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What’s Happening in Mobile Marketing?
  • 03 Sep 2020

    How to Shoot the Best Food Photography: A Guide

    Food Photography (how to shoot, a simple guide) table of food blog header image by Purplegator, Nora Harding

    Food Photography simplified!

    Food photography is quite an in-depth niche. Whether you are a food blogger looking to improve your photo content or you are a restaurant owner in need of some new menu pictures, there are so many tips to learn to get the best results in your food photography efforts. To attract your audience through social media, especially, your food must not only look appetizing, but you should execute the photography carefully and wisely. From having the perfect lighting to getting the best angle, this guide will teach you the ins and outs of successful food photography. After all, using food photographs in your advertising will help bring people to your restaurant or page. Here are a few tips to get you started:

    Consider Lighting 💡 🕯 ☀️ 

    Food Photography Example of Natural Light of an image depicting apples and a clear glass bottle of apple cider on a light surface

    This is an example of natural light.

    Food Photography Example of Soft Light of an image depicting toast, a knife, butter, cheese and a glass of milk on a white cutting board and a light background

    Here’s an example of what soft light looks like.

    Firstly, you must assess your lighting situation. When it comes to choosing lighting for your food pictures, there is no one correct choice. Natural and soft lighting can both come in handy, but soft is the popular choice for food pictures. Soft light consists of a soft shadow. It is a complimentary light for food and helps to enhance texture and details. To create the best soft light for your photographs, you should use something that will reflect the light with you. Boards, sheets, and curtains are some examples. Place the food item between the light and the reflector object. Soft light works for any mood. Natural light is also common when photographing outside and at restaurants. This lighting will ensure that the food, dishes, and background appear accurate in color.

    Ensure Clarity 💎 💎 💎

    Equally important, is clarity. Even with all the edits and filters out there, fixing a blurry photo is nearly impossible. Make sure to check your camera’s focused before releasing the shutter. If you are taking pictures on a phone, tap on the food object that you want to capture before taking the photo. This will help to make sure that the object is as sharp and clear as possible. The clearer the food looks, the more appealing it will be to your audience so keep that in mind during your next photoshoot. 

    Utilize Color 🔺 🔶  🟡  🟩  🔹  💜

    Color plays a big role in the composition of your photos and can influence the feel of the image as well. Using similar color choices like green and yellow create feelings of comfort. Contrasting colors like green and red create a more exciting and vibrant image. You can use similarity or color contrast when setting up the food itself, utensils, dishes, and background displays. Elevate an image of a bowl with yellow pasta by placing a red napkin next to it. Topping a few pieces of colorful fruit onto pieces of bread can really make the photo appear much more appealing. 

    Food Photography scene with light diffusers and a bright blue shutter background while shooting a table of fruit as the subject

    This bright blue background makes the food pop!

    Set Up The Perfect Background 🌫  🌌  🌅

    Certainly, the food is the star of the shoot, but don’t forget the background. When having a food photoshoot, the background is just as important as the food is. Having unnecessary cluttered objects in the background can draw the viewer’s attention away from the food. Remove any extra dishes, rags, or food pieces in the background. Using a neutral background will help your viewers concentrate on the actual food better. To boost the appearance of food, experiment with dark and light backgrounds. Dark food tends to look better with dark backgrounds and lighter food tends to look better with lighter backgrounds. Wood, tablecloths, tiles, and trays are some other background images that food looks good on. Backgrounds do not have to be completely plain, but they should still compliment the food instead of taking away from it. 

     Try Multiple Angles 👇 👉 👆

    Different types of dishes and foods look better at different angles. Play around with a variety of angles to see which make your images look best. For instance, foods that are flatter like a tray of quesadillas might look better with a shot from above. However, it would be best to shoot from in front of a tray of cupcakes so you can see the entire shape and size. Shooting from the front helps to capture the details and layers of objects like bread, cakes, or a smoothie. To capture the top layers of food and emphasizes the shape of the dish, try shooting from above. 

    Decorate The Set 🥄 🥣  🍃

    Depending on the visual story you are going for, you may want to include additional props or decorations to the scene. This will make the photos seem more interesting and visually appealing. Adding some of the ingredients to the set can help your audience visualize the recipe. Scooping spices up with a spoon or pouring some herbs, berries, or nuts onto the frame can make a great addition. Non-food decorations like utensils, napkins, flowers, or books can also heighten the image. These help to create a story behind your image and create a certain mood. 

