Also known as “Product Ads,” Google Shopping ads are almost always at the top of the search results. They are the first thing that consumers see when they are looking for a product. Often, these ads are overlooked by retailers and those in the ecommerce industry. In fact, they only make up 20% of the overall amount Google receives for paid advertising in the vertical market.
Google Shopping ads appear first on search results. Source: Google
Google Shopping ads are very effective because they are at the top of the search results, show an image of the product, and also include a price comparison. In most cases, there are five chosen products that appear in this highly sought after position.
Building Your Google Shopping Campaign
Google doesn’t make it easy to establish a Google Shopping campaign. You need to first create a Google Merchant Center account. It does take some time to generate all of the required data and then wait for Google’s approval. If you’re in a hurry to sell something in a timely manner, it’s not your best option.
Once approved, the Google Shopping options are linked to your Google Ads account – the same way that you purchase traditional Google pay per click services.
Google Shopping is a great way to enhance your ecommerce strategy. Source: Shutterstock
There is one big difference between Google Ads and Google Shopping, however. With Google Shopping, you don’t actually pick the keywords that you want to target. Instead, you have to rely on Google to serve the ads to the right people. But don’t worry about this, it’s in their best interest to find the right market and they just may do it better than you could do it yourself. Google has great data feeds on the kinds of keywords people use when searching your product. They will get better at it over time so you need to be patient with the platform while it “finds” your best keywords and market.
Interestingly, while you cannot suggest keywords to Google Shopping that you wish to target, you can suggest keywords that you don’t want to target by adding negative keywords. This will help you get off to a better start if you take the time to do it, because it will cut back on the keywords that Google would ordinarily try out.
The Purplegator Approach to Ecommerce
Purplegator also uses the “Campaign Authority” option for your Google Shopping program. With it, we can prioritize which products are better sellers for you or which of your product skews have superior profit margins. Otherwise, this would not be taken into consideration by Google Shopping.
One of the things Purplegator loves about Google Shopping is the branding that it provides. Like Google Ads (pay per click), you don’t pay unless the shopper actually clicks on your ad. The bonus of Google Shopping, however, is that the consumer has seen an image of your product with its built-in branding, thus making it a far superior buy from purely a branding perspective.
Bob Bentz is the founder and CEO of Purplegator. He’s also the author of Relevance Raises Response.
At this point, pay per click advertising certainly needs no introduction to marketers. Still, it is certainly a vital part of mobile marketing and no campaign can likely be successful without it.
Google Ads is an effective way to drive traffic to your website because consumers are actively searching for your product or service. Often, depending on the type of keyword you are targeting, consumers may be at the bottom of the sales funnel.
People interact with their phones in so many ways–it’s no wonder that pay per click is so popular! Credit: Shutterstock
Keywords are Key
Keyword selection is the single most important aspect of a pay per click campaign. Try to avoid choosing to pay for broad keywords where the consumer is simply trying to get more information and is not yet in buying mode. Or, if you want to introduce your brand at the top of the sales funnel, understand that these broad keywords are simply not as valuable as one where the consumer is ready to buy. A person searching for “blue Honda civic, less than 30,000 miles” is one that already knows what they want to buy, as opposed to the other prospect who has just searched for “Honda cars.”
Elevate your brand’s online presence with targeted keywords. Credit: Shutterstock
With pay per click, advertisers bid on keyword search terms and are then ranked accordingly. But, it isn’t just about the rate you are willing to pay. In addition to the amount you are willing to pay, your PPC position is also determined by AdRank and quality score. Quality score is based on Google’s desire to deliver a positive result to the user. Relevance of your ad is important and Google bases that on how many people click on your ad when it is served. The relevance of your keywords, the ad copy, and the landing page all contribute to quality score and ultimately your AdRank.
Other Pay Per Click Providers
Google isn’t the only place to buy PPC. The Microsoft advertising platform provides a viable alternative with Bing, which is often up to 33% cheaper than Google. Moreover, the Bing user is most likely to be in the 55-64 age group and have a higher income than a Google user. Therefore, it is a very important addition to a campaign with an older target audience, such as one targeting 55+ housing.
