Schenectady PPC Agency

Our Schenectady, NY PPC Management Game Plans

PPC Management consists of creating and optimizing paid advertisement services in Schenectady. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide expert PPC ads management, a paid advertising agency for Schenectady should get to know your company and its goals. You can use this information to determine the next steps, since paid advertising for a localized business differs from PPC advertising for an ecommerce store.

Service providers in Schenectady, for example, are often only looking for quality leads. To accomplish this, paid ads can drive traffic to a landing page or sales funnel that is optimized. 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 tend to be interested in online sales. Pay-per-click advertising can be used to get traffic to an optimized product or category page. Google Shopping Campaigns might even make sense in some cases. Our team has even used sales funnels to help sell products and subscriptions.

To optimize and scale Schenectady PPC, it's important to understand what metrics will be used. For paid ads to be effective, most Schenectady paid ad companies will implement email collection plans, such as squeeze pages or lead magnets. 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.

To be successful with PPC advertising, your Schenectady small business needs to use multiple plans and marketing tools. Pay-per-click campaigns in Schenectady should include strategies like:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social channels, and third-party websites.
• Make money online or through qualified leads for your Schenectady organization.
• 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 ad creatives across various ad placements and between different media formats.

In addition to managing Schenectady-area paid ads campaigns, our team also offers Albany, Brentwood, Bronx, Brookhaven, Brooklyn, Buffalo, Greece, Manhattan, New York City, Niagara Falls, Queens, Staten Island, Syracuse, White Plains, and Yonkers small businesses and large corporations a professional PPC management service.

Pricing for Schenectady, NY PPC Ads Management

The price of our PPC management packages is based on the amount of time you want us to dedicate to your campaigns each month. Listed below you will find our starting price for PPC management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Schenectady, NY Small Businesses

One of the most obvious benefits of Schenectady 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.

Starting slowly is the first recommendation we give to Schenectady businesses interested in paid advertising.

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.

If you're not getting conversions, don't blame Facebook or Google. It is usually the creatives, campaign settings, or sales process that is the problem.

When everything comes together, PPC advertising can be an invaluable addition to the website advertising campaign of your Schenectady company. Remember, more traffic doesn't always mean more conversions!

How We Manage Schenectady, NY PPC

Our team of PPC advertising consultants is knowledgeable about the latest paid ads trends in Schenectady. Take advantage of our experience across dozens of business industries to help generate traffic and conversions to your Schenectady digital assets.

Keyword Research

Keyword research in paid ads is mostly used for Google Ads and Bing Ads search network campaigns. After all, Bing and Google only show ads based on what people search for.

A search for "Schenectady Roofer" on a search engine, for example, might lead someone to a roofing company in Schenectady. As a PPC advertising manager for that Schenectady roofing company, targeting that exact phrase wouldn't require in-depth keyword research.

What if, however, that exact match keyword wasn't producing enough search volume and the Schenectady roofing company wanted to increase their traffic and conversions? Researching keywords would be necessary for the solution.

Typically, the paid advertising manager will discuss with the Schenectady roofing company what types of services to target more often. There may also be a need to broaden the keyword targeting.

Suppose the New York PPC manager discovers that there is a high traffic volume for "Rotterdam, NY roofers" or even "Schenectady roof repair." The first phrase targets a location nearby Schenectady that might still be within the company's service area. 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. You can use them to prevent your paid advertising 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. Your paid advertising may appear if you use broad keyword targeting without negative keywords such as "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 ads on Facebook and Instagram in Schenectady paid advertising campaigns. 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.

Facebook custom audiences were heavily relied upon by Schenectady's paid advertising managers 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 Schenectady flocked to take advantage of.

The rise of data privacy and machine learning had a significant impact on custom audiences over time.

In the iOS 14.5 upgrade, 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 Schenectady and beyond. In fact, it even affected the accuracy of ad attribution reporting.

For most Schenectady advertising firms, 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.

While there will still be plenty of Schenectady paid advertising companies 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.

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. The targeting options within Schenectady ad campaigns will likely always be manageable to boost performance.

Landing Page Optimization

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

Our first step when managing a paid ads campaign in Schenectady involves reviewing the landing pages for best practices. In this review, we consider the following factors and more:

• Does the headline focus on benefits?
• Is there an image above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• Can you easily identify the call to action?
• How quickly does the page load?
• Is there social proof?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

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

If you want to create an effective landing page, you should never consider it finished. Try running A/B testing every few months to continue refining your Schenectady sales pitch.