    Food Photography Guide example depicting an African American woman holding a pair of chopsticks with noodles

    Looks pretty tasty!

    Incorporate Human Actions 🍜 🍝

    By incorporating actions, it will make your photo come more alive and can help to tell a story. Having a fork twirl within the pasta or showing a hand holding chopsticks with sushi can be very appealing to an audience. Pouring cream into coffee or placing an ice cream cone within someone’s hand can also look nice. If you are going to use a hand, make sure it is clean and moisturized. Only incorporate actions if they add to the photo. Do not force actions if they are out of context. 

    Present Food Neatly  🍡  🥧  🍱

    The positioning and arrangement of the food you are capturing should be carefully thought out. Food should be arranged uniquely and in an organized manner, which creates balance and visual interest. Slices of vegetables or fruit should be cut in similar sizes and evenly distributed. Make sure that plates and trays are clean of spillages. There should not be any messes or unintentional food specks in the image. 

    Edit Smartly 🤓  🧐  🤫

    Finally, at the step when we do finishing touches. Using filters and other editing tools can truly improve the appearance of your photos. Brightness, color, and exposure can all be adjusted with some simple web tools. Certain filters can enhance the excitement and vibrancy while others can make the colors more muted and softer. There are numerous applications and software products that help you edit as little or much as you need. Just make sure that you do not overdo your editing. 

    In summary, photography food can be fun, it is not always simple. There are many elements involved when executing great food photography. Whether you use a professional-grade camera or a phone, with the information shared in this guide, you have the potential to capture some delicious meals!

  • 13 Aug 2020

    Top 10 Things To Consider When Creating a New Website

    Whether you are a web designer searching for new ways to revamp your company’s website or you are totally new to the whole web design idea, there are many strategies you should keep in mind when designing a new website. Web design is important because it influences how your audience will view your brand. It can be the one deciding factor in someone staying on your page or exiting immediately. To attract a large number of viewers to your site for a period of time that is not only long but also productive, you need to arrange your site wisely and attractively. Here are 10 tips to think about while designing your next site:

    1. Plan out the sites organization
    An important element of your website should be that it is easy to navigate. You want your audience to be able to find different categories easily. The most important information should be on the website’s homepage. It is vital that you strategically decide where everything is placed on your site. This will help draw traffic to the places where you want to gain the most attention. Color scheme and word font should also be carefully considered. You want to use colors and fonts that are easy for your audience to see. You also want to be creative and stand out so that your site can help to achieve your goals.

    2. Emphasize the benefits of using your service
    A sufficient website should not only represent your business in a positive light, but it should also highlight the level of business that you want to do with your audience. You should include descriptions of your services and how they can specifically benefit your audience. What do you want to help your client accomplish? How do you plan to do that? The more information your website has about how your services can directly benefit your audience, the better. Including positive customer reviews or any awards that you have earned on your website can also help strengthen your credibility.

    3. Carefully choose where your website is developed
    It is important to keep in mind whether your website should be developed in the USA or overseas. You can certainly get things developed a lot cheaper if you use an overseas developer. But, you’ll have the added hassles of having to interact with a person whose first language is not English, there will be a time difference to deal with, and you’ll also have a cultural divide to accommodate. Using a USA-based developer will eliminate those issues, but you’ll pay more too. That’s where mixing it up by using a hybrid approach might be your best bet. Look for a company that provides domestic project management, but outsources some of the heavy coding overseas for savings for you.

    4. Understand your audience
    With every decision that you make regarding your website, you must keep your main audience in mind. If you know that your site is going to attract mostly children, then you want it to be kid friendly and extremely easy to navigate with less words. If you know that you are going to attract more adults, you want to have more specific information present. Consider what services your audience wants to know most about and have this stand out more on the website. Making sure that your website is appealing to your target audience will improve the likelihood that they stay on your site longer and even reach out to you as a business opportunity.

    5. Utilize photos and videos
    Besides just words, providing strong and captivating photo and video content can really make the difference on your website. Most people prefer watching videos more than reading information on a website. Being able to visualize and hear about what you offer might resonate with them more. In fact, studies show that people remember 80% of what they see and only 20% of what they read. Showing pictures of people with your product or using your service makes your business come alive and helps to make it seem more useful. Adding pictures and videos of your team can help make your company seem more personable and approachable. Using meaningful images can also help to create the atmosphere that you are going for and can create certain moods in your audience. Cinemagraphs can also be used on your site to capture and keep your audience’s attention even better.

