The Complete Guide to Multi-Platform PPC in Charlotte: Google, Facebook, and Pinterest Management Services

Charlotte offers a wide range of businesses across its different neighbourhoods, from Banking Headquarters in Uptown to Craft Breweries in NoDa. Because of this variety of businesses and their customers, a significant number of Digital Marketing Strategies will need to be created for these types of businesses.

Most businesses use Google Ads for their PPC Advertising Charlotte; however, many are realising the benefits of using multiple platforms to reach their customers.

Why Single-Platform PPC Falls Short in Charlotte

Why does it Fail?: Knowing that using only one Platform to advertise results in very few sales is a disservice to your customers. Think of trying to sell fish with one rod and reel in Lake Norman – you will catch some fish, but miss out on many more because you don't have an entire lake to pull from.

Of course, a Charlotte Consumer doesn't just use Google for whatever they are looking for. All of your banking Clients are going to use Google for Financial Services, Facebook for Lifestyle Content and Pinterest for Kitchen Renovations, so if you want to reach them at all points of the buying process, you can't target on only one Platform when you highlight your Offerings.

Platform #1: Google Ads - The Base of Your Charlotte PPC Campaign

Google Ads is at the heart of every successful Charlotte PPC campaign. It captures high-intent searches when users are currently looking for a solution.

"Best Fit" for Charlotte Businesses:

• Professional Services (Legal, Accounting, Consultation)
• Home Services (HVAC, Plumbing, Landscaping)
• Healthcare and Urgent Care Services

Charlotte-Specific Strategies to Utilize:

• Focus Keyword Should include specific Neighborhoods (For example, "HVAC Repair in Myers Park")
• Use Location Extensions For Multi-Service Areas
• Take Advantage of Local Events and Seasonal Trends (For Example: Panthers Games, NASCAR)

Platform #2: Facebook Advertising - The Relationship Creator

Facebook is a fantastic platform for attracting prospects that aren't searching in the moment but are a match for your target customer profile. It is an excellent platform for creating awareness, as well as generating prospects as they pass through the "Consideration Phase."

Good for businesses like the following:

• Dining and Entertainment Companies
• Real Estate Agents
• Retail Companies
• B2B Companies Focused on Specific Niches

Charlotte Targeting Benefits:

• Demographic Targeting (Income Level, Job Type, Interests) Is Extremely Detailed
• Look-A-Like Audiences From An Existing Customer Database
• Event Based Targeting At The Charlotte Motor Speedway, & At The Spectrum Center.
• Neighborhood-Specific Targeting in Dilworth, South End, & Ballantyne.

Platform #3 - Management of Pinterest - Potentially Huge for Your Agency:

Pinterest Management Services are not only for "lifestyle brands", but for any business that has visual interest and/or aspirational qualities.

The following types of businesses have proven successful on Pinterest:

• Home Improvement Contractors (using before and after images)
• Financial Advisors (producing infographics regarding retirement planning)
• Healthcare Providers (providing wellness articles and healthy recipes)
• Professional Services (sharing images of office design inspiration; sharing tips to improve one's productivity).

The reasons that Pinterest is effective in Charlotte:

• The high average income (leading to increased discretionary spending).
• The strong home ownership percentage (further increasing home improvement searches).
• The continued growth of the food and lifestyle community (creating further opportunities for engagement).

Designing Your Cross-Platform Marketing Approach

Phase 1: Groundwork - Month One/Two

Start with a Google Ads campaign for quick results and to use your high-intent keywords to target areas in your locality to get instant wins, as well as help develop baseline performance metrics.

Phase 2: Add - Month Three/Four

Use Facebook campaigns oriented towards lookalike audience segments that convert on your existing Google Ads campaigns using Facebook's detailed targeting capabilities of targeting your best customers. 

Phase 3: Improve - Month Five/Six

Incorporate Pinterest Management Services into your overall marketing strategy by producing visual and creative pieces of content. Create boards that display your work, share industry trends, and highlight local businesses that you are connected with in Charlotte, NC.

Budget Allocation For Charlotte Businesses

• Recommended Distribution Of Your Budget: 
• Google Ads 50%-60%: Immediate results(high-intent)
• Facebook Ads 30%-35%: Brand awareness + nurturing
• Pinterest 10%-15%: Long-term brand building + niche targeting.

You may need to adjust your use of various platforms if you're in different industries or have varying goals. B2B services may lean more toward Google and LinkedIn, while consumer brands may prefer Facebook and Pinterest.

Measuring Success Across Multiple Platforms

Evaluate all platforms together, not separately. Use the following criteria to track:

• Assisted Conversions: The way that Facebook and Pinterest influence how well people are converting via Google Ads.
• Customer Journey: The platforms that create interest in persons before they actually become customers.
• Customer Lifetime Value: The higher the value of the customer, generally a particular platform has the ability to attract better customers than the others.
• Brand Awareness: The reach, engagement, and share of voice for each platform.

The Charlotte Advantage

Local PPC Advertising Charlotte specialists have multi-platform strategy expertise, which provides you with notable benefits:

• Understanding of local events/season.
• Charlotte's various neighbourhoods and demographics
• Relationships/Connections to Local Influencers and Content Creators
• Insight into Competing Business Strategies on All Platforms

Next Steps

Do not constrain your PPC Charlotte NC efforts to one platform. Businesses that are successful/competitive in the Charlotte area continue to reach their customers through multiple platforms. (Google, Facebook, Pinterest, etc.)

All of the most successful Charlotte companies have knew that it was not necessary to choose a platform; they create a unified strategy that reaches and connects with their customers using every platform that is available to them.

Would you like help in getting business from more than one place? Your competition is already there!