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:
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.
Free SEO Services with our Web Development
We are living in the age of digital and mobile. Your website serves as your front entrance through which many customers will pass. Our mission is to give you a professional online presence that will generally enhance your organization’s image and branding, as well as attract and acquire new customers.
Website Template Design & Development
All of our web design and development strategies are created to do the following:
- Provide project management and graphic design in the United States, but outsource some of the hard coding overseas for cost savings for you.
- Create a website and/or website templates that provides ease of operation to our customers so that a person without html skills can edit and update the site.
- Provide training, and even a video, discussing how to operate the site so that current and future employees can do basic site updates.
- Include keyword research, and consult with the client, prior to the design of the wire frame, so that all pertinent keywords are identified and targeted.
- Include basic SEO services during the build of the new website design. It’s always easier to include the SEO bricks while you build the new website than afterwards.
PROJECT MANAGEMENT AND COORDINATION PLAN
In order to develop a website that fulfills your goals, the web design and development work will take place in several distinct phases. The following indicates our general website design project management plan. Most of our web development projects can be completed in eight weeks or less.
Here, the scope, requirements, and description of the final website will be determined and documented, including the site goals, number of pages, site hierarchy, and SEO strategy.
Sketches, page mockups, templates, and wireframes are created that reflect the general appearance the look and feel of the new website. Once approved, website development will begin.
Creation and Coding
Purplegator will customize the site on its way to the final product. Basic SEO solutions will be added. This is a major differentiator for us, as most web developers don’t provide any SEO services. In fact, most web designers don’t know very much at all about SEO. At Purplegator, we provide basic SEO services as part of the deal!
Back-End Customization & Training
Customer will have an easy to understand back-end solution that will enable a non-programmer to make basic changes immediately and without contacting the provider and incurring additional fees. We will train you and we even will create a video so that you have it when a new employee joins your organization.
Website Review & Testing
Customer will test the site, sign-off on its completion, and Purplegator will make the site live. Final payment is now due from the customer. Any bug fixes discovered in the next 14 days will be corrected at no additional charge.
After programming of the website has been completed, we will set up a training session for all personnel on how to use the new WordPress content management system (CMS). While this is standard for most sites, we take it one step further by providing you with a personal video of how to update the site. We recognize that personnel changes and it is important that you don’t lose that knowledge when you have new employees taking care of the website.
See a sample “How To” video production here
Google doesn’t like static websites so we always encourage customers to create and maintain an updated blog. Each time you post to your blog, it will enhance your search engine rankings and will encourage the Google BOT to return more often to update your pages. Much of the training we provide to you prior to launch will be on how to write blog posts that leave nothing to doubt, including how to write headlines and sub-headlines, how to write effective copy, add title and meta tags, and how to optimize your images for fast loading and maximum SEO value.
Social Media Integration
Social media integration has become a standard offering and an important one for your website. It can be a lot more than just buttons on your social media sites. Consider adding a live feed of your social media posts to the website home page.
Documentation on Development
In addition to the video, Purplegator will provide a document that describes the development of each section of the website. This documentation will be in non-programmer English and will be easy for administrative and marketing contacts to understand.
It has become increasingly important for businesses and organizations to be ADA compliant. Take a look at our Purplegator.com site and you’ll see a purple figure inside a circle in the upper right of the site. This is what we provide for ADA compliance should you decide to include it. To provide ADA compliance also for blind citizens, you will need the advanced compliance plug at an additional investment.
As a mobile-first organization, we design websites for mobile first and then make them adhere to desktop. After all, that is the way that the world is moving. Responsive design will be used to ensure that your site works well on all size devices, including feature phones, smartphones, tablets, desktops, and even watches!
In 2015, we experienced a horrendous hacking and D-DOS attack of our customer websites. It was not a fun experience and we knew there had to be a better way. We found that better way when we moved the websites to WP Engine. WP Engine is a specialist in hosting WordPress sites. It reviews all site themes and plug-ins to ensure that they are not infected and it warns us in advance of any
vulnerabilities. Since moving our sites to WP Engine, we have had not issues of any kind! We highly recommend that we host your sites at WP Engine to ensure their protection, site speed, and up-time is top notch.