    6. Keep your site safe
    There are many steps you should take in order to make sure that your site stays safe from hackers or losing all of its content. First and foremost, make sure that your website has a backup. Nothing is worse than putting months and months of time into website content for it to be deleted forever. Next, ensure that only a few people are given administrative rights and access to the website. Only people who contribute to the site regularly should have access to prevent the website from getting into the wrong hands. There should also be a strong password for the website administrative access. Make sure to keep your website up to date with the newest software updates.

    7. Consider keyword research
    One of the key aspects of search engine optimization is using the most appropriate keywords. By taking the time to figure out which words you should include, you are helping draw the right people to your website. You should do some research to see how your target audience searches for products or services. From there, you can prioritize certain keywords for search engine results. Utilizing SEO plug-ins will give you tips that can help make your content more visible from searches.

    8. Design your site as mobile first
    Since we are living in a mobile first world, your site should be able to function properly on a mobile phone, tablet, or smartwatch even before desktop. People are constantly checking web pages on the go so it is important that your site is designed to function this way. When using a mobile-first design strategy, website creators can increase the chances of their site ranking higher on Google. Conversion rates can also be increased for businesses by utilizing this strategy. In 2018, it was found that 52.2% of global web traffic was from mobile phone devices. This should tell web designers that only designing for desktop users will not cut it anymore.

    9. Utilize WordPress
    60 million organizations are now choosing to use WordPress to power their business or personal web pages. The platform has gained popularity for a variety of reasons. WordPress is an easy to use platform that allows expansion and updates regularly. It is SEO friendly and offers ready to use plug-ins. WordPress provides tools, security, and analytics that help to grow your business.

    10. Use strong copy
    While pictures, videos, and color scheme can all make your website look great, these elements are just not enough. The actual copy within your website is what will make the difference in drawing people to your page and keeping them there. Your website should contain good copy that speaks to the specific audience you are trying to reach. You should mention key issues that the audience might need your service for. You can explain what services you offer and how they would be helpful to your audience. Your website’s copy should be straightforward. All copy should be grammatically correct with no errors and written in a professional manner. If your audience likes your copy then they will stay on your site longer. This will increase the likelihood they use your service.

    There are many key elements to remember when designing a website, especially for your business. You want to design the site with your audience in mind. You want to inform and persuade. Most of all, you want to make sure to explain how you can help your audience reach their goals or needs.

    Sammy Chmara is a marketing consultant at Purplegator — a mobile first marketing agency in Philadelphia with offices in Des Moines, Buffalo, Dallas, and Honolulu. Sammy is both a Blue Hen (U of Delaware) and a Purplegator.

  • 01 Jun 2020

    5 Benefits of Using Chatbots for Business

    If you do not use chatbots for business, it is time to get started. Continue reading to learn about the benefits of chatbots and how they can boost your business.

    If you need to expand your business, a lot of owners consider two options:

    A.) Hire new employees (and hope you can afford their pay?)

    B.) Take on extra duties and do it all yourself?

    Neither one of those seem appealing, so what could you do instead to help manage sales/customer service?

    Chatbots.

    A chatbot is an application that is used to conduct online conversations with programmed automated responses.

    Here are the five greatest benefits of chatbots for business. (And how they can help your business immediately.) 

    1. Take on More Customers

    Messenger bots help provide a business with more ways to communicate with customers online. They allow hundreds to thousands of conversations to take place at once on your website at the same time. 

    Services like Facebook messenger bots for business help take a load off of the customer service staff and facilitate the call queue, especially during peak seasons.

    2. Expand Your Operating Hours

    Chatbots are available to customers 24/7. They provide services outside of the business’s formal operating hours. This feature is perfect for situations like:

    • Nighttime inquiries
    • Holidays
    • Sick days

    Help cater to all sorts of customers by staying accessible all the time. They can be especially helpful in answering commonly asked customer questions.

    3. Increase Customer Satisfaction

    Increase customer satisfaction by creating a personalized level of service with each customer. Create a tone that mirrors your staff, and treat each customer equally.

    These bots can help recommend certain products or services to customers to aid in their search on your website. They can even offer a trial of your services. They also help to create more brand awareness and increased sales.

    Some of the benefits of chatbots include:

    • Instant responses
    • Build customer loyalty
    • Time saver

    Chatbots also allow you another way to gather feedback from your customers in an individualized way, so you don’t have to rely on informal surveys on your website page.

    4. Save Your Money

    Businesses spend over $350 billion every single year in customer service. Messenger bots can help cut back on those costs by 30 percent.

