Middlebury PPC Agency

Our Middlebury, VT PPC Management Game Plans

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

A paid advertising company for Middlebury often begins by getting to know your company and its business model before providing premium paid ads management. Since the way you approach paid advertising for a localized Middlebury business is much different than how you would for an ecommerce brand, this information helps determine the next steps.

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

Alternatively, ecommerce brands are most often interested in online sales. This can be accomplished through PPC advertising that increases traffic to an optimized product page or category page. Google Shopping Campaigns might even make sense in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Middlebury paid ads, it's important to understand what metrics will be used. For paid advertising to be effective, most Middlebury paid ad firms 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 Middlebury organization needs to use multiple strategies and marketing tools. For example, the best Middlebury PPC advertising packages will include strategies to:

• Get traffic from search engines, social media networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Make your Middlebury company 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 ad creatives across various ad placements and between different media formats.

In addition to managing Middlebury-area PPC campaigns, our team also offers Burlington, Colchester, Essex, and Milton small businesses and large corporations a proficient paid ads management service.

Pricing for Middlebury, VT PPC Management

The price of our PPC ads management packages 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 paid ads management, but we can discuss an increased budget if you have a higher ad spend or service requirements.

How Paid Advertising Helps Middlebury, VT Small Businesses

One of the most obvious benefits of Middlebury 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.

If you are interested in running PPC advertising in Middlebury, we recommend that you 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 ads and digital marketing can greatly enhance your Middlebury business's digital advertising tactics. Just keep in mind increased traffic doesn't always result in more conversions!

How We Manage Middlebury, VT Paid Ads

Our team of paid advertising professionals is knowledgeable about the latest PPC trends in Middlebury. Take advantage of our experience across dozens of business industries to help boost traffic and conversions to your Middlebury digital assets.

Keyword Research

In the context of paid ads, 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 "Middlebury Roofer" on a search engine, for example, might lead someone to a roofing company in Middlebury. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase as the paid advertising manager for that roofing company in Middlebury.

However, what if that exact match keyword wasn't producing enough search volume and the Middlebury roofing company needed to increase their advertising reach? The solution would require keyword research.

Typically, the PPC advertising manager will discuss with the Middlebury roofing company what types of services to target more often. A broader keyword targeting plan than exact matches might also be necessary.

Suppose the Vermont paid ads manager discovers that there is a high traffic volume for "Hinesburg, VT roofers" or even "Middlebury roof repair." The first phrase targets a location nearby Middlebury 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.

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.

A person looking for "free roof repair work" or "how to advertise to roofing companies" is unlikely to buy a roof replacement. They might see your PPC 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 Middlebury paid ads campaigns. There are options within Google Ads and Bing Ads for audience targeting as well though.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

Facebook custom audiences were heavily relied upon by Middlebury's paid advertising managers in the past. In fact, one of Facebook Ads' most appealing features was the ability to collect data on users, which advertisers in Middlebury 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 Middlebury and beyond. 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 Middlebury ad agencies. 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.

Though there will still be plenty of Middlebury paid advertising firms using custom audiences, 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 tweaks.

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

Landing Page Optimization

An important factor in the success of your Middlebury paid ads campaign is the landing page.

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

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• What is the visibility of the call to action?
• How fast does the page load?
• Is there social proof?
• Does the page load on mobile devices?

Quality landing pages are the result of many factors.

Please, don't spend money on Middlebury PPC advertising until you have a landing page that follows best practices!

Ideally, you should never consider your landing page to be finished. You can refine your Middlebury sales pitch by running A/B tests on the landing page every few months.

Including a Conversion Funnel

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 Middlebury. In the course of managing their internet advertising, we built several sales funnels using Click Funnels. Here are some of the funnels we made:

• By using squeeze pages, we captured email addresses and raised awareness for the program.
• For leads, we provided healthy eating tips, fitness tips, webinars, and sneak peeks as lead magnets.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Middlebury small business aren't limited to these. 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. You can learn this type of work at home or at a technical school in Middlebury after weeks or months of training. Getting really good at funnels, however, can take years. Look for a PPC management agency like WebCitz to do the hard work for you!

Conversion Optimization

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 Middlebury.

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

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

For most Middlebury small 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 be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Middlebury 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 Middlebury, 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 attractive 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 Middlebury.

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 Middlebury 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 management agency that helps Middlebury small 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 Middlebury 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 Middlebury 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 Middlebury 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 Middlebury, VT PPC Campaigns

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

Local Advertising within Middlebury

Local Area ads for your Middlebury small business can be run through nearly any advertising platform. Depending on the nature of your localized Middlebury 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. Now let's discuss some local advertising options.

There are going to be two options from Google.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers in Middlebury. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Middlebury. 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 Middlebury, like plumbers, electricians, roofers, and heating installers.

You can also target people in your nearby Middlebury 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 Middlebury as a city, or specific Middlebury ZIP codes. For all types of Middlebury businesses, we often use Facebook Ads.

Social Media Ads throughout Middlebury

Pretty much any online ad you see on a social media 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. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

The best part of social media marketing is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. The opposite is true when you run search engine advertising since your ads will only show when someone is actively searching for what your Middlebury small business has to offer.

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 Advertising within Middlebury

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

There are some people out there who refer to this as Middlebury Search Engine Marketing, or SEM for short. There are different ways to explain search ads, which are advertisements displayed on search engines' search results pages.

If you've been running search engine ads on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.

Display Ads throughout Middlebury

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Middlebury 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 Middlebury Organizations

Your Middlebury website, landing page, or sales funnel won't convert everyone on the first visit.

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 Middlebury Ecommerce Small Businesses

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

If you want to promote your Middlebury 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. Then, your products will be displayed at the top of search results based on the right types of search queries.

Video Ads throughout Middlebury

You can run video ads on Instagram, Facebook, YouTube, 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.

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!

Your Middlebury PPC advertising campaigns should definitely incorporate video creatives if you have the budget to support them.

Free Paid Ads Calculators for Middlebury, VT PPC Managers

As part of our commitment to managing Middlebury 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
• CPA Calculator
• Churn Rate Estimator

View All PPC Tools

Why Choose WebCitz to Manage Your Middlebury, VT Paid Ads Services

We'd love to partner with your Middlebury team on paid advertising! As a complete PPC management company targeting Middlebury, we have multiple internal teams focused on search advertising, social media marketing, sales funnel development, and ad creative testing. In most Middlebury PPC companies, only one person handles all work, but this is not the case for us! You might not get the results you want from Middlebury PPC companies if you don't test campaign optimization and original ideas often enough.

There are many factors to consider when researching paid advertising companies for your Middlebury organization. The paid ads tactics and plans we suggest for your Middlebury company are backed by more than 18 years of experience. As a lead generation agency, we often use similar paid ads plans.

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

Here are a few reasons we suggest considering our PPC specialists:

• Having been in business since 2004, we have more than 18 years of experience.
• Our paid advertising help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all Middlebury online advertising services, such as PPC management, sales funnel development, and ad creatives.
• During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's discuss what our PPC experts can offer your Middlebury company! While we often provide complete PPC advertising management services for small businesses in cities like Middlebury, we are also able to augment the marketing departments of large corporations in Middlebury and beyond.

When it comes time for your Middlebury organization to start the search for a paid ads marketing company, we hope you keep our team in mind for the task. To start a discussion with the helpful staff at our paid ads agency, send us an email or give us a call if you have any follow-up questions.

800-796-8263 Email Us