Medford, MA PPC Agency

What is Medford, MA PPC Management?

PPC management consists of creating and optimizing paid advertisement campaigns in Medford. Despite that simple explanation, let's explore it further.

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

For example, local Medford service providers are often only interested in qualified 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 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. 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 Medford PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Medford paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. To better understand ad attribution and reporting, it makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam. For that to make sense though, your ad spend should be over $1,000/month.

To be successful with paid advertising, your Medford business should utilize multiple advertising strategies and marketing tools. For example, the best Medford paid advertising services will include tactics to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make your Medford business more profitable by acquiring qualified leads or selling online.
• Integrate third-party attribution tools to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• 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 Medford-area PPC campaigns, our team also offers Boston, Cambridge, Lawrence, Lowell, Plymouth, Springfield, and Worcester small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Medford, MA Businesses

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

It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.

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

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 run into trouble getting the conversions you were expecting, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.

Medford 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!

Types of Paid Ads for Medford, MA PPC Campaigns

In Medford, there are many ways to run paid advertising. The following are some of Medford's most common paid advertisements options.

Local Ads within Medford

You can use nearly any advertising platform to run local ads for your Medford business. Depending on the nature of your local Medford business, you may find better success in one platform versus another. It is important to try out every available option to see which works best for your needs. 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. 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 Medford. Even local 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. Plumbers, electricians, roofers, and heating installers in Medford often use Google Local Service Ads.

You can also use Facebook Ads to target people in your local Medford area. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Medford as a city, or specific Medford ZIP codes. We often rely on local Facebook Ads for all types of Medford business industries.

Social Ads throughout Medford

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

Maintaining fresh ad creatives is key to 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. It's quite the opposite when you run search ads since you only get to show them when someone searches for what you offer in Medford.

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

Search Ads for Medford Businesses

If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.

There are some people out there who refer to this as Medford Search Engine Marketing, or SEM for short. An advertisement that appears on the search results page of a search engine is called a search ad.

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.

Display Ads in Medford

Many different message boards, chat rooms, game lounges, news websites (even local Medford 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. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.

Retargeting Ads for Medford Businesses

Not everyone is going to convert during their first experience with your Medford 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 Medford Ecommerce Businesses

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

If you want to promote your Medford 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 of your 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 Medford

YouTube, Facebook, Instagram, and other social networking sites allow you to run video ads.

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. Video ads are frequently used to showcase product launches, custom services, and personal introductions.

You should definitely consider incorporating video ads into your paid advertising campaigns in Medford if you have the budget to do so.

Medford, MA PPC Management Services

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Medford. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Medford digital assets.

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, search ads only show up based on what is searched on Google or Bing.

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

What if, however, that exact match keyword wasn't producing enough search volume and the Medford roofing company wanted to increase their traffic and conversions? 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 Medford roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.

Suppose the Massachusetts PPC manager discovers that there is a high traffic volume for "Malden, MA roofers" or even "Medford roof repair." The first phrase targets a location nearby Medford that might still be within the company's service area. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

You can also benefit from keyword research when building out negative keyword lists. These are used to stop your paid ads from showing in search queries that you know won't produce conversions.

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 Medford 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.

Medford paid advertising managers used Facebook's custom audiences extensively in the past. 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 Medford flocked to take advantage of.

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

When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Medford and beyond. This even affected the accuracy of ad attribution reporting.

For most Medford 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.

In spite of the fact that many Medford paid ads agencies still rely on custom audiences, it is clear that the trend is shifting 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. Medford ad campaigns will likely always have targeting options that can be manipulated for extra performance.

Landing Page Optimization

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

When we take on the management of a paid advertising campaign in Medford, we start by looking 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?
• Can you easily identify the call to action?
• How quickly does the page load?
• Does social proof exist?
• 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 Medford paid advertising until you have a landing page that follows best practices!

You should never consider your landing page complete. For continuous improvement, run A/B testing every few months.

Including a Sales Funnel

Rather than a landing page, you might want to consider building out a sales funnel. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from Medford. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• 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 Medford 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 Medford. 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 Medford.

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

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

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 Medford 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 Medford 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 Medford 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 Medford 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 Medford 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 Medford, MA PPC Managers

As part of our commitment to managing Medford 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 Medford, MA PPC Services

We'd love to partner with your Medford team on paid advertising! We are a full-service PPC management company targeting Medford with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. In most Medford PPC companies, only one person handles all tasks, but this is not the case for us! For those Medford PPC agencies, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.

There are many factors to consider when researching paid ads agencies for your Medford business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Medford business. 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 Medford company grow. 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.
• Our internal advertising team handles all Medford digital marketing services, 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.

Let's talk about what our PPC experts can do for your Medford business! We often provide complete paid advertising management services to Medford small businesses, but we can also augment the marketing department of larger Medford corporations to fill in missing skill sets.

When it comes time for your Medford small business or large corporation to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. 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.

800-796-8263 Email Us