We are certainly fans of video for websites. Visit the Purplegator website and check out the great video production work we do here in The Swamp.
THE PURPLEGATOR DIFFERENCE: FREE SEO SERVICES
Purplegator understands that you can have the best website in the world, but if nobody knows about it, or can’t find it, what good is it?
A website should do two things well:
- Add credibility to the business.
- Generate new business.
Our websites will do both, because at the end of the day, it’s all about the additional sales your site brings you.
Search engine optimization is like building a house. It’s much easier to build in the SEO tactics when construction is going on than afterwards when you have to knock bricks out and replace them. That’s why we add standard SEO services during the
build process. There are lots of great web designers out there, but few have any knowledge of SEO and if your developers don’t know SEO, your business ultimately suffers from it.
The standard SEO services we will incorporate into your site are:
- Keyword research
- Competitive analysis
- Appropriate title & meta tag strategies
- Image optimization
- Intra-site links
- External site link building
- Social media integration
- Google Plus listing (if needed)
Why work with Purplegator? Here are some of the reasons:
- 30+ year history of providing interactive services to media, advertisers, agencies, and government entities.
- FREE SEO services with every new web design!
- American project management with significant savings by outsourcing some
development services overseas.
Want to get started with a new website design? Contact the Gators in The Swamp.
Our first account in russia!
Purplegator ranks on the first page for many “geolocation” type keywords such as “geotargeted mobile ads.” So, it was a great tribute to our SEO team a few years ago when I got a call from a business in St. Petersburg, Russia. The Russian company wanted to use geoconquesting to promote itself at an upcoming trade show in Frankfurt, Germany. One of the things that I’ve felt very fortunate about in my career has been the chance to see the world. This, however, was the first time I’d ever had a Russian customer!
Mobile marketing is pretty cool. We can be in Philadelphia and set up a trade show geoconquesting program in Frankfurt, Germany, for a St. Petersburg, Russia company! And, we can do it just as well as if the trade show event was in New York City! Small world.
What GDPR Means for Mobile Targeting
But, something changed on May 25, 2018 when the European General Data Protection Regulation (GDPR) took effect. No doubt, the way we used to do geolocation targeting in Europe had changed forever with the new data protection framework that shapes the often confusing GDPR regulations.
Like the Telephone Consumer Protection Act (TCPA), GDPR is not something to take lightly, even if you are a USA company. There are some significant fines involved if you violate GDPR. In fact, the maximum fine can be up to 4% of a company’s annual sales or up to $20 million euros.
GDPR grew out of the Data Protection Directive (1995) that the European Parliament passed into law. This was the first law that attempted to regulate how an individual’s data could used in Europe. Discussions on GDPR began in 2012 and were passed by the EU Parliament in 2016.
The Data Protection Directive protected PII (Personal Identifiable Information) such as an individual’s name, photographic image, email address, phone, and personal identifications. GDPR extended this to include “pseudonymous data” such as online usernames and mobile location data. This means that IP addresses and mobile device IDs, critical in identifying mobile advertising targets, are now protected under GDPR.
MOBILE MARKETING KNOWLEDGE COLLEGE — What is “pseudonymous data?”
Pseudonymous data is in between personal identifiable information and completely anonymous data. Pseudonymous data cannot immediately be used to identify a particular person. It can, with research, however, help to ultimately identify a specific person.
Goals of GDPR
The primary goal of GDPR is to protect Europeans privacy and give them greater control over how and if their data is being used. It also gives European citizens the following rights:
- Right to access their personal data.
- Right to request rectification if something is incorrect.
- Right to have al data deleted.
- Right to restrict processing of personal data.
- Right to make any data portable.
