Saskatoon, SK PPC Agency

What is Saskatoon, SK PPC Management?

PPC management consists of creating and optimizing paid advertisement campaigns in Saskatoon. However, that is an incredibly simple explanation, so let's dig a little deeper.

A paid ads agency for Saskatoon often begins by getting to know your company and its business model before providing professional PPC management. 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.

Local service providers in Saskatoon, for instance, are often only interested in good 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. Using paid advertising, you can drive 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 Saskatoon PPC, it's important to understand what metrics will be used. Most Saskatoon paid ads agencies will implement email collection strategies 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.

Your Saskatoon business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. Some of the best paid advertising services in Saskatoon include:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Make your Saskatoon business more profitable by acquiring qualified leads or selling online.
• Integrate third-party attribution tools to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Saskatoon-area PPC campaigns, our team also offers and Regina small businesses and large corporations a professional PPC management service.

How Paid Advertising Helps Saskatoon, SK Businesses

One of the most obvious benefits of Saskatoon paid advertising is the quick increase in traffic it provides.

The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.

If you are interested in running paid advertising in Saskatoon, we recommend that you start slowly.

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.

Don't blame Facebook or Google if you don't get conversions. 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 Saskatoon company. Just keep in mind increased traffic doesn't always result in more conversions!

Types of Paid Ads for Saskatoon, SK PPC Campaigns

In Saskatoon, there are many ways to run paid advertising. Saskatoon has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.

Local Ads within Saskatoon

If you have a business in Saskatoon, 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 local Saskatoon business. 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.

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 Saskatoon. Even local stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. 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 Saskatoon, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

Facebook Ads can also be used to target people in Saskatoon. The first step is to set up a campaign with ad sets restricted to Saskatoon as a city, or specific ZIP codes around Saskatoon. Local Facebook Ads are often used by Saskatoon businesses of all types.

Social Ads throughout Saskatoon

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

The trick to social ads is keeping the ad creatives fresh. 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.

One of the best things about social ads 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 ads since you only get to show them when someone searches for what you offer in Saskatoon.

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 Ads for Saskatoon Businesses

You'll want to invest in search ads if you know people are looking online for the products you offer.

Some people refer to this as Saskatoon Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad.

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.

Display Ads in Saskatoon

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Saskatoon news stations), gossip websites, and more.

These are commonly used within the Google Ads and Bing Ads platforms.

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.

Retargeting Ads in Saskatoon

There is a good chance that not everyone will convert during their first experience with your Saskatoon 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 Saskatoon Ecommerce Stores

Google Shopping Campaigns popularized this type of search ad.

If you want to promote your Saskatoon storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

By using these tools, you can provide Google Ads with accurate 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.

Video Ads for Saskatoon Businesses

You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

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!

If you have the budget to support ad creatives in video format, definitely look to implement them into your Saskatoon paid advertising campaigns.

Saskatoon, SK PPC Management Services

Our team of paid advertising specialists is knowledgeable about the latest PPC trends in Saskatoon. Drive traffic and conversions to your Saskatoon digital assets with our experience across dozens of industries.

Keyword Research

Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only appear based on what is searched on Google or Bing.

A search for "Saskatoon Roofer" on a search engine, for example, might lead someone to a roofing company in Saskatoon. As a paid ads manager for that Saskatoon 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 Saskatoon roofing company needed to increase their advertising reach? In order to solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid ads manager talking with the Saskatoon 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 Saskatchewan PPC manager discovers that there is a high traffic volume for "Warman, Canada roofers" or even "Saskatoon roof repair." The first phrase is targeting a nearby location to Saskatoon, which might still be in the service area of the Saskatoon 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.

Negative keyword lists can also benefit from keyword research. 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. They might see your paid ads if you use broad keyword targeting without any negative keywords like "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

When you hear audience research talked about in Saskatoon 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.

We'll review some audience research and targeting history within Facebook Ads.

Saskatoon 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 Saskatoon eagerly took advantage of.

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

In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. As a result, Facebook had difficulty tracking mobile device behavior. This even affected the accuracy of ad attribution reporting.

For most Saskatoon 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.

In spite of the fact that many Saskatoon paid ads agencies still rely on custom audiences, it is clear that the trend is shifting 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, if you'd like a second opinion.

It's not to say audience research and targeting are going away. The targeting options within Saskatoon ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

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

When we take on the management of a paid advertising campaign in Saskatoon, we start by looking over the landing pages to see if 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?
• Do I have immediate access to a lead form?
• Can you easily identify the call to action?
• Does the page load quickly?
• Is there social proof?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

Until you have a landing page that follows best practices, don't spend money on Saskatoon paid advertising.

If you want to create an effective landing page, you should never consider it finished. Try running A/B testing every few months to continue refining your Saskatoon sales pitch.

Including a Sales Funnel

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

One of our clients promotes an online fitness challenge that you can even join from Saskatoon. We built multiple sales funnels within Click Funnels while managing their digital marketing. Here are a few of the funnels we used:

• 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.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Saskatoon 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. 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 Saskatoon. 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!

Conversion Rate 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 Saskatoon.

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

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

For most Saskatoon 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 Saskatoon 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 Saskatoon, 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 Saskatoon.

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 Saskatoon 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 Saskatoon 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 Saskatoon 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 Saskatoon 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 Saskatoon 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.

Free PPC Calculators for Saskatoon, SK PPC Managers

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

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

View All PPC Tools

Why Choose WebCitz to Manage Your Saskatoon, SK PPC Services

We'd love to partner with your Saskatoon team on paid advertising! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Saskatoon. In most Saskatoon PPC companies, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and creative ideas often enough with those Saskatoon PPC companies to get the results you desire.

In researching paid advertising agencies for your Saskatoon company, there are many factors to consider. The PPC strategies and tactics we suggest for your Saskatoon 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 Saskatoon company grow. Our PPC experts are a good option for a number of reasons:

• It has been more than 18 years since we opened our doors, which makes us an industry leader.
• Our paid advertising helps us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Saskatoon digital marketing services, such as PPC management, sales funnel development, and ad creatives.
• 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 PPC experts to discuss what we can do for you in Saskatoon! Saskatoon small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.

Our team would appreciate the opportunity to be considered when your Saskatoon 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.