Brantford, ON PPC Agency

Our Brantford, ON PPC Management Services

The act of creating and optimizing Brantford paid advertising campaigns is known as PPC management. That is an incredibly simple explanation though, so let's dive a little deeper.

A paid ads agency for Brantford often begins by getting to know your company and its business model before providing professional PPC management. 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.

Service providers in Brantford, for example, are often only looking for quality leads. This can be accomplished through paid advertising that drives traffic 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. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. 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.

Understanding the metrics that will be used to optimize and scale Brantford PPC is the next step. Most Brantford 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.

To be successful with paid advertising, your Brantford business should utilize multiple advertising strategies and marketing tools. Some of the best paid advertising services in Brantford include:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Make money online or through qualified leads for your Brantford business.
• Better understand ad attribution through the integration of third-party attribution software.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Place ad creatives across various ad placements and media formats to see which performs best.

In addition to managing Brantford-area PPC campaigns, our team also offers Toronto, Gatineau, Hamilton, Kitchener, London, Oshawa, Windsor, St. Catharines, Barrie, Guelph, Kingston, Milton, Thunder Bay, Peterborough, Belleville, Welland, North Bay, and Ottawa small businesses and large corporations a professional PPC management service.

Pricing for Brantford, ON PPC Management

The price of our PPC management services 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 Brantford, ON Businesses

The most obvious benefit of Brantford paid advertising is the near instant increase in traffic it provides.

Whether a traffic increase results in higher conversions depends on your ads, landing pages, and business model.

If you are interested in running paid advertising in Brantford, we recommend that you 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.

If you're not getting conversions, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.

When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Brantford company. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Brantford, ON Paid Ads

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Brantford local businesses. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Brantford digital assets.

Keyword Research

Keyword research in PPC 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.

For example, a person looking for a roofing company in Brantford might search "Brantford Roofer" on a search engine. As a paid ads manager for that Brantford 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 Brantford roofing company needed to increase their advertising reach? Researching keywords would be necessary for the solution.

After discussing options, the next step might involve the paid ads manager talking with the Brantford roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.

As an example, the Ontario PPC manager might find that "Paris, Canada roofing companies" and "Brantford roof repair" have high search volumes. The first phrase is targeting a nearby location to Brantford, which might still be in the service area of the Brantford 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.

You can also benefit from keyword research when building out negative keyword lists. You can use these to prevent your paid ads from showing in search queries that you know won't convert.

An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your paid ads may appear if you use broad keyword targeting without negative keywords such as "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.

Audience Research

When you hear audience research talked about in Brantford paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. Google Ads and Bing Ads also offer audience targeting options.

We'll review some audience research and targeting history within Facebook Ads.

Brantford 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 Brantford 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 Brantford and beyond. This even affected the accuracy of ad attribution reporting.

For most Brantford 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.

While there will still be plenty of Brantford paid ads agencies relying on 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.

However, audience research and targeting aren't going away. The targeting options within Brantford ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

An important factor in the success of your Brantford paid advertising campaign is the landing page.

When we take on the management of a paid advertising campaign in Brantford, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:

• Is there a benefit-focused headline?
• Do you have any images above the fold?
• Does the content engage the reader?
• Do you have a lead form I can use right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• Can I load the page on a mobile device?

Quality landing pages are the result of many factors.

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

You should never consider your landing page complete. Try running A/B testing every few months to continue refining your Brantford sales pitch.

Sales Funnel Development

As an alternative to a landing page, you might want to consider building out one or more sales funnels. In order to generate leads, build email audiences, and even make online purchases, we rely on sales funnels.

One of our clients promotes an online fitness challenge that you can even join from Brantford. In the course of managing their digital marketing, we built several sales funnels using 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.
• Using application funnels, we encouraged people to apply for exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Brantford business aren't limited to these. It is important to remember that these can be very useful for gauging interest in a product or service, building 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 Brantford. 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 Brantford.

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

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

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 Brantford 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 Brantford 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 Brantford 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 Brantford 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 Brantford 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.

Types of Paid Ads for Brantford, ON PPC Campaigns

There are numerous ways to run paid advertising for your Brantford business. Let's discuss some of the most common paid ads being run within various business industries in Brantford.

Local Ads within Brantford

If you have a business in Brantford, you can run local ads on almost any advertising platform. One platform may be more effective for your local Brantford business than another. It is important to try out every available option to see which works best for your needs. Let's talk about a few local advertising choices.

There are going to be two options from Google.

In the first case, you can run traditional Google Ads, possibly using the 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 Brantford. Even local stores use this campaign type.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. 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 Brantford, like plumbers, electricians, roofers, and heating installers.

You can also use Facebook Ads to target people in your local Brantford area. The first step is to set up a campaign with ad sets restricted to Brantford as a city, or specific ZIP codes around Brantford. Local Facebook Ads are often used by Brantford businesses of all types.

Social Ads for Brantford Websites

Pretty much any online ad you see on a social network site is going to qualify as a social media ad.

The trick to social ads is keeping the ad creatives fresh. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

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 Brantford.

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

Search Ads for Brantford 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 Brantford 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 for Brantford Businesses

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Brantford news stations), gossip websites, and more.

These are commonly used within the Google Ads and Bing Ads platforms.

With display ads, you just need a set of ad creatives in different sizes. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Brantford

Your Brantford 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 any ad platform, too.

Shopping Ads for Brantford Ecommerce Companies

Google Shopping Campaigns popularized this type of search ad.

If you want to promote your Brantford 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. 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.

Video Ads for Brantford Businesses

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

Using YouTube Ads is as simple as setting up a video ad campaign in Google Ads.

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. 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 Brantford paid advertising campaigns.

Free PPC Calculators for Brantford, ON PPC Managers

Our digital marketers are so excited about managing Brantford paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!

• Return on Ad Spend Calculator
• Cost Per Acquisition Calculator
• Churn Rate Calculator

View All PPC Tools

Why Choose WebCitz to Manage Your Brantford, ON PPC Services

We want to be your Brantford team's paid advertising partner! As a full-service PPC management company targeting Brantford, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. In most Brantford PPC companies, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and creative ideas often enough with those Brantford PPC companies to get the results you desire.

Choosing a paid ad agency for your Brantford business is not an easy task. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Brantford business. 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 Brantford company grow. Consider our PPC experts for the following 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.
• Since we have an internal advertising team, we do not outsource Brantford digital marketing services, such as PPC management, sales funnel development, or ad creative services.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Let's discuss what our PPC experts can offer your Brantford company! We often provide complete paid advertising management services to Brantford small businesses, but we can also augment the marketing department of larger Brantford corporations to fill in missing skill sets.

Our team would appreciate the opportunity to be considered when your Brantford business or corporation is in need of a PPC marketing agency. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

800-796-8263 Email Us