Scarborough, ME PPC Agency

Our Scarborough, ME PPC Ads Management Tactics

Paid Ads Management consists of creating and optimizing paid advertisement campaigns in Scarborough. That is an incredibly simple explanation though, so let's dive a little deeper.

A PPC advertising firm for Scarborough often begins by getting to know your company and its business model before providing experienced PPC management. This information helps determine the next steps, since the way you'd approach paid advertising for a local Scarborough small business is much different from how you'd handle it for an ecommerce brand.

Service providers in Scarborough, for example, are often only searching for quality leads. This can be accomplished through paid advertising that gets 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 are most often interested in online sales. This can be accomplished through paid advertising that improves traffic to an optimized product page or category page. Google Shopping Campaigns might even make sense in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Scarborough PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Scarborough paid ad agencies will implement email collection tactics, such as squeeze pages or lead magnets. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.

To be successful with paid ads, your Scarborough business should utilize multiple advertising tactics and marketing tools. Pay-per-click campaigns in Scarborough should include plans like:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social channels, and third-party websites.
• Make your Scarborough small business more profitable by acquiring qualified leads or selling online.
• Better understand ad attribution through the integration of third-party attribution software.
• Present social proof through case studies, white papers, and video testimonials.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test ad creatives across various ad placements and between different media formats.

In addition to managing Scarborough-area paid ads campaigns, our team also offers Auburn, Portland, and York small businesses and large corporations a skilled PPC management service.

Pricing for Scarborough, ME Paid Ads Management

The price of our PPC management plans 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 Scarborough, ME Businesses

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

Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.

If you are interested in running paid advertising in Scarborough, we recommend that you start slowly.

Before diving into PPC 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. 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 Scarborough company. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Scarborough, ME Paid Ads

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Scarborough. Take advantage of our experience across dozens of business industries to help build traffic and conversions to your Scarborough digital assets.

Keyword Research

In the context of PPC 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.

For example, a person looking for a roofing company in Scarborough might search "Scarborough Roofer" on a search engine. As a paid ads manager for that Scarborough roofing company, targeting that exact phrase wouldn't require in-depth keyword research.

However, what if that exact match keyword wasn't producing enough search volume and the Scarborough roofing company needed to increase their advertising reach? The solution would require keyword research.

Typically, the paid advertising manager will discuss with the Scarborough roofing company what types of services to target more often. A broader keyword targeting tactic than exact matches might also be necessary.

Suppose the Maine PPC manager discovers that there is a high traffic volume for "Old Orchard Beach, ME roofers" or even "Scarborough roof repair." The first phrase targets a location nearby Scarborough that might still be within the company's service area. 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.

You can also benefit from keyword research when building out negative keyword lists. 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 searching for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. They might see your paid advertising if you use broad keyword targeting without any negative keywords like "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.

Audience Research

When you hear audience research talked about in Scarborough PPC advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. 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, Scarborough paid ads managers relied heavily on building out their own custom audiences within Facebook. As a matter of fact, one of the most attractive features of Facebook Ads was its ability to collect data on users, which advertisers in Scarborough flocked to take 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 upgrade, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. The change negatively affected Facebook's ability to track user behavior across Scarborough 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 Scarborough ad firms. 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 Scarborough paid ads companies relying on custom audiences, 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 edits to audience targeting, if you'd like a second opinion.

It's not to say audience research and targeting are going away. There will always be targeting options that can be manipulated within Scarborough ad campaigns to squeeze a little extra performance.

Landing Page Optimization

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

When we take on the management of a paid advertising campaign in Scarborough, we start by searching over the landing pages to see if they follow best practices. In this review, we consider the following factors and more:

• Do you have a headline that emphasizes benefits?
• Is there an image above the fold?
• Does the content engage the reader?
• Do you have a lead form I can use right away?
• Are the call to actions easily noticeable?
• How quickly does the page load?
• Is there social proof?
• Can I load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page.

Until you have a landing page that follows best practices, don't spend money on Scarborough paid advertising.

Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Scarborough sales pitch.

Funnel Development

As an alternative to a landing page, you might want to consider building out one or more sales funnels. To increase leads, build email audiences, and even make online purchases, we rely on sales funnels.

One of our customers promotes an online fitness challenge that you can even join from Scarborough. In the course of managing their online marketing, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:

• 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.
• We used sales letter funnels to serve as the registration system for the online program.

