Lincoln, RI PPC Agency

Our Lincoln, RI PPC Management Campaigns

PPC Management refers to creating and optimizing Lincoln paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide professional paid ads management, a paid advertising company for Lincoln 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 area Lincoln small business is much different from how you'd handle it for an ecommerce brand.

For example, localized Lincoln service providers are often only interested in qualified leads. This can be accomplished through PPC advertising that boosts traffic to an optimized landing page or sales funnel. 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. Using paid ads, you can drive traffic to a page optimized for products or categories. Google Shopping Campaigns might even make sense in some cases. Our team has even used sales funnels to help sell products and subscriptions.

Understanding the metrics that will be used to optimize and scale Lincoln paid ads is the next step. Most Lincoln paid advertising agencies will implement email collection tactics through squeeze pages or lead magnets to help increase the value of paid advertising. To better understand ad attribution and reporting, it is often worth integrating with Wicked Reports, Triple Whale, or Northbeam.

To be successful with PPC advertising, your Lincoln small business should utilize multiple advertising plans and marketing tools. For example, the best Lincoln paid advertising plans will include plans to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social channels, and third-party websites.
• Make money online or through qualified leads for your Lincoln small business.
• Integrate third-party attribution tools to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Collect email addresses, create user-generated content, and nurture relationships.
• Place ad creatives across various ad placements and media formats to see which performs best.

In addition to managing Lincoln-area paid ads campaigns, our team also offers Bristol, Newport, Portsmouth, Providence, and Warwick small businesses and large corporations a skilled PPC management service.

Pricing for Lincoln, RI Paid Ads Management

The price of our PPC management plans 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 Lincoln, RI Businesses

Traffic increases almost instantly with Lincoln paid advertising.

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 Lincoln companies interested in PPC 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.

If you run into trouble getting the conversions you were expecting, don't blame Facebook or Google. The issue is often in the ad creatives, campaign settings, or sales process.

The right combination of paid ads and digital marketing can greatly enhance your Lincoln business's digital advertising tactics. Remember, more traffic doesn't always mean more conversions!

How We Manage Lincoln, RI Paid Ads

With in-depth knowledge of the latest PPC trends for localized businesses in Lincoln, we are a team of PPC advertising specialists. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Lincoln 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 only show up based on what is searched on Google or Bing.

For example, a person looking for a roofing company in Lincoln might search "Lincoln Roofer" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid advertising manager for that roofing company in Lincoln.

What if, however, that exact match keyword wasn't producing enough search volume and the Lincoln roofing company wanted to increase their traffic and conversions? To solve the problem, keyword research would be required.

Typically, the paid ads manager will discuss with the Lincoln roofing company what types of services to target more often. There may also be a need to broaden the keyword targeting.

As an example, the Rhode Island PPC manager might find that "Valley Falls, RI roofing companies" and "Lincoln roof repair" have high search volumes. The first phrase is targeting a nearby location to Lincoln, which might still be in the service area of the Lincoln roofing company. 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. These are used to stop your paid advertising from showing in search queries that you know won't produce conversions.

For example, someone searching for "free roof repair companies" or "how to advertise to roofing contractors" isn't likely to purchase a roof replacement service. Your paid advertising 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.

Audience Research

In Lincoln paid ads campaigns, audience research is often discussed in the context of scaling social media ads. Google Ads and Bing Ads also offer audience targeting options.

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

In years past, Lincoln PPC advertising managers relied heavily on building out their own custom audiences within Facebook. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Lincoln eagerly took advantage of.

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

When Apple released its iOS 14.5 upgrade, they included a pop up message that allowed users to easily opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Lincoln and beyond. Even ad attribution reporting was affected.

For most Lincoln advertising companies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

Though there will still be plenty of Lincoln paid advertising agencies using custom audiences, the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

This blog article from Social Media Examiner does a good job of talking about recent tweaks to audience targeting.

This isn't to say audience research and targeting is going away. The targeting options within Lincoln ad campaigns will likely always be manageable to boost performance.

Landing Page Optimization

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

When we take on the management of a paid advertising campaign in Lincoln, we start by looking over the landing pages to see if they follow best practices. Our review takes into account the following factors:

• Do you have a headline that emphasizes benefits?
• Is there an image above the fold?
• What is the quality of the content? Is it well written?
• Do I have immediate access to a lead form?
• What is the visibility of the call to action?
• Does the page load quickly?
• Is social proof present?
• 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 Lincoln 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. For continuous improvement, run A/B testing every few months.

