From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Providence business with its paid ads.
Providence 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.
To target relevant audiences and build brand awareness, our paid ads managers can help your Providence business leverage Facebook Ads, Google Ads, or even 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.
As a full-service paid ads agency for Providence, 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 also create and optimize Facebook and Google Ads campaigns for those nearby in East Providence, RI, North Providence, RI, Cranston, RI, Seekonk, MA, and Pawtucket, RI.
Find out more about our Providence PPC management.
PPC management consists of creating and optimizing paid advertisement campaigns in Providence. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide professional PPC management, a paid ads agency for Providence often starts by getting to know your company and its business model. Since the way you approach paid advertising for a local Providence business is much different than how you would for an ecommerce brand, this information helps determine the next steps.
For example, local Providence service providers are often only interested in qualified leads. Through paid advertising, traffic can be driven 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. This can be accomplished through paid advertising that drives traffic to an optimized product page or category page. 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 Providence PPC, it's important to understand what metrics will be used. To maximize the value of paid advertising, most Providence agencies implement email collection strategies 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.
In order to be successful with paid advertising, your Providence business needs to use multiple strategies and marketing tools. For example, the best Providence paid advertising services will include tactics to:
In addition to managing Providence-area PPC campaigns, our team also offers Bristol, Lincoln, Newport, Portsmouth, and Warwick small businesses and large corporations a professional PPC management service.
One of the most obvious benefits of Providence 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 Providence 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 run into trouble getting the conversions you were expecting, don't blame Facebook or Google. In many cases, the problem lies in the ad creative, campaign settings, or sales process.
The right combination of paid advertising and digital marketing strategy can greatly enhance your Providence business's digital marketing strategy. Remember, more traffic doesn't always mean more conversions!
In Providence, there are many ways to run paid advertising. Let's discuss some of the most common paid ads being run within various business industries in Providence.
Local ads for your Providence business can be run through nearly any advertising platform. Depending on the nature of your local Providence business, you may find better success in one platform versus another. You should try out every option available to see which suits you best. Now let's discuss some local advertising options.
From Google, you'll have two options.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. 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 Providence. Even local 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 Providence often use Google Local Service Ads.
You can also target people in your local Providence area using Facebook Ads. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Providence as a city, or specific Providence ZIP codes. We often rely on local Facebook Ads for all types of Providence business industries.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
It's important to keep the ad creatives fresh when running social 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.
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. It's quite the opposite when you run search ads since you only get to show them when someone searches for what you offer in Providence.
However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.
You should invest in search advertising if you know people are searching online for your products or services.
Some people refer to this as Providence 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've been running search ads 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.
You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Providence 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. 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 Providence website, landing page, or sales funnel.
To help people return to your site 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.
Google Shopping Campaigns popularized this type of search ad.
If you want to promote your Providence 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 of 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.
You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.
Using YouTube Ads is as simple as setting up a video ad 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. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!
You should definitely consider incorporating video ads into your paid advertising campaigns in Providence if you have the budget to do so.
Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Providence. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Providence digital assets.
In the context of paid advertising, keyword research largely relates to Google Ads and Bing Ads search campaigns. After all, search ads only show up based on what is searched on Google or Bing.
If you are looking for a roofing company in Providence, you might search "Providence Roofer" on Google. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid ads manager for that roofing company in Providence.
What if, however, that exact match keyword wasn't producing enough search volume and the Providence roofing company wanted to increase their traffic and conversions? The solution would require keyword research.
After discussing options, the next step might involve the paid ads manager talking with the Providence roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.
Suppose the Rhode Island PPC manager discovers that there is a high traffic volume for "East Providence, RI roofers" or even "Providence roof repair." First phrase targets a location near Providence, which may still be in the service area of the Providence 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 ads 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. They might see your paid ads if you use broad keyword targeting without any negative keywords like "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 is often mentioned as part of scaling social media ads on Facebook and Instagram in Providence paid advertising campaigns. 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.
Providence 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 Providence 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 update included a pop-up message that let 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 Providence ad agencies. 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.
Though there will still be plenty of Providence 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. The targeting options within Providence 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 Providence.
We begin by examining the landing pages on any paid advertising campaign in Providence to make sure they follow best practices. Our review takes into account the following factors:
Quality landing pages are the result of many factors.
Until you have a landing page that follows best practices, don't spend money on Providence paid advertising.
Ideally, you should never consider your landing page to be 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. 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 Providence. In the course of managing their digital marketing, we built several sales funnels using Click Funnels. Here are some of the funnels we made:
The types of funnels available to your Providence business aren't limited to these. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.
If you do decide to implement a funnel, take your time at it. You can learn this type of work at home or at a technical school in Providence 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!
Making informed advertising decisions requires a clear understanding of your conversion rate. Throughout Providence, 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.
For most Providence 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 Providence 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 Providence, 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 Providence.
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 Providence 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 Providence 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 Providence 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 Providence 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 Providence 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 Providence 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 Providence team on paid advertising! As a full-service PPC management company targeting Providence, we have multiple internal teams focused on search engine marketing, social media advertising, sales funnel development, and ad creative testing. This is not true of all Providence PPC management companies, since most only have a single person handling all the tasks. You might not get the results you want from Providence PPC agencies if you don't test campaign optimization and creative ideas often enough.
There are many factors to consider when researching paid ads agencies for your Providence business. Having over 18 years of experience, you can trust our PPC strategies and tactics for Providence businesses. As a lead generation agency, 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 Providence company grow. Here are a few reasons we suggest considering our PPC experts:
Let's talk about what our PPC experts can do for your Providence business! While we often provide complete paid advertising management services for small businesses in cities like Providence, we are also able to augment the marketing departments of large corporations in Providence and beyond.
When it comes time for your Providence 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. 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 firm.
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.