Edmonton, AB PPC Agency

What is Edmonton, AB PPC Management?

The act of creating and optimizing Edmonton paid advertising campaigns is known as PPC management. However, that is an incredibly simple explanation, so let's dig a little deeper.

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

Service providers in Edmonton, for example, are often only looking for quality leads. In order to accomplish this, paid advertising can drive traffic to a landing page or sales funnel that is optimized. If those digital assets don't yet exist, or need substantial improvement, then you could start with Google Local Service Ads or Facebook Lead Forms.

Alternatively, ecommerce brands tend to be interested in online sales. Using paid advertising, you can drive 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.

The next step in Edmonton PPC management is understanding the metrics that will be used to optimize and scale. Most Edmonton paid ads agencies will implement email collection strategies through squeeze pages or lead magnets to help increase the value of paid advertising. 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.

Your Edmonton business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. For example, the best Edmonton 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 Edmonton business.
• Better understand ad attribution through the integration of third-party attribution software.
• Present social proof through case studies, white papers, and video testimonials.
• Engage users in story creation, email collection, and user generated content.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Edmonton-area PPC campaigns, our team also offers Calgary, Red Deer, Lethbridge, Medicine Hat, and Grande Prairie small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Edmonton, AB Businesses

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

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 Edmonton, we recommend that you start slowly.

Before diving into paid 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're not getting conversions, don't blame Facebook or Google. It is usually the creatives, campaign settings, or sales process that is the problem.

When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Edmonton company. Remember, more traffic doesn't always mean more conversions!

Types of Paid Ads for Edmonton, AB PPC Campaigns

There are numerous ways to run paid advertising for your Edmonton business. Edmonton 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 Edmonton

You can use nearly any advertising platform to run local ads for your Edmonton business. One platform may be more effective for your local Edmonton business than another. To find out which option works best for you, you should try all of the options available. Let's talk about a few local advertising choices.

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

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. 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. Plumbers, electricians, roofers, and heating installers in Edmonton often use Google Local Service Ads.

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

Social Ads for Edmonton 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. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. When running search ads, that is quite the opposite since your ads are only going to show when someone is actively looking for what your Edmonton business offers.

That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.

Search Ads throughout Edmonton

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

There are some people out there who refer to this as Edmonton Search Engine Marketing, or SEM for short. There are different ways to explain search ads, 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. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

Display Ads in Edmonton

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

Bing Ads and Google Ads both offer these.

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 for Edmonton Businesses

Your Edmonton website, landing page, or sales funnel won't convert everyone on the first visit.

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 Edmonton Ecommerce Businesses

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 for your Edmonton storefront.

With these tools, you can provide Google Ads with an accurate list of all of your 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 within Edmonton

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

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.

The conversion potential of video ads is excellent on both platforms. Video ads are frequently used to showcase product launches, custom services, and personal introductions.

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

Edmonton, AB PPC Management Services

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Edmonton local businesses. Drive traffic and conversions to your Edmonton digital assets with our experience across dozens of industries.

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, Bing and Google only show ads based on what people search for.

A search for "Edmonton Roofer" on a search engine, for example, might lead someone to a roofing company in Edmonton. As a paid ads manager for that Edmonton roofing company, 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 Edmonton roofing company wanted to increase their traffic and conversions? In order to solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid ads manager talking with the Edmonton roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.

For instance, the Alberta PPC manager might discover high search volume for "Saint Albert, Canada roofing companies" or even "Edmonton roof repair." The first phrase is targeting a nearby location to Edmonton, which might still be in the service area of the Edmonton roofing company. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

Negative keyword lists can also benefit from keyword research. 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

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Edmonton paid advertising campaigns. However, Bing Ads and Google Ads also allow audience targeting.

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

In years past, Edmonton paid advertising managers relied heavily on building out their own custom audiences within Facebook. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Edmonton advertisers lined up to exploit.

The rise of data privacy and machine learning had a significant impact on custom audiences over time.

Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Edmonton and beyond. Even ad attribution reporting was affected.

For most Edmonton advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. 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.

In spite of the fact that many Edmonton paid ads agencies still rely on custom audiences, it is clear that the trend is shifting 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.

Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.

It's not to say audience research and targeting are going away. There will always be targeting options that can be manipulated within Edmonton ad campaigns to squeeze a little extra performance.

Landing Page Optimization

An important factor in the success of your Edmonton paid advertising campaign is the landing page.

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

• Do you have a headline that emphasizes benefits?
• Is there an image above the fold?
• Is the content written in a compelling manner?
• Do you have a lead form I can use right away?
• Can you easily identify the call to action?
• How quickly does the page load?
• Is social proof present?
• 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.

Make sure your landing page follows best practices before you spend money on Edmonton paid advertising!

You should never consider your landing page complete. Try running A/B testing every few months to continue refining your Edmonton sales pitch.

Including a Sales Funnel

Rather than a landing page, you might want to consider building out a sales funnel. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

One of our clients promotes an online fitness challenge that you can even join from Edmonton. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:

• To increase awareness and capture email addresses, we used squeeze pages.
• 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 Edmonton 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 Edmonton. 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 Edmonton.

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

1. You sell a $100 sweatshirt in Edmonton on your website.
2. You have a 1% conversion rate, meaning for every 100 Edmonton 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 Edmonton 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 Edmonton 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 Edmonton 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 Edmonton, 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 Edmonton.

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 Edmonton 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 Edmonton 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 Edmonton 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 Edmonton 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 Edmonton 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 Edmonton, AB PPC Managers

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

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

View All PPC Tools

Why Choose WebCitz to Manage Your Edmonton, AB PPC Services

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

Choosing a paid ad agency for your Edmonton business is not an easy task. The PPC strategies and tactics we suggest for your Edmonton company are backed by more than 18 years of experience. These are often the same PPC tactics we use for our own lead generation.

In addition, you should choose us as your paid advertising agency because you are confident we can help your Edmonton company grow. Our PPC experts are a good option for a number of reasons:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid advertising helps us rank for keywords we don't yet rank organically for.
• We do not outsource Edmonton digital marketing services, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• 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 talk about what our PPC experts can do for your Edmonton business! Edmonton small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.

When it comes time for your Edmonton 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.

800-796-8263 Email Us