    Traditional customer service teams require lots of workers to function at scale. The bigger your business gets, the more those costs do too. Curb those costs and service more customers with fewer chatbots.

    5. Delegate Routine Tasks

    Increase employee satisfaction by giving your workers the opportunity to do more meaningful work. Messenger bots work well to do repetitive tasks and produce auto-responses. This will free up other team members to focus on other areas to help the business, and make it more effective!

    Chatbots for Business

    There are so many reasons to feel stressed as a business owner, and chatbots can really alleviate some of the tasks you and/or your team do every day. Check out chatbots for business and get a head start on the competition.

    What are you waiting for? Your customers await!

    Call (888) 76-GATOR (888-764-2867) or email sales@purplegator.com to learn more about how we can build custom chatbots tailored to your business.

  • 20 May 2020

    Content Marketing Best Practices [+ Planning Tips for Video]

    We know that content marketing, by design, is a technique of marketing built on the creation and distribution of relevant content to attract our desired audience – to influence customer action.

    Switching gears a bit, if I ask you to think of the top industry with the heaviest hand of influence, reaching the broadest audience, what would you say?

    Perhaps what comes to mind is the entertainment industry, bolstered by visual genius juggernauts of Hollywood.

    When I posed the question, if you didn’t think of the entertainment industry, maybe your mind went to the news & information industry.

    If neither the entertainment nor news & information industries were top of mind for you, I am curious to know what industry came to mind.

    The next question I pose is this: what are some commonalities between the entertainment and news & information industries?

    purplegator wally

    They’re storytelling Outlets.

    They both have a high level of influence and some level of control over messaging.

    They both use video as the richest means of communication.

    Video allows for an experience of showing, not telling. Furthermore, it encourages showing, not selling. No matter what you’re selling, product or service, video needs to be in your content marketing. It will massively enhance the results of your marketing efforts.

    Case Study: How Video Ads Perform Versus Display & Search

    While I know what we’re talking about is content marketing, I want to share some data from some ad campaigns Purplegator has run.

    The video ad below ran for two weeks. As this table illustrates, the video ad garnered 313, 200 impressions. It had a view rate of 49.95% (sometimes known as interaction rate) and an average cost per view (CPV) of $0.02.

    content marketing storytelling through video ad

    To further drive this point, allow me to use this data to draw some comparisons.

    Below is a table with data from three types of campaigns: display, search, and video.

    seachvideodisplayads

    The display ad, which ran for two months, garnered 165,788 impressions and an interaction rate of 1.37%. It had an average cost of $0.30.

    The search ad, which has been continually running since December of 2018, has garnered 19,769 impressions and an interaction rate of 2.54%.  Its average cost was $3.09.

    With these numbers in mind, wouldn’t you agree that whether we’re talking about advertising and content marketing, video is a top performer?

    Video in Content Marketing Versus Organic Social Media

    To show some numbers in content marketing, let’s take a look at some data from a few posts Purplegator shared on Facebook.

    content marketing examplesAs you can see, the video reached a higher number of people and also received more engagements. The image got ~11% of the number of people the video did and ~10% of engagements that the video did.

    Start Doing Your Videos for Content Marketing | Helpful questions to help you plan

    As far as best practices for content marketing through video, I like to ask myself the following questions:

    • Big picture first, what is the goal or marketing objective of this video?
      • Awareness?
      • Conversions?
      • Traffic?
    • With the goal in mind, who is my perfect viewer, or target audience?
      • Do I have a good handle on their buyer persona?
      • Do I understand where they are in their buyer journey?
    • What kind of video is this?
      • Interview
      • Review
      • Vlog
      • Tutorial
      • Case Study
      • Presentation
    • What’s the story? Does the story have all three parts of a well-developed story:
      • Beginning
      • Middle
      • End
    • Is there an opportunity to make this video a part of a series, or is it truly a standalone story?
    • On which platform(s) will I be sharing this video?
    • Do I have accompanying content planned or already composed for diversification and atomization purposes?

    Reach for the Stars!

    When thinking of answering these questions, I like to filter my thoughts and planning perspective through a Hollywood lens. I’m by no way saying that any video content I produce is Hollywood-worthy. I mean that if Hollywood exemplifies the highest standard of storytelling through video, then that’s the process I’m going to try to replicate. The level of quality I’m aiming for, proportionately, to what is realistically achievable within my industry.

    Brands & Companies to Watch

    If you’re curious to explore some examples of brands and industry giants that are leveraging video content exceptionally well, look at Lululemon, Red Bull, Lana Del Rey, Blendtec, and Chef Adam Kenworthy.


