From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Peterborough business with its paid ads.
Peterborough 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.
The paid ads managers at our company can help your Peterborough business target relevant audiences and build brand awareness through Facebook Ads, Google Ads, and Bing Ads. With these ad platforms, we can target prospects at any stage of the customer journey. In a post iOS 14.5 environment, we can help you integrate solutions which provide clarity around ad attribution, allowing your ad campaigns to scale efficiently.
As a full-service paid ads agency for Peterborough, we have onsite graphic design and video marketing teams ready to build out stunning creatives that provide the right hook and build upon your story.
We even setup and optimize Google and Facebook advertising campaigns for businesses in Lakefield, Canada, Omemee, Canada, Millbrook, Canada, Norwood, Canada, and Hastings, Canada.
Read on to learn more about our Peterborough PPC management services.
PPC management consists of creating and optimizing paid advertisement campaigns in Peterborough. Despite that simple explanation, let's explore it further.
In order to provide professional PPC management, a paid ads agency for Peterborough should get to know your company and its goals. 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.
For example, local Peterborough service providers are often only interested in qualified leads. In order to accomplish this, paid advertising 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 are most often interested in online sales. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. In some cases, it might even make sense to include Google Shopping Campaigns. Our team has even used sales funnels to help sell products and subscriptions.
To optimize and scale Peterborough PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Peterborough paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.
Your Peterborough business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. For example, the best Peterborough paid advertising services will include tactics to:
In addition to managing Peterborough-area PPC campaigns, our team also offers Toronto, Gatineau, Hamilton, Kitchener, London, Oshawa, Windsor, St. Catharines, Barrie, Guelph, Kingston, Milton, Brantford, Thunder Bay, Belleville, Welland, North Bay, and Ottawa small businesses and large corporations a professional PPC management service.
One of the most obvious benefits of Peterborough paid advertising is the quick increase in traffic it provides.
It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.
Starting slowly is the first recommendation we give to Peterborough 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 run into trouble getting the conversions you were expecting, don't blame Facebook or Google. 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 digital marketing strategy of your Peterborough company. Just keep in mind increased traffic doesn't always result in more conversions!
In Peterborough, there are many ways to run paid advertising. The following are some of Peterborough's most common paid advertisements options.
If you have a business in Peterborough, you can run local ads on almost any advertising platform. Depending on the nature of your local Peterborough business, you may find better success in one platform versus 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.
There are going to be two options from Google.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. 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 Peterborough. Peterborough 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. Home service contractors in Peterborough, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
Facebook Ads can also be used to target people in Peterborough. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Peterborough as a city, or specific Peterborough ZIP codes. Local Facebook Ads are often used by Peterborough businesses of all types.
Almost all online ads you see on social networks qualify as social media ads.
Maintaining fresh ad creatives is key to social ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. A weekly change in ad creative is often recommended for higher-spend ad campaigns.
The best part of social ads is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. 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 Peterborough 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.
You should invest in search advertising if you know people are searching online for your products or services.
In some circles, this is referred to as Peterborough Search Engine Marketing, or SEM. There are different ways to explain search ads, which are advertisements displayed on search engines' search results pages.
If you have been running search ads on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.
Many different message boards, chat rooms, game lounges, news websites (even local Peterborough 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 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 Peterborough website, landing page, or sales funnel.
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.
This type of search ad was popularized by Google Shopping Campaigns.
In order to get started with Google Shopping, you just need an e-commerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads 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. Using that information, they can determine what types of search queries to display your products at the top of search results.
YouTube, Facebook, 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.
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!
You should definitely consider incorporating video ads into your paid advertising campaigns in Peterborough if you have the budget to do so.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Peterborough. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Peterborough digital assets.
Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only show up based on what is searched on Google or Bing.
A search for "Peterborough Roofer" on a search engine, for example, might lead someone to a roofing company in Peterborough. As a paid ads manager for that Peterborough 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 Peterborough roofing company needed to increase their advertising reach? The solution would require keyword research.
The next steps might involve the paid ads manager discussing with the Peterborough roofing company what types of services they want to target more often and within what geographic areas. There may also be a need to broaden the keyword targeting.
Suppose the Ontario PPC manager discovers that there is a high traffic volume for "Lakefield, Canada roofers" or even "Peterborough roof repair." The first phrase targets a location nearby Peterborough that might still be within the company's service area. In the second phrase, a slightly different service is being targeted, which might result in a more lucrative replacement project if extensive repairs need to be made.
Negative keyword lists can also benefit from keyword research. These are used to stop your paid ads from showing in search queries that you know won't produce conversions.
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".
You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.
When you hear audience research talked about in Peterborough paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. However, Bing Ads and Google Ads also allow audience targeting.
Let's go over a little history on audience research and targeting within the Facebook Ads platform.
In years past, Peterborough 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 Peterborough advertisers lined up to exploit.
As time went on, data privacy and machine learning both had an impact on custom audiences.
Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior across Peterborough and beyond. Even ad attribution reporting was affected.
For most Peterborough advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. By choosing your own interest-based targeting, you tend to do more harm than good because their algorithm often understands your ideal audience better than you do.
While there will still be plenty of Peterborough 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.
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 Peterborough 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 Peterborough.
When we take on the management of a paid advertising campaign in Peterborough, 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:
Quality landing pages are the result of many factors.
Until you have a landing page that follows best practices, don't spend money on Peterborough paid advertising.
If you want to create an effective landing page, you should never consider it finished. For continuous improvement, run A/B testing every few months.
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.
For example, we have a client that promotes an online fitness challenge that you could even join from Peterborough. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
Your Peterborough business isn't limited to only these types of funnels. 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.
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 Peterborough after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC management firm like WebCitz to do the hard work for you!
Having a clear understanding of your conversion rate is critical to making informed advertising decisions. It varies greatly among industries, products, and services throughout Peterborough, but the average conversion rate is between 1-3%.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
Most Peterborough businesses wouldn't be able to afford this return on ad spend without strong margins.
Paying an advertising agency to improve campaign settings, the ad creatives, and the landing page experience improves the situation.
The conversion rate might increase from 1% to 2% as a result of these improvements. 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 Peterborough 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 Peterborough, 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 Peterborough.
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 Peterborough 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 Peterborough 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 Peterborough 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 Peterborough 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 Peterborough 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 Peterborough 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 Peterborough team on paid advertising! We are a full-service PPC management company targeting Peterborough with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. Peterborough PPC 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 Peterborough PPC companies to get the results you desire.
There are many factors to consider when researching paid ads agencies for your Peterborough business. The PPC strategies and tactics we suggest for your Peterborough company are backed by more than 18 years of experience. 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 Peterborough company grow. Here are a few reasons we suggest considering our PPC experts:
Get in touch with our PPC experts to discuss what we can do for you in Peterborough! Peterborough small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.
When it comes time for your Peterborough small business or large corporation to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. 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.