Bristol PPC Agency

Our Bristol, CT PPC Management Services

The act of creating and optimizing Bristol 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 Bristol often starts by getting to know your company and its business model. Since the way you approach paid advertising for a local Bristol business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Service providers in Bristol, 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.

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. We've even utilized sales funnels to help sell products, subscriptions, and services.

The next step in Bristol PPC management is understanding the metrics that will be used to optimize and scale. Most Bristol 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.

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

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Increase revenue for your Bristol business through qualified leads or online sales.
• Integrate third-party attribution tools to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Collect email addresses, create user-generated content, and nurture relationships.
• Test ad creatives across various ad placements and between different media formats.

In addition to managing Bristol-area PPC campaigns, our team also offers Bridgeport, Fairfield, Greenwich, Hartford, Manchester, Milford, New Haven, Norwalk, and Stamford small businesses and large corporations a professional PPC management service.

Pricing for Bristol, CT PPC Management

The price of our PPC management services 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 management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Bristol, CT Businesses

The most obvious benefit of Bristol 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 Bristol businesses interested in running paid advertising is to start slowly.

Make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data before diving into paid advertising or scaling your 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 Bristol company. Remember, more traffic doesn't always mean more conversions!

How We Manage Bristol, CT Paid Ads

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Bristol local businesses. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Bristol digital assets.

Keyword Research

In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search 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 Bristol might search "Bristol Roofer" on a search engine. As a paid ads manager for that Bristol 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 Bristol 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 Bristol roofing company what types of services to target more often. It might also require some broadening of the keyword targeting.

For instance, the Connecticut PPC manager might discover high search volume for "Wolcott, CT roofing companies" or even "Bristol roof repair." The first phrase is targeting a nearby location to Bristol, which might still be in the service area of the Bristol 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.

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.

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. 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.

Audience Research

In Bristol paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. 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, Bristol 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 Bristol advertisers lined up to exploit.

The rise of data privacy and machine learning had a significant 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 Bristol and beyond. In fact, it even affected the accuracy of ad attribution reporting.

For most Bristol 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 Bristol paid ads agencies using custom audiences, it is clear 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 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 Bristol ad campaigns to squeeze a little extra performance.

Optimizing Landing Pages

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

When we take on the management of a paid advertising campaign in Bristol, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:

• Do you have a headline that emphasizes benefits?
• Is there an image above the fold?
• What is the quality of the content? Is it well written?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• Can I load the page on a mobile device?

Quality landing pages are the result of many factors.

Please, don't spend money on Bristol paid advertising until you have a landing page that follows best practices!

Ideally, you should never consider your landing page to be finished. For continuous improvement, run A/B testing every few months.

Including a Sales Funnel

You might consider building out one or more sales funnels instead of a landing page. 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 Bristol. 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 Bristol 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 Bristol. 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 Bristol.

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

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

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 Bristol 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 Bristol 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 Bristol 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 Bristol 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 Bristol 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 Bristol, CT PPC Campaigns

There are numerous ways to run paid advertising for your Bristol business. Let's discuss some of the most common paid ads being run within various business industries in Bristol.

Local Ads throughout Bristol

Local ads for your Bristol business can be run through nearly any advertising platform. One platform may be more effective for your local Bristol 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.

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 Bristol. We often use Performance Max campaigns for professional services companies in and around Bristol, such as accountants, lawyers, dentists, and physicians.

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 Bristol, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in Bristol. 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 Bristol. We often rely on local Facebook Ads for all types of Bristol business industries.

Social Ads for Bristol Businesses

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. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

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 Bristol 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.

Search Ads throughout Bristol

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 Bristol Search Engine Marketing, or SEM for short. 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.

Display Ads throughout Bristol

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Bristol 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.

Retargeting Ads throughout Bristol

There is a good chance that not everyone will convert during their first experience with your Bristol 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 any ad platform, too.

Shopping Ads for Bristol Ecommerce Businesses

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.

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

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

Using YouTube Ads is as simple as setting up a video ad campaign in Google Ads.

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. 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 Bristol if you have the budget to do so.

Free PPC Calculators for Bristol, CT PPC Managers

Our digital marketers are so excited about managing Bristol 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 Bristol, CT PPC Services

We want to be your Bristol team's paid advertising partner! As a full-service PPC management company targeting Bristol, 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 Bristol PPC management companies, since most only have a single person handling all the tasks. You might not get the results you want from Bristol PPC agencies if you don't test campaign optimization and creative ideas often enough.

Choosing a paid ad agency for your Bristol 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 Bristol business. 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 Bristol company grow. Our PPC experts are a good option for a number of reasons:

• Having been in business since 2004, we have more than 18 years of experience.
• We rely heavily on sales funnels and paid advertising to shore up our organic search rankings.
• We do not outsource Bristol digital marketing services, 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 experts can offer your Bristol company! Bristol 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 Bristol 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.

800-796-8263 Email Us