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Grow Your Sales With Google Shopping

Grow Your Sales With Google Shopping

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 screenshot
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.

Optimize Your Campaign With Local Targeting and Foot Traffic Reports

Optimize Your Campaign With Local Targeting and Foot Traffic Reports

Data is our bread and butter here at Purplegator. We use it to analyze and optimize every campaign we work on. Especially for campaigns with local targeting, data like foot traffic reports can help us understand how the community is interacting with our advertisements. We’ll outline the types of campaigns we use to achieve local targeting throughout this article, and how we use foot traffic reports to optimize them.

Foot Traffic Reports

Foot traffic
Foot traffic reports help you see the tangible results of your campaigns. Credit: Shutterstock

Foot traffic reports help us determine how many consumers saw your ad and then showed up to your storefront. It’s one of the most effective ways to understand the tangible results of mobile and digital advertising. Foot traffic can be tracked on apps, desktops, and mobile devices. Data collected from Wifi connections, smartphones, sensors, and more all contribute to our foot traffic reports. Foot traffic reports are especially useful for brick-and-mortar stores, which often use highly local marketing strategies.

Here at Purplegator, we use IP Targeting, Device ID Targeting, and Geo-Conquesting to craft location-specific campaigns. We then use foot traffic reporting to track the success of these campaigns.

Local Targeting Through IP Addresses

We use advanced technologies to target your campaigns locally. Credit: Shutterstock

IP targeting uses IP addresses, which are the unique codes given to every wifi server. Campaigns that use IP targeting attempt to serve ads to every IP address within the client’s target location. When the IP address is successfully targeted, every device active on that IP address then sees your advertisements. This location-based matching allows clients to track their return on investment (ROI) in real time. They can view how many targeted individuals purchased a product online or visited their storefront. 

We used IP targeting in a recent campaign for a senior care provider in Florida. In just one month, we tracked 1,625 visits to their brick and mortar locations after viewing our advertisements. Mobile marketing really can lead to tangible results.

Local Device IDs

Device IDs
Device IDs help you target individuals for your campaign. Credit: Shutterstock

Device IDs are similar to IP addresses, but they are the unique identifiers for each individual smart device. Tracking a particular ID can help us understand individual consumer behavior. Once we identify the home base of that device, we can deliver ads to both the individual device and devices nearby.

Target Your Competitors With Geo-conquesting

Geo-conquesting goes straight to your competitors to get business. Credit: Shutterstock

Geo-conquesting goes straight to your competitors to build a target audience. Geo-conquesting targets consumers who are visiting or have visited your competitors’ locations. Using location data, we can send ads to devices that were recently active at . Often, geo-conquesting campaigns use a deal or incentive in their advertisements to entice customers away from their competitors. 

We use location-based targeting and foot traffic reports to maximize your return on investment. Combining your brand’s goals with our targeted strategies–that’s our not-so-secret recipe for marketing magic.

Libby Foster is a Marketing Specialist at Purplegator. She’s an Advertising and Public Relations master’s student at the University of Alabama.

How to Recruit Hospitality Employees In the Midst of a Labor Shortage

How to Recruit Hospitality Employees In the Midst of a Labor Shortage

Re-starting Smart 

The hospitality sector was one of the industries that suffered the most during the COVID-19 pandemic. Hotels and restaurants sought to rebuild their workforces post-pandemic by volume hiring to stay afloat. However, filling in many openings at once is daunting and, in many cases, ineffective. Leveraging the unique targeting powers of mobile, display, and social media marketing for hiring purposes is a proven strategy for engaging suitable candidates at the right time. That’s exactly what we employed to help our clients gain a competitive advantage in recruiting qualified people quickly and effectively!  

The “How” and “Where” Matters 

Purplegator has found success deploying highly targeted ads on various platforms to connect our clients with potential candidates who are actively looking to find a career in hospitality. Traditional recruitment marketing efforts have become obsolete now that digital permeates our lives. A prospective candidate is more likely to notice a job advertisement on social media platforms, third-party websites, and applications. We actively work with our hospitality clients to refine our geolocation techniques that help them find qualified candidates and reach out to them before competitors identify them.  

