Winnipeg, MB PPC Agency

What is Winnipeg, MB PPC Management?

The act of creating and optimizing Winnipeg paid advertising campaigns is known as PPC management. 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 Winnipeg 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.

For example, local Winnipeg service providers are often only interested in qualified leads. Through paid advertising, traffic can be driven 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.

In contrast, ecommerce brands are most likely to be interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. You might even want to include Google Shopping Campaigns in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

The next step in Winnipeg PPC management is understanding the metrics that will be used to optimize and scale. Most Winnipeg 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 Winnipeg business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Winnipeg should include tactics like:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make your Winnipeg business more profitable by acquiring qualified leads or selling online.
• Integrate third-party attribution tools to better understand ad attribution.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Engage users in story creation, email collection, and user generated content.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Winnipeg-area PPC campaigns, our team also offers and Brandon small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Winnipeg, MB Businesses

The most obvious benefit of Winnipeg 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.

Starting slowly is the first recommendation we give to Winnipeg 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 run into trouble getting the conversions you were expecting, don't blame Facebook or Google. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

The right combination of paid advertising and digital marketing strategy can greatly enhance your Winnipeg business's digital marketing strategy. It's important to keep in mind that increased traffic does not always translate into more conversions.

Types of Paid Ads for Winnipeg, MB PPC Campaigns

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

Local Ads in Winnipeg

If you have a business in Winnipeg, you can run local ads on almost any advertising platform. Depending on the nature of your local Winnipeg business, you may find better success in one platform versus another. You should try out every option available to see which suits you best. Now let's discuss some local advertising options.

Google is going to offer two options.

As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Winnipeg. Even local stores use this campaign type.

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

You can also target people in your local Winnipeg 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 specific ZIP codes in Winnipeg. We often rely on local Facebook Ads for all types of Winnipeg business industries.

Social Ads throughout Winnipeg

Almost all online ads you see on social networks qualify as social media ads.

It's important to keep the ad creatives fresh when running social ads. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. 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 Winnipeg 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 for Winnipeg Businesses

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

In some circles, this is referred to as Winnipeg Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.

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 throughout Winnipeg

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

Bing Ads and Google Ads both offer these.

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 Winnipeg Businesses

Not everyone is going to convert during their first experience with your Winnipeg 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 Winnipeg Ecommerce Companies

Google Shopping Campaigns popularized this type of search ad.

If you want to promote your Winnipeg 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 within Winnipeg

Social networking websites such as YouTube, Facebook, and Instagram allow you to advertise with video.

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

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

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 Winnipeg if you have the budget to do so.

Winnipeg, MB PPC Management Services

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

Keyword Research

Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only show up based on what is searched on Google or Bing.

If you are looking for a roofing company in Winnipeg, you might search "Winnipeg Roofer" on Google. 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 Winnipeg.

However, what if the exact match keyword isn't generating enough search volume and the Winnipeg roofing company needs to expand their advertising reach? In order to solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid ads manager talking with the Winnipeg roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.

For instance, the Manitoba PPC manager might discover high search volume for "Stony Mountain, Canada roofing companies" or even "Winnipeg roof repair." The first phrase is targeting a nearby location to Winnipeg, which might still be in the service area of the Winnipeg 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 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. They might see your paid ads if you use 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

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Winnipeg paid advertising campaigns. 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, Winnipeg 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 Winnipeg advertisers lined up to exploit.

As time went on, data privacy and machine learning both had an impact on custom audiences.

In the iOS 14.5 update, 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 Winnipeg and beyond. In fact, it even affected the accuracy of ad attribution reporting.

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

Though there will still be plenty of Winnipeg paid ads agencies using 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.

It's not to say audience research and targeting are going away. There will always be targeting options that can be manipulated within Winnipeg 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 Winnipeg paid advertising campaigns.

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

• Is there a benefit-focused headline?
• Do you have 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?
• How quickly does the page load?
• Is social proof present?
• Am I able to load the page on a mobile device?

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

Please, don't spend money on Winnipeg 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.

Sales Funnel Development

You might consider building out one or more sales funnels instead of a landing page. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

We have a client who promotes an online fitness challenge that you can even participate in from Winnipeg. In the course of managing their digital 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.
• 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 Winnipeg 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 Winnipeg. 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 Winnipeg.

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

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

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 Winnipeg 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 Winnipeg 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 Winnipeg 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 Winnipeg 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 Winnipeg 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.

Free PPC Calculators for Winnipeg, MB PPC Managers

Our digital marketers are so excited about managing Winnipeg 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 Winnipeg, MB PPC Services

We want to be your Winnipeg team's paid advertising partner! As a full-service PPC management company targeting Winnipeg, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. Winnipeg 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 Winnipeg PPC companies to get the results you desire.

There are many factors to consider when researching paid ads agencies for your Winnipeg business. Having over 18 years of experience, you can trust our PPC strategies and tactics for Winnipeg businesses. As a lead generation agency, we often use similar PPC tactics.

Winnipeg companies should choose our paid advertising agency because they feel confident we are the right team. Our PPC experts are a good option for a number of reasons:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid advertising helps us rank for keywords we don't yet rank organically for.
• We do not outsource Winnipeg 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 Winnipeg company! While we often provide complete paid advertising management services for small businesses in cities like Winnipeg, we are also able to augment the marketing departments of large corporations in Winnipeg and beyond.

We hope you consider our company when searching for a PPC advertising agency for you Winnipeg 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.