Surrey, BC PPC Agency

Our Surrey, BC PPC Management Game Plans

PPC Management consists of creating and optimizing paid advertisement campaigns in Surrey. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide skilled PPC management, a PPC advertising company for Surrey 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 ads for a local Surrey small business is much different from how you'd handle it for an ecommerce brand.

Service providers in Surrey, for example, are often only searching for quality leads. Through paid ads, traffic can be driven to an optimized landing page or sales funnel. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't currently exist or need a lot of revisions.

Alternatively, ecommerce brands tend to be interested in online sales. This can be accomplished through paid advertising that builds traffic to an optimized product page or category page. Google Shopping Campaigns might even make sense in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

The next step in Surrey PPC ads management is understanding the metrics that will be used to optimize and scale. Most Surrey paid advertising firms will implement email collection strategies through squeeze pages or lead magnets to help increase the value of PPC advertising. 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 Surrey business needs to use multiple tactics and marketing tools. Some of the best paid advertising services in Surrey strive to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social channels, and third parties.
• Make money online or through qualified leads for your Surrey organization.
• Better understand ad attribution through the integration of third-party attribution software.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Engage users in story creation, email collection, and user generated content.
• Test ad creatives across various ad placements and between different media formats.

In addition to managing Surrey-area PPC campaigns, our team also offers Vancouver, Burnaby, Abbotsford, Kelowna, Nanaimo, Victoria, and Chilliwack small businesses and large corporations a premium PPC management service.

Pricing for Surrey, BC Paid Ads Management

The price of our PPC management packages is based on the amount of time you want us to dedicate to your campaigns each month. Listed below you will find our starting price for PPC ads management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Surrey, BC Small Businesses

One of the most obvious benefits of Surrey paid ads is the quick increase in traffic it provides.

Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.

The first recommendation we offer to Surrey businesses interested in running PPC 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. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

The right combination of paid ads and online marketing can greatly enhance your Surrey business's online advertising game plan. Remember, more traffic doesn't always mean more conversions!

How We Manage Surrey, BC Paid Ads

Our team of paid ads experts is knowledgeable about the latest paid ads trends in Surrey. Take advantage of our experience across dozens of business industries to help increase traffic and conversions to your Surrey digital assets.

Keyword Research

In the context of paid ads, 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.

If you are searching for a roofing company in Surrey, you might search "Surrey Roofer" on Google. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid advertising manager for that roofing company in Surrey.

What if, however, that exact match keyword wasn't producing enough search volume and the Surrey roofing company wanted to increase their traffic and conversions? The solution would require keyword research.

Typically, the PPC advertising manager will discuss with the Surrey roofing company what types of services to target more often. A broader keyword targeting tactic than exact matches might also be necessary.

For instance, the British Columbia PPC manager might discover high search volume for "White Rock, Canada roofing companies" or even "Surrey roof repair." The first phrase is targeting a nearby location to Surrey, which might still be in the service area of the Surrey roofing company. 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.

When building negative keyword lists, keyword research can also be beneficial. You can use these to prevent your paid advertising from showing in search queries that you know won't convert.

An individual looking for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your paid advertising 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 ads on Facebook and Instagram in Surrey paid advertising campaigns. There are options within Google Ads and Bing Ads for audience targeting as well though.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

In years past, Surrey paid advertising managers relied heavily on building out their own custom audiences within Facebook. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Surrey eagerly took advantage of.

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

In the iOS 14.5 upgrade, 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 Surrey and beyond. In fact, it even affected the accuracy of ad attribution reporting.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Surrey advertising firms. 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 Surrey paid advertising companies relying on custom audiences, the trend is moving toward broad targeting. You can see it in every update within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."

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

It's not to say audience research and targeting are going away. Surrey ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Landing Page Creation & Optimization

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

When we take on the management of a paid advertising campaign in Surrey, we start by looking over the landing pages to see if they follow best practices. In this review, we consider the following factors and more:

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Am I able to find a lead form right away?
• Can you easily identify the call to action?
• How fast does the page load?
• Is social proof present?
• Does the page load on mobile devices?

