From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Rhode Island business with its paid ads.
With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Rhode Island, we're a results-driven PPC management company.
The paid ads managers at our company can help your Rhode Island business target relevant audiences and build brand awareness through Facebook Ads, Google Ads, and Bing Ads. Through these ad platforms, we can help you target prospects at any stage of the customer journey. As a result, we can help you integrate solutions that provide clarity to ad attribution in an iOS 14.5 environment, enabling you to scale your advertising campaigns efficiently.
We have onsite graphic designers and video marketing teams available to develop the right hook and build upon your message as a full-service paid advertisement agency serving Rhode Island.
Find out more about our Rhode Island PPC management.
PPC management refers to creating and optimizing Rhode Island paid advertising campaigns. Despite that simple explanation, let's explore it further.
To provide professional PPC management, a paid ads agency for Rhode Island often starts by getting to know your company and its business model. Since the way you approach paid advertising for a local Rhode Island business is much different than how you would for an ecommerce brand, this information helps determine the next steps.
Service providers in Rhode Island, for example, are often only looking for quality 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 yet exist or need to be substantially improved.
In contrast, ecommerce brands are most likely to be interested in online sales. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. Google Shopping Campaigns might even make sense 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 Rhode Island PPC is the next step. To maximize the value of paid advertising, most Rhode Island agencies implement email collection strategies through squeeze pages or lead magnets. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.
To be successful with paid advertising, your Rhode Island business should utilize multiple advertising strategies and marketing tools. Some of the best paid advertising services in Rhode Island include:
Traffic increases almost instantly with Rhode Island paid advertising.
It is entirely dependent on the quality of your ad creatives, landing pages, and business model whether or not traffic increases lead to conversions.
The first recommendation we offer to Rhode Island businesses interested in running paid advertising is to start slowly.
Make sure you have realistic goals, a working sales funnel, and the ability to gather actionable data before diving into paid advertising or scaling your ad campaigns.
If you're not getting conversions, don't blame Facebook or Google. It is usually the creatives, campaign settings, or sales process that is the problem.
Rhode Island companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. It's important to keep in mind that increased traffic does not always translate into more conversions.
The options for running paid advertising for your Rhode Island business are numerous. The following are some of Rhode Island's most common paid advertisements options.
Local ads for your Rhode Island business can be run through nearly any advertising platform. One platform may be more effective for your local business in Rhode Island than another. To find out which option works best for you, you should try all of the options available. Here are a few options for local advertising.
Google is going to offer two options.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers in Rhode Island. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Rhode Island. Even local stores use this campaign type.
Alternatively, if your business qualifies, Google offers a Local Service Ads option. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Home service contractors in Rhode Island, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also use Facebook Ads to target people in your local Rhode Island area. The first step is to set up a campaign with ad sets restricted to Rhode Island, or specific ZIP codes within Rhode Island. Local Facebook Ads are often used by Rhode Island businesses of all types.
A social media ad is pretty much any online advertisement you see on a social networking site.
It's important to keep the ad creatives fresh when running social ads. 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. The opposite is true when you run search ads since your ads will only show when someone is actively looking for what your Rhode Island business has to offer.
It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.
If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.
Some people refer to this as Rhode Island 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.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Rhode Island news stations), gossip websites, and more.
Google Ads and Bing Ads commonly offer these campaign types.
With display ads, all you need are a few different sizes of ad creatives. Additionally, you should have a general idea of your target audience, but both ad platforms have algorithms that help you produce results.
There is a good chance that not everyone will convert during their first experience with your Rhode Island 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.
Almost any ad platform can be used for retargeting ads.
It was Google Shopping Campaigns that popularized this form of search advertising.
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.
By using these tools, you can provide Google Ads with accurate 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.
Social networking websites such as YouTube, Facebook, and Instagram allow you to advertise with video.
Using YouTube Ads is as simple as setting up a video ad campaign in Google Ads.
It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.
Video is an excellent ad creative in terms of conversion opportunities. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!
Your Rhode Island paid advertising campaigns should definitely incorporate video creatives if you have the budget to support them.
