Vermont PPC Agency

Our Vermont PPC Ads Management Tactics

paid ads management consists of creating and optimizing paid advertisement campaigns in Vermont. Despite that simple explanation, let's explore it further.

To provide professional PPC management, a PPC advertising company for Vermont often starts by getting to know your company and its business model. Since the way you approach paid ads for a local Vermont small business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

For example, local service providers in Vermont are often only interested in qualified leads. To accomplish this, paid ads can generate 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 currently exist or need a lot of revisions.

Alternatively, ecommerce brands tend to be interested in online sales. Using paid advertising, you can grow traffic to a page optimized for products or categories. In some cases, it might even make sense to include Google Shopping Campaigns. Our team has even used sales funnels to help sell products and subscriptions.

The next step in Vermont PPC management is understanding the metrics that will be used to optimize and scale. For paid ads to be effective, most Vermont paid ad agencies will implement email collection tactics, such as 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 Vermont business needs to use multiple tactics and marketing tools. Pay-per-click campaigns in Vermont should include plans like:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make your Vermont small business more profitable by acquiring qualified leads or selling online.
• Better understand ad attribution through the integration of third-party attribution software.
• Present social proof through case studies, white papers, and video testimonials.
• Engage users in story creation, email collection, and user generated content.
• Test the effectiveness of different ad creatives across different media and ad placements.

Our paid ads management agency is happy to provide Burlington, Colchester, Essex, Middlebury, and Milton businesses with professional paid advertising consulting services.

Pricing for Vermont PPC Management

If you want us to dedicate more time to your campaigns, the price of our PPC management services will be adjusted accordingly. Below is the starting cost for our PPC management packages, but we are happy to have a conversation about adjusting the budget if your ad spend or service requirements exceed our initial estimate.

How Paid Advertising Helps Vermont Businesses

One of the most obvious benefits of Vermont PPC advertising is the quick increase in traffic it provides.

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 Vermont organizations interested in running paid ads 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. It is usually the creatives, campaign settings, or sales process that is the problem.

The right combination of paid advertising and website marketing can greatly enhance your Vermont business's website advertising campaign. Remember, more traffic doesn't always mean more conversions!

How We Manage Vermont PPC

Our team of PPC advertising consultants is knowledgeable about the latest paid ads trends in Vermont. We have experience across dozens of business industries, so we can help you generate traffic and conversions to your Vermont digital assets.

Keyword Research

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.

A search for "Vermont Roofer" on a search engine, for example, might lead someone to a roofing company in Vermont. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the PPC advertising manager for that roofing company in Vermont.

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

The next steps might involve the paid advertising manager discussing with the Vermont roofing company what types of services they want to target more often and within what geographic areas. There may also be a need to broaden the keyword targeting.

For instance, the PPC manager might discover high search volume for "Vermont roofing companies" or even "Vermont roof repair." The first phrase targets the plural form of the business industry within Vermont. 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.

When building negative keyword lists, keyword research can also be beneficial. You can use them to prevent your paid advertising from showing up in search queries that you know are not likely to result in a lead or sale.

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 advertising 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

Audience research is often mentioned as part of scaling social ads on Facebook and Instagram in Vermont paid advertising campaigns. However, Bing Ads and Google Ads also allow audience targeting.

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

In years past, Vermont paid advertising managers relied heavily on building out their own custom audiences within Facebook. 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 Vermont flocked to take 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. The change negatively affected Facebook's ability to track user behavior across Vermont and beyond. Even ad attribution reporting was affected.

For most Vermont advertising companies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. 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 Vermont paid ads agencies using custom audiences, the trend is moving toward broad targeting. You can see it in every upgrade within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."

Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.

It's not to say audience research and targeting are going away. There will always be targeting options that can be manipulated within Vermont ad campaigns to squeeze a little extra performance.

Landing Page Optimization

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

When we take on the management of a paid ads campaign in Vermont, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:

• Is there a benefit-focused headline?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• 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 Vermont paid advertising until you have a landing page that follows best practices!

Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your Vermont sales pitch.

Funnel Development

As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

For example, we have a client that promotes an online fitness challenge that you could even join from Vermont. While managing their website marketing 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 Vermont small 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 Vermont. It can take years of experience to master funnels, however. You can save yourself some time by searching for a PPC management company, like WebCitz, to handle the heavy lifting!

CRO

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 Vermont.

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

1. You sell a $100 sweatshirt in Vermont on your website.
2. You have a 1% conversion rate, meaning for every 100 Vermont 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 Vermont 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 Vermont 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 Vermont 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 Vermont, 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 Vermont.

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 Vermont 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 Vermont 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 Vermont 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 Vermont 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 Vermont 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 Vermont PPC Campaigns

In Vermont, there are many ways to run paid ads. The following are some of Vermont's most common paid advertisements options.

Local Ads throughout Vermont

Localized ads for your Vermont business can be run through nearly any advertising platform. Depending on the nature of your local business in Vermont, you may find better success in one platform versus another. To find out which option works best for you, you should try all of the options available. 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. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers in Vermont. Vermont professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. Home service contractors in Vermont, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

You can also target people in your local Vermont area using Facebook Ads. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in Vermont. We often rely on local Facebook Ads for all types of Vermont small business industries.

Social Media Advertising throughout Vermont

Pretty much any online ad you see on a social network website is going to qualify as a social media ad.

Maintaining fresh ad creatives is key to social media 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.

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. When running search advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your Vermont business offers.

It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.

Search Engine Ads for Vermont Organizations

You'll want to invest in search engine advertising if you know people are searching online for the products you offer.

In some circles, this is referred to as Vermont 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. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

Display Ads throughout Vermont

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

Bing Ads and Google Ads both offer these.

With display ads, all you need are a few different sizes of ad creatives. 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 for Vermont Small Businesses

Not everyone is going to convert during their first experience with your Vermont 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 any ad platform, too.

Shopping Ads for Vermont Ecommerce Businesses

This type of search ad was popularized by Google Shopping Campaigns.

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 for your Vermont storefront.

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 for Vermont Small Businesses

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

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. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

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

Free PPC Calculators for Vermont Paid Ads Managers

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

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

View All PPC Tools

Why Choose WebCitz to Manage Your Vermont Paid Ads Strategies

We'd love to partner with your Vermont team on paid advertising! We are a full-service PPC management firm targeting Vermont with multiple internal teams focused on social ads, sales funnel development, and ad creative testing. This is not true of all Vermont PPC ads management firms, since most only have a single person handling all the duties. You might not get the results you want from Vermont PPC firms if you don't test campaign optimization and creative ideas often enough.

There are many factors to consider when researching paid advertising firms for your Vermont business. The paid ads plans and strategies we suggest for your Vermont small business are backed by more than 18 years of experience. As a lead generation firm, we often use similar PPC tactics.

In addition, you should choose us as your paid ads agency because you are confident we can help your Vermont small business grow. Our PPC specialists are a good option for numerous reasons:

• We have been in business since 2004, which means we have more than 18 years of experience.
• We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
• We do not outsource Vermont online advertising services, including PPC management, sales funnel development, or ad creative services since we have our own internal advertising team.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Get in touch with our PPC experts to discuss what we can do for you in Vermont! While we often provide complete PPC advertising management packages for small businesses throughout Vermont, we are also able to augment the marketing departments of large corporations in Vermont and beyond.

We hope you consider our company when looking for a paid advertising firm for your Vermont business. 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 firm.

800-796-8263 Email Us