From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Norwalk 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 Norwalk improve their paid advertising campaigns.
To target relevant audiences and build brand awareness, our paid ads managers can help your Norwalk 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. 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.
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 offer Facebook Ads and Google Ads management services for nearby businesses in Westport, CT, Darien, CT, Fairfield, CT, Stamford, CT, and Bridgeport, CT.
The act of creating and optimizing Norwalk 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 Norwalk often starts by getting to know your company and its business model. 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.
Local service providers in Norwalk, for instance, are often only interested in good 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 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 Norwalk PPC management is understanding the metrics that will be used to optimize and scale. Most Norwalk 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.
In order to be successful with paid advertising, your Norwalk business needs to use multiple strategies and marketing tools. Some of the best paid advertising services in Norwalk include:
In addition to managing Norwalk-area PPC campaigns, our team also offers Bridgeport, Bristol, Fairfield, Greenwich, Hartford, Manchester, Milford, New Haven, and Stamford small businesses and large corporations a professional PPC management service.
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.
The most obvious benefit of Norwalk 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 Norwalk businesses interested in running paid advertising is to start slowly.
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.
Don't blame Facebook or Google if you don't get conversions. 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 Norwalk business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Norwalk local businesses. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Norwalk digital assets.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only appear based on what is searched on Google or Bing.
For example, a person looking for a roofing company in Norwalk might search "Norwalk 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 Norwalk.
What if, however, that exact match keyword wasn't producing enough search volume and the Norwalk 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 Norwalk 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 "Westport, CT roofing companies" or even "Norwalk roof repair." The first phrase is targeting a nearby location to Norwalk, which might still be in the service area of the Norwalk 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.
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".
You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.
In Norwalk 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, Norwalk 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 Norwalk advertisers lined up to exploit.
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 Norwalk and beyond. Even ad attribution reporting was affected.
For most Norwalk 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 Norwalk 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 Norwalk ad campaigns to squeeze a little extra performance.
An important factor in the success of your Norwalk paid advertising campaign is the landing page.
When we take on the management of a paid advertising campaign in Norwalk, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:
Designing and developing a quality landing page involves so many factors.
Please, don't spend money on Norwalk 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. 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. 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 Norwalk. 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 Norwalk 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 Norwalk. 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 Norwalk.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Norwalk 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 Norwalk 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 Norwalk, 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 Norwalk.
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 Norwalk 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 Norwalk 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 Norwalk 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 Norwalk 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 Norwalk 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.
There are numerous ways to run paid advertising for your Norwalk business. Let's discuss some of the most common paid ads being run within various business industries in Norwalk.
If you have a business in Norwalk, you can run local ads on almost any advertising platform. You may find greater success on one platform over another depending on the nature of your local Norwalk business. 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.
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 Norwalk. We often use Performance Max campaigns for professional services companies in and around Norwalk, 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 Norwalk, like plumbers, electricians, roofers, and heating installers.
You can also target people in your local Norwalk area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Norwalk as a city, or specific ZIP codes around Norwalk. We often rely on local Facebook Ads for all types of Norwalk business industries.
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 Norwalk 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.
There are some people out there who refer to this as Norwalk 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 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.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Norwalk 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 Norwalk website, landing page, or sales funnel won't convert everyone on the first visit.
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.
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.
You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.
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.
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!
You should definitely consider incorporating video ads into your paid advertising campaigns in Norwalk if you have the budget to do so.
Our digital marketers are so excited about managing Norwalk 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 Norwalk team's paid advertising partner! As a full-service PPC management company targeting Norwalk, 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 Norwalk PPC management companies, since most only have a single person handling all the tasks. You might not be testing campaign optimizations and creative ideas often enough with those Norwalk PPC companies to get the results you desire.
In researching paid advertising agencies for your Norwalk company, there are many factors to consider. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Norwalk business. As a lead generation agency, we often use similar PPC tactics.
In addition, you should choose us as your paid advertising agency because you are confident we can help your Norwalk company grow. Our PPC experts are a good option for a number of reasons:
Let's discuss what our PPC experts can offer your Norwalk company! While we often provide complete paid advertising management services for small businesses in cities like Norwalk, we are also able to augment the marketing departments of large corporations in Norwalk and beyond.
Our team would appreciate the opportunity to be considered when your Norwalk business or corporation is in need of a PPC marketing agency. 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 looking for a paid advertising expert, search for someone with experience running and optimizing ad campaigns on platforms such as Google Ads and Facebook Ads. A good track record of successful campaigns, and the ability to analyze and interpret data to make informed decisions, is also important. Also look for strong analytical and strategic thinking skills, as you want a paid ads expert who can create and execute an effective advertising strategy, then later optimize it based on results.
Look at how we've been able to help improve paid advertising for businesses in various industries.