Guelph, ON PPC Agency

Our Guelph, ON PPC Management Campaigns

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

To provide premium paid ads management, a paid advertising firm for Guelph should get to know your company and its goals. This information helps determine the next steps, since the way you'd approach PPC advertising for a local Guelph organization is much different from how you'd handle it for an ecommerce brand.

Local service providers in Guelph, for instance, are often only interested in good leads. To accomplish this, paid advertising can get 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 tend to be interested in online sales. Pay-per-click advertising can be used to increase traffic to an optimized product or category page. In some cases, it might even make sense to include Google Shopping Campaigns. Our sales funnels have also helped us to sell subscriptions, products, and services.

The next step in Guelph paid ads management is understanding the metrics that will be used to optimize and scale. For paid advertising to be effective, most Guelph paid ad firms will implement email collection strategies, 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.

Your Guelph small business should use a variety of advertising plans and marketing tools to be successful with paid advertising. Pay-per-click campaigns in Guelph should include tactics like:

• 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 Guelph business.
• Utilize third-party attribution software to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• 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 Guelph-area PPC campaigns, our team also offers Toronto, Gatineau, Hamilton, Kitchener, London, Oshawa, Windsor, St. Catharines, Barrie, Kingston, Milton, Brantford, Thunder Bay, Peterborough, Belleville, Welland, North Bay, and Ottawa small businesses and large corporations a premium PPC ads management service.

Pricing for Guelph, ON PPC Management

The price of our paid ads 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 ads management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Guelph, ON Organizations

One of the most obvious benefits of Guelph paid ads 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 Guelph small businesses interested in paid advertising.

Before diving into PPC advertising or scaling your ad campaigns, make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data.

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 can greatly enhance your Guelph business's digital marketing game plan. Remember, more traffic doesn't always mean more conversions!

How We Manage Guelph, ON PPC

Our team of paid ads experts is knowledgeable about the latest paid ads trends in Guelph. Take advantage of our experience across dozens of business industries to help grow traffic and conversions to your Guelph digital assets.

Keyword Research

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, search ads are exclusively shown based on what people search for on Google or Bing.

A search for "Guelph Roofer" on a search engine, for example, might lead someone to a roofing company in Guelph. 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 Guelph.

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

The next steps might involve the paid advertising manager discussing with the Guelph roofing company what types of services they want to target more often and within what geographic areas. A broader keyword targeting tactic than exact matches might also be necessary.

For instance, the Ontario PPC manager might discover high search volume for "Fergus, Canada roofing companies" or even "Guelph roof repair." The first phrase targets a location nearby Guelph 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.

Negative keyword lists can also benefit from keyword research. 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.

An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. Your paid advertising 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.

Audience Research

Audience research is often mentioned as part of scaling social media ads on Facebook and Instagram in Guelph 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.

In years past, Guelph paid ads managers relied heavily on building out their own custom audiences within Facebook. 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 Guelph flocked to take advantage of.

A number of factors, including data privacy and machine learning, have had an 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 Guelph 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 Guelph ad firms. 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 Guelph paid ads 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.

This blog article from Social Media Examiner does a good job of talking about recent edits to audience targeting, if you'd like a second opinion.

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

Landing Page Creation & Optimization

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

Our first step when managing a PPC advertising campaign in Guelph involves reviewing the landing pages for best practices. Here are some of the factors we look for in this review:

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• What is the visibility of the call to action?
• How quickly does the page load?
• Is social proof present?
• Does the page load on mobile devices?

Designing and developing a quality landing page involves so many factors.

Please, don't spend money on Guelph 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 Guelph sales pitch.

Sales Funnel Development

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 Guelph. While managing their digital marketing we built multiple sales funnels within 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.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• We used sales letter funnels to serve as the registration system for the online program.

There are many different types of funnels, so your Guelph small 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 Guelph. It can take years of experience to master funnels, however. You can save yourself some time by searching for a paid ads management company, like WebCitz, to handle the heavy lifting!

CRO

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 Guelph.

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

1. You sell a $100 sweatshirt in Guelph on your website.
2. You have a 1% conversion rate, meaning for every 100 Guelph 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 Guelph that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from paid advertising, 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 PPC advertising you get two dollars in return.

For most Guelph organizations, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid ads company 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 Guelph PPC 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 Guelph, 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 Guelph.

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 Guelph 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 company that helps Guelph organizations, 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 Guelph website or funnel.

You might be suffering from ad attribution errors 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 Guelph 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 Guelph 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 Guelph, ON PPC Campaigns

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

Local Business Ads in Guelph

You can use nearly any advertising platform to run local ads for your Guelph business. You may find greater success on one platform over another depending on the nature of your local Guelph company. 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.

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. 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 Guelph. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Guelph. Even local stores use this campaign type.

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. We often use Google Local Service Ads for home services contractors in Guelph, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in Guelph. 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 Guelph. Local Facebook Ads are often used by Guelph organizations of all types.

Social Ads for Guelph Websites

A social ad is pretty much any online advertisement you see on a social media networking site.

The trick to social media marketing is keeping the ad creatives fresh. 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 updates.

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. When running search engine ads, that is quite the opposite since your ads are only going to show when someone is actively looking for what your Guelph organization offers.

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

Search Ads within Guelph

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

In some circles, this is referred to as Guelph 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 engine advertising 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.

Display Ads for Guelph Small Businesses

Many different message boards, chat rooms, game lounges, news websites (even localized Guelph news stations), gossip sites, and more run display advertisements.

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 grow results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Guelph

There is a good chance that not everyone will convert during their first experience with your Guelph 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.

You can run retargeting ads on any ad platform, too.

Shopping Ads for Guelph Ecommerce Organizations

This type of search ad was popularized by Google Shopping Campaigns.

If you want to promote your Guelph 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. Then, your products will be displayed at the top of search results based on the right types of search queries.

Video Ads within Guelph

Social networking websites such as Facebook, YouTube, and Instagram allow you to advertise with video.

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

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

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, look to implement them into your Guelph paid ads campaigns.

Free PPC Calculators for Guelph, ON Paid Ads Managers

As part of our commitment to managing Guelph PPC advertising campaigns, our digital advertisers worked with our web development team to build a few PPC calculators that might interest you.

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

View More Paid Ads Tools

Why Choose WebCitz to Manage Your Guelph, ON PPC Solutions

We'd love to partner with your Guelph team on paid advertising! As a complete PPC ads management company targeting Guelph, we have multiple internal teams focused on search engine advertising, social ads, sales funnel development, and ad creative testing. Guelph PPC ads management companies don't all operate this way, since most only have one person in charge of everything. For those Guelph PPC agencies, campaign optimizations and innovative ideas might not be tested often enough to bring about the results you need.

While researching paid advertising agencies for your Guelph company, there are many factors to consider. The paid ads plans and strategies we suggest for your Guelph company are backed by more than 18 years of experience. As a lead generation company, we often use similar PPC strategies.

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

Consider our PPC specialists for the following reasons:

• We have been in business since 2004, which means we have more than 18 years of experience.
• Our paid ads help us rank for keywords we don't yet rank organically for.
• We do not outsource Guelph digital marketing plans, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's discuss what our paid ads experts can offer your Guelph company! Guelph companies often hire us for PPC advertising management services, but larger corporations can also hire us to augment their marketing departments.

We hope you consider our company when looking for a paid ads agency for you Guelph small business. 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