From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Portsmouth business with its paid ads.
Portsmouth 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.
To target relevant audiences and build brand awareness, our paid ads managers can help your Portsmouth business leverage 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. In a post iOS 14.5 environment, we can help you integrate solutions which provide clarity around ad attribution, allowing your ad campaigns to scale efficiently.
With our in-house graphic design and video marketing teams, we can create stunning creatives that provide the right hook and tell a story that resonates with your audience.
We also create and optimize Facebook and Google Ads campaigns for those nearby in Kittery, ME, Rye, NH, Eliot, ME, North Hampton, NH, and Stratham, NH.
Read on to learn more about our Portsmouth PPC management services.
PPC management consists of creating and optimizing paid advertisement campaigns in Portsmouth. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide professional PPC management, a paid ads agency for Portsmouth often starts by getting to know your company and its business model. 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.
Local service providers in Portsmouth, for instance, are often only interested in good 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. 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 Portsmouth PPC, it's important to understand what metrics will be used. Most Portsmouth 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 Portsmouth business needs to use multiple strategies and marketing tools. For example, the best Portsmouth paid advertising services will include tactics to:
In addition to managing Portsmouth-area PPC campaigns, our team also offers Bedford, Concord, Durham, Manchester, Milford, Nashua, Rochester, and Salem small businesses and large corporations a professional PPC management service.
One of the most obvious benefits of Portsmouth 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.
The first recommendation we offer to Portsmouth businesses interested in running paid advertising is to start slowly.
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.
Don't blame Facebook or Google if you don't get conversions. 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 Portsmouth company. Just keep in mind increased traffic doesn't always result in more conversions!
In Portsmouth, 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 Portsmouth.
If you have a business in Portsmouth, you can run local ads on almost any advertising platform. You may find greater success on one platform over another depending on the nature of your local Portsmouth business. 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. 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 Portsmouth. Even local stores use this campaign type.
Google's second option for qualifying businesses is 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 Portsmouth, like plumbers, electricians, roofers, and heating installers.
You can also target people in your local Portsmouth area using Facebook Ads. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Portsmouth as a city, or specific Portsmouth ZIP codes. We often rely on local Facebook Ads for all types of Portsmouth business industries.
A social media ad is pretty much any online advertisement you see on a social networking site.
It's important to keep the ad creatives fresh when running 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.
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 Portsmouth.
However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.
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 Portsmouth Search Engine Marketing, or SEM for short. There are different ways to explain search ads, 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. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Portsmouth news stations), gossip websites, and more.
Google Ads and Bing Ads commonly offer these campaign types.
To get started with display ads, you just need a set of ad creatives in different image sizes. 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.
There is a good chance that not everyone will convert during their first experience with your Portsmouth 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.
This type of search ad was popularized by Google Shopping Campaigns.
If you want to promote your Portsmouth 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 in place, you'll be able to provide Google Ads an updated list of all of your accurate product data, including the 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.
YouTube, Facebook, Instagram, and other social networking sites allow you to run video ads.
Using YouTube Ads is as simple 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.
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 Portsmouth if you have the budget to do so.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Portsmouth. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Portsmouth digital assets.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only appear based on what is searched on Google or Bing.
If you are looking for a roofing company in Portsmouth, you might search "Portsmouth Roofer" on Google. As a paid ads manager for that Portsmouth 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 Portsmouth roofing company needed to increase 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 Portsmouth 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 New Hampshire PPC manager discovers that there is a high traffic volume for "Kittery, ME roofers" or even "Portsmouth roof repair." The first phrase is targeting a nearby location to Portsmouth, which might still be in the service area of the Portsmouth 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. 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. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "free" or "advertise".
Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.
When you hear audience research talked about in Portsmouth paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. There are options within Google Ads and Bing Ads for audience targeting as well though.
We'll review some audience research and targeting history within Facebook Ads.
Portsmouth paid advertising 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 Portsmouth eagerly took advantage of.
A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.
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 Portsmouth 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 Portsmouth ad agencies. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.
In spite of the fact that many Portsmouth paid ads agencies still rely on custom audiences, it is clear that the trend is shifting 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 changes to audience targeting.
This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Portsmouth ad campaigns to squeeze a little extra performance.
It is important to focus on a high quality landing page when running paid advertisements in Portsmouth.
We begin by examining the landing pages on any paid advertising campaign in Portsmouth to make sure they follow best practices. Our review takes into account the following factors:
There are so many factors that come into the design and development of a quality landing page.
Please, don't spend money on Portsmouth 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.
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.
For example, we have a client that promotes an online fitness challenge that you could even join from Portsmouth. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. Here are some of the funnels we made:
There are many different types of funnels, so your Portsmouth 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 Portsmouth after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC management firm like WebCitz to do the hard work for you!
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 Portsmouth.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Portsmouth 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 Portsmouth 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 Portsmouth, 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 Portsmouth.
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 Portsmouth 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 Portsmouth 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 Portsmouth 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 Portsmouth 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 Portsmouth 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 Portsmouth 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 Portsmouth team on paid advertising! As a full-service PPC management company targeting Portsmouth, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. This is not true of all Portsmouth PPC management companies, since most only have a single person handling all the tasks. You might not be testing campaign optimizations and creative ideas often enough with those Portsmouth PPC companies to get the results you desire.
In researching paid advertising agencies for your Portsmouth company, there are many factors to consider. Having over 18 years of experience, you can trust our PPC strategies and tactics for Portsmouth 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 Portsmouth company grow. Our PPC experts are a good option for a number of reasons:
Let's discuss what our PPC experts can offer your Portsmouth company! While we often provide complete paid advertising management services for small businesses in cities like Portsmouth, we are also able to augment the marketing departments of large corporations in Portsmouth and beyond.
When it comes time for your Portsmouth 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.
When searching for the most experienced PPC experts, it is important to review each paid advertising agency for communication, availability, past results and client satisfaction. This will help ensure you select a reputable partner to help with your paid advertising campaigns. You will find WebCitz to be one of the highest rated PPC agencies!
Look at how we've been able to help improve paid ad performances for businesses in multiple industries!