GDPR and geolocation Advertising
In the United States, Purplegator uses a variety of location data to enable marketers to target the “right customer, in the right place, at the right time.” Yeah, we know that saying is getting old, but it’s still accurate. Geotargeting involves collecting users’ location data, demographics, and interests, and then delivering mobile and desktop ads based on that historic or real-time location data. For example, retailers use geolocation data to target shoppers at competing stores or to up-sell customers that have previously visited its own store. Truck driver recruiting candidates are targeted after their mobile devices are identified at truck stops. Recruiting nurses is made easier by identifying mobile devices at competing hospitals.
Usually, the mobile location data is collected via a mobile phone’s device ID. Often, this happens when the consumer uses public wifi such as is available at many retail stores today. Device ID detection is a very accurate method of collecting mobile data, because it almost never changes. This is different than desktop cookies that are periodically deleted by the user.
Mobile device ID detection is provided by social media platforms that use geolocation identification. Or, it is provided by mobile app installs on a consumer’s smartphone that send location data back to the company. The company then sells this data to third party data companies who market it to demand side platforms (DSP’s) used in programmatic ad buying.
So What Can European Advertisers Do?
Under the terms of GDPR, it is our interpretation that “lookback” location data is indeed personally identifiable data. It is therefore prohibited in Europe by GDPR, unless consumer permission is given. In the EU, permission to access such permissions cannot be buried in the lengthy terms and conditions that nobody reads.
It doesn’t stop there. Personally identifiable information (PII) under GDPR also pertains to IP targeting, email targeting, phone number detection, and the aforementioned lookback data.
Lookback data, however, is different than real time data. While we can’t use lookback data to identify mobile devices that have been at a particular location in the past, we can still use real-time data to identify mobile devices that are within a certain geofence NOW. Hence, our trade show mobile marketing product would still be acceptable under GDPR regulations so long as we send mobile advertisements to the delegates while they are AT the event.
Looking Ahead to california
Effective January 1, 2020, the California Consumer Privacy Act will come into force. It will grant California residents many of the same rights that GDPR provides to Europeans.
You can read more about the California Consumer Privacy Act here.
Author’s Note — This is an educated interpretation of the GDPR regulations and how it may relate to your business or organization. You should always obtain your own legal opinion in matters such as this.
Digital Advertising Terms & Definitions
A/B Testing: A method used to compare different versions of digital ads or website landing pages in order to determine which one performs better. A typical A/B test for ads involves running the two ads simultaneously and then measuring which version gets a better response from the audience.
When running an A/B test, only one element of the ads should be changed at a time. This is because the goal of these tests is to determine which variables generate the best responses from the audience. Once a winner is selected, it is then used as the next control and compared with another version to isolate and identify, the ad element that causes the audience to respond favorably to the ad.
Above-the-Fold: A term derived from the print advertising industry. It describes the area of a web page that’s visible before the website visitor scrolls down the page. Note: There is no set pixel size for the fold; it will vary depending on the visitor’s screen size and resolution.
Ad Audience: The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period.
Ad Banner: The most common form of digital advertising. These ad units, which include static graphics, videos and/or interactive rich media, are displayed on a web page or in an application.
Ad Click: The action taken when a user interacts with an ad by either clicking on it with their mouse or by pressing enter on their keyboard.
Ad Exchange: A technology-facilitated marketplace that allows Internet publishers and advertisers to buy and sell advertising inventory in real-time auctions.
Ad exchanges are a departure from the historical method of buying ad inventory, where advertisers and publishers would enter price negotiations in order to show ads on a particular website. With an ad exchange, an auction is conducted in real-time, providing instantaneous bidding for ad space that’s available across the Internet.
Ad Impressions: The number of times an ad has been served, regardless of whether the user has actually seen or interacted with the ad in any way. (Also see: Ad Serving)
Ad Inventory: Website publishers serve ads to visitors when they visit a web page. The number of potential ads that can be served is considered their ad inventory. For example, if The Gotham Times averages 1,000 visits to their home page in any given week, and they have space for two display ads on their home page, then their potential ad inventory is 2,000 impressions per week.
Ad Network: A vendor that connects advertisers to publishers. Ad networks act as a single point of contact between publishers and advertisers, helping negotiate supply and demand.