Including a Funnel

You might consider building out one or more sales funnels instead of a landing page. To grow leads, build 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 Schenectady. In the course of managing their website advertising, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• We used sales letter funnels to serve as the registration system for the online program.

The types of funnels available to your Schenectady organization 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.

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 Schenectady after weeks of training. However, getting really good at funnels can take years of experience. You can save yourself some time by searching for a PPC ads management firm, like WebCitz, to handle the heavy lifting!

Conversion Rate Optimization

Making informed advertising decisions requires a clear understanding of your conversion rate. Throughout Schenectady, conversion rates vary widely between industries, products, and services. However, you can expect average conversion rates of 1-3%.

To illustrate the impact of conversion rates, let's run through a basic example.

1. You sell a $100 sweatshirt on your website in Schenectady.
2. You have a 1% conversion rate. This means for every 100 website visitors in Schenectady you sell 1 sweatshirt.
3. You have a $0.50 average cost per click (CPC), meaning for each person in Schenectady that visits your website you spend 50 cents.
4. You would need to pay $50 for 100 clicks from paid advertising to sell 1 sweatshirt. 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 Schenectady businesses, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a PPC advertising firm 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 Schenectady 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 Schenectady, 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 Schenectady.

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 Schenectady 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 firm that helps Schenectady 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 Schenectady website or funnel.

You might be suffering from ad attribution concerns 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 Schenectady 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 Schenectady 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 ads campaigns are doing.

Types of Paid Ads for Schenectady, NY PPC Campaigns

In Schenectady, there are many ways to run paid advertising. Let's discuss some of the most common PPC advertising being run within various business industries in Schenectady.

Local Marketing in Schenectady

If you have a business in Schenectady, you can run nearby ads on almost any advertising platform. One platform may be more effective for your local Schenectady small business than another. To find out which option works best for you, you should try all of the options available. Let's talk about a few local advertising choices.

From Google, you'll have two options.

In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers in Schenectady. Schenectady 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. We often use Google Local Service Ads for home services contractors in Schenectady, like plumbers, electricians, roofers, and heating installers.

You can also target people in your local area Schenectady 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 Schenectady. We often rely on local Facebook Ads for all types of Schenectady small business industries.

Social Media Ads for Schenectady Websites

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

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. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

One of the best things about social media ads is that you can target audiences who aren't yet aware of your product or service. The opposite is true when you run search advertising since your ads will only show when someone is actively looking for what your Schenectady small business has to offer.

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

Search Ads throughout Schenectady

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

In some circles, this is referred to as Schenectady Search Engine Marketing, or SEM. This is just a different way of explaining search engine advertising, which are advertisements placed on the search results page of a search engine.

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 for Schenectady Small Businesses

Many different message boards, chat rooms, game lounges, news websites (even local Schenectady 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. Both ad platforms have algorithms that help you improve results from your ad spend if you have an understanding of your target audience.

Retargeting Ads for Schenectady Small Businesses

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

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

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Schenectady Ecommerce Stores

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

If you want to promote your Schenectady 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 your accurate product data, including the 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 Schenectady

You can run video ads on Facebook, YouTube, Instagram, and other social media networking websites.

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

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!

If you have the budget to support ad creatives in video format, look to implement them into your Schenectady PPC advertising campaigns.

Free PPC Calculators for Schenectady, NY Paid Ads Managers

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

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

View Other PPC Tools

Why Choose WebCitz to Manage Your Schenectady, NY PPC Tactics

We'd love to partner with your Schenectady team on paid advertising! As a full-service PPC management firm targeting Schenectady, we have multiple internal teams focused on search engine ads, social media marketing, sales funnel development, and ad creative testing. Schenectady paid ads management companies don't all operate this way, since most only have one person in charge of everything. You might not be testing campaign optimizations and creative ideas often enough with those Schenectady paid ads companies to get the results you desire.

Choosing a paid ad firm for your Schenectady business is not an easy task. The PPC plans and strategies we suggest for your Schenectady company are backed by more than 18 years of experience. These are often the same paid ads plans we use for our own lead generation.

In addition, you should choose us as your paid advertising company because you are confident we can help your Schenectady company grow.

Consider our PPC specialists for the following reasons:

• Having been in business since 2004, we have more than 18 years of experience.
• We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
• Our internal advertising team handles all Schenectady online advertising 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 discuss what our PPC experts can offer your Schenectady company! While we often provide complete PPC advertising management services for small businesses in cities like Schenectady, we are also able to augment the marketing departments of large corporations in Schenectady and beyond.

We hope you consider our company when searching for a paid ads company for you Schenectady company. 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 company.

800-796-8263 Email Us