Reduced Interest Targeting? – We Have the Workaround! 

One aspect of recruitment advertising worthy of attention is the change in the expansive interface of targeting options provided by many advertising platforms. Facebook, Instagram, WhatsApp, and Snapchat all have strict rules and restrictions for recruitment advertising with limited targeting to ensure there is no discrimination. Purplegator continues to be successful with recruiting ads by using aspirational imagery to connect with candidates on a personal level. Highlighting an employee-centered culture and a strong employer brand is vital for attracting and retaining loyal, happy, and motivated staff members. For example, images of a multicultural group portray an engaging and inclusive employer. If a company is looking for young, hip people to fill a particular position, we encourage the client to use images of young, hip professionals. Establishing your business as the epicenter of genuine employee support can ramp up your recruitment efforts! 

Don’t Hesitate, Translate! 

Making sure your ads appear in your target audience’s native language can go a long way in securing more candidates through your employment efforts. Translating your ads shows that you are mindful of your audience’s needs and cultural nuances. Facebook ads are easily translatable into many languages. Suppose our client has positions they might fill with people who do not speak English as their first language. In that case, we advise Facebook to translate the ads into whatever home language that individual uses on their Facebook profiles.  

Including the Facts 

We have run successful hospitality recruitment campaigns for many hospitality positions, including hosts/hostesses, servers, dishwashers, cooks, bussers, breakfast attendants, and housekeepers. The High Companies, one of Central Pennsylvania’s largest employers and leading names in industrial and real estate, have turned to us multiple times for their recruitment needs in hospitality. High develops, owns, and operates 15 select-service hotels in three states, meaning that the demand for housekeepers and breakfast attendants is high. Our recruitment campaigns have generated more than 180 leads for these positions so far! Our employment ads have also attracted many candidates for cooking and dishwasher positions. Our most recent employment campaign yielded more than 50 leads for our client, Metropolitan American Diner and Bar, a retro, sophisticated and comfortable eatery in North Wales, PA.  

As the economy revamps, we understand that the hospitality industry requires a continuous influx of employees to fill in many different positions. As experts in recruitment marketing, we have the capabilities, tools, and resources to create a personalized, highly targeted, inclusive, and successful employment campaign!  

SEO Goldmine: Everything You Need to Know About Google’s Rich Results and Featured Snippets

SEO Goldmine: Everything You Need to Know About Google’s Rich Results and Featured Snippets

As Google’s algorithm focuses more on user experience and search intent, rich results and featured snippets are becoming increasingly important. People seek quick answers to their questions, scanning the search results at a faster pace than ever before. Rich results and snippets exist to provide relevant, helpful, and accessible answers to today’s topics and concerns. Adapting your SEO strategy to account for the value of these featured results will eventually boost your online engagement, organic traffic, and reputation as a go-to authority in a saturated digital landscape.

If you’re a business owner with an online presence, you’re probably aware of the everlasting customer value SEO can bring to your door (both physically and digitally). Investing in SEO services is a no-brainer for businesses of all kinds seeking additional visibility, engagement, sales, and ultimately customer retention. 

 

SEO is a continuous cycle of thoughtful and strategic website optimization while keeping Google’s algorithm and your audience’s intent in mind. The most successful SEO experts will understand your industry, audience, competition, and perform robust keyword research based on these insights to identify the best terms and phrases your audience is likely to search for. Your specialist should also have a fundamental grasp of industry market shifts, mobile-first search, core algorithm updates, technical site audits, on-site optimization (title tags, meta descriptions, internal and external linking), link building, and many other game-changing SEO strategies. 

 

Speaking of data-driven and audience-retaining SEO strategies, as SEO experts ourselves, we wanted to discuss some other proven techniques that can help your website hit a home run. Today, the search results look very different, and we see a lot of information displayed above and beneath the blue organic links. Search engine results pages have evolved to include rich content and featured snippets that give answers to a user’s query instantaneously and present them with more detailed information. Google’s John Mueller has emphasized the importance of rich results for a website’s better CTR. Moreover, he advised that winning rich snippets starts with good writing and clear structure. Below, we dive deeper into the nuts and bolts of rich results and featured snippets and how they can up your SEO game.