With in-depth knowledge of the latest PPC trends for local businesses in Rhode Island, we are a team of paid advertising specialists. We have experience across dozens of business industries, so we can help you drive traffic and conversions to your Rhode Island digital assets.
In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, Bing and Google only show ads based on what people search for.
A search for "Rhode Island Roofer" on a search engine, for example, might lead someone to a roofing company in Rhode Island. Targeting that exact phrase wouldn't require in-depth keyword research for that Rhode Island roofing company's paid ads manager.
However, what if the exact match keyword isn't generating enough search volume and the Rhode Island roofing company needs to expand their advertising reach? The solution would require keyword research.
Typically, the paid ads manager will discuss with the Rhode Island roofing company what types of services to target more often. A broader keyword targeting strategy than exact matches might also be necessary.
As an example, the PPC manager might find that "Rhode Island roofing companies" and "Rhode Island roof repair" have high search volumes. First phrase targets a plural version of the service professional within Rhode Island. 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.
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".
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.
When you hear audience research talked about in Rhode Island 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.
Facebook custom audiences were heavily relied upon by Rhode Island's paid advertising managers 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 Rhode Island flocked to take advantage of.
A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.
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. As a result, Facebook had difficulty tracking mobile device behavior. Even ad attribution reporting was affected.
For most Rhode Island 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.
Though there will still be plenty of Rhode Island paid ads agencies using 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.
It's not to say audience research and targeting are going away. Rhode Island ad campaigns will likely always have targeting options that can be manipulated for extra performance.
It is important to focus on a high quality landing page when running paid advertisements in Rhode Island.
When we take on the management of a paid advertising campaign in Rhode Island, we start by looking over the landing pages to see if they follow best practices. In this review, we consider the following factors and more:
Designing and developing a quality landing page involves so many factors.
Until you have a landing page that follows best practices, don't spend money on Rhode Island paid advertising.
Ideally, you should never consider your landing page to be finished. You can refine your Rhode Island sales pitch by running A/B tests on the landing page every few months.
Rather than a landing page, you might want to consider building out a sales funnel. In order to generate leads, build email audiences, and even make online purchases, we rely on sales funnels.
We have a client who promotes an online fitness challenge that you can even participate in from Rhode Island. While managing their digital marketing we built multiple sales funnels within Click Funnels. These are some of the funnels we made:
There are many different types of funnels, so your Rhode Island 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 Rhode Island. 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 Rhode Island.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Rhode Island 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 Rhode Island 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 Rhode Island, 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 Rhode Island.
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 Rhode Island 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 Rhode Island 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 Rhode Island 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 Rhode Island 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 Rhode Island 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.
Our digital marketers are so excited about managing Rhode Island's paid advertising campaigns that they developed some helpful PPC calculators for you!
Let's work together on paid advertising for your Rhode Island business! We are a full-service PPC management company targeting Rhode Island with multiple internal teams focused on social media advertising, sales funnel development, and ad creative testing. This is not true of all Rhode Island PPC management companies, since most only have a single person handling all the tasks. You might not get the results you want from Rhode Island PPC agencies if you don't test campaign optimization and creative ideas often enough.
Choosing a paid ad agency for your Rhode Island business is not an easy task. The PPC strategies and tactics we suggest for your Rhode Island company are backed by more than 18 years of experience. Many of these are the same PPC tactics we use to generate leads for our company.
Rhode Island companies should choose our paid advertising agency because they feel confident we are the right team. 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 Rhode Island! We often provide complete paid advertising management services to Rhode Island small businesses, but we can also augment the marketing department of larger Rhode Island corporations to fill in missing skill sets.
Our team would appreciate the opportunity to be considered when your Rhode Island 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.
When searching for the most experienced PPC experts, it is important to review each paid advertising agency for communication, availability, past results and client satisfaction. This will help ensure you select a reputable partner to help with your paid advertising campaigns. You will find WebCitz to be one of the highest rated PPC agencies!
Look at how we've been able to help improve paid ad performances for businesses in multiple industries!