Bing is often a cheaper pay per click provider than Google. Credit: Shutterstock
Bing provides search ads that are dynamic and allow you to add two descriptions and three headlines until you find the winning combination. You can also do responsive search ads where you can add up to 15 different headlines and four descriptions. From the various combinations, Microsoft will serve the best options.
If you choose to set it and forget it, Bing gives you a lot of options. You can set bids to maximize clicks or impressions. In addition, you can set a 30 day plan to hit a Target Cost per Acquisition (CPA) and Bing will automate your ads to hit it. You can do the same with a Target Return on Ad Spend (ROAS).
How to Measure Your Pay Per Click Performance
Common KPIs (key performance indicators) used in PPC advertising are:
Average cost per click (CPC)
Average position
Conversions
Conversion rate
Cost per action (CPA)
Impression share – the percentage of the available keyword impressions that your brand is getting
Impressions
Quality score – Google’s analysis of how well the landing page correlates to the chosen keyword
Return on Ad Spend (ROAS)
Revenue
Tap through rate
Total investment
Want to get more information to judge your PPC performance versus national averages? Meet with us today to discuss your digital marketing strategy.
Bob Bentz is the President and Founder of Purplegator. He’s also the author of Relevance Raises Response, a comprehensive guide to mobile marketing.
When it comes to mobile advertising, we wrote the book on it…literally.
There has never been an advertising medium quite like mobile that enables a brand to effectively target the right consumers, in the right place, at the right moment.— Bob Bentz, Relevance Raises Response
Traditionally, media has been sold by ad sales people responsible for negotiating a price for inventory on various mediums. With mobile advertising, however, there is considerably less need for human salespersons.
Today, 72% of all mobile advertising purchased worldwide was purchased programmatically. Think of programmatic advertising as the real-time value of inventory at the time of purchase. Programmatic has brought speed and efficiency to the mobile advertising market.
More digital advertising dollars are going to mobile, as opposed to desktop, every year. In 2020, the ratio was $103 billion on mobile versus $41 billion on desktop. That’s 73% of all digital advertising revenue going to mobile! Seventy-eight percent of Americans only use mobile to access Facebook. These statistics show the importance of why Purplegator labeled itself as a “mobile-first marketing agency” as far back as 2014 when it foresaw the future of geo targeted mobile advertising.
Everything that you do today should be with a mobile first mentality. When you develop a landing page, you should do it first on mobile and then make it fit to desktop. Most companies do it the other way around.
When you engage for SEO services, remember that Google now ranks all websites via its mobile site and no longer the desktop site. Be certain to take new innovations such as voice commands into consideration so you can optimize for the longer question format and the more immediate needs of a mobile voice searcher.
Marketing pros can target their audience on mobile better than any other medium in history.
Here’s some tactics you should utilize to maximize your performance with mobile advertising:
Attempt to get as many ads placed with a 250×250 size. Based on our internal data, this size performs best.
Advertise on the weekends when tap through rates are normally greater with people having more “me” time.
Keep your videos short. 30 seconds is good, but 15 seconds is often better. Remember, your mobile customers are not always near wifi or where signal strength is poor like in rural western Maryland.
Always use retargeting on mobile devices.
Mobile interstitial ads that take up the entire screen on in-app advertising get double the tap through engagement of traditional banner ads. Use them, but only use them in apps and not for desktop.
Capabilities of Mobile Advertising
Geo Fencing
Purplegator defines a geo fence as a subset of the larger geolocation targeting. In mobile advertising, a geofence is designed to attract a specific location that is more likely to be a user of the agency services. This may be an extremely wealthy zip code for attracting donations to a public TV station or it may be a rural area where a large portion of the population lives in poverty and is desperately in need of social services.
It is always more expensive to reach wealthy areas since brands understand that those residents have significantly greater buying power. Therefore, we would draw a geofence within the geolocation and bid more aggressively to gain exposure in this well-healed market.