 

What Are Rich Results?

 

Rich results (or rich snippets) are descriptions of specific web pages, which are further enhanced and optimized to give Google more context. Enriching your page’s information can be done by adding structured data markup to the HTML code. Due to the minimal technical complexity involved in adding structured data to your site’s code, it remains one of the most underutilized SEO practices. Still, it can do wonders on your site’s overall performance and organic traffic. 

 

Schema markup is contextual code (semantic vocabulary) that helps search engines return more information to users. Typically, when Google bots crawl and index a page, they return that information in a certain way. When schema markup is implemented, that information is returned in a different way. For example, let’s say that you publish an article on your favorite dish’s recipe. If you’re confident enough that your lasagna recipe deserves further recognition on the top of the SERPs, then you need to properly markup your article with additional information. You should ensure Google understands the name of the dish, the author’s name, the date published, the description, ingredients, prep and cook time, any reviews, or other information that can be of value to the user. It’s no secret that schema markup is so significant that it’s referred to as “the virtual business card.” As search engines evolve and release more updates with user intent in mind, schema markup will become an integral part of any SEO strategy. 

 

There are hundreds of markup types that can help you optimize your site’s code to win rich results. It’s proven that websites using schema markup also have greater ranking power on the SERPs. There are various structured data types for articles, FAQ pages, product pages, local businesses, book reviews, movies, or restaurants. 

 

In the image below, we see the aggregate rating schema markup code that can be implemented on a page’s HTML code. Websites that add this contextual code gain a competitive advantage because users can measure their credibility directly from the search results. 

aggregate rating schema markup code

As SEO experts, we are not expected to be coders, but we need to have a basic understanding of some technical SEO practices, and that’s where structured data comes into play. Generating and placing the code for the first time can present a bit of a learning curve, but the result will be worthwhile for the website’s boost in rankings. In reality, however, schema markup sounds more complicated than it actually is!

 

The implementation of structured data can either be manual or automated. There are multiple free online tools that help you generate your schema code. You’ll just have to select your schema type and fill out the required information. Below, we generated the Organization structured data HTML code for Purplegator:

With this code, you’re making it easier for search engines to analyze your content. While this might seem counterintuitive to the notion that “search engines are designed for humans and not machines,” trust us, schema markup was discovered to further aid users in their search. While Google bots are trying to interpret this data, ultimately, this process is used to further facilitate users in their search by helping them identify important factors that can influence their actions and buying decisions. 

 

Schema.org is a great resource to learn more about structured data. Schema was actually an initiative founded by Google, Microsoft, Yahoo, and Yandex to establish semantic vocabulary as a key parameter for website SEO. Apart from the thousands of schema markup types, there are also different formats. Typically, the supported formats are JSON-LD (Javascript notation), Microdata (Open-community HTML specification) and RDFa (HTML5 extension). JSON-LD is the recommended structured data format because it organizes and connects data better and is easier to implement.

 

Adding the structured data to the site can be time-consuming or more intuitive depending on the content management system you are using. If you’re using WordPress, a schema plugin can lift a lot of weight off your shoulders! Schema Pro, Schema App Structured Data, Schema & Structured Data for WP & AMP are all great plugins that make schema implementation a breeze.

Google also offers a structured data markup helper for non-WordPress users. With this valuable tool, you can enter the URL of the page you intend to markup, paste the HTML code, select the schema type you want to add and click “Start Tagging.” Then, you’ll be taken to a page that displays your website content on the left and the schema markup tool on the right. To mark up a page element, simply highlight it and select the markup tag that makes sense for the specific element. Lastly, when you’re done, click “create HTML” and then make sure to also choose JSON-LD instead of microdata. Then you can copy and paste the generated schema code into your source code. Unfortunately, things can get a little dicey without proper attention because most CRM systems use non-static pages. Developers are more knowledgeable and adept at adding code in the right places, so it’s better to consult someone with good coding experience to help.

