Kelowna, BC PPC Agency

What is Kelowna, BC PPC Management?

The act of creating and optimizing Kelowna paid advertising campaigns is known as PPC management. Despite that simple explanation, let's explore it further.

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

Service providers in Kelowna, 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. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't yet exist or need to be substantially improved.

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. In some cases, it might even make sense to include Google Shopping Campaigns. Our team has even used sales funnels to help sell products and subscriptions.

The next step in Kelowna PPC management is understanding the metrics that will be used to optimize and scale. For paid advertising to be effective, most Kelowna 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.

To be successful with paid advertising, your Kelowna business should utilize multiple advertising strategies and marketing tools. Pay-per-click campaigns in Kelowna should include tactics like:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Make your Kelowna business more profitable by acquiring qualified leads or selling online.
• Integrate third-party attribution tools to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• 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 Kelowna-area PPC campaigns, our team also offers Vancouver, Surrey, Burnaby, Abbotsford, Nanaimo, Victoria, and Chilliwack small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Kelowna, BC Businesses

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

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

The first recommendation we offer to Kelowna businesses interested in running paid advertising is to 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.

Kelowna companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. Remember, more traffic doesn't always mean more conversions!

Types of Paid Ads for Kelowna, BC PPC Campaigns

There are numerous ways to run paid advertising for your Kelowna business. The following are some of Kelowna's most common paid advertisements options.

Local Ads throughout Kelowna

You can use nearly any advertising platform to run local ads for your Kelowna business. One platform may be more effective for your local Kelowna business than another. 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. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers in Kelowna. Kelowna professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

The second option from Google, if you are in a qualifying business industry, is to check out 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 Kelowna, like plumbers, electricians, roofers, and heating installers.

You can also use Facebook Ads to target people in your local Kelowna area. 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 Kelowna. Local Facebook Ads are often used by Kelowna businesses of all types.

Social Ads throughout Kelowna

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

Maintaining fresh ad creatives is key to social ads. 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.

The best part of social ads is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it 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 Kelowna.

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 for Kelowna Businesses

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

In some circles, this is referred to as Kelowna Search Engine Marketing, or SEM. 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 for Kelowna Businesses

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Kelowna news stations), gossip websites, and more.

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

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 Kelowna Businesses

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

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Kelowna 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 Kelowna storefront.

By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.

Video Ads within Kelowna

You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

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. 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 Kelowna if you have the budget to do so.

Kelowna, BC PPC Management Services

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

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 "Kelowna Roofer" on a search engine, for example, might lead someone to a roofing company in Kelowna. Targeting that exact phrase wouldn't require in-depth keyword research for that Kelowna roofing company's paid ads manager.

What if, however, that exact match keyword wasn't producing enough search volume and the Kelowna roofing company wanted to increase their traffic and conversions? In order to solve the problem, keyword research would be required.

The next steps might involve the paid ads manager discussing with the Kelowna roofing company what types of services they want to target more often and within what geographic areas. There may also be a need to broaden the keyword targeting.

For instance, the British Columbia PPC manager might discover high search volume for "Peachland, Canada roofing companies" or even "Kelowna roof repair." The first phrase targets a location nearby Kelowna 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.

You can also benefit from keyword research when building out negative keyword lists. 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. They might see your paid ads if you use broad keyword targeting without any negative keywords like "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 Kelowna 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 go over a little history on audience research and targeting within the Facebook Ads platform.

Kelowna paid advertising managers used Facebook's custom audiences extensively in the past. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Kelowna advertisers lined up to exploit.

As time went on, data privacy and machine learning both had an impact on custom audiences.

In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. The change negatively affected Facebook's ability to track user behavior across Kelowna and beyond. This even affected the accuracy of ad attribution reporting.

For most Kelowna 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.

While there will still be plenty of Kelowna paid ads agencies relying on custom audiences, it is clear the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

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.

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

Landing Page Optimization

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

We begin by examining the landing pages on any paid advertising campaign in Kelowna to make sure they follow best practices. In this review, we consider the following factors and more:

• Do you have a headline that emphasizes benefits?
• Is there an image above the fold?
• Is the content written in a compelling manner?
• Do I have immediate access to a lead form?
• Are the call to actions easily noticeable?
• How quickly does the page load?
• Is there social proof?
• Am I able to load the page on a mobile device?

Quality landing pages are the result of many factors.

Until you have a landing page that follows best practices, don't spend money on Kelowna paid advertising.

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

Including a Sales Funnel

As an alternative to a landing page, you might want to consider building out one or more sales funnels. In order to generate leads, build email audiences, and even make online purchases, we rely on sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from Kelowna. While managing their digital 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 Kelowna 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 Kelowna. 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 Kelowna.

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

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

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 Kelowna 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 Kelowna 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 Kelowna 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 Kelowna 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 Kelowna 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 Kelowna, BC PPC Managers

Our digital marketers are so excited about managing Kelowna 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 Kelowna, BC PPC Services

We want to be your Kelowna team's paid advertising partner! We are a full-service PPC management company targeting Kelowna with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. This is not true of all Kelowna PPC management companies, since most only have a single person handling all the tasks. For those Kelowna 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 Kelowna business is not an easy task. The PPC strategies and tactics we suggest for your Kelowna company are backed by more than 18 years of experience. Many of these are the same PPC tactics we use to generate leads for our company.

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

• We have been in business since 2004, which means we have more than 18 years of experience.
• We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
• We do not outsource Kelowna digital marketing services, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• 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 Kelowna company! We often provide complete paid advertising management services to Kelowna small businesses, but we can also augment the marketing department of larger Kelowna corporations to fill in missing skill sets.

We hope you consider our company when searching for a PPC advertising agency for you Kelowna 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.