From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Guelph business with its paid ads.
Guelph 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 Guelph business leverage Facebook Ads, Google Ads, or even Bing Ads. With these ad platforms, we can target prospects at any stage of the customer journey. From there, we can help you integrate solutions that bring clarity to ad attribution in a post iOS 14.5 environment, allowing you to efficiently scale your ad campaigns.
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 Fergus, Canada, Acton, Canada, Cambridge, Canada, Kitchener, Canada, and Waterloo, Canada.
Find out more about our Guelph PPC management.
PPC management consists of creating and optimizing paid advertisement campaigns in Guelph. That is an incredibly simple explanation though, so let's dive a little deeper.
In order to provide professional PPC management, a paid ads agency for Guelph should get to know your company and its goals. This information helps determine the next steps, since the way you'd approach paid advertising for a local Guelph business 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. 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 tend to be interested in online sales. Pay-per-click advertising can be used to drive 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 PPC management is understanding the metrics that will be used to optimize and scale. For paid advertising to be effective, most Guelph paid ad agencies 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 business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. Pay-per-click campaigns in Guelph should include tactics like:
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 professional PPC management service.
One of the most obvious benefits of Guelph 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 Guelph businesses interested in paid advertising.
Before diving into paid 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 strategy can greatly enhance your Guelph business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!
In Guelph, 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 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 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.
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 businesses of all types.
A social media ad is pretty much any online advertisement you see on a social networking site.
The trick to social ads 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 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. When running search ads, that is quite the opposite since your ads are only going to show when someone is actively looking for what your Guelph business offers.
It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.
You'll want to invest in search ads if you know people are looking 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 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 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 generate results from your ad spend if you have an understanding of your target audience.
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.
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 of 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.
Social networking websites such as YouTube, Facebook, 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, definitely look to implement them into your Guelph paid advertising campaigns.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Guelph. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Guelph digital assets.
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 only appear based on what is searched 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 ads 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 strategy 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 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.
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 advertising 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 update, 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 agencies. 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 agencies relying on 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.
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 Guelph ad campaigns will likely always be manageable to boost performance.
It is important to focus on a high quality landing page when running paid advertisements in Guelph.
Our first step when managing a paid advertising campaign in Guelph involves reviewing the landing pages for best practices. Here are some of the factors we look for in this review:
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.
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:
There are many different types of funnels, so your Guelph 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 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 Guelph.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Guelph 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 Guelph 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 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 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 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 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 Guelph 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 Guelph 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 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.
As part of our commitment to managing Guelph 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 Guelph team on paid advertising! As a full-service PPC management company targeting Guelph, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. Guelph PPC 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 creative ideas might not be tested often enough to bring about the results you need.
In researching paid advertising agencies for your Guelph company, there are many factors to consider. The PPC strategies and tactics we suggest for your Guelph company are backed by more than 18 years of experience. As a lead generation agency, we often use similar PPC tactics.
In addition, you should choose us as your paid advertising agency because you are confident we can help your Guelph company grow. Consider our PPC experts for the following reasons:
Let's discuss what our PPC experts can offer your Guelph company! Guelph small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.
We hope you consider our company when searching for a PPC advertising agency for you Guelph small business or large corporation. We would be happy to talk to you about your follow-up questions via email or phone if you have any.
When looking for a paid advertising expert, search for someone with experience running and optimizing ad campaigns on platforms such as Google Ads and Facebook Ads. A good track record of successful campaigns, and the ability to analyze and interpret data to make informed decisions, is also important. Also look for strong analytical and strategic thinking skills, as you want a paid ads expert who can create and execute an effective advertising strategy, then later optimize it based on results.
Look at how we've been able to help improve paid advertising for businesses in various industries.