Massachusetts PPC Agency

Our Massachusetts PPC Management Strategies

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

A paid advertising firm for Massachusetts often begins by getting to know your company and its business model before providing expert PPC ads management. Since the way you approach paid advertising for a local area Massachusetts small business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Localized service providers in Massachusetts, for instance, are often only interested in good leads. This can be accomplished through PPC advertising that boosts 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 are most often interested in online sales. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. 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.

To optimize and scale Massachusetts PPC, it's important to understand what metrics will be used. To maximize the value of PPC advertising, most Massachusetts firms implement email collection strategies through squeeze pages or lead magnets. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.

Your Massachusetts small business should use a variety of advertising plans and marketing tools to be successful with PPC advertising. Some of the best paid advertising packages in Massachusetts include:

• Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make your Massachusetts 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.
• Place ad creatives across various ad placements and media formats to see which performs best.

Our PPC ads management firm is happy to provide Boston, Cambridge, Lawrence, Lowell, Medford, Plymouth, Springfield, and Worcester businesses with experienced paid advertising consulting packages.

Pricing for Massachusetts PPC Ads Management

If you want us to dedicate more time to your campaigns, the price of our PPC management packages will be adjusted accordingly. The price for our PPC management plans begins at the amount provided in the list below, but we are willing to consider a higher budget if your ad spend or service requirements are greater.

How Paid Advertising Helps Massachusetts Organizations

One of the most obvious benefits of Massachusetts paid ads 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.

If you are interested in running paid advertising in Massachusetts, we recommend that you 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.

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 PPC advertising and website advertising can greatly enhance your Massachusetts business's digital marketing strategy. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Massachusetts Paid Ads

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

Keyword Research

In the context of PPC advertising, keyword research largely relates to Google Ads and Bing Ads search 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 Massachusetts might search "Massachusetts 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 Massachusetts.

However, what if that exact match keyword wasn't producing enough search volume and the Massachusetts roofing company needed to increase their advertising reach? Researching keywords would be necessary for the solution.

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

Suppose the PPC manager discovers that there is a high traffic volume for "Massachusetts roofers" or even "Massachusetts roof repair." First phrase targets a plural version of the service professional within Massachusetts. 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.

Negative keyword lists can also benefit from keyword research. You can use these to prevent your paid ads from showing in search queries that you know won't convert.

A person searching for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. 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 Massachusetts PPC advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. Google Ads and Bing Ads also offer audience targeting options.

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

Massachusetts paid ads managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Massachusetts eagerly took advantage of.

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. As a result, Facebook had difficulty tracking mobile device behavior. This 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 Massachusetts advertising companies. By choosing your own interest-based targeting, you tend to do more harm than good because their algorithm often understands your ideal audience better than you do.

While there will still be plenty of Massachusetts paid advertising agencies relying on custom audiences, 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.

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.

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

Landing Page Creation & Optimization

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

Our first step when managing a paid advertising campaign in Massachusetts involves reviewing the landing pages for best practices. Our review takes into account the following factors:

• Does the headline focus on benefits?
• Do you have any images above the fold?
• What is the quality of the content? Is it well written?
• Do I have immediate access to a lead form?
• 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?

Quality landing pages are the result of many factors.

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

If you want to create an effective landing page, you should never consider it finished. You can refine your Massachusetts sales pitch by running A/B tests on the landing page every few months.

Building a Conversion Funnel

You might consider building out one or more sales funnels instead of a landing page. To boost leads, drive email audiences, and even make online purchases, we rely on sales funnels.

We have a client who promotes an online fitness challenge that you can even participate in from Massachusetts. We built multiple sales funnels within Click Funnels while managing their digital marketing. Here 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.
• Using application funnels, we encouraged people to apply for exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Massachusetts small business aren't limited to these. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.

Take your time if you decide to implement 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 Massachusetts. It can take years of experience to master funnels, however. You can save yourself some time by searching for a paid ads management company, like WebCitz, to handle the heavy lifting!

CRO

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 Massachusetts.

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

1. You sell a $100 sweatshirt in Massachusetts on your website.
2. You have a 1% conversion rate, meaning for every 100 Massachusetts 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 Massachusetts that visits your website you spend 50 cents.
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 PPC advertising you get two dollars in return.

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

To improve the situation, you hire a paid ads company 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 Massachusetts 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 Massachusetts, 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 attractive 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 should change things up frequently, even if you are just targeting people in Massachusetts.

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 Massachusetts 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 company that helps Massachusetts organizations, 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 Massachusetts website or funnel.

You might be suffering from ad attribution errors 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 Massachusetts 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 Massachusetts 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 Massachusetts PPC Campaigns

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

Local Ads within Massachusetts

Local ads for your Massachusetts small business can be run through nearly any advertising platform. You may find greater success on one platform over another depending on the nature of your local business in Massachusetts. It is important to try out every available option to see which works best for your needs. Now let's discuss some local area advertising options.

There are going to be two options from Google.

In the first case, you can run traditional Google Ads, possibly using the 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 Massachusetts. Even localized 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. Home service contractors in Massachusetts, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

Facebook Ads can also be used to target people in Massachusetts. The first step is to set up a campaign with ad sets restricted to Massachusetts, or specific ZIP codes within Massachusetts. For all types of Massachusetts businesses, we often use Facebook Ads.

Social Media Marketing throughout Massachusetts

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

Maintaining fresh ad creatives is key to social media ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

One of the best things about social media marketing is that you can target audiences who aren't yet aware of your product or service. It's quite the opposite when you run search engine marketing since you only get to show them when someone searches for what you offer in Massachusetts.

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 throughout Massachusetts

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

Some people refer to this as Massachusetts Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads for Massachusetts Organizations

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

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

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

Retargeting Ads in Massachusetts

There is a good chance that not everyone will convert during their first experience with your Massachusetts website, landing page, or sales funnel.

Retargeting ads are almost always recommended to help bring people back to your site after they have weighed their options.

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

Shopping Ads for Massachusetts Ecommerce Stores

Google Shopping Campaigns popularized this type of search ad.

To get started with Google Shopping, you just need an ecommerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account.

By using these tools, you can provide Google Ads with accurate 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 Massachusetts

You can run video ads on Facebook, YouTube, 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.

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!

Your Massachusetts paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.

Free PPC Calculators for Massachusetts PPC Managers

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

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

View More PPC Tools

Why Choose WebCitz to Manage Your Massachusetts Paid Ads Services

We'd love to partner with your Massachusetts team on paid advertising! In addition to paid ads management, we have internal teams focused on sales funnel development, social ads, and ad creative testing for Massachusetts. In most Massachusetts paid ads firms, only one person handles all duties, but this is not the case for us! You might not get the results you want from Massachusetts PPC firms if you don't test campaign optimization and creative ideas often enough.

While researching paid advertising firms for your Massachusetts business, there are many factors to consider. With more than 18 years of experience, you know you can trust the paid ads plans and strategies we suggest for your Massachusetts small business. As a lead generation firm, we often use similar PPC tactics.

More importantly, you should choose our paid ads agency because you feel confident we are the right team to help your Massachusetts small business grow. Consider our PPC specialists for the following reasons:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Massachusetts online advertising 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.

Get in touch with our PPC experts to discuss what we can do for you in Massachusetts! Massachusetts small businesses often hire us for PPC advertising management packages, but larger corporations can also hire us to augment their marketing departments.

Our team would appreciate the opportunity to be considered when your Massachusetts business needs a PPC marketing firm. To start a discussion with the helpful staff at our PPC company, send us an email or give us a call if you have any follow-up questions.

800-796-8263 Email Us