 

While a developer might come in handy if you’re adding the schema code manually, the term is not as intimidating as it sounds. Technical SEO might be an uphill battle in the first stages, but the long-term benefits will be amazing if you put in the work!

What Are Featured Snippets and What Are the Different Types?

 

While both rich and featured snippets are generated from a website by the search engine, there are some fundamental differences. As we discussed earlier, rich snippets enhance pre-existing search results, and there’s a greater chance for the search engine to show these results with the help of structured data. On the other hand, featured snippets are short text snippets that appear at the top of the search engine results, often referred to as “position zero” because they precede the first result. These results can be pulled from a website’s page in Google’s index automatically, without the need for schema markup. Featured snippets usually have the reversed format of the typical search result, with the answer appearing above the blue URL. 

 

Featured snippets are the solution to getting more eyes on your content, drawing more traffic, and expanding your reach. Users also find the answer to their question directly, which can establish your site as a reliable and trustworthy source of information. Below is a featured snippet for the keyword “ SEO Strategy.” 

 

seo strategy featured snippet

Description and definition boxes are the most common featured snippet types that appear at the top of the results. The length of these answer excerpts is short, sweet, and to the point, and typically doesn’t exceed 40-50 words (see graph below). Now you may wonder what is Google’s process to determine these featured snippets. When a user initiates a search, Google analyzes the query and matches the best results to the user’s intent by scraping existing content and picking the segment that best answers the question or relates to the particular term. When a user clicks on the featured snippet link, they will automatically be taken to the section from where the snippet was extracted, and it will be highlighted.

featured snippet recommended word count

Source: https://www.semrush.com/blog/

 

Google released featured snippets in 2014 after developing the knowledge graph in 2012 and the answer box in 2013. Unlike knowledge graphs and answer boxes, featured snippets come from third-party sites instead of Google’s own database. The whole idea was to enable the search result to deliver better, more precise, and specific results to users.

 

Featured snippets come in all shapes, sizes, and formats and it is very probable that not every single one will be applicable to your website. With that in mind, it’s crucial to know the different possibilities so you can optimize your pages properly. 

 

The most common featured snippet types are: 

 

  • Answer-Definition Box (answer is given in text)
  • Table (answer is given in a table) 
  • Ordered List (answer is given in the form of a list)
  • Unordered List
  • Video

 

How Can You Earn Featured Snippets?

 

Featured snippets are a powerful weapon for websites to garner more organic traffic and attention and increase their click-through rate. I’ve found myself checking out a featured snippet and clicking through to the site because I thought the information presented was valuable and relevant to my query. Developing authoritative, evergreen, and informative content that answers questions is the best way to earn featured snippets

 

You don’t have to be an SEO guru or have a million-dollar marketing budget to rank for featured snippets. After all, you can’t pay to earn the featured snippet spot! Developing content with search quality guidelines in mind is the first step to helping Google deduce if the content is valuable to the reader. Google’s search quality guidelines can be referred to as E-A-T, which stands for expertise, authoritativeness, and trustworthiness of the content and creator. This can be a tough task at first but we’ll share all the steps in simple terms to help you earn the top spot. 

 

According to a study by Ahrefs, only 12.3% of all search queries have earned featured snippets. This means that generally, more established websites with rich content and high authority scores tend to be favored by Google. “Getting into the user’s mind” is another practice good SEOs need to master to have a higher probability of ranking on position zero. 