In a struggling rural area, however, we would be able to reach these residents at a lower bid. Hence, a geofence around the low income area would likely still result in significant exposure since these citizens are less attractive to many advertisers. By bidding less within this geofence, you will save money and increase impressions.
Geo Targeting
Geotargeting means targeting the right people within the geolocation or geofence. Most advertisers don’t want to target everybody within the geolocation zone. After all, children don’t buy automobiles or choose which fancy restaurant to go to on Saturday date night. Advertisers use geotargeting to find the consumers most likely to buy based on sex, age, marriage status, income level, profession, interests, and a host of other factors that are available to digital agencies and advertisers through third party data providers.
If the state agency was interested in a healthy mothers campaign in an inner city, we could target single Moms, age 16 – 29, who live within the city. We obtain this data from our third party partners and target the mobile and desktop devices of those that fit the profile.
Retargeting
I’m sure you’ve seen retargeting in action. You look online at a pair of shoes, decide to not buy them, and then those same shoes keep showing up as display ads in your feed whether you are checking sports scores on ESPN’s app or finding tomorrow’s weather at Accuweather.
Many businesses are making a significant recurring monthly investment in pay per click advertising. Consumers who click through to your website should be considered platinum prospects. You’ll want to reach them more than just once. That’s where an effective retargeting campaign comes in.
To facilitate a retargeting campaign, however, you will need to drop some code on your company’s website.
How to Find Your Most Responsive Audience on Smartphones and Desktops
There has never been an advertising medium quite like mobile advertising that enables a brand to effectively target the right consumers, in the right place, at the right moment.
The tools available to target your audience on mobile and desktop are plentiful. Here’s an overview of how you can put your message in front of those consumers most likely to buy.
Targeting Strategies
Geo-Targeting
All of Purplegator’s client campaigns have some element of geo targeting at their core. It’s not often that our clients ask to advertise to everyone within a particular area or inside a geo-fence. The magic happens when we apply some filters in order to reach just the right people inside the designated area. This is what Purplegator does every single day for all of our clients. We deliver the right ads to the right people.
Demographics
Adding a demographic filter allows us to target specific age groups, income levels, education levels, and more. We are using filters such as these now to reach low-income, at-risk young mothers whose children would benefit from an early childhood education program. When we placed ads for another client, we targeted ages 16-24 and excluded college students and high school graduates, for example. Their programs were specifically for at-risk young adults ages 16-24 who were not in school and not working. Facebook and Instagram recently announced reduced interest targeting for youth under the age of 18, limiting advertisers now to only age, gender and location. So, aspirational imagery becomes all the more important – if advertising to young people, be sure to show similar young people in the ads.
Behavioral
Behavioral targeting analyzes past behavior, so we’ve found this targeting to work best for retail or service provider advertisers. Our client who operates a haunted attraction targets people who have recently made a purchase at a costume shop or who have rented a scary movie — true Halloween fans.
Behavioral targeting, along with contextual targeting, will become more popular and powerful as new policies regarding cookies and other privacy measures are rolled out across the various platforms. This is one of the overarching algorithm changes we are closely monitoring across multiple platforms.
Contextual
Whereas behavioral targeting analyzes past behavior, contextual targeting, also known as “native advertising,” focuses on current behavior. If a person is watching a video about casinos, an ad about problem gambling can appear. There’s really no risk of irrelevance as your ads will appear alongside content that the user has consciously chosen to consume. Another benefit of contextual ads is that there is no reliance on third-party cookies either, and no danger of ad fatigue as the viewer is only shown the ad in the proper context. The ad doesn’t follow him or her around the web.
Retargeting
Retargeting works by adding a pixel to a website. This pixel captures data about the people who visit the website and what they do on the website. The data is used to create audiences based on those interactions, and the audiences are then targeted through paid Google display or social media ads.