    The inspiration for this post came from a prompt for an expert roundup called “9 Video Marketing Tips to Level Up Your Content Strategy,” compiled and written by Jordan Stella, SEO & Social Media Manager for UpCity.

  • 07 Apr 2020

    Crisis Management: Social Media Manager Rescues Your Brand, Proves She’s Worth her Weight in Gold

    Any good business leader knows the first step in a crisis management strategy is always anticipate. Sure, now that we are in the midst of a crisis like no one has ever seen before, it is not helpful to draw attention to a weakness (like, maybe you never created a plan to manage a crisis in the first place). So I won’t go over all of the steps to take in crisis management that occur in the pre-crisis timeframe.

    Crisis management workspace with coffee cup, notebook, pen, glasses and phone

    Nothing like a blank slate.

    Assuming you have a crisis management plan or not, it is probably safe to say, by now, you’ve realized the importance of social media during a crisis. Communication is the lifeblood of effective crisis management. People want to be in the loop up to the second, from the moment they’re up brewing coffee. Give the people what they want! Consistent cadence, concise communication.

    If you don’t already know who your audience is, or maybe you haven’t thought about it concretely before, think about this first. Who are they, and what tone and information are essential to them? Once you know who your audience is, commit (to yourself and your customers) that you will touch base with them publicly at least once a day during the crisis, plus as needed when any breaking news that affects your business or audience occurs.

    When you have laid these parameters out, then you need to have a plan each day for the things that are critical for you to express to your follower base. Even if you’re thinking, “What could I possibly have to say to my customers each day?” believe me, there’s no shortage of appropriate things for you to share with them.

    It’s the responsible and thoughtful thing to stay present in the conversation during a crisis. Then, when business does go back to usual in the future, you will have remained top of mind to customers throughout a time when you couldn’t necessarily be selling to them in the traditional sense. To further drive this point, they’ll also likely view you as a company that cares and is diligently serving their customers, no matter the conditions. Perhaps you could even convert casual customers to loyal customers for life based on your actions and communication in a crisis.

    If you now understand that being vocal during a crisis is required, let me offer some tips and strategies you can use starting as soon as today! Like I mentioned before, you should commit to touching base with your customers once a day. What channel works best? That all depends on who your customer is. Here is a handy table from the Pew Research Center that breaks down data of the use of different online platforms, as broken down by demographic groups.

    Crisis Management & Data Chart with use of different online platforms by demographic groups

    So, for example, if your primary customer is a woman in her mid to late 20s, Facebook or YouTube would be worth your while. With your commitment to reaching out and touching base with your customers every day, maybe each day, you could record a short video (3 minutes or longer) to share with them any updated messaging that might affect them from your company. Fortunately, both Facebook and YouTube are channels where video is essential, so this example is slick!

    Crisis Management: Hands holding phones that say "follow" "tweet" "share" "live stream" and emojis, thumbs up, hearts surrounding

    They like me, they really like me!

    Maybe you’re very well in tune with your customer base, and you know they live on Twitter. Get active in all of your chosen channels and promote to them that you will be live-tweeting and 100% focused on answering whatever questions they may have for you at the same time every day. A live-tweeting practice like this is a great way to nurture your relationships with authenticity!

    Speaking of nurturing relationships, I want to take a moment to note that I understand this is an unprecedented time in history. I’m tired of saying that and I’m tired of reading it, hearing it and so on. With that said, if you hear from me during this pandemic and it is anything business-related, I hope you know that I am not here to pitch you. My role as the Social Media Manager for Purplegator is to create excellent content, develop and engage in the right conversations, and promote what’s unique and stellar about the company and all of our clients. I am not in sales. Never have been, and most likely never will be.

    Should you want to check out Purplegator and tuck our info away for another day, that’s cool with me. If you need social media management (or any of our other digital services) and you would appreciate a more one on one conversation about it, connect with me, or message me. I will be happy to start any of those conversations!

    Regardless of your business needs, I genuinely hope you got some nugget to save for later or maybe a gentle reminder of something you already knew to be true. Please stay safe and sane.

  • 07 Apr 2020

    7 Ways to Use Mobile and Digital Marketing to Help Your Business During the Coronavirus

    Should your businesses digital marketing efforts suffer during a time of global crisis? No. Here’s how to adapt your digital marketing to suit the times.

    Our world is currently facing a huge challenge unlike anything most of us have experienced to date and there are major fears for businesses that they may not survive this economical downfall.