Source: https://ahrefs.com/

 

Getting a featured snippet can be difficult, but it’s not impossible. No surprise, but Wikipedia is the most featured site on position zero. Thus, if Wikipedia comes up for your query, it can be extremely hard to beat that, but it’s definitely worth trying. Research conducted by Ahrefs shows that you can easily get featured snippets if your pages are already ranking in the top ten positions. Additionally, if your niche is health, beauty, finance, or DIY, you have a higher probability of being featured. If you’re eager to increase your brand exposure, organic traffic, and CTR, then here’s your formula for your quest for featured snippets:

 

Always Start With Keyword Research

 

A deep dive into the terms and phrases your audience is searching for is always a good starting point. Featured snippets are informational in nature, so aiming for question-based phrases and long-tail keywords and tailoring your content for these terms can give your pages a competitive edge. An infinite number of keyword research strategy guides and keyword research tools can help you get started.

 

When starting off your keyword research for featured snippets, it’s crucial to focus on question-type queries starting with the words “how,” “what,” “why,” and target informational intent. The four types of search intent are informational, navigational, transactional, and commercial, but informational queries are more likely to trigger the featured results. Moreover, research has shown that there are specific words that appear in featured snippets more frequently. The chart below shows the top 30 most frequently met words in search queries with featured snippets, yielding a total of 2 million searches. These words can be a stepping stone for question-type keyword research.

Source: https://ahrefs.com/

 

A keyword research tool can also give insight into which terms are currently ranking or could rank on the featured position and guide your own research. Semrush, for example, instantly shows which keywords trigger a direct answer to a user’s search query that is usually displayed at the top of organic search results in the form of a gray-bordered box. You can also run searches on competitors and find their best-performing queries on featured snippets.

 

Source: https://semrush.com/

 

If you’re trying to steal the featured snippet position and further explore a specific topic, then the “people also ask” section can enlighten you on questions Google deems important. Some other free tools that come in handy when doing keyword research are Google’s search box and Google Trends. If you find the high-volume keyword you’re looking for and type it into the search box, Google tries to guess what you’re going to type and suggests the most likely possibilities. Google’s dataset is obviously huge, and Google Trends allows you to compare many keyword ideas with a benchmark keyword (keyword you’re already ranking for).

 

Your lowest-hanging fruit is to find keywords you’re already ranking for on the first page. Once you identify these terms, you can start optimizing your content to fulfill the following requirements: 

 

  • User-focused
  • High quality
  • Informative
  • Entertaining
  • Engaging
  • Comprehensive

 

We can’t stress this enough: Your content can’t just skim the surface! Work towards answering all possible questions related to the page’s topic in a digestible way, provide clear structure, and back up your answers with reliable research. Research your competitor’s pages and go the extra mile to cover a perspective that hasn’t been addressed yet. Planning your content, writing it, and eventually ranking for a featured snippet requires patience, time, and resources, but if you make it, you’ll be regarded as an authority in your industry.

 

What Are the Benefits for Your SEO?

 

Four years ago, Ahrefs published a study that confirmed that featured snippets have a negative impact on clicks to the first organic results. After analyzing two million featured snippets, Ahrefs also found that the presence of featured snippets means fewer clicks overall for the organic search results. This study helps us realize the potential websites have to grab a user’s attention with featured snippets.

 

Apart from more attention and awareness, featured snippets have many more SEO benefits for websites:

 

Improvement in CTR: As you’ll stand out from regular results, you’ll be far more likely to get more visitors to your page. In many cases, users are also looking for more in-depth information so clicking the blue link is far more tempting for those eager to check out the whole picture.

 

Credibility: If you’re determined to be a thought leader in your field, earning featured snippets will grant you that wish. Users tend to view the featured results as answers coming from authorities on the subject. 

 

Voice Technology: Featured snippets are your opportunity to capitalize on voice technology. Virtual assistants like Siri, Alexa, and Google Assistant use featured snippets to answer users’ queries. According to Emarketer, one-third of the US population is using voice search features instead of typing. 

 

Best Tips for Optimizing for Featured Snippets and Rich Results 

 

Focus on On-page SEO

 

Since 30% of queries now include featured snippets, it’s important to focus on on-page SEO and rank on page one. Begin by formatting your content and using clean code, place queries in an h2 or h3 tag, and enclose your answers in paragraph tags. List and table information should also include the proper tags. When writing and structuring a post, it’s also crucial to signal that an answer is expected by including the priming phrases “here are,” “start with,” or “follow these steps.”