Ad Serving: The delivery of an ad from a web server to the end user’s device, where the ads are displayed on a browser or an application.
Ad Targeting: Delivering ads to a pre-selected audience based on various attributes, such as geography, demographics, psychographics, web browsing behavior and past purchases. (Also see: Behavioral Targeting, Contextual Targeting, and Geographic Targeting.)
Ad Unit: A size-and-format specification for an ad. The Interactive Advertising Bureau, a trade association promoting digital ad standard and practices, has a set of guidelines for sizes.
Affiliate Marketing: Publishers have websites that get traffic and advertisers want to promote their products to the people who visit those websites. Affiliate marketing is an agreement between a publisher and an advertiser where the publisher receives compensation for every click delivered and/or every sale made of the advertiser’s product or service.
Analytics: Data and statistics about the users of a website and how they interact with the website. Analytics can be used to uncover information about how many people browse a website, how much time they spend on the website and the specific actions they take on the website.
This information is then used to target audiences, understand consumer behavior, improve user experience and optimize advertising campaigns.
Attribution: The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. For example, a sale might begin with an ad, lead to an email campaign, and end with a phone call from a sales person. With first-touch attribution, the ad would get the entire credit for the sale. With last-touch, the phone call gets all the credit. With multi-touch, the ad, the email and the phone call each get partial credit.
Bounce Rate: A “bounce” is a website visit in which the visitor looked only at the single page they landed on, did not interact with it, and then left the site. The bounce rate expresses such visits as a percentage of the total visitor sessions, within a specific time frame. For example, suppose a website has 100 sessions in one day. (Note that this is different from 100 visitors. Any visitor could visit multiple times, and each time would count as a session.) If 75% of the visits are bounces, then the bounce rate will be 75%. A high bounce rate is often indicative of a poorly designed landing page. It can also indicate that a page completely fulfilled what the visitor was looking for, so the visitor did not need to keep clicking to find out more. (But more often it means the page failed, underscoring how important it is to design landing pages for visitor engagement.)
Brand Awareness: The extent or level to which a potential consumer can recall and identify a particular product or service. Increased brand awareness is one of the two customary important goals for a digital advertising campaign (the other being a conversion of some kind).
Browser: A software program with a graphical interface that people use to navigate all the information available on the World Wide Web. Examples include Firefox, Chrome, and Internet Explorer.
Call to Action (CTA): A phrase included within an ad, or a graphic element such as a button, which invites the audience to take a certain action.Examples include phrases such as “Click to Read More,” “Download Your Free eBook Now,” or “Click Here.”
Channel: A distribution method; In advertising, it’s an outlet used by advertisers to reach audiences, such as direct mail or radio. Digital advertising includes channels such as display advertising, social media advertising, and mobile in-app advertising.
Click-through Rate (CTR): Expressed as a percentage of total impressions, this statistic shows how often people who are served an ad end up clicking on it. An ad’s CTR is calculated by dividing the number of clicks an ad received by the number of times it’s been served, then converting that into a percentage. For example, if an ad received 5 clicks and was shown 1000 times, the CTR is 0.5%. The higher the CTR on an ad, the better it’s performing.
Contextual Targeting: Selecting audiences based on the type of content being displayed on a particular webpage. An example of contextual advertising is placing ads for hair care products on the Vogue website.
Copy: Text in an ad, or text written to be delivered audibly.
Cost per Acquisition: The cost of acquiring one customer. Typically calculated by dividing the total amount spent on an advertising campaign by the number of customers acquired through that campaign.
Cost per Click (CPC): How much an advertiser pays, on average, for each ad click. CPC is calculated by dividing the total amount spent on a campaign by the number of clicks generated.
Cost per Lead (CPL): How much an advertiser pays, on average, for each ad click that results in a lead conversion. CPL is calculated by dividing the total amount spent on a campaign by the number of leads generated.
Cost per Thousand (CPM): Metric that shows how much it costs to serve 1,000 ad impressions. Also used as a standard measure for buying display ads, as inventory is generally sold on a CPM basis.
