Kingston, ON PPC Agency

Our Kingston, ON PPC Management Game Plans

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

To provide proficient PPC ads management, a paid advertising firm for Kingston should get to know your company and its goals. Since the way you approach paid advertising for a nearby Kingston organization is much different than how you would for an ecommerce brand, this information helps determine the next steps.

Local service providers in Kingston, for instance, are often only interested in good leads. To accomplish this, paid ads can generate 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. Using paid advertising, you can grow traffic to a page optimized for products or categories. 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 Kingston PPC management is understanding the metrics that will be used to optimize and scale. Most Kingston paid ads agencies will implement email collection tactics 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 ads, your Kingston small business needs to use multiple plans and marketing tools. Some of the best PPC advertising plans in Kingston strive to:

• Get traffic from search engines, social media networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make money online or through qualified leads for your Kingston business.
• Better understand ad attribution through the integration of third-party attribution software.
• Present social proof through case studies, white papers, and video testimonials.
• Engage users in story creation, email collection, and user generated content.
• Test the effectiveness of different ad creatives across different media and ad placements.

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

Pricing for Kingston, 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 Kingston, ON Organizations

The most obvious benefit of Kingston 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.

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

Make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data before diving into paid ads or scaling your 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.

When everything comes together, paid advertising can be an invaluable addition to the online advertising game plan of your Kingston company. Remember, more traffic doesn't always mean more conversions!

How We Manage Kingston, ON Paid Ads

We are a team of paid ads experts with extensive knowledge in the latest paid ads trends for Kingston local businesses. Take advantage of our experience across dozens of business industries to help generate traffic and conversions to your Kingston digital assets.

Keyword Research

In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, search ads are exclusively shown based on what people search for on Google or Bing.

A search for "Kingston Roofer" on a search engine, for example, might lead someone to a roofing company in Kingston. As a PPC advertising manager for that Kingston 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 Kingston roofing company wanted to increase their traffic and conversions? To solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid advertising manager talking with the Kingston 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 Ontario PPC manager might discover high search volume for "Gananoque, Canada roofing companies" or even "Kingston roof repair." The first phrase is targeting a nearby location to Kingston, which might still be in the service area of the Kingston 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.

When building negative keyword lists, keyword research can also be beneficial. You can use these to prevent your paid advertising from showing in search queries that you know won't convert.

A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. Your paid advertising 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

Audience research is often mentioned as part of scaling social ads on Facebook and Instagram in Kingston paid advertising campaigns. However, Bing Ads and Google Ads also allow audience targeting.

Let's take a look at audience research and targeting within Facebook Ads.

In years past, Kingston paid advertising managers relied heavily on building out their own custom audiences within Facebook. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which Kingston advertisers lined up to exploit.

As time went on, data privacy and machine learning both had an impact on custom audiences.

In the iOS 14.5 upgrade, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. As a result, Facebook had difficulty tracking mobile device behavior. This even affected the accuracy of ad attribution reporting.

For most Kingston advertising firms, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.

Although many Kingston paid advertising companies still rely on custom audiences, the trend is shifting 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.

However, audience research and targeting aren't going away. There will always be targeting options that can be manipulated within Kingston ad campaigns to squeeze a little extra performance.

Landing Page Optimization

The quality of your landing page will be a big factor in the success of your Kingston paid ads campaigns.

We begin by examining the landing pages on any paid advertising campaign in Kingston to make sure they follow 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?
• Is the content written in a compelling manner?
• Do you have a lead form I can use right away?
• Can you easily identify the call to action?
• How quickly does the page load?
• Does social proof exist?
• Am I able to load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page.

Please, don't spend money on Kingston paid advertising until you have a landing page that follows best practices!

If you want to create an effective landing page, you should never consider it finished. You can refine your Kingston sales pitch by running A/B tests on the landing page every few months.

Developing a Conversion Funnel

Rather than a landing page, you might want to consider building out a sales funnel. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

One of our customers promotes an online fitness challenge that you can even join from Kingston. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. Here are a few of the funnels we used:

• By using squeeze pages, we captured email addresses and raised 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 Kingston 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 Kingston. It can take years of experience to master funnels, however. You can save yourself some time by looking for a PPC management agency, like WebCitz, to handle the heavy lifting!

Conversion 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 Kingston.

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

1. You sell a $100 sweatshirt in Kingston on your website.
2. You have a 1% conversion rate, meaning for every 100 Kingston 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 Kingston 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 advertising you get two dollars in return.

For most Kingston small 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Kingston 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 Kingston, 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 great 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Kingston.

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 Kingston 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 paid ads management agency that helps Kingston small 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 Kingston site or funnel.

You might be suffering from ad attribution glitches 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 Kingston 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 Kingston 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 Kingston, ON PPC Campaigns

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

Local Business Ads in Kingston

Local ads for your Kingston business can be run through nearly any advertising platform. You may find greater success on one platform over another depending on the nature of your local Kingston company. 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.

As a first step, you can run traditional Google Adwords, possibly using their 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. Kingston 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. 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 Kingston, like plumbers, electricians, roofers, and heating installers.

You can also target people in your nearby Kingston area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to Kingston as a city, or specific ZIP codes around Kingston. For all types of Kingston businesses, we often use Facebook Ads.

Social Media Ads for Kingston Websites

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

Maintaining fresh ad creatives is key to social media ads. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

Using social media advertising allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. When running search advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your Kingston business offers.

That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.

Search Engine Ads for Kingston Organizations

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

Some people refer to this as Kingston 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 have been running search ads on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

Display Ads in Kingston

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

Bing Ads and Google Ads both offer these.

With display ads, you just need a set of ad creatives in different 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.

Retargeting Ads for Kingston Small Businesses

Not everyone is going to convert during their first experience with your Kingston website, landing page, or sales funnel.

To help people return to your website after they've thought through various options, retargeting ads are almost always recommended.

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Kingston Ecommerce Stores

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

To get started with Google Shopping, you just need an ecommerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account for your Kingston storefront.

With these tools, you can provide Google Ads with an accurate list of all your product data, including 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 Kingston

Facebook, YouTube, Instagram, and other social networking sites allow you to run video ads.

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. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!

Your Kingston paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.

Free Paid Ads Calculators for Kingston, ON PPC Managers

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

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

View More PPC Tools

Why Choose WebCitz to Manage Your Kingston, ON Paid Ads Strategies

We want to be your Kingston team's paid advertising partner! As a full-service PPC management firm targeting Kingston, we have multiple internal teams focused on search ads, social media ads, sales funnel development, and ad creative testing. Kingston PPC management companies don't all operate this way, since most only have one person in charge of everything. You might not get the results you want from Kingston paid ads companies if you don't test campaign optimization and original ideas often enough.

While researching PPC advertising companies for your Kingston company, there are many factors to consider. The PPC strategies and tactics we suggest for your Kingston company are backed by more than 18 years of experience. These are often the same PPC strategies we use for our own lead generation.

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

Our PPC specialists are a good option for numerous reasons:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• We rely heavily on paid ads to bring in traffic from keywords we don't yet rank for organically.
• We do not outsource Kingston digital marketing plans, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• 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 paid ads experts can offer your Kingston company! While we often provide complete paid advertising management services for small businesses in cities like Kingston, we are also able to augment the marketing departments of large corporations in Kingston and beyond.

Our team would appreciate the opportunity to be considered when your Kingston business needs a paid ads marketing firm. To start a discussion with the helpful staff at our PPC company, send us an email or give us a call if you have any follow-up questions.

800-796-8263 Email Us