    Knowing that Google still has a search volume in over 3.5 billion searches per day, has many businesses clinging to their digital marketing tactics to stay afloat.

    Now is the time, more than ever, to sharpen your digital marketing skills, increase your knowledge in the multiple facets of marketing.

    Doing this may help you to prevent a downward spiral of loss and the feeling of failure.

    So the problem is, how can you utilize digital marketing and mobile marketing to its fullest potential during this critical time?

    Here are 7 proven tactics.

    1. Adjust Your Services

    Life before this current pandemic is completely different than the life we are currently living in. This means that how you were marketing before, will need to shift to target people’s present situation.

    If your services were in person, you will have to shift them to a live stream. If you own a restaurant, start advertising take-out, online ordering, and delivery items to keep your customers happy.

    1. Keep Connected

    More than ever, this is the time to let your skills and knowledge shine. If you have advice for others on how to deal with this situation, in a way that offers your unique skillset and services, get talking!

    1. Use the Right Hashtags

    Social media use is more prevalent now than ever, so get noticed in the sea of posts by using the right hashtags for this time. Using hashtags such as #coronavirus, #socialdistancing, and #stopthespread to name a few will help you stay in the current feeds.

    1. Redefine Your Target Audience

    Your audience and their pain points may have shifted massively in the last few weeks. Survival instincts are at an all-time high, and people are desperate for someone to help them with their pains.

    You may need to redefine who your audience is and what they need during this time.

    1. See the Future

    No one can predict the future right now, but using your best guesses is going to help you in keeping your business from flopping. Stay ahead of your competition by looking into how your business will be shaped by these events.

    1. Sharpen Up Your Skills

    If your business was offering a service in person before, you must sharpen up your digital marketing skills to not fade away.

    Learn how to create videos, use zoom, mobile marketing, and adapt to your current options to keep surviving.

    1. Local SEO

    Transport, travel, and many shipping companies have either slowed down or stopped completely during this time. This means that it is your time to shine as a local business!

    Stay ahead of the game by strengthening your local SEO skills, such as Google My Business, Maps, Reviews, and more.

    Learn More Digital Marketing Tactics During the Pandemic

    Now is the time to roll up your sleeves and sharpen up your digital marketing skillsets. There are a lot of great resources and classes to help teach you new skills. If you don’t have the time to do some of this yourself, feel free to contact us with any questions, and we would be happy to help!

  • 17 Mar 2020

    Top 5 PPC Strategy Trends That Will Be Everywhere in 2020

    Are you a small business that uses Pay-Per-Click (PPC) advertising to market your business? Here are the top 5 PPC strategy trends that will dominate in 2020.

    YouTube users watched 4,500,000 videos every minute of the day in the year 2019.

    While these figures will go up in the year 2020, they are an indicator of the central role that social media plays in modern day paid advertising.  The pay- per -click internet advertisement model is a result of this emerging popularity of online marketing.

    As a small business, Pay-per-Click (PPC) internet advertising can change how you market your business.

    Are you looking to ride on the influence that social media sites have in modern markets? Then you need to be aware of these 5 PPC strategy trends that will help your business to thrive in the year 2020.

    1. Pay-Per-Click Automation 

    Automation will be a significant PPC trend this year. Search engines will utilize emerging technologies such as machine learning to automate most of the labor-intensive tasks.

    Search engines need powerful tools to segment and respond to the millions of requests received every minute.

    The idea of having powerful tools working to segment possible audiences for your campaigns is fascinating. Automation will change how PPC works for the better.

    1. Artificial Intelligence 

    The emergence of AI as a future trend in many sectors of the economy has challenged the status quo in online marketing.

    When it comes to PPC, Artificial Intelligence will generate a more effective advertising campaign for the business.

    Artificial Intelligence will also enhance keyword optimization for your marketing campaign.

    1. PPC Strategy Trends will Involve More of Video Ads 

    More than 78% of online users watched videos online every week in 2019.

    Viewers tend to remember more than 95% of the message viewed from video ads.

    These statistics show the critical advantage that video ads will introduce for your marketing campaigns going forward.

    1. Responsive Paid Ads 

    The launch of responsive paid ads was a critical first step towards building more dynamic ways of reaching your target audience.

    Responsive paid ads are among the PPC strategy trends that will revolutionize how businesses utilize base content. You’ll also get to enjoy greater flexibility for testing new ideas for your marketing ads.

