From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Connecticut business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Connecticut, we're a results-driven PPC management company.
To target relevant audiences and build brand awareness, our paid ads managers can help your Connecticut business leverage Facebook Ads, Google Ads, or even Bing Ads. With these ad platforms, we can target prospects at any stage of the customer journey. In a post iOS 14.5 environment, we can help you integrate solutions which provide clarity around ad attribution, allowing your ad campaigns to scale efficiently.
We have onsite graphic designers and video marketing teams available to develop the right hook and build upon your message as a full-service paid advertisement agency serving Connecticut.
Read on to learn more about our Connecticut PPC management services.
PPC management refers to creating and optimizing Connecticut paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.
In order to provide professional PPC management, a paid ads agency for Connecticut 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 Connecticut, 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. 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 are most often interested in online sales. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. In some cases, it might even make sense to include Google Shopping Campaigns. Our sales funnels have also helped us to sell subscriptions, products, and services.
Understanding the metrics that will be used to optimize and scale Connecticut PPC is the next step. Most Connecticut 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 is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.
In order to be successful with paid advertising, your Connecticut business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Connecticut should include tactics like:
Our PPC management agency is happy to provide Bridgeport, Bristol, Fairfield, Greenwich, Hartford, Manchester, Milford, New Haven, Norwalk, and Stamford with professional paid advertising consulting services.
Traffic increases almost instantly with Connecticut paid advertising.
Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.
Starting slowly is the first recommendation we give to Connecticut 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.
The right combination of paid advertising and digital marketing strategy can greatly enhance your Connecticut business's digital marketing strategy. Just keep in mind increased traffic doesn't always result in more conversions!
The options for running paid advertising for your Connecticut business are numerous. Let's discuss some of the most common paid ads being run within various business industries in Connecticut.
If you have a business in Connecticut, you can run local ads on almost any advertising platform. One platform may be more effective for your local business in Connecticut than another. It is important to try out every available option to see which works best for your needs. Now let's discuss some local advertising options.
There are going to be two options from Google.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. 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 Connecticut. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Connecticut. Even local stores use this campaign type.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. 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. Home service contractors in Connecticut, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also target people in your local Connecticut area using Facebook Ads. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in Connecticut. We often rely on local Facebook Ads for all types of Connecticut business industries.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
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. A weekly change in ad creative is often recommended for higher-spend ad campaigns.
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. 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 Connecticut 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.
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 Connecticut 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've been running search ads on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
Many different message boards, chat rooms, game lounges, news websites (even local Connecticut news stations), gossip sites, and more run display advertisements.
Google Ads and Bing Ads commonly offer these campaign types.
To get started with display ads, you just need a set of ad creatives in different image sizes. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.
There is a good chance that not everyone will convert during their first experience with your Connecticut 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.
You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.
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 Connecticut 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. Then, your products will be displayed at the top of search results based on the right types of search queries.
Social networking websites such as YouTube, Facebook, and Instagram allow you to advertise with video.
Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.
Facebook Ads is required if you want to run video ads on Facebook or Instagram.
Both ad platforms offer excellent conversion opportunities with video ads. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!
If you have the budget to support ad creatives in video format, definitely look to implement them into your Connecticut paid advertising campaigns.
With in-depth knowledge of the latest PPC trends for local businesses in Connecticut, we are a team of paid advertising specialists. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Connecticut digital assets.
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 Connecticut might search "Connecticut Roofer" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid ads manager for that roofing company in Connecticut.
However, what if that exact match keyword wasn't producing enough search volume and the Connecticut roofing company needed to increase their advertising reach? The solution would require keyword research.
The next steps might involve the paid ads manager discussing with the Connecticut roofing company what types of services they want to target more often and within what geographic areas. A broader keyword targeting strategy than exact matches might also be necessary.
As an example, the PPC manager might find that "Connecticut roofing companies" and "Connecticut roof repair" have high search volumes. The first phrase is targeting a plural of the service in Connecticut. In the second phrase, a slightly different service is being targeted, which might result in a more lucrative replacement project if extensive repairs need to be made.
When building negative keyword lists, keyword research can also be beneficial. 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.
For example, someone looking for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. 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.
When you hear audience research talked about in Connecticut paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. However, Bing Ads and Google Ads also allow audience targeting.
Let's take a look at audience research and targeting within Facebook Ads.
In years past, Connecticut 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 Connecticut 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 Connecticut and beyond. Even ad attribution reporting was affected.
Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Connecticut ad agencies. 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.
While there will still be plenty of Connecticut paid ads agencies relying on custom audiences, it is clear the trend is moving 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.
This isn't to say audience research and targeting is going away. The targeting options within Connecticut ad campaigns will likely always be manageable to boost performance.
It is important to focus on a high quality landing page when running paid advertisements in Connecticut.
When we take on the management of a paid advertising campaign in Connecticut, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:
Quality landing pages are the result of many factors.
Please, don't spend money on Connecticut paid advertising until you have a landing page that follows best practices!
If you want to create an effective landing page, you should never consider it finished. Try running A/B testing every few months to continue refining your Connecticut sales pitch.
As an alternative to a landing page, you might want to consider building out one or more sales funnels. 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 Connecticut. 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 Connecticut 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 Connecticut. 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 Connecticut.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Connecticut 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 Connecticut 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 Connecticut, 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 Connecticut.
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 Connecticut 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 Connecticut 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 Connecticut 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 Connecticut 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 Connecticut 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 Connecticut's paid advertising campaigns that they developed some helpful PPC calculators for you!
Let's work together on paid advertising for your Connecticut business! As a full-service PPC management company targeting Connecticut, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. Connecticut 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 Connecticut PPC companies to get the results you desire.
Choosing a paid ad agency for your Connecticut 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 Connecticut business. As a lead generation agency, we often use similar PPC tactics.
More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your Connecticut company grow. Here are a few reasons we suggest considering our PPC experts:
Get in touch with our PPC experts to discuss what we can do for you in Connecticut! While we often provide complete paid advertising management services for small businesses throughout Connecticut, we are also able to augment the marketing departments of large corporations in Connecticut and beyond.
We hope you consider our company when searching for a PPC advertising agency for you Connecticut small business or large corporation. If you have any follow-up questions, please feel free to send an email or give us a call to start a discussion with the helpful staff at our PPC firm.
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!