Look-alike Modeling
Purplegator will work closely with you to develop lookalike audiences to reach people who are similar (in demographic, online activity, and preferences) to your desired audience. These audiences increase the probability of generating high-quality leads by appealing to consumers similar to those who have already invested in a product or taken a similar desired action. Each ad platform has options to expand the target group to create lookalikes. Some offer the option of uploading a list as a baseline from which to build the lookalike audience. Purplegator often uses lookalike audiences to help clients expand their reach.
IP Targeting
Purplegator deploys both IP Targeting and Device ID Targeting to reach people.
IP targeting is a cookie-free way of reaching a consumer by matching their physical address with an IP address. Purplegator leverages third-party matching data to help clients identify direct return on investment (ROI). The proprietary matching of a physical address to an IP address allows our client to reach a target audience on a one-to-one basis. This one-to-one matching gives the client a unique ability to monitor return on ad spend and more by matching those who were targeted with those who made actual purchases or those who signed up for a service.
Purplegator has found great success using Device ID. We are able to capture the Device ID wherever our target audience is- with their device. It’s not necessary for us to have their home address in order to capture the Device ID.
Device IDs are unique identifiers that are attributed to each individual smart device. Your smart device literally has its own unique code. In the sense of how you have your own unique fingerprint, your phone has its own set of digits to set it aside from all other smart devices.
Device IDs (“MAIDs” or Mobile Advertising ID) are obtained by our system when a device is identified as being within a specified location. Once identified and procured, we can then serve ads to those Device IDs wherever they are. Furthermore, we can track the Device back to its home and then deliver ads to other devices in that home. With the addition of a list of physical addresses, we can then do an Address Match Back to confirm devices in those specific addresses.
NOTE: This data is all hash and encrypted for security.
Location Targeting (closest to traditional geo-fencing):, a hand-drawn polygon on specific, relevant locations or buildings as recent as 3 days ago and as far back as 12 months.
ZIP Code Targeting: We use this to target neighborhoods, a radius around a store, and larger areas.
Device ID Demo and Interest Targeting: Advertise to devices for desirable demographics or devices that engage in specific interests or activities.
Residential Address Match Targeting: This is a solid solution to reach any database of residential addresses, like your existing lists, or a purchased list of residents.
Lookalike Targeting: This helps expand reach based on similarities in demographic, location, and behavioral characteristics.
Social Extension Targeting: These audiences are built from devices that are observed frequently together. For example, devices that meet at the same office location, gym, coffee shop, or outdoor park.
We use Device ID in many of our campaigns. Our retail clients use Device ID to capture the IDs of people who were shopping at a competing business. Then, those mobile devices were targeted with ads for our client’s retail store.
We also use Device ID in many of our recruiting campaigns. Our truck driver recruitment clients have all used this to capture Device IDs of drivers who are sitting in other trucking yards or delivery locations. We are then able to deliver ads to those devices wherever they are – at home, at the gym, or at a coffee shop.
Display Ads
Almost all of Purplegator campaigns have a display ad element to them as they are terrific for branding and can drive conversions. Some display campaigns run only on the Google Ad Network, while others run on the Mobile Web and in Mobile Apps via our DSP partner. And, with UTM codes and conversion pixels, we are able to show attribution and conversions as the banner ads send viewers to the destination website page or landing page.
We recommend all display ads be provided in the 5 most popular sizes so that they fit the available inventory of the publishers:
728 x 90 pixels
300 x 50 pixels
300 x 250 pixels
320 x 250 pixels
160 x 600 pixels
In-stream Digital Video
YouTube may be the biggest, but it’s not the only platform we run In-Stream Digital Video. We can also include other video services such as
Vimeo
Metacafe
Dailymotion
Utreon
The Internet Archive
Crackle
Facebook also offers In-Stream Digital Video ads: Facebook in-stream video allows you to deliver video ads to people watching videos on Facebook from familiar publishers and digital-first creators. Your ads can also appear in Facebook Live streams from a select group of approved gaming, entertainment and sports partners. These ads only appear on mobile devices and only after 60 seconds of the main video content.
We recently used a good mix up of In Stream Video for our workforce development clients. We had 15 second and 30 second videos that ran on many different platforms. Their view rates were strong at 52.66% thanks to stellar geo targeting.
