From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Boulder business with its paid ads.
We are a results-driven PPC management company with more than 18 years of experience helping local businesses and ecommerce brands throughout Boulder improve their paid advertising campaigns.
To target relevant audiences and build brand awareness, our paid ads managers can help your Boulder business leverage Facebook Ads, Google Ads, or even Bing Ads. Through these ad platforms, we can help you target prospects at any stage of the customer journey. From there, we can help you integrate solutions that bring clarity to ad attribution in a post iOS 14.5 environment, allowing you to efficiently scale your ad campaigns.
With our in-house graphic design and video marketing teams, we can create stunning creatives that provide the right hook and tell a story that resonates with your audience.
We even setup and optimize Google and Facebook advertising campaigns for businesses in Superior, CO, Louisville, CO, Lafayette, CO, Broomfield, CO, and Erie, CO.
Read on to learn more about our Boulder PPC management services.
The act of creating and optimizing Boulder paid advertising campaigns is known as PPC management. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide professional PPC management, a paid ads agency for Boulder 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 Boulder business is much different from how you'd handle it for an ecommerce brand.
Local service providers in Boulder, for instance, are often only interested in good 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. Google Shopping Campaigns might even make sense in some cases. Our team has even used sales funnels to help sell products and subscriptions.
The next step in Boulder PPC management is understanding the metrics that will be used to optimize and scale. Most Boulder paid ads agencies will implement email collection strategies through squeeze pages or lead magnets to help increase the value of paid 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 Boulder business should utilize multiple advertising strategies and marketing tools. Some of the best paid advertising services in Boulder include:
In addition to managing Boulder-area PPC campaigns, our team also offers Arvada, Aurora, Castle Rock, Centennial, Colorado Springs, Denver, Fort Collins, Grand Junction, Greeley, Highlands Ranch, Lakewood, Longmont, Loveland, Montrose, Pueblo, Thornton, and Westminster small businesses and large corporations a professional PPC management service.
The most obvious benefit of Boulder paid advertising is the near instant 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 Boulder 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.
Don't blame Facebook or Google if you don't get conversions. 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 Boulder company. Remember, more traffic doesn't always mean more conversions!
There are numerous ways to run paid advertising for your Boulder business. Let's discuss some of the most common paid ads being run within various business industries in Boulder.
You can use nearly any advertising platform to run local ads for your Boulder business. You may find greater success on one platform over another depending on the nature of your local Boulder business. 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. 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 Boulder. Boulder 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. 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 Boulder, like plumbers, electricians, roofers, and heating installers.
You can also use Facebook Ads to target people in your local Boulder area. The first step is to set up a campaign with ad sets restricted to Boulder as a city, or specific ZIP codes around Boulder. Local Facebook Ads are often used by Boulder businesses of all types.
Almost all online ads you see on social networks qualify as social media ads.
Maintaining fresh ad creatives is key to social ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. 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. 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 Boulder 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.
You should invest in search advertising if you know people are searching online for your products or services.
In some circles, this is referred to as Boulder Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.
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.
There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Boulder news stations), gossip websites, and more.
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. 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.
Your Boulder website, landing page, or sales funnel won't convert everyone on the first visit.
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 any ad platform, too.
It was Google Shopping Campaigns that popularized this form of search advertising.
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.
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.
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.
It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.
Video is an excellent ad creative in terms of conversion opportunities. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!
You should definitely consider incorporating video ads into your paid advertising campaigns in Boulder if you have the budget to do so.
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Boulder local businesses. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Boulder digital assets.
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, search ads only appear based on what is searched on Google or Bing.
A search for "Boulder Roofer" on a search engine, for example, might lead someone to a roofing company in Boulder. As a paid ads manager for that Boulder 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 Boulder roofing company wanted to increase their traffic and conversions? In order to solve the problem, keyword research would be required.
Typically, the paid ads manager will discuss with the Boulder roofing company what types of services to target more often. There may also be a need to broaden the keyword targeting.
For instance, the Colorado PPC manager might discover high search volume for "Superior, CO roofing companies" or even "Boulder roof repair." The first phrase is targeting a nearby location to Boulder, which might still be in the service area of the Boulder 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.
You can also benefit from keyword research when building out negative keyword lists. You can use these to prevent your paid ads from showing in search queries that you know won't convert.
An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. However, they might see your paid ads if you are using 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.
In Boulder paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. 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.
In years past, Boulder 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 Boulder advertisers lined up to exploit.
As time went on, data privacy and machine learning both had an impact on custom audiences.
Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across Boulder and beyond. In fact, it even affected the accuracy of ad attribution reporting.
For most Boulder 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.
Though there will still be plenty of Boulder paid ads agencies using 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.
This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Boulder ad campaigns to squeeze a little extra performance.
An important factor in the success of your Boulder paid advertising campaign is the landing page.
We begin by examining the landing pages on any paid advertising campaign in Boulder to make sure they follow best practices. Here are some of the factors we look for in this review:
Designing and developing a quality landing page involves so many factors.
Until you have a landing page that follows best practices, don't spend money on Boulder paid advertising.
Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing every few months.
You might consider building out one or more sales funnels instead of a landing page. 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 Boulder. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
There are many different types of funnels, so your Boulder 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 Boulder. 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!
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 Boulder.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Boulder 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 Boulder paid advertising.
This is potentially one of the most important aspects of a Facebook Ads account.
When you run Facebook Ads or Instagram Ads in Boulder, 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 Boulder.
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 Boulder 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 Boulder businesses, since we are proponents of testing new ad creatives regularly.
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 Boulder 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 Boulder 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 Boulder 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.
Our digital marketers are so excited about managing Boulder paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!
We want to be your Boulder team's paid advertising partner! As a full-service PPC management company targeting Boulder, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. This is not true of all Boulder PPC management companies, since most only have a single person handling all the tasks. For those Boulder PPC agencies, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.
In researching paid advertising agencies for your Boulder company, there are many factors to consider. The PPC strategies and tactics we suggest for your Boulder 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 Boulder company grow. Our PPC experts are a good option for a number of reasons:
Let's discuss what our PPC experts can offer your Boulder company! We often provide complete paid advertising management services to Boulder small businesses, but we can also augment the marketing department of larger Boulder corporations to fill in missing skill sets.
Our team would appreciate the opportunity to be considered when your Boulder business or corporation is in need of a PPC marketing agency. We would be happy to talk to you about your follow-up questions via email or phone if you have any.
When searching for the most experienced PPC experts, it is important to review each paid advertising agency for communication, availability, past results and client satisfaction. This will help ensure you select a reputable partner to help with your paid advertising campaigns. You will find WebCitz to be one of the highest rated PPC agencies!
Look at how we've been able to help improve paid ad performances for businesses in multiple industries!