Including a Revenue Funnel

You might consider building out one or more sales funnels instead of a landing page. To generate leads, build email audiences, and even make online purchases, we rely on sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from Lincoln. While managing their online advertising 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 Lincoln 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 Lincoln. It can take years of experience to master funnels, however. You can save yourself some time by looking for a paid ads 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 Lincoln.

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

1. You sell a $100 sweatshirt in Lincoln on your site.
2. You have a 1% conversion rate, meaning for every 100 Lincoln 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 Lincoln 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 Lincoln small businesses, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid ads 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 Lincoln 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 Lincoln, 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 beautiful 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 Lincoln.

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 Lincoln 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 agency that helps Lincoln 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 Lincoln 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 Lincoln 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 Lincoln 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 PPC advertising campaigns are doing.

Types of Paid Ads for Lincoln, RI PPC Campaigns

The options for running paid ads for your Lincoln small business are numerous. Let's discuss some of the most common paid advertising being run within various business industries in Lincoln.

Local Advertising in Lincoln

You can use nearly any advertising platform to run local ads for your Lincoln organization. Depending on the nature of your local Lincoln business, you may find better success in one platform versus another. It is important to try out every available option to see which works best for your needs. Now let's discuss some nearby advertising options.

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. 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 Lincoln. Lincoln professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. 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. Home service contractors in Lincoln, 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 Lincoln area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Lincoln as a city, or specific Lincoln ZIP codes. We often rely on local Facebook Ads for all types of Lincoln business industries.

Social Ads for Lincoln Websites

Almost all online ads you see on social networks qualify as social media advertising.

Maintaining fresh ad creatives is key to social media marketing. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. It might be necessary to look at weekly ad creative changes for campaigns with higher spending.

Using social ads 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 engine ads, that is quite the opposite since your ads are only going to show when someone is actively searching for what your Lincoln business offers.

However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.

Search Engine Marketing for Lincoln Companies

If you know people are searching online for the products or services you offer, you'll want to invest in search advertisements.

There are some people out there who refer to this as Lincoln Search Engine Marketing, or SEM for short. There are different ways to explain search advertising, which are advertisements displayed on search engines' search results pages.

If you have been running search engine advertising on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

Display Ads throughout Lincoln

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Lincoln news stations), gossip websites, and more.

Google Ads and Bing Ads commonly offer these campaign types.

To get started with display ads, you just need a set of ad creatives in different image sizes. Both ad platforms have algorithms that help you get results from your ad spend if you have an understanding of your target audience.

Retargeting Ads for Lincoln Organizations

Not everyone is going to convert during their first experience with your Lincoln 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 Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Lincoln Ecommerce Small Businesses

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.

By using these tools, you can provide Google Ads with accurate product data, including 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 for Lincoln Companies

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

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!

You should consider incorporating video ads into your paid advertising campaigns in Lincoln if you have the budget to do so.

Free Paid Ads Calculators for Lincoln, RI PPC Managers

Our internet advertisers are so excited about managing Lincoln's paid advertising campaigns that they developed some helpful paid ads calculators for you!

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

View All PPC Tools

Why Choose WebCitz to Manage Your Lincoln, RI Paid Ads Strategies

Let's work together on paid advertising for your Lincoln business! As a comprehensive PPC management agency targeting Lincoln, we have multiple internal teams focused on search engine marketing, social media ads, sales funnel development, and ad creative testing. Lincoln PPC ads management companies don't all operate this way, since most only have one person in charge of everything. For those Lincoln paid ads firms, campaign optimizations and creative ideas might not be tested often enough to bring about the results you need.

There are many factors to consider when researching PPC advertising firms for your Lincoln business. With more than 18 years of experience, you know you can trust the PPC plans and strategies we suggest for your Lincoln small business. As a lead generation firm, 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 Lincoln company grow.

Our PPC professionals are a good option for numerous reasons:

• Having been in business since 2004, we have more than 18 years of experience.
• We rely heavily on PPC advertising to bring in traffic from keywords we don't yet rank for organically.
• Since we have an internal advertising team, we do not outsource Lincoln website advertising packages, such as PPC management, sales funnel development, or ad creative services.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Get in touch with our paid ads consultants to discuss what we can do for you in Lincoln! We often provide complete paid ads management services to Lincoln small businesses, but we can also augment the marketing department of larger Lincoln corporations to fill in missing skill sets.

When it comes time for your Lincoln company to start the search for a PPC marketing company, we hope you keep our team in mind for the task. If you have any follow-up questions, please feel free to send an email or give us a call to start a discussion with the helpful staff at our PPC agency.

800-796-8263 Email Us