Portsmouth, RI PPC Agency

Our Portsmouth, RI PPC Management Campaigns

PPC Management consists of creating and optimizing paid advertisement services in Portsmouth. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide expert PPC management, a paid ads agency for Portsmouth often starts by getting to know your company and its business model. You can use this information to determine the next steps, since PPC advertising for a local business differs from paid ads for an ecommerce store.

Local service providers in Portsmouth, for instance, are often only interested in good leads. Through paid advertising, traffic can be driven to an optimized landing page or sales funnel. 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. 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 sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Portsmouth paid ads, it's important to understand what metrics will be used. To maximize the value of paid ads, most Portsmouth agencies implement email collection tactics through squeeze pages or lead magnets. To better understand ad attribution and reporting, it makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam. For that to make sense though, your ad spend should be over $1,000/month.

To be successful with paid advertising, your Portsmouth business needs to use multiple tactics and marketing tools. For example, the best Portsmouth paid advertising services will include tactics to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make money online or through qualified leads for your Portsmouth business.
• Utilize third-party attribution software to better understand ad attribution.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test ad creatives across various ad placements and between different media formats.

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

Pricing for Portsmouth, RI 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 Portsmouth, RI Organizations

One of the most obvious benefits of Portsmouth 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.

The first recommendation we offer to Portsmouth small businesses interested in running paid advertising is to start slowly.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in paid ads or scale your existing ad campaigns.

Don't blame Facebook or Google if you don't get conversions. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

When everything comes together, paid advertising can be an invaluable addition to the online advertising game plan of your Portsmouth company. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Portsmouth, RI Paid Ads

Our team of paid ads experts is knowledgeable about the latest paid ads trends in Portsmouth. Take advantage of our experience across dozens of business industries to help increase traffic and conversions to your Portsmouth digital assets.

Keyword Research

Keyword research in paid ads is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads are exclusively shown based on what people search for on Google or Bing.

If you are searching for a roofing company in Portsmouth, you might search "Portsmouth Roofer" on Google. As a paid advertising manager for that Portsmouth 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 Portsmouth roofing company needed to increase their advertising reach? To solve the problem, keyword research would be required.

After discussing options, the next step might involve the PPC advertising manager talking with the Portsmouth roofing company what services they want to target more often and where. A broader keyword targeting tactic than exact matches might also be necessary.

Suppose the Rhode Island PPC manager discovers that there is a high traffic volume for "Tiverton, RI roofers" or even "Portsmouth roof repair." First phrase targets a location near Portsmouth, which may still be in the service area of the Portsmouth roofing company. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

When building negative keyword lists, keyword research can also be beneficial. These are used to stop your paid advertising from showing in search queries that you know won't produce conversions.

For example, someone looking 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".

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

When you hear audience research talked about in Portsmouth paid ads campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. 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.

Portsmouth paid advertising managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Portsmouth eagerly took advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

Apple's iOS 14.5 upgrade included a pop-up message that lets users opt out of personalized ad tracking. As a result, Facebook had difficulty tracking mobile device behavior. Even ad attribution reporting was affected.

Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Portsmouth ad firms. 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 Portsmouth paid advertising companies still rely on custom audiences, the trend is shifting 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 changes to audience targeting.

This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within Portsmouth ad campaigns to squeeze a little extra performance.

Landing Page Creation & Optimization

It is important to focus on a high quality landing page when running paid advertisements in Portsmouth.

We begin by examining the landing pages on any paid ads campaign in Portsmouth to make sure they follow best practices. Our review takes into account the following factors:

• Does the headline focus on benefits?
• Do you have any images above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• How quickly does the page load?
• Does social proof exist?
• Can I 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 Portsmouth 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 Funnel

Rather than a landing page, you might want to consider building out a sales funnel. To grow 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 Portsmouth. In the course of managing their website advertising, we built several sales funnels using 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.
• Lead magnets provided health and fitness tips, webinars, and sneak peeks in exchange for email addresses.
• Using application funnels, we encouraged people to apply for exclusive programs.
• For the online program, we used sales letter funnels as the registration system.

There are many different types of funnels, so your Portsmouth organization 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.

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 Portsmouth after weeks of training. However, getting really good at funnels can take years of experience. Look for a PPC management company like WebCitz to do the hard work for you!

CRO

Making informed advertising decisions requires a clear understanding of your conversion rate. Throughout Portsmouth, conversion rates vary widely between industries, products, and services. However, you can expect average conversion rates of 1-3%.