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 Surrey PPC advertising!

Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Surrey sales pitch.

Revenue Funnel Development

As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

For example, we have a client that promotes an online fitness challenge that you could even join from Surrey. 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 Surrey 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 Surrey. It can take years of experience to master funnels, however. You can save yourself some time by looking for a PPC management agency, like WebCitz, to handle the heavy lifting!

Conversion 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 Surrey.

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

1. You sell a $100 sweatshirt in Surrey on your website.
2. You have a 1% conversion rate, meaning for every 100 Surrey 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 Surrey 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 advertising you get two dollars in return.

For most Surrey small 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Surrey 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 Surrey, 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 should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out great 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Surrey.

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 Surrey 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 should understand when to pause an ad because it isn't performing as well as it once did. You should 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 paid ads management agency that helps Surrey small 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 Surrey site or funnel.

You might be suffering from ad attribution glitches 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 Surrey 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 Surrey 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.

Types of Paid Ads for Surrey, BC PPC Campaigns

In Surrey, there are many ways to run paid advertising. Let's discuss some of the most common paid ads being run within various business industries in Surrey.

Local Ads throughout Surrey

You can use nearly any advertising platform to run nearby ads for your Surrey organization. One platform may be more effective for your local area Surrey small business than another. You should try out every option available to see which suits you best. Now let's discuss some localized advertising options.

From Google, you'll have two options.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers in Surrey. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Surrey. 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. We often use Google Local Service Ads for home services contractors in Surrey, like plumbers, electricians, roofers, and heating installers.

You can also target people in your local Surrey area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Surrey as a city, or specific ZIP codes around Surrey. Local Facebook Ads are often used by Surrey organizations of all types.

Social Ads for Surrey Websites

Pretty much any online ad you see on a social network site is going to qualify as a social ad.

It's important to keep the ad creatives fresh when running social ads. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. For higher spending ad campaigns, you might need to look at weekly ad creative edits.

The best part of social media advertising is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. When running search advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your Surrey business offers.

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 Engine Ads throughout Surrey

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

In some circles, this is referred to as Surrey Search Engine Marketing, or SEM. This is just a different way of explaining search engine marketing, which are advertisements placed on the search results page of a search engine.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google 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 Surrey Businesses

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Surrey 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. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.

Retargeting Ads in Surrey

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

It is almost always recommended to set up retargeting ads to help bring people back to your website after they've had time to think through different options.

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Surrey Ecommerce Businesses

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

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 Surrey storefront.

With these tools in place, you'll be able to provide Google Ads an updated list of all your accurate product data, including the 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 throughout Surrey

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

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

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. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

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

Free Paid Ads Calculators for Surrey, BC PPC Managers

As part of our commitment to managing Surrey paid advertising campaigns, our internet marketers worked with our web development team to build a few paid ads calculators that might interest you.

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

View Other PPC Tools

Why Choose WebCitz to Manage Your Surrey, BC Paid Ads Strategies

We'd love to partner with your Surrey team on paid advertising! As a full-service PPC management firm targeting Surrey, we have multiple internal teams focused on search ads, social media ads, sales funnel development, and ad creative testing. This is not true of all Surrey PPC management companies, since most only have a single person handling all the duties. For those Surrey PPC firms, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.

Choosing a paid ad company for your Surrey organization is not an easy task. Having over 18 years of experience, you can trust our PPC tactics and plans for Surrey businesses. As a lead generation company, we often use similar paid ads strategies.

In addition, you should choose us as your paid advertising firm because you are confident we can help your Surrey company grow.

Here are a few reasons we suggest considering our PPC professionals:

• Having been in business since 2004, we have more than 18 years of experience.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• We do not outsource Surrey internet advertising plans, 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 discuss what our PPC specialists can offer your Surrey company! While we often provide complete paid ads management services for small businesses in cities like Surrey, we are also able to augment the marketing departments of large corporations in Surrey and beyond.

Our team would appreciate the opportunity to be considered when your Surrey business needs a paid ads marketing firm. 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