From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Springfield business with its paid ads.
Springfield businesses and ecommerce sites can improve their paid advertising campaigns with the help of a results-driven PPC management company with over 18 years of experience.
Our paid ads managers can help your Springfield business target relevant audiences and build brand awareness using 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. From there, we can help you integrate solutions that bring clarity to ad attribution in a post iOS 14.5 environment, allowing you to efficiently scale your ad campaigns.
We have onsite graphic designers and video marketing teams available to develop the right hook and build upon your message as a full-service paid advertisement agency serving Springfield.
We also create and optimize Facebook and Google Ads campaigns for those nearby in West Springfield, MA, Agawam, MA, Chicopee, MA, Longmeadow, MA, and East Longmeadow, MA.
Read on to learn more about our Springfield PPC management services.
PPC management consists of creating and optimizing paid advertisement campaigns in Springfield. However, that is an incredibly simple explanation, so let's dig a little deeper.
To provide professional PPC management, a paid ads agency for Springfield often starts by getting to know your company and its business model. This information helps determine the next steps, since the way you'd approach paid advertising for a local Springfield business is much different from how you'd handle it for an ecommerce brand.
Service providers in Springfield, for example, are often only looking for quality leads. Through paid advertising, traffic can be driven 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. Using paid advertising, you can drive traffic to a page optimized for products or categories. In some cases, it might even make sense to include Google Shopping Campaigns. Our team has even used sales funnels to help sell products and subscriptions.
To optimize and scale Springfield PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Springfield paid ad agencies will implement email collection strategies, 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.
In order to be successful with paid advertising, your Springfield business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Springfield should include tactics like:
In addition to managing Springfield-area PPC campaigns, our team also offers Boston, Cambridge, Lawrence, Lowell, Medford, Plymouth, and Worcester small businesses and large corporations a professional PPC management service.
One of the most obvious benefits of Springfield paid advertising 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.
The first recommendation we offer to Springfield businesses interested in running paid advertising is to 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're not getting conversions, don't blame Facebook or Google. In many cases, the problem lies in the ad creative, campaign settings, or sales process.
When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Springfield company. Just keep in mind increased traffic doesn't always result in more conversions!
In Springfield, there are many ways to run paid advertising. Springfield has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.
You can use nearly any advertising platform to run local ads for your Springfield business. One platform may be more effective for your local Springfield business than another. You should try out every option available to see which suits you best. Let's talk about a few local advertising choices.
There are going to be two options from Google.
As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers in Springfield. Springfield professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.
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 Springfield, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also target people in your local Springfield 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 Springfield. For all types of Springfield businesses, we often use Facebook Ads.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
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. 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 Springfield.
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'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 Springfield Search Engine Marketing, or SEM. 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 Springfield 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. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.
Not everyone is going to convert during their first experience with your Springfield 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 any ad platform, too.
It was Google Shopping Campaigns that popularized this form of search advertising.
If you want to promote your Springfield 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.
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.
Video is an excellent ad creative in terms of conversion opportunities. Video ads are frequently used to showcase product launches, custom services, and personal introductions.
If you have the budget to support ad creatives in video format, definitely look to implement them into your Springfield paid advertising campaigns.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Springfield. Drive traffic and conversions to your Springfield digital assets with our experience across dozens of industries.
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, Bing and Google only show ads based on what people search for.
If you are looking for a roofing company in Springfield, you might search "Springfield Roofer" on Google. As a paid ads manager for that Springfield 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 Springfield roofing company needed to increase their advertising reach? In order to solve the problem, keyword research would be required.
The next steps might involve the paid ads manager discussing with the Springfield roofing company what types of services they want to target more often and within what geographic areas. There may also be a need to broaden the keyword targeting.
Suppose the Massachusetts PPC manager discovers that there is a high traffic volume for "West Springfield, MA roofers" or even "Springfield roof repair." The first phrase targets a location nearby Springfield 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.
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.
A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. However, they might see your paid ads if you are using 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.
In Springfield 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.
Springfield paid advertising managers used Facebook's custom audiences extensively in the past. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Springfield advertisers lined up to exploit.
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. The change negatively affected Facebook's ability to track user behavior across Springfield and beyond. Even ad attribution reporting was affected.
For most Springfield 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 Springfield 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.
It's not to say audience research and targeting are going away. Springfield ad campaigns will likely always have targeting options that can be manipulated for extra performance.
The quality of your landing page will be a big factor in the success of your Springfield paid advertising campaigns.
We begin by examining the landing pages on any paid advertising campaign in Springfield to make sure they follow best practices. Here are some of the factors we look for in this review:
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 Springfield paid advertising.
You should never consider your landing page complete. Try running A/B testing every few months to continue refining your Springfield sales pitch.
Rather than a landing page, you might want to consider building out a sales funnel. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.
We have a client who promotes an online fitness challenge that you can even participate in from Springfield. 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:
There are many different types of funnels, so your Springfield 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.
Make sure you take your time when implementing a funnel. You can learn this type of work at home or at a technical school in Springfield after weeks or months of training. Getting really good at funnels, however, can take years. You can save yourself some time by looking for a PPC management firm, like WebCitz, to handle the heavy lifting!
Knowing your conversion rate is crucial to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services throughout Springfield.
To illustrate the impact of conversion rates, let's run through a basic example.
For most Springfield 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 Springfield 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 Springfield, 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 Springfield.
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 Springfield 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 Springfield 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 Springfield 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 Springfield 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 Springfield 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.
As part of our commitment to managing Springfield paid advertising campaigns, our digital marketers worked with our web development team to build a few PPC calculators that might interest you.
We'd love to partner with your Springfield team on paid advertising! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Springfield. This is not true of all Springfield PPC management companies, since most only have a single person handling all the tasks. For those Springfield PPC agencies, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.
Choosing a paid ad agency for your Springfield business is not an easy task. Having over 18 years of experience, you can trust our PPC strategies and tactics for Springfield businesses. These are often the same PPC tactics we use for our own lead generation.
More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your Springfield company grow. Our PPC experts are a good option for a number of reasons:
Get in touch with our PPC experts to discuss what we can do for you in Springfield! While we often provide complete paid advertising management services for small businesses in cities like Springfield, we are also able to augment the marketing departments of large corporations in Springfield and beyond.
We hope you consider our company when searching for a PPC advertising agency for you Springfield small business or large corporation. To start a discussion with the helpful staff at our PPC firm, send us an email or give us a call if you have any follow-up questions.
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.