Cross-Device Targeting: Serving the same buyer targeted ads across multiple devices. Cross-device targeting allows advertisers to reach their audiences in a sequential, repetitive manner regardless of the device they’re on, whether it’s a tablet, desktop or smartphone. This has a similar effect to the old-school tactics of gaining reach and frequency through using a range of channels such as radio + newspaper + billboards + direct mail.
Demand-Side Platform (DSP): A system that allows advertisers to bid for and purchase inventory from multiple ad exchanges, through one single interface.
Direct Response: A campaign or ad specifically created to encourage audiences to take immediate action.
Display Advertising: A digital advertising format where graphic ads are shown on a web page. The term originated in newspapers, and the principles still apply. Display ads can be graphics, videos, interactive images (a quiz or a game), and expandable (Also see: Expandable Banner).
The most common sizes for display ads are:
- Banner: 728 x 90
- Rectangle: 336 x 280
- Skyscraper: 160 x 600
- Square: 250 x 250
Email Advertising: Clickable banner ads and links that appear within emails and e-newsletters.
Expandable Banner: Banners that increase in size when a user hovers over them. Live demo here!
Frequency: The number of times an ad is served to the same consumer during a specific time period. Since multiple users can often access the Internet from the same device, frequency is calculated based on the number of times an ad is delivered to a particular device’s browser.
Frequency Capping: Setting a limit on the amount of times an ad should be shown to a consumer within a specific time period.
Geographic Targeting: Selecting an audience for a campaign based on zip codes, designated marketing area (DMA), cities, states and countries.
Impression: See: Ad Impression
In-Stream Video Ads: Video ads played before, during or after the video content the publisher is delivering to the consumer.
Interstitial Ads: Ads that appear between two different content pages, served when a website visitor navigates from one page on a website to another. A best practice in mobile marketing is to avoid using an interstitial as a popup that blocks initial access. For example, when the user tries to access the Gotham Times on their mobile, they are interrupted by an interstitial ad (offering the Gotham Times app) that they have to either accept or close before they can proceed to the site.
Keyword: A specific word or phrase chosen by advertisers to trigger and include their ad within search engine results. The advertiser doing contextual advertising also chooses keywords, so that their ad will show up within pages that are returned for that keyword. In search advertising, the position of the ad within the results is determined by bidding. The highest bidder on a keyword usually gets the top position.
Landing Page: The web page users are directed to after they click on a display or paid search ad.
Lead: A potential customer. In digital advertising a lead is someone who has given you their contact information, often by signing up for a newsletter or filling out a form to download an eBook or other gated content.
Lookalike Audience: If you’re like most businesses, you know who your customers are from a demographic and even psychographic point of view. A Lookalike Audience targets people who are similar to your existing customers which helps improve your conversion rates. You can use Lookalike Audiences when you’re running online display, Facebook, mobile display or just about any other kind of digital marketing campaign.
Mobile Search: Any Internet search conducted via a mobile device.
Native Advertising: Any paid advertising that is indistinguishable in form from the channel being used to present it. Examples of native advertising include sponsored content on news websites and Facebook timeline ads.
Overlay: Advertising that floats over webpage content, graphics or videos. Overlays cannot be blocked by ad-blocking software. One kind of overlay is called a lightbox. These ads begin as a standard, scalable ad unit. If a user engages by hovering over the ad for some set amount of time (often two seconds), the ad expands (to as much as near full-page), while the page behind it dims, increasing emphasis on the ad. Advertisers pay for the number of times the ad is expanded.
Paid Search: The placement of ads within search engine results.
Pay per Click (PPC): Pricing model where advertisers pay vendors or publishers based on the number of clicks received in a campaign.
Pop-under: Identical to a pop-up except it loads under your current webpage. It’s generally assumed to be less intrusive than a pop-up because visitors often don’t see it until after they’ve clicked to close their current browser session.