Desktop, Tablet, Mobile — Browser & In-App
As previously mentioned, Purplegator campaigns are designed to reach our clients’ targeted audience no matter what device they are using. Our reporting tools show what devices were used when an ad was delivered.
SEO: It’s a confusing thing to buy if you’ve never done it yourself. Here’s a checklist of what you should expect when choosing an SEO agency.
Do I Need an SEO Agency?
Normally, it goes without saying, but if you aren’t listed on page one of the Google search results, you likely aren’t going to get the click or tap through, as this chart indicates. Hiring an SEO agency is likely the only way you’ll achieve these results.
Today, search engine optimization isn’t just about a set of easily defined steps. While those steps are still important, effective SEO remains an art, not a science. Your SEO vendor must be adept at analyzing data and understanding that no two organizations, or markets, are exactly alike. And, it will remain that way until Google publishes a book with all of its ranking factors included—something that will never happen. Until then, those in the SEO business must continually educate themselves by keeping abreast of the industry and also performing A/B and multivariate testing.
Your SEO Agency: Like a Santa Who Brings Gifts Year-Round
The SEO Process
🔬 PHASE 1 – DISCOVERY AND RESEARCH
Strategy development
Keyword research
Baseline performance for search
Assess backlink competitive research
Competition analysis
Site construction search engine friendliness
Review site traffic statistics
🎯 PHASE 2 – IMPLEMENTATION
Identify target pages and corresponding target keywords
Optimize on-page copy and images.
Format style sheets and apply headers
Title Tag and meta tag construction
Intra-linking and external linking implementation
Local citations added and social media inclusion
Backlink and testimonial review strategy
Mobile and digital speed testing and improvements
📊 PHASE 3 – ANALYSIS
Search engine monitoring (monthly reporting)
Post-optimization reports
Extension of services or recommendations for on-going self-initiated SEO tactics.
Our SEO Solution
In most cases, these strategies and tactics will be performed for statewide Maryland agencies. This certainly doesn’t represent all of the work that will be done but should be seen as a basis for the SEO efforts.
While no business will exactly follow this model, you can expect that all of the below issues, and more, will be addressed at the end of the initial 6-month optimization SEO Solution period.
Technical SEO Site Audit
Robots.txt audit
Sitemap audit
Site architecture audit
Flash or Javascript navigation
Indexability – Are all pages indexed by search engines?
Page authority and domain authority analysis
Keyword Analysis
Each page will have a targeted keyword(s) assigned
Keyword cannibalism check
Duplicate content issues
Analysis of Your Google My Business Listing
Synchronize NAP (name, address, phone)
Include detailed content and images
Claim Business Listing on Third Party Sites
Such as BING, Yahoo, YELP, Apple Maps, Facebook, LinkedIn, Instagram, Pinterest, Twitter, YouTube
Citations – Additional sites on the web where you can list your business.
Claim additional directory listings on vertical markets in your industry.
Major aggregator sites like Localeze, Infogroup, Acxiom, Factual, & Best of the Web.
Better Business Bureau
Regional and National industry associations
Reviews and Testimonials
We will develop a strategy for obtaining reviews from residents
Google My Business reviews are the top priority.
On-Page Content Markup
On-page analysis and recommendations for inclusion of keywords and LSI (Latent Semantic Indexing) in your copy.
Inclusion of H tags (headlines)
Image Optimization
Renaming of titles of images
Use of alt tags beyond its intended use for the Americans with Disabilities Act
Submission to Google Image Search
Title & Meta Tags Analysis (html Markup)
Based on keyword research, we will recommend changes to your Title Tags
Meta Tags are the description of your service that appears in a Google search. Although this does not impact search rankings, a well-written meta description can increase the likelihood of a consumer choosing your listing over others.
Intra-Linking
We want the Google BOT to spend a lot of time on your site. We will accomplish that with a strong intra-linking strategy.
External Linking
Linking out to high authority websites is a strategy that will increase relevance and reliability by making sure your site links to other good neighborhood sites.