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

1. You sell a $100 sweatshirt in Portsmouth on your website.
2. You have a 1% conversion rate, meaning for every 100 Portsmouth 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 Portsmouth that visits your website you spend 50 cents.
4. To sell 1 sweatshirt, you need 100 clicks from PPC 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 paid advertising you get two dollars in return.

For most Portsmouth organizations, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid advertising company 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 site 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 Portsmouth paid ads.

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 Portsmouth, 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 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 good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people in Portsmouth.

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 Portsmouth 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 ads management company that helps Portsmouth organizations, 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 Portsmouth website or funnel.

You might be suffering from ad attribution problems 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 Portsmouth 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 Portsmouth 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 Portsmouth, RI PPC Campaigns

In Portsmouth, there are many ways to run paid advertising. Let's discuss some of the most common paid advertising being run within various business industries in Portsmouth.

Local Advertising throughout Portsmouth

If you have a business in Portsmouth, you can run local ads on almost any advertising platform. You may find greater success on one platform over another depending on the nature of your nearby Portsmouth business. You should try out every option available to see which suits you best. Let's talk about a few nearby advertising choices.

There are going to be two options from Google.

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. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Portsmouth. Even local area stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Plumbers, electricians, roofers, and heating installers in Portsmouth often use Google Local Service Ads.

You can also target people in your local Portsmouth area using Facebook Ads. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions to Portsmouth as a city, or specific Portsmouth ZIP codes. We often rely on local Facebook Ads for all types of Portsmouth company industries.

Social Media Advertising for Portsmouth Websites

A social ad is pretty much any online advertisement you see on a social media 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. For higher spending ad campaigns, you might need to look at weekly ad creative tweaks.

One of the best things about social media advertising is that you can target audiences who aren't yet aware of your product or service. It's quite the opposite when you run search engine advertising since you only get to show them when someone searches for what you offer in Portsmouth.

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 within Portsmouth

You should invest in search advertising if you know people are looking online for your products or services.

Some people refer to this as Portsmouth Search Engine Marketing, or SEM. There are different ways to explain search engine ads, which are advertisements displayed on search engines' search results pages.

If you've been running search advertising on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. 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 Portsmouth

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even nearby Portsmouth 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. 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 in Portsmouth

There is a good chance that not everyone will convert during their first experience with your Portsmouth 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.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

Shopping Ads for Portsmouth Ecommerce Stores

Google Shopping Campaigns popularized this type of search ad.

If you want to promote your Portsmouth 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 your accurate product data, including the 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.

Video Ads within Portsmouth

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

Using YouTube Ads is as easy as setting up a video ad 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 PPC advertising campaigns in Portsmouth if you have the budget to do so.

Free Paid Ads Calculators for Portsmouth, RI PPC Managers

As part of our commitment to managing Portsmouth paid advertising campaigns, our digital advertisers worked with our web development team to build a few paid ads calculators that might interest you.

• Return on Ad Spend Calculator
• Cost Per Acquisition Calculator
• Calculate Churn Rate

View More PPC Tools

Why Choose WebCitz to Manage Your Portsmouth, RI Paid Ads Services

We'd love to partner with your Portsmouth team on paid advertising! As a complete PPC management company targeting Portsmouth, we have multiple internal teams focused on search advertising, social media marketing, sales funnel development, and ad creative testing. This is not true of all Portsmouth PPC management companies, since most only have a single person handling all the work. You might not be testing campaign optimizations and creative ideas often enough with those Portsmouth paid ads companies to get the results you desire.

While researching paid ads agencies for your Portsmouth company, there are many factors to consider. Having over 18 years of experience, you can trust our paid ads plans and strategies for Portsmouth small businesses. These are often the same paid ads strategies we use for our own lead generation.

More importantly, you should choose our paid advertising firm because you feel confident we are the right team to help your Portsmouth company grow.

Our PPC professionals 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.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Portsmouth internet advertising plans, such as PPC management, sales funnel development, and ad creatives.
• It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.

Let's talk about what our PPC specialists can do for your Portsmouth business! While we often provide complete paid ads management services for small businesses in cities like Portsmouth, we are also able to augment the marketing departments of large corporations in Portsmouth and beyond.

When it comes time for your Portsmouth business to start the search for a paid ads marketing firm, 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 paid ads company.

800-796-8263 Email Us