Programmatic Media Buying: An automated method of buying media which ensures that advertisers are reaching the right person, at the right time, in the right place. The ads are bought based on a set of parameters pre-defined by the company placing the ads. Programmatic advertising uses data to make decisions about which ads to buy in real time, which improves efficiencies and increases the effectiveness of the ads. (See Ad Exchange.)
Reach: The total number of people who see your message. One person who is served your ad five times and clicks on it once yields a reach of 1, 5 impressions, and a click-through rate of 20%.
Retargeting/Remarketing: Serving ads to people who have previously visited your website.
Rich Media: Interactive media such as quizzes, games, and ads with video and special effects. This category is growing quickly. Check out the IABs Rising Stars examples of new types of ad units such as the Pushdown and the Sidekick.
Search Advertising: Another term for Paid Search.
Social Advertising: Running paid ads on online social networking platforms, such as Facebook, LinkedIn, and Twitter.
Tracking Pixel: A tiny, invisible-to-the eye, pixel-sized image that allows for companies to track website visits, advertising impressions, email tracking, sales conversions and other types of activity on the web. Also referred to or implemented as tracking ‘tags’ or ‘code.’
View Through: Used to measure a consumer’s behavior after they’ve been served an ad. If the view-through window is set to 90 days, the consumer’s relevant actions within that time period can be attributed to the ad. So, if a customer purchases a pair of headphones within 90 days of being served an ad for those headphones, the ad will be get partial or full attribution for that purchase.
Bob Bentz, author of Relevance Raises Response: How to Engage and Acquire with Mobile Marketing explains what geolocation, geofencing, geotargeting, and geonconquesting mean when it comes to mobile and digital advertising.
Understanding Mobile Advertising Terminology is Half the Battle
Many marketers tend to misuse many of the “geos” that are involved in mobile advertising and digital advertising. Therefore, this article hopes to define each of the geos and how a business or marketing company can effectively use those confusing geo-things to run a successful mobile marketing campaign.
With geolocation, there’s no more wasted spend for your advertising. You only advertise to consumers within a specifically defined area such as zip code, radius, or unique polygon.
The geolocation area can be of those customers or prospects that are presently in the geo-zone or it can be of those consumers that were previously in the geolocation zone. In other words, you can target people that live or work in your geolocation or you can target people that live outside the geolocation, but happen to be within the geo-zone at a given time when you are advertising. The choices of which to use should be obvious. If you are selling home repair or HVAC services, you would only want to reach those that reside within your geolocation. A restaurant, on the other hand, may be more interested in those people that live outside the geolocation, but are currently within it since they are actually more likely to need to eat out than a local resident.
Take a look at the geolocation map below. You will see that we have chosen to advertise only to those zip codes to the northwest of the restaurant. This is because the restaurant abuts the city and the restaurant wishes to attract the higher income residents in the wealthier suburbs. The selection of the zip codes was done strategically; note that one area was removed from the geolocation targeting, because its residents were not regular customers of the restaurant. In many cases, businesses simply draw a radius from the store location, but in this case, that would be somewhat lazy and not the most effective targeting method so a unique area was defined.
A geofence is 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 good customer of the business. This may be an extremely wealthy zip code or it may be a specific area such as a college campus where the residents or visitors are determined to be more likely to buy.
Remember, mobile and desktop advertising are purchased as programmatic advertising. Programmatic advertising acts like a giant stock market of buyers hoping to get the cheapest price possible for a mobile advertising impression versus publishers that are hoping to get the highest possible price for its advertising inventory. At some point, within a split second, the two meet and agree on a price based on available inventory and the cost to reach your audience within the geofence that is within the geolocation.
The reason that you would want to build a geofence within a geolocation is that you believe that this group contains platinum prospects that are more likely to make a purchase or more likely to spend more when they do purchase. Therefore, a savvy advertiser or digital agency may bid higher to reach those within the geofence to ensure that this audience is targeted to a much greater degree than those within the larger geolocation.
In the example in this article, the restaurant used a geofencing strategy to bid higher for placing advertisements on mobile devices found to be within the geofence of the region’s five major university campuses.