 

Title tags, meta descriptions, and alt tags are also positive signals to Google that you’re conscious of user intent. Ensure that you’re also using your primary keyword phrase and semantically related phrases or synonyms throughout your content.

 

Structure Your Content and Answer Your Questions Concisely

 

As a general rule, Google prefers answers that are structured into small paragraphs. As mentioned above, the average length of a paragraph snippet is 45 words, so try to emulate this guideline for all your content. However, this doesn’t mean that your content should be one paragraph long. Google actually gives more credit to sites with long-form content, organized in logical subsections that cover many related topics and questions. 

Google also gives preference to articles and blogs with steps, numbers, and lists, and those sections ultimately make it to position zero. The biggest search engine just loves factual, well-structured and number-driven content. You should also focus on creating a multi-level keyword organization strategy, where more generic keywords make sections or categories, more specific keywords become titles and even more specific keywords become the headings. Once you have a core term, there are hundreds of ways you can break your content into various sub topics.

 

Another great way to earn multiple featured snippets is to organize your pages into a content hub. You can answer multiple questions and present the information in paragraphs, lists, tables, graphs, and videos. Google values clean, scannable, and easily digestible information, so you’ll be more likely to rank for more snippets on related topics.

 

Track Your Position and Identify Opportunities

 

SEO tools are extremely useful when it comes to strategizing for featured snippets. You can identify featured snippets you’ve earned or lost and find opportunities for certain keywords. If you rank well for these keywords, then some minor tweaks might suffice for earning a featured snippet. The best practice, in this case, is to analyze your competitor’s content and try to create a better version!

 

Purplegator’s Success With Featured Snippets

 

Our SEO experts at Purplegator are no rookies when it comes to optimizing websites for featured snippets. We aim to elevate our clients to the very top of the search results page and establish them as an authority in their niche. 

 

One great success story pertaining to featured snippets is our long-lasting and valued client, Brazils Waxing Center. Brazils Waxing Center is a growing waxing studio with multiple locations in Florida, Georgia, and Alabama, providing facial and body waxing services in a clean and professional environment. Brazils Waxing is also a leader in the waxing blogosphere since we frequently publish SEO-optimized content for them on a wide variety of topics, including waxing care tips and how-tos.

 

With so many great waxing resources on their website, Brazils managed to rank on position zero for long-tail keywords and question-type queries. A few of the featured snippets we were able to earn were the local map pack, the answer box, and the people also ask section. 

 

Below, you can see the featured snippets we earned for Brazils Waxing Center:

Local Map Pack: When a user performs a search for a local business, Google presents three results it believes offer the best answer and value. The local map pack typically appears before the organic search results and displays business information like opening and closing hours, business description, reviews, and other details depending on the type of business. All Brazils Waxing Center locations are known for a welcoming environment, exceptional customer service, and great long-term results. This credibility, which is also confirmed by various customers, helped Brazils win the first two listings on the local map pack. Now, they really stand out among the standard organic search results and grab so much attention for their great reviews that are driving their growing customer base. The recipe to winning the first position on the local map pack is optimizing your Google Business Profile, website, and any other online profiles.

 

Answer Box: If you’re wondering about the optimal length your hair should have before waxing, then Brazils Waxing Center will give you the answer directly. That said, Brazils not only provides an accurate answer to beginners but also gains free brand exposure. Staying top of mind in the waxing industry also helped them increase their website authority score and own significant real estate over their direct competitors. Brazils Waxing Center was able to rank for more paragraph-style answer boxes since the answers in their blog posts are structured in a simple, definitional, and straightforward way. 

People Also Ask Section: For people new to waxing, concerns relating to skin and medical conditions must be properly addressed by professional waxing studios. With Purplegator’s SEO help, Brazils was able to win the featured snippet for the question “Is waxing bad for sensitive skin?” To achieve this, we optimized a blog post related to waxing for sensitive skin, prevention, and aftercare. This is a very popular question in the waxing community, and the monthly search traffic is also high (1,900 monthly searches).