    Responsive paid ads also help you save time due to the short periods used to try out new concepts.  You’ll also get to enjoy greater extents of continuous flexibility with more targeted ads and accurate segmentation.

    1. Smart Bidding

    Smart bidding will take away the guesswork when dealing with Google ads. With smart bidding, the rates of conversion will be higher due to automation. This will lead to enhanced online performance.

    With smart bidding, small businesses will also benefit from getting the best return on investment in their spending. You’ll also get to generate new leads for your products with a readily determinable cost per acquisition.

    The Future of Online Marketing Depends on Pay-Per-Click

    The world of paid advertising has evolved significantly over time with the introduction of new tools.

    This innovation will help make your online advertising more dynamic and ensure that you reach more audiences. One of the critical changes that will have lasting implications on paid advertising is pay-per-click.

    As a small business, you need to keep track of the trends in pay-per-click. With these five PPC strategy trends, your business will maximize the rates of conversion by attracting more clicks.

    Are you looking for a consulting agency with a lead in digital marketing? Contact us for all your marketing needs.

  • 09 Mar 2020

    Geo-Targeting with Purplegator

    Relevance Raises Response!  

    And, what could be more relevant than reaching customers and prospects who have visited a specific location such as your store or your competitor’s store? 

    We’re Purplegator. And, we believe that the best way to find new customers, or to get existing customers to buy more, is to identify those individuals whose mobile phones have been to a certain location. We call this geoconquesting.

    Now, we’re not talking about a zip code or a one-mile radius here. That’s not really what you want, is it? We are talking about getting down to the address level. Think of it as super-geotargeting!

    At Purplegator, we can serve ads to those people when they are actually at the location, or we can look back up to six months for mobile devices that were found at that same location.

    Some people may say that this kind of targeting is scary to them. But, as a marketer, you should love it!

    Here’s how we do it:

    We subscribe to numerous third party data sources that gather this type of information. Most of this location data is obtained from app installs on smartphones such as a navigation or weather app that needs to record your location. Or, it may be that flashlight app that you installed. Permission to obtain and sell this data is normally found in the terms and conditions.

    Data collected is the device ID of the smartphone, the lat and long of the location they visited, and a time stamp to know when the visit occurred. 

    The great advantage of mobile data is that it is the user’s device ID that is being captured and device ID stays locked into a mobile phone forever. This is much more robust than cookie data on a computer that is often deleted by the user.

    With device detection, we not only know where a mobile device has been, but we also know the dwelling of the user because the smartphone is found at that address in the nighttime. This enables us to not only target the found device, but also the other devices that are in the household or the user’s office. This is extremely valuable, because it enables us to target household members that likely have similar interests. 

    Imagine what this can do for your business. A retailer, for example, could look back to target previous visitors to its own store to attempt to sell them more or to winback their business from competitors. Targeting competing stores would put your advertising in front of consumers who are currently purchasing your products or services, but from another company.

    Recruiters love the look back feature too. When hiring truck drivers, recruiters are actively identifying mobile devices found at truck stops or at the offices of competing trucking companies. Hospitals needing nurses can target the night shift at a nearby facility.

    Trade shows provide a valuable opportunity for businesses to use the real time targeting to serve ads to attendees to drive traffic to your trade show booth. 

    There’s also an opportunity to target logical sequential location preferences. For example, an ice cream store could target visitors to the nearby movie theatre. A restaurant could target mobile devices at a college graduation to drive graduates and their families to celebrate with dinner after the event. A bar might want to target hockey fans with a special offer after the game. 

    Geoconquesting is the holy grail of mobile geolocation targeting. At Purplegator, we know where and how to find your best customers and prospects.

    After all, Relevance Raises Response.

    Watch Our Video on Geo-Targeting:

  • 12 Feb 2020

    Analyzing mobile campaign metrics with the Purplegator Dashboard

    How did my campaign perform?

    Introducing the Purplegator Dashboard for mobile display and banner campaigns.

    “How did my mobile campaign perform?” With the Purplegator Dashboard, you can easily download a variety of data and metrics, charts and graphs into PDFs that can be printed or emailed. Most of the data can be downloaded into .csv files for further analysis.

    Beyond the basic performance metrics such as total impressions, total clicks and click through rates, with Purplegator’s Reporting Dashboard you can do your own deep dive into various metrics including:

    Performance – summary data within preset or your own selected date range

    Ad format – which ad size delivered the most impressions and clicks

    Frequency – the number of times an ad was delivered to a viewer.

