complexity so you don’t have to. We handle full campaign setup, testing, optimization, and reporting.

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Amazon Advertising

Amazon Ads help you promote your products directly on Amazon through Sponsored Products, Sponsored Brands, and more. LP builds and manages Amazon campaigns to get your products in front of ready-to-buy shoppers.

Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP. Logical Position helps determine which ad types best suit your goals based on your catalog and competition.

Absolutely. Amazon’s pay-per-click model lets you scale up or down. LP builds strategies to match your budget while driving real, measurable sales.

Use Amazon’s keyword tools and historical data. LP combines Amazon insights with broader marketplace data to choose keywords that convert.

Yes—Amazon reports on ad-attributed sales, ACoS, ROAS, and more. LP provides custom reporting to make sense of your full-funnel performance.

Sponsored Products promote individual listings, while Sponsored Brands highlight your brand with a custom banner. We use both at LP to build visibility and trust across the customer journey.

Amazon offers dynamic bidding. LP monitors and adjusts bids daily to stay competitive and profitable.

Yes—with Sponsored Display and Amazon DSP. LP builds full-funnel retargeting strategies to keep your products top-of-mind.

Definitely. Ads protect your brand from competitors and drive more total sales. LP combines organic and paid strategies to maximize shelf space.

Weekly, at a minimum. LP actively monitors your campaigns and makes ongoing optimizations to maximize ROAS.

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Email Marketing

A campaign is a one-time email blast—think newsletters, product announcements, or sales. Automations are behavior-triggered flows, like welcome emails, cart reminders, or post-purchase follow-ups.

Most clients begin to see measurable improvements in engagement within 30–60 days of going live. Our approach focuses on long-term revenue growth through smart segmentation, strong creative, and strategic testing.

You do not. We handle the strategy, copywriting, and design for every send. You’re welcome to share brand assets or promo dates, but we manage the rest to save you time and ensure consistent execution.

Your email service provider (ESP) charges based on send volume and number of active profiles. Our fees cover the strategic and creative services we perform inside your account. This keeps ownership and billing clear: you will always own 100% of your platform and what LP builds within it.

Sending volume is based on your audience size, business goals, and past engagement. From there, we test and adjust based on performance and seasonal needs.

A send is the first version of an email. A resend is a follow-up communication sent to a smaller segment, such as non-openers or new subscribers, with tweaks to the subject line or content to improve results.

Email should typically account for about 30% of e-commerce revenue. We use a mix of automated flows and campaigns to achieve that, focusing on lifecycle marketing, engagement, and strategic testing that supports sales growth.

We utilize behavioral data such as purchase frequency, engagement level, and onsite activity to create high-performing segments. Our professionals keep lists healthy and content relevant to reduce unsubscribes and improve ROI.

Yes. A/B testing helps us continuously refine strategy, increase performance, and ensure that every email has the highest chance of success.

We monitor list health, and follow permission-based marketing practices. Our team proactively addresses any red flags like bounce rates or spam complaints and monitor compliance updates so your emails land where they should.

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Text Message Marketing

Yes: if you want fast results, high engagement, and a direct line to your customers. We’ve helped ecommerce brands, service providers, and niche businesses alike drive serious revenue with SMS.

It depends on your goals. SMS is cost-effective and fast. MMS adds visuals and length. We’ll help you choose the right format (and test it) to get the best results for your audience and budget.

We don’t mess around here. Every SMS program we build is compliant, with proper opt-ins, opt-outs, and carrier-approved sending practices.

Typically under 30 days. That includes setting up your number, building your list, creating your automations, and launching your first campaign.

Most clients see open rates above 90%. SMS shines when timing matters: like flash sales, low-stock alerts, or cart reminders.

That’s where we come in. We’ll help you build your list, create core automations (like a welcome flow), and design your first campaigns to drive impact from day one.

Absolutely. We plan your calendar across both channels so that SMS and email work together, and not against each other. Messaging, timing, and creative are all coordinated for a seamless experience.

RCS (Rich Communication Services) is a newer messaging format that supports interactive content—like carousels, buttons, and rich media. It sounds great, but it’s not yet supported by all carriers or devices. SMS is universal. We monitor carrier support and can test RCS when it makes sense for your audience.

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