Geotargeting means targeting the right people within the geolocation or geofence. Most advertisers don’t want to target everybody within the 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.
In the example within this article, notice that the advertiser is hoping to attract families of college graduates. This is a highly coveted market since college graduation ceremonies are traditionally followed by a large party of the graduate’s family going out for a celebratory lunch or dinner. Therefore, it made sense to specifically use geotargeting to identify college students, age 21 to 24, whose devices were found to be on one of the five area college campuses.
Geoconquesting can take the geofence down to something as minute as a single address or an address plus 1/10 of a mile. Geoconquesting is most commonly used as a way for retailers to send mobile advertising to consumers visiting competing stores.
But, geoconquesting is also very effectively used to target specific locations such as delegates at a trade show in an attempt to drive traffic to the advertiser’s trade show booth or featured speakers. In many cases, advertisers use geoconquesting to target trade show delegates even if the business doesn’t have that particular trade show in the budget.
There are a lot of options for mobile and digital advertisers, but geoconquesting strategies, if done effectively, tend to be the most exciting for businesses. Let’s face it. We are all competitive people and the idea of pulling business from competition is always an intriguing prospect.
In the example included in this article, the restaurant used geoconquesting to target known sushi fans. Not everybody likes sushi so the restaurant identified competing sushi restaurants within and directly outside of its geolocation. Using device detection, it identified sushi diners and made them a platinum target group for serving its advertising to.
Other Targeting Strategies
Of course, mobile and digital advertising offer many other targeting strategies that don’t relate to geolocation or other forms of geo-advertising. Let’s take a look at a few more.
Demographics — Traditional media has used demographics in its targeting for many years so this is nothing new to mobile advertising. The difference, however, is that mobile is so much more accurate than traditional advertising.
Take NFL football advertising on television for example. The NFL says that 45% of its fans are female. If an advertiser thinks that they are reaching only men when they are advertising on an NFL game, they are grossly misunderstanding the audience. With mobile, however, if the advertiser only wants to reach men, that is easy to do.
Interests — Never before, has a medium allowed advertisers to get as close to its customers as mobile does. Mobile has the uncanny ability to identify interests of its users based on what apps the customer has downloaded, what websites they have visited, and what information they have posted or provided to his or her social media accounts.
Third party data providers and social media sites allow advertisers to effectively target the interests of customers and prospects like traditional media has never been able to.
Dayparting — Traditional media such as radio usually requires advertisers to make a purchase in a relatively longer time period such as morning drive, daytime, afternoon drive, evenings, or overnights. Not so with mobile advertising. With mobile, an advertiser can target a very specific time period. A restaurant, for example, may want to advertise just an hour before lunch time so that it can provide a message to those customers who haven’t yet decided where they are going to eat lunch.
With mobile advertising, there’s no additional cost for dayparting to reach the customer when he or she is most likely to buy. Through effective A-B testing, an advertiser can soon identify what times of the weekday, or the weekend, are most likely to result in increased store traffic or sales.
Retargeting — Retargeting should be an evergreen part of a business’s mobile and digital advertising strategy. After all, if a customer or prospect has visited your website, that’s a premium prospect that should continue to receive reminder advertisements from you regardless of where they happen to be on the mobile web or on their favorite apps.
Just be sure to put a limit on the amount of advertisements that your retargeting campaign will employ. This includes both a time limit and an impression limit. Understand that the customer is going to see a lot of messages from you so be sure to rotate the creative.
Geolocation vs. Geofencing
Understanding the definition of geolocation and geofencing will help you in providing the best possible campaign strategy for your mobile and desktop advertising. With this primer, we hope that when you come visit The Swamp to talk to the purple gators, we will be talking the same language from the moment we begin developing a strategy for your advertising campaign.
After all, it’s the language of mobile.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” (John Wanamaker). Imagine this: If Pay Per Click advertisements existed back in the 1920’s, Mr. Wanamaker could easily have measured which half he was wasting.
reach candidates with Pay per click (PPC)
How many people saw your last help wanted ad, heard your recruiting radio commercial or saw your billboard? If your company is seeking out new ways to connect with qualified candidates, you may want to seriously consider Pay Per Click for recruiting, also known as PPC.