Mobile-First, Mobile Friendly
More than half of all search today is conducted on mobile and your site needs to reflect that.
Moreover, Google now provides mobile-first indexing on all sites so your site is no longer ranked by its desktop version.
We will run tests on the mobile friendliness of the site, including load times and then recommend changes, to optimize performance and traffic via mobile.
Schema Markup & Rich Snippets
Schema markup is code that you put on your website to give Google, Yahoo!, and BING additional information to give more informed results to users.
Adding Schema markup to your HTML enables the search engines to show more advanced data under your overall listing. This is known as “rich snippets” and enables the business to have multiple listings beneath the general company listing.
Link Building
Link building is critical to the ultimate success of your SEO process.
We will provide article writing and outreach to outside sites to build inbound links.
We will also create content for your own blog or article section to act as link bait.
Content Creation
Production of articles, videos images, or a podcast to demonstrate your business’s relevancy and authority to the search engines.
A chance to show your expertise.
An opportunity to build backlinks.
SEO Specifications
SEO work is never done. There is always something else that can be done to enhance your rankings, but as a means of judging your provider’s efforts, and your ultimate success, the agency may provide the following on a monthly basis:
Much of the SEO work is done behind the scenes so you may never actually see all of the work that is being performed. That’s why monthly reporting becomes so critical. Your SEO provider should set a date each month to share what they have done and what they plan to do in the coming month. By doing this, the agency will gain valuable feedback from you during these meetings so that it can continually enhance its work and your results.
🌐 ONLINE TOOLS
Many SEO marketing services are delivered via online marketing platforms. It is best when you can log in to a dashboard at any time to check the status of your campaigns and review your current metrics. With an online reporting system, you’ll be able to get unique insights across all of your online marketing campaigns.
📞 CALL AND LEAD TRACKING
Your marketing dashboard should include a fully integrated lead and phone tracking tool. Such software helps enable you to track the most important metrics from rankings to repeat customers.
Statement Of Work
Please note that SEO is a long-term play. Do not expect significant immediate results. When done right, SEO will pay off in the end. Be patient.
There are no participation trophies with SEO. While you may see a slight uptick after the first month, you will likely see a retreat in your search engine rankings in months 2 and 3 until you start to see a rebound in months 4-6. By month 6, you should be seeing some significantly improved rankings.
Proper search engine optimization is an arduous process. It takes a lot of labor. The more pages that need optimization, the more effort it will take. There are no shortcuts when it comes to SEO.
While there is never a one-size fits all solution for SEO, here’s some sample packages that Purplegator offers to some of its customers.
SEO Starter Package
https SSL certification & installation
Technical site audit
Keyword analysis
Google My Business setup/enhancement
Title Tags & Meta Tags
Intra-Linking
External Linking
Mobile friendly analysis
Google Analytics
Google Search Console
SEO Silver Package
https SSL certification & installation
Technical site audit
Keyword analysis
Google My Business setup/enhancement
Title Tags & Meta Tags
Intra-Linking
External Linking
Mobile friendly analysis
Google Analytics
Google Search Console
Competitor Analysis
On page content markup
H tags
Image Optimization
Reviews & Testimonials
Consistent NAP
External Link Building
Content Creation
SEO Gold Package
https SSL certification & installation
Technical site audit
Keyword analysis
Google My Business setup/enhancement
Title Tags & Meta Tags
Intra-Linking
External Linking
Mobile friendly analysis
Google Analytics
Google Search Console
Competitor Analysis
H tags
Image Optimization
Reviews & Testimonials
Consistent NAP
External Link Building
Content Creation
On page content markup
Social media posting
Navigation enhancements
Listings third party sites
Citations
Schema markup
External link building – large
Content creation – large
Featured articles
Call & lead tracking
Return on Investment (ROI)
In the end, it’s all about the money. With your assistance, our goal is to calculate what the value of an additional website visit means to your bottom line.
(Additional Visits x Conversion Rate) x Average Lifetime Sale Value – SEO Investment = SEO ROI
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