    Conversions – what actions did people take after seeing the ad? We highly recommend that you add a conversion pixel to  your website so that you can measure post click and post impression conversions – actions people take after they see your ads

    Creatives – which image delivered the most impressions and clicks? Providing creative in all 7 sizes ensures that your ads will fit the publishers’ requirements and will deliver properly on various devices

    Geography – which location(s) delivered the most impressions and clicks

    The designated geo for your mobile ad campaign can be the entire state or nation, your competitors’ locations, a sporting venue or a parking lot – anywhere your best customers and prospects are and where our technology can capture their device IDs.

    Categories – what ad categories (sports, news, health and fitness, games, etc) had the most impressions, clicks and click throughs

    Browsers- identify which browser someone was using when the ad was delivered (Internet Explorer, Chrome, Safari, WebView). You can also learn which operating system was being used: IOS, Android, Linux, or windows phone  and also which  devices accessed your ads – Desktop, mobile, tablet or connected TV.

    Time and Day – Evaluate what time of day and day of week served the most ads.

    Behavior and Interest – Discover what behaviors & interests drove the most engagement

    Web Sites – see the sites where your ads were delivered.

    To summarize: the Purplegator Dashboard allows advertisers an easy way to view and analyze various data and metrics for their campaigns and to share that data with others.

    ==

    Purplegator is a Marketing agency with a mobile first focus, where we use online platforms, tools and technologies to help our clients target and connect with their very best prospects and clients. We’d love to talk with you about how you can use geo fenced targeted advertising to reach your best customers and prospects.

  • 24 Dec 2019

    Facebook Special Ad Category

    Facebook Business has long been the gold standard of the digital marketing toolkit. This article addresses the recent update of the “special ad category” and how it affects you as a marketer or as a business. This update was put in place on August 26, 2019 and includes these 3 categories: 

    1. Housing
    2. Employment
    3. Credit

    The first question you will be asked when creating a new campaign is if your ad fits any of these 3 categories. So what does this all mean? Along with these new ad categories there are increased restrictions to avoid discrimination. These categories have subcategories to them and the rule of thumb is, if Facebook believes it’s even close to one category it will be grouped as such. 

    What are the new limitations? 

    The guidelines are as follows:

    For ads in certain special categories, the following audience options are different or unavailable:

    • Locations: You can target your ads to people by geographic location (such as country, region, state, province, city or congressional district), but not by ZIP code. Specific locations you select will include a 15-mile radius around that targeted city, address or pin-drop. For example, if you want to reach people in the city of Seattle, your audience will also include people within a 15-mile radius of Seattle’s city center.
    • Age: You can’t edit this option. Audiences must include ages 18 through 65+.
    • Gender: You can’t edit this option. Audiences must include all genders.
    • Detailed Targeting: Some demographic, behavior and interest options are unavailable. Excluding any detailed targeting selections is also unavailable.

    How this differs from original targeting on non special ad category pages:

    For ads in certain special categories, the following audience options are different or unavailable:

    • Locations: there were no restrictions on the locations, and you could target a radius of up to 50 miles per location. Zip codes were able to be used to segment different neighborhoods.
    • Age: You could manipulate this targeting infinitely, it was a best practice to always comply with the rules as current, however previously it was not required.
    • Gender: Previously you were able to segment which gender you would like to target. 
    • Detailed Targeting: This category is the biggest change that is causing the most trouble for marketers and businesses alike. Previously you could target by things such as, employer, job title, credit score, income level, down to such granular detail such as what kind of car the person drives. With the new changes there is only broad targeting options, mostly just interest based targeting such as people interested in construction, or people interested in trucks. 

    So what can you do?

    There are still viable options out there! Given the limitations on targeting, it just makes other aspects of your advertisement that much more important. Ad creative, landing page experience, and ad copy really are significantly more important now. Only the first 3 lines of ad copy show up before it is truncated to save space. This illustrates just how important it is to get your point across much sooner in ad copy. 

    Special ad category lookalike audiences also provide another solution. If you have an email list, phone list, etc., you can provide them to Facebook and build an audience of those people plus the people Facebook deems comparable to your lists’ interests. That is simply why they call this a “lookalike” audience. Lookalike audiences are a tremendous tool that allows us to not only reach out to people who are already involved in your business, but also reach some people you may have missed!

    TLDR. (Too Long Didn’t Read) : Facebook, in an attempt to eliminate discrimination, has implemented special categories for ads in housing, employment and credit. These ads will have higher restrictions on what they can target. There are still options out there to target and have success.