From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Burlington business with its paid ads.
We are a results-driven PPC management company with more than 18 years of experience helping local businesses and ecommerce brands throughout Burlington improve their paid advertising campaigns.
To target relevant audiences and build brand awareness, our paid ads managers can help your Burlington 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. From there, we can help you integrate solutions that bring clarity to ad attribution in a post iOS 14.5 environment, allowing you to efficiently scale your ad campaigns.
As a full-service paid ads agency for Burlington, 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 even setup and optimize Google and Facebook advertising campaigns for businesses in Winooski, VT, South Burlington, VT, Colchester, VT, Shelburne, VT, and Williston, VT.
Discover our PPC management services in Burlington by reading on.
The act of creating and optimizing Burlington paid advertising campaigns is known as PPC management. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide professional PPC management, a paid ads agency for Burlington often starts by getting to know your company and its business model. This information helps determine the next steps, since the way you'd approach paid advertising for a local Burlington business is much different from how you'd handle it for an ecommerce brand.
For example, local Burlington service providers are often only interested in qualified leads. In order to accomplish this, paid advertising can drive 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 yet exist or need to be substantially improved.
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 Burlington PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Burlington paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. For ad budgets over $1,000/mo, it often makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam to better understand ad attribution and reporting.
To be successful with paid advertising, your Burlington business should utilize multiple advertising strategies and marketing tools. For example, the best Burlington paid advertising services will include tactics to:
The most obvious benefit of Burlington paid advertising is the near instant 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 Burlington businesses interested in running paid advertising is to start slowly.
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. It is usually the creatives, campaign settings, or sales process that is the problem.
Burlington companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. Remember, more traffic doesn't always mean more conversions!
There are numerous ways to run paid advertising for your Burlington business. Let's discuss some of the most common paid ads being run within various business industries in Burlington.
You can use nearly any advertising platform to run local ads for your Burlington business. Depending on the nature of your local Burlington business, 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. Here are a few options for local advertising.
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 Burlington. Even local stores use this campaign type.
Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. We often use Google Local Service Ads for home services contractors in Burlington, like plumbers, electricians, roofers, and heating installers.
You can also use Facebook Ads to target people in your local Burlington area. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Burlington as a city, or specific Burlington ZIP codes. We often rely on local Facebook Ads for all types of Burlington business industries.
Pretty much any online ad you see on a social network site is going to qualify as a social media ad.
Maintaining fresh ad creatives is key to social ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. 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 Burlington.
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'll want to invest in search ads if you know people are looking online for the products you offer.
There are some people out there who refer to this as Burlington Search Engine Marketing, or SEM for short. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.
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 Burlington news stations), gossip websites, and more.
Bing Ads and Google Ads both offer these.
With display ads, you just need a set of ad creatives in different sizes. 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 Burlington 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.
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 Burlington storefront.
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 Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.
It's necessary to have a working Facebook Ads account 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 Burlington if you have the budget to do so.
We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Burlington local businesses. Take advantage of our experience across dozens of business industries to help drive traffic and conversions to your Burlington digital assets.
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.
A search for "Burlington Roofer" on a search engine, for example, might lead someone to a roofing company in Burlington. Targeting that exact phrase wouldn't require in-depth keyword research for that Burlington roofing company's paid ads manager.
What if, however, that exact match keyword wasn't producing enough search volume and the Burlington 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 Burlington 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 Vermont PPC manager discovers that there is a high traffic volume for "Winooski, VT roofers" or even "Burlington roof repair." The first phrase targets a location nearby Burlington that might still be within the company's service area. The second phrase is targeting a slightly different service, which might result in a more lucrative roof replacement project if the repair work is extensive.
You can also benefit from keyword research when building out negative keyword lists. 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. However, they might see your paid ads if you are using 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.
In Burlington paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. 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.
Burlington 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 Burlington eagerly took advantage of.
A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.
In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. This had a negative impact on Facebook's ability to track user behavior on mobile devices in Burlington and beyond. In fact, it even affected the accuracy of ad attribution reporting.
Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most Burlington 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.
While there will still be plenty of Burlington paid ads agencies relying on 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."
Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.
However, audience research and targeting aren't going away. The targeting options within Burlington 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 Burlington.
We begin by examining the landing pages on any paid advertising campaign in Burlington to make sure they follow best practices. Our review takes into account the following factors:
Designing and developing a quality landing page involves so many factors.
Until you have a landing page that follows best practices, don't spend money on Burlington 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. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.
For example, we have a client that promotes an online fitness challenge that you could even join from Burlington. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
Your Burlington business isn't limited to only these types of funnels. 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 Burlington 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!
Knowing your conversion rate is crucial to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services throughout Burlington.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
For most Burlington 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 Burlington 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 Burlington, 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 Burlington.
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 Burlington 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 Burlington 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 Burlington 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 Burlington 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 Burlington 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.
Our digital marketers are so excited about managing Burlington paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!
We want to be your Burlington team's paid advertising partner! As a full-service PPC management company targeting Burlington, 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 Burlington PPC management companies, since most only have a single person handling all the tasks. For those Burlington PPC agencies, 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 paid ads agencies for your Burlington business. The PPC strategies and tactics we suggest for your Burlington company are backed by more than 18 years of experience. Many of these are the same PPC tactics we use to generate leads for our company.
In addition, you should choose us as your paid advertising agency because you are confident we can help your Burlington company grow. Here are a few reasons we suggest considering our PPC experts:
Let's discuss what our PPC experts can offer your Burlington company! We often provide complete paid advertising management services to Burlington small businesses, but we can also augment the marketing department of larger Burlington corporations to fill in missing skill sets.
When it comes time for your Burlington 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.