Your Scarborough company isn't limited to only these types of funnels. 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.

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 Scarborough. It can take years of experience to master funnels, however. You can save yourself some time by searching 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. Throughout Scarborough, conversion rates vary widely between industries, products, and services. However, you can expect average conversion rates of 1-3%.

Here's a basic scenario that illustrates conversion rates' impact.

1. You sell a $100 sweatshirt on your website in Scarborough.
2. You have a 1% conversion rate. This means for every 100 site visitors in Scarborough you sell 1 sweatshirt.
3. The average cost per click (CPC) on your website is $0.50, meaning you spend 50 cents for each person in Scarborough who visits it.
4. To sell 1 sweatshirt, you need 100 clicks from paid advertising, 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 advertising you get two dollars in return.

For most Scarborough businesses, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid advertising firm 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Scarborough PPC 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 Scarborough, 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 should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out good looking 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Scarborough.

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 Scarborough 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 should understand when to pause an ad because it isn't performing as well as it once did. You should 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 firm that helps Scarborough 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 Scarborough website or funnel.

You might be suffering from ad attribution glitches 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 Scarborough 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 Scarborough 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 Scarborough, ME PPC Campaigns

In Scarborough, there are many ways to run paid advertising. Let's discuss some of the most common paid ads being run within various business industries in Scarborough.

Local Ads within Scarborough

You can use nearly any advertising platform to run localized ads for your Scarborough business. One platform may be more effective for your local Scarborough organization 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.

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. 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 Scarborough. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Scarborough. Even nearby stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Home service contractors in Scarborough, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

You can also use Facebook Ads to target people in your local Scarborough area. 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 Scarborough. We often rely on local Facebook Ads for all types of Scarborough business industries.

Social Ads throughout Scarborough

Pretty much any online ad you see on a social network website is going to qualify as a social ad.

Maintaining fresh ad creatives is key to social ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

The best part of social media 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 advertising, that is quite the opposite since your ads are only going to show when someone is actively looking for what your Scarborough small business offers.

It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.

Search Ads within Scarborough

You'll want to invest in search engine ads if you know people are looking online for the products you offer.

In some circles, this is referred to as Scarborough Search Engine Marketing, or SEM. There are different ways to explain search engine advertising, 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. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads for Scarborough Small Businesses

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Scarborough news stations), gossip websites, and more.

These are commonly used within the Google Ads and Bing Ads platforms.

With display ads, all you need are a few different sizes of ad creatives. 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 for Scarborough Businesses

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

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Scarborough Ecommerce Companies

It was Google Shopping Campaigns that popularized this form of search advertising.

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

With these tools, you can provide Google Ads with an accurate list of all your 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.

Video Ads within Scarborough

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

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

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

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!

If you have the budget to support ad creatives in video format, look to implement them into your Scarborough paid advertising campaigns.

Free Paid Ads Calculators for Scarborough, ME PPC Managers

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

• Return on Ad Spend Calculator
• CPA Calculator
• Churn Rate Calculator

View Other PPC Tools

Why Choose WebCitz to Manage Your Scarborough, ME Paid Ads Services

We'd love to partner with your Scarborough team on paid ads! As a comprehensive PPC management agency targeting Scarborough, we have multiple internal teams focused on search advertising, social ads, sales funnel development, and ad creative testing. In most Scarborough PPC companies, only one person handles all work, but this is not the case for us! For those Scarborough PPC agencies, campaign optimizations and innovative ideas might not be tested often enough to bring about the results you need.

Choosing a paid ad firm for your Scarborough business is not an easy task. With more than 18 years of experience, you know you can trust the paid ads plans and strategies we suggest for your Scarborough small business. These are often the same PPC strategies we use for our own lead generation.

More importantly, you should choose our paid advertising firm because you feel confident we are the right team to help your Scarborough company grow.

Here are a few reasons we suggest considering our PPC specialists:

• Having been in business since 2004, we have more than 18 years of experience.
• Our paid ads help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Scarborough digital marketing plans, such as PPC management, sales funnel development, and ad creatives.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Get in touch with our paid ads experts to discuss what we can do for you in Scarborough! We often provide complete paid advertising management services to Scarborough businesses, but we can also augment the marketing department of larger Scarborough corporations to fill in missing skill sets.

We hope you consider our company when looking for a paid ads agency for you Scarborough small business. 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 agency.

800-796-8263 Email Us