Manchester PPC Agency

Our Manchester, CT PPC Management Services

PPC management consists of creating and optimizing paid advertisement campaigns in Manchester. However, that is an incredibly simple explanation, so let's dig a little deeper.

In order to provide professional PPC management, a paid ads agency for Manchester should get to know your company and its goals. This information helps determine the next steps, since the way you'd approach paid advertising for a local Manchester business is much different from how you'd handle it for an ecommerce brand.

Service providers in Manchester, 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 sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Manchester PPC, it's important to understand what metrics will be used. To maximize the value of paid advertising, most Manchester agencies implement email collection strategies through 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.

In order to be successful with paid advertising, your Manchester business needs to use multiple strategies and marketing tools. Some of the best paid advertising services in Manchester include:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Increase revenue for your Manchester 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 the effectiveness of different ad creatives across different media and ad placements.

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

Pricing for Manchester, 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 Manchester, CT Businesses

One of the most obvious benefits of Manchester paid advertising is the quick increase in traffic it provides.

The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.

Starting slowly is the first recommendation we give to Manchester businesses interested in paid advertising.

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.

Manchester 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!

How We Manage Manchester, CT Paid Ads

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Manchester. Drive traffic and conversions to your Manchester digital assets with our experience across dozens of industries.

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

What if, however, that exact match keyword wasn't producing enough search volume and the Manchester 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 Manchester 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.

Suppose the Connecticut PPC manager discovers that there is a high traffic volume for "Vernon, CT roofers" or even "Manchester roof repair." First phrase targets a location near Manchester, which may still be in the service area of the Manchester 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 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.

Audience Research

In Manchester paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. However, Bing Ads and Google Ads also allow audience targeting.

We'll review some audience research and targeting history within Facebook Ads.

In years past, Manchester 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 Manchester eagerly took advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Manchester and beyond. Even ad attribution reporting was affected.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most Manchester advertising agencies. 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 Manchester 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.

Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.

However, audience research and targeting aren't going away. The targeting options within Manchester ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

The quality of your landing page will be a big factor in the success of your Manchester paid advertising campaigns.

We begin by examining the landing pages on any paid advertising campaign in Manchester to make sure they follow best practices. Our review takes into account the following factors:

• Does the headline focus on benefits?
• Are there any images above the fold?
• Does the content engage the reader?
• Do I have immediate access to a lead form?
• Can you easily identify the call to action?
• Does the page load quickly?
• Is social proof present?
• Does the page load on mobile devices?

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 Manchester paid advertising.

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 Manchester sales pitch.

Including a Sales Funnel

Rather than a landing page, you might want to consider building out a sales funnel. 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 Manchester. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. These are some of the funnels we made:

• To increase awareness and capture email addresses, we used squeeze pages.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

Your Manchester business isn't limited to only these types of funnels. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.

Make sure you take your time when implementing a funnel. 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 Manchester. It can take years of experience to master funnels, however. Look for a PPC management firm like WebCitz to do the hard work for you!

Conversion Rate Optimization

Making informed advertising decisions requires a clear understanding of your conversion rate. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services throughout Manchester.

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

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

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 Manchester 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 Manchester 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 Manchester 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 Manchester 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 Manchester 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 Manchester, CT PPC Campaigns

In Manchester, there are many ways to run paid advertising. Manchester has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.

Local Ads in Manchester

You can use nearly any advertising platform to run local ads for your Manchester business. One platform may be more effective for your local Manchester 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 Manchester. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Manchester. Even local stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. We often use Google Local Service Ads for home services contractors in Manchester, like plumbers, electricians, roofers, and heating installers.

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

Social Ads for Manchester 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. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. 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 Manchester 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 Ads within Manchester

You should invest in search advertising if you know people are searching online for your products or services.

There are some people out there who refer to this as Manchester 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.

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 Manchester Businesses

Many different message boards, chat rooms, game lounges, news websites (even local Manchester news stations), gossip sites, and more run display advertisements.

Bing Ads and Google Ads both offer these.

With display ads, you just need a set of ad creatives in different sizes. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Manchester

Not everyone is going to convert during their first experience with your Manchester 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.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Manchester Ecommerce Stores

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

If you want to promote your Manchester storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

By using these tools, you can provide Google Ads with accurate product data, including 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 for Manchester Businesses

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.

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. 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 Manchester paid advertising campaigns.

Free PPC Calculators for Manchester, CT PPC Managers

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

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

View All PPC Tools

Why Choose WebCitz to Manage Your Manchester, CT PPC Services

We'd love to partner with your Manchester team on paid advertising! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Manchester. Manchester PPC management companies don't all operate this way, since most only have one person in charge of everything. For those Manchester 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 Manchester business is not an easy task. The PPC strategies and tactics we suggest for your Manchester 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 Manchester 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.
• Our paid advertising helps us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Manchester digital marketing services, such as PPC management, sales funnel development, and ad creatives.
• It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.

Let's discuss what our PPC experts can offer your Manchester company! While we often provide complete paid advertising management services for small businesses in cities like Manchester, we are also able to augment the marketing departments of large corporations in Manchester and beyond.

Our team would appreciate the opportunity to be considered when your Manchester 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.

800-796-8263 Email Us