Lethbridge, AB PPC Agency

What is Lethbridge, AB PPC Management?

PPC management refers to creating and optimizing Lethbridge paid advertising campaigns. Despite that simple explanation, let's explore it further.

In order to provide professional PPC management, a paid ads agency for Lethbridge should get to know your company and its goals. You can use this information to determine the next steps, since paid advertising for a local business differs from paid advertising for an ecommerce store.

Service providers in Lethbridge, 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. 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.

In contrast, ecommerce brands are most likely to be interested in online sales. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. 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.

To optimize and scale Lethbridge PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Lethbridge paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. For ad budgets over $1,000/mo, it often makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam to better understand ad attribution and reporting.

Your Lethbridge business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. Pay-per-click campaigns in Lethbridge should include tactics like:

• 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 Lethbridge business.
• Integrate third-party attribution tools to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Place ad creatives across various ad placements and media formats to see which performs best.

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

How Paid Advertising Helps Lethbridge, AB Businesses

Traffic increases almost instantly with Lethbridge paid advertising.

It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.

Starting slowly is the first recommendation we give to Lethbridge businesses interested in paid advertising.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in paid advertising or scale your existing 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.

When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Lethbridge company. It's important to keep in mind that increased traffic does not always translate into more conversions.

Types of Paid Ads for Lethbridge, AB PPC Campaigns

The options for running paid advertising for your Lethbridge business are numerous. The following are some of Lethbridge's most common paid advertisements options.

Local Ads in Lethbridge

If you have a business in Lethbridge, you can run local ads on almost any advertising platform. One platform may be more effective for your local Lethbridge business than another. It is important to try out every available option to see which works best for your needs. Let's talk about a few local advertising choices.

Google is going to offer two options.

In the first case, you can run traditional Google Ads, possibly using the 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 Lethbridge. Even local stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. We often use Google Local Service Ads for home services contractors in Lethbridge, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in Lethbridge. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to specific ZIP codes in Lethbridge. Local Facebook Ads are often used by Lethbridge businesses of all types.

Social Ads for Lethbridge Websites

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

The trick to social ads is keeping the ad creatives fresh. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. 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. It's quite the opposite when you run search ads since you only get to show them when someone searches for what you offer in Lethbridge.

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 within Lethbridge

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

There are some people out there who refer to this as Lethbridge Search Engine Marketing, or SEM for short. An advertisement that appears on the search results page of a search engine is called a search ad.

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.

Display Ads in Lethbridge

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

These are commonly used within the Google Ads and Bing Ads platforms.

To get started with display ads, you just need a set of ad creatives in different image sizes. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.

Retargeting Ads throughout Lethbridge

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

To help people return to your site 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.

Shopping Ads for Lethbridge Ecommerce Businesses

This type of search ad was popularized by Google Shopping Campaigns.

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.

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 Lethbridge

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.

You should definitely consider incorporating video ads into your paid advertising campaigns in Lethbridge if you have the budget to do so.

Lethbridge, AB PPC Management Services

With in-depth knowledge of the latest PPC trends for local businesses in Lethbridge, we are a team of paid advertising specialists. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Lethbridge digital assets.

Keyword Research

Keyword research in PPC is mostly used for Google Ads and Bing Ads search network 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 Lethbridge might search "Lethbridge Roofer" on a search engine. As a paid ads manager for that Lethbridge roofing company, targeting that exact phrase wouldn't require in-depth keyword research.

However, what if the exact match keyword isn't generating enough search volume and the Lethbridge roofing company needs to expand their advertising reach? Researching keywords would be necessary for the solution.

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

Suppose the Alberta PPC manager discovers that there is a high traffic volume for "Coaldale, Canada roofers" or even "Lethbridge roof repair." The first phrase targets a location nearby Lethbridge that might still be within the company's service area. The second phrase is targeting a slightly different service, which might result in a more lucrative roof replacement project if the repair work is extensive.

Negative keyword lists can also benefit from keyword research. You can use them to prevent your paid ads from showing up in search queries that you know are not likely to result in a lead or sale.

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".

You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.

Audience Research

When you hear audience research talked about in Lethbridge paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. Google Ads and Bing Ads also offer audience targeting options.

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

Lethbridge paid advertising managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Lethbridge eagerly took advantage of.

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

In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Lethbridge and beyond. This even affected the accuracy of ad attribution reporting.

For most Lethbridge advertising agencies, 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.

In spite of the fact that many Lethbridge 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.

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.

This isn't to say audience research and targeting is going away. Lethbridge ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Optimizing Landing Pages

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

We begin by examining the landing pages on any paid advertising campaign in Lethbridge to make sure they follow best practices. Our review takes into account the following factors:

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• What is the quality of the content? Is it well written?
• 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 Lethbridge paid advertising!

You should never consider your landing page complete. For continuous improvement, run A/B testing every few months.

Including a Sales Funnel

Rather than a landing page, you might want to consider building out a sales funnel. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from Lethbridge. We built multiple sales funnels within Click Funnels while managing their digital marketing. Here are a few of the funnels we used:

• To increase awareness and capture email addresses, we used squeeze pages.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• Through application funnels, we pushed people towards the idea of applying to 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 Lethbridge business isn't limited to only these options. It is important to remember that these can be very useful for gauging interest in a product or service, building an email subscriber base, and selling a product or service online.

Take your time if you decide to implement a funnel. You can learn this type of work at home or at a technical school in Lethbridge after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC management firm like WebCitz to do the hard work for you!

Conversion Rate Optimization

Knowing your conversion rate is crucial to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services throughout Lethbridge.

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

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

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 Lethbridge 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 Lethbridge 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 Lethbridge 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 Lethbridge 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 Lethbridge 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 Lethbridge, AB PPC Managers

Our digital marketers are so excited about managing Lethbridge'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 Lethbridge, AB PPC Services

Let's work together on paid advertising for your Lethbridge business! We are a full-service PPC management company targeting Lethbridge with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. Lethbridge PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not be testing campaign optimizations and creative ideas often enough with those Lethbridge PPC companies to get the results you desire.

Choosing a paid ad agency for your Lethbridge 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 Lethbridge business. These are often the same PPC tactics we use for our own lead generation.

Lethbridge companies should choose our paid advertising agency because they feel confident we are the right team. Consider our PPC experts for the following 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.
• Our internal advertising team handles all Lethbridge digital marketing services, such as PPC management, sales funnel development, and ad creatives.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's discuss what our PPC experts can offer your Lethbridge company! Lethbridge small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.

We hope you consider our company when searching for a PPC advertising agency for you Lethbridge small business or large corporation. 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