So is it worth optimizing for featured snippets? Having your content in a featured snippet makes your website far more desirable and improves your authority scores and conversion value. Optimizing your pages for the right high-volume and low competition keywords, providing clear, relevant, and concise answers, and structuring your content with the user in mind are the golden rules for landing a featured snippet. Our SEO team can help you identify keyword opportunities for featured snippets, research competitors who might be already ranking, and optimize your pages for user intent.

No E-Commerce Site? No Problem: How to Sell More Without an E-Commerce Site

No E-Commerce Site? No Problem: How to Sell More Without an E-Commerce Site

Don’t have a fancy e-commerce website? Social media can help! 

Social media is a great tool for small businesses to connect with their clientele. You might not have the budget for an all encompassing e-commerce website that can compete with the likes of Target, Walmart or Amazon. That doesn’t mean that you can’t give your customers timely access to information about your available inventory and services. 

82.76% of shoppers report that they’d prefer to buy from a small business instead of a large corporation. 8 out of 10 of those shoppers also said that they’d be willing to spend more at their local business. Let’s go through the best ways that small businesses can use social media to stay in touch with their customers despite the lack of a colossal e-commerce site.

  1. Post Timely Promotions

When consumers are looking for a new store to frequent, they often turn to social media to see a snapshot of that store’s inventory, style and personality.

Take advantage of the scroll by posting pictures of the items you carry or the services you offer. Take the time to include detailed information about the item or service featured. This gives consumers the chance to get a sense of your business’ expertise and personality.  

You can also create simple graphics that announce upcoming promotions. This incentivizes users to follow your profile across social media platforms. 

  1. Get Personal! 

One of the great benefits of shopping small is the opportunity to engage with a business’ story, mission and personality. Small businesses are seen as pillars of the community, which are shoes that major chains like Target and Amazon will never be able to fill. 

Incorporate content that showcases your team’s character. Highlight employees, outline company history and share personal anecdotes that make your customers feel like they are part of the family. 

GATOR TIP: Instagram Reels are a great way to showcase company culture. Just pick a trending song and film a brief video directly from your Instagram app! 

  1. Encourage Customers to Reach Out

The main advantage of big e-commerce sites is that they are easily searchable. Within a matter of minutes, consumers know what items are available and where they’re in stock. 

You can create the same sense on social media by encouraging customers to message or call you about the items they’re looking for. Here are some of our favorite prompts for encouraging your customers to reach out:

-DM us with any questions!

-Looking for something specific? Send us a message!

-Don’t know where to start? Our team would be happy to chat with you. Just give us a call! 

  1. Highlight, Highlight, Highlight 

Have you heard of Instagram’s Highlight feature? Adding Highlights on Instagram lets you save Instagram stories to your business’ profile. Highlights will display right under your Instagram bio and will stay there permanently (not expiring after 24 hours like stories usually do). 

Instagram Highlights can be a great tool for providing your customers with information about your business. For example, you can try posting some Instagram stories that outline your business’ hours. You can then save those stories to a Highlight labeled “Hours” for your profile visitors to access at any time. 

If your business offers several categories of products or services, Highlights can be a great place to provide profile visitors with a little information about each branch of your business. 

GATOR TIP: Add custom Highlight covers that match your logo and brand colors. This will help your profile look professional and polished.

Not all businesses have the budget or time to maintain a massive e-commerce website. Stay connected with your customers and provide them with all the information they need by using these small business social media tips. 

Mobile Advertising: How to Increase Your ROI on Your Mobile Display Campaign

Mobile Advertising: How to Increase Your ROI on Your Mobile Display Campaign

Mobile Advertising

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

Relevance Raises Response book by Bob Bentz

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. 

About the Author

Bob Bentz is president of mobile-first marketing agency, Purplegator. He is also the author of Relevance Raises Response: How to Engage and Acquire with Mobile Marketing. Bentz is an adjunct professor at West Virginia University. He likes mobile marketing almost as much as baseball.