From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Salem business with its paid ads.
Salem 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 Salem 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. 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 even setup and optimize Google and Facebook advertising campaigns for businesses in Methuen, MA, Atkinson, NH, Windham, NH, Lawrence, MA, and Hampstead, NH.
Find out more about our Salem PPC management.
PPC management consists of creating and optimizing paid advertisement campaigns in Salem. However, that is an incredibly simple explanation, so let's dig a little deeper.
To provide professional PPC management, a paid ads agency for Salem 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 Salem, for instance, are often only interested in good leads. In order to accomplish this, paid advertising can drive traffic to a landing page or sales funnel that is optimized. 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. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. You might even want to include Google Shopping Campaigns in some cases. Our team has even used sales funnels to help sell products and subscriptions.
The next step in Salem PPC management is understanding the metrics that will be used to optimize and scale. For paid advertising to be effective, most Salem 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.
In order to be successful with paid advertising, your Salem business needs to use multiple strategies and marketing tools. Pay-per-click campaigns in Salem should include tactics like:
In addition to managing Salem-area PPC campaigns, our team also offers Bedford, Concord, Durham, Manchester, Milford, Nashua, Portsmouth, Rochester, small businesses and large corporations a professional PPC management service.
One of the most obvious benefits of Salem 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 Salem 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. It is usually the creatives, campaign settings, or sales process that is the problem.
The right combination of paid advertising and digital marketing strategy can greatly enhance your Salem business's digital marketing strategy. Just keep in mind increased traffic doesn't always result in more conversions!
In Salem, there are many ways to run paid advertising. Salem has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.
If you have a business in Salem, 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 Salem business. To find out which option works best for you, you should try all of the options available. Now let's discuss some local advertising options.
There are going to be two options from Google.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. 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. Salem professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.
The second option from Google, if you are in a qualifying business industry, is to check out 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 Salem often use Google Local Service Ads.
You can also target people in your local Salem 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 Salem. We often rely on local Facebook Ads for all types of Salem business industries.
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. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. A weekly change in ad creative is often recommended for higher-spend ad campaigns.
Using social ads allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right 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 Salem.
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.
In some circles, this is referred to as Salem Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad.
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. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.
Many different message boards, chat rooms, game lounges, news websites (even local Salem news stations), gossip sites, and more run display advertisements.
Bing Ads and Google Ads both offer these.
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.
Your Salem website, landing page, or sales funnel won't convert everyone on the first visit.
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.
You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.
It was Google Shopping Campaigns that popularized this form of search advertising.
If you want to promote your Salem 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.
You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.
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. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!
If you have the budget to support ad creatives in video format, definitely look to implement them into your Salem paid advertising campaigns.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Salem. Drive traffic and conversions to your Salem digital assets with our experience across dozens of industries.
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.
A search for "Salem Roofer" on a search engine, for example, might lead someone to a roofing company in Salem. 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 Salem.
However, what if that exact match keyword wasn't producing enough search volume and the Salem roofing company needed to increase their advertising reach? The solution would require keyword research.
After discussing options, the next step might involve the paid ads manager talking with the Salem roofing company what services they want to target more often and where. There may also be a need to broaden the keyword targeting.
For instance, the New Hampshire PPC manager might discover high search volume for "Methuen, MA roofing companies" or even "Salem roof repair." The first phrase targets a location nearby Salem 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.
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. However, they might see your paid ads if you are using 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.
When you hear audience research talked about in Salem paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. However, Bing Ads and Google Ads also allow audience targeting.
Let's take a look at audience research and targeting within Facebook Ads.
Salem 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 Salem eagerly took 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. The change negatively affected Facebook's ability to track user behavior across Salem and beyond. This even affected the accuracy of ad attribution reporting.
Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Salem ad 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 Salem 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.
This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Salem ad campaigns to squeeze a little extra performance.
An important factor in the success of your Salem paid advertising campaign is the landing page.
When we take on the management of a paid advertising campaign in Salem, we start by looking over the landing pages to see if 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 Salem paid advertising until you have a landing page that follows best practices!
Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Salem sales pitch.
As an alternative to a landing page, you might want to consider building out one or more sales funnels. 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 Salem. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
There are many different types of funnels, so your Salem 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 Salem. 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!
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 Salem.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Salem 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 Salem 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 Salem, 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 Salem.
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 Salem 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 Salem 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 Salem 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 Salem 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 Salem 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 Salem 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 Salem 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 Salem. This is not true of all Salem 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 Salem PPC companies to get the results you desire.
In researching paid advertising agencies for your Salem company, there are many factors to consider. The PPC strategies and tactics we suggest for your Salem company are backed by more than 18 years of experience. As a lead generation agency, we often use similar PPC tactics.
More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your Salem company grow. Here are a few reasons we suggest considering our PPC experts:
Let's talk about what our PPC experts can do for your Salem business! While we often provide complete paid advertising management services for small businesses in cities like Salem, we are also able to augment the marketing departments of large corporations in Salem and beyond.
We hope you consider our company when searching for a PPC advertising agency for you Salem 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.
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!