What is pay per click?
PPC is short for Pay Per Click and that’s exactly what it is. With PPC ads, you only pay when someone clicks or taps on an ad that they see on a search engine page. Although most people associate Google or Bing with Pay Per Click, Indeed and many other job boards can be considered PPC for job searches.
One of the biggest benefits of Pay Per Click ads is that the person who clicks on the ad is looking for a product or service right now. In sales, it’s referred to as “bottom of the funnel”. In recruiting, it would be called someone who is ready to change jobs right now and is very interested in yours.
Advertising on job boards such as Monster and Indeed is a good way to attract active job seekers. But what about those elusive passive candidates? Pay Per Click for recruiting, social media ads and retargeting Google ads will allow you reach passive candidates. They may not be actively searching, but they often respond to great opportunities and may submit a resume or application.
At some point, the majority of job seekers will use Google during their job hunt, but job boards seem to dominate the search results. PPC allows a recruiter to own that prime real estate in the top 3 positions for searches in their location + job type/industry.
The Importance of SEO
It’s becoming increasingly difficult for your company’s website or career’s page to be noticed in search results, and harder still to rank near the top of page 1 in the search engine results without a really strong SEO (Search Engine Optimization) program in place. And as you can see, Google’s own product- known as Google Jobs – pushes the organic search results down even further.
pay per click = Free Marketing
Let’s say you can expect 1-3% to click on your ads, and then some of those people will go on to complete a landing page or fill out an application. That 1-3% might not seem like a lot, but remember this: advertisers / recruiters only pay when the ads are tapped or clicked. That means the other 97% is free marketing & career branding (at the top of the page!) to candidates who are currently “just looking”.
Keys to a successful Pay per click for recruiting campaign
There are 2 key parts to a successful PPC campaign: one is a well-designed, optimized landing page and the other is a relevant and key word rich ad.
- Landing page. When someone taps or clicks on your PPC ad, be sure to send them to a well-designed landing page. Google experts agree that a landing page with relevant content will increase your Google relevancy score, making your ads less expensive with higher conversions and higher impressions.
- Keywords. Do some good keyword research and consider what your audience might be typing into a search bar in order to find your open positions. To use PPC effectively, you’ll want to focus on the specific keywords for your job with special attention to long tail keywords. For example, “nursing jobs” is probably too broad and you will likely get clicks from people who want to know more about requirements for different kinds of nursing jobs. A more effective keyword plan would be “NICU Nurse jobs” or “PeriOp Nurse positions near me”. These keywords indicate a strong desire to find a specific position in a specific location.
- Analytics. Don’t forget the analytics! How will you track the effectiveness of your campaign? If you want potential candidates to call you from the ad, you may want to include a call tracking number. This is a phone number that is unique to each particular campaign. A unique phone number for PPC ads and another for your billboards will allow you to quickly evaluate the effectiveness of each platform.
You may also want to include retargeting ads to those who come to your careers page on your website or application but then don’t apply. These people are even one step closer than the ones who are doing searches. These are your best prospects as they have already been to your website and have shown interest in working for your company. You can continue to deliver ads to this group of people, reminding them that you’re still hiring if they are still interested. All it takes is a single line of code on your website.
Geo targeted Social Media ads
The vast amount of 3rd party data available from platforms such as Google and Facebook makes geo fencing and geo targeting the demographics, behaviors and interests of specific audiences easier than ever. You can include display ads, carousel ads and video ads to connect and engage with your audience. And, don’t forget the vast referral market – those people who see your ads and “tag” their friends or family members. Some people will even “share” an ad so that everyone they are connected with can see it.
Let Purplegator Do it For You
Targeting searches and people with specific skill sets will result in a better quality candidate. If you don’t have the time or resources to do pay per click, social media or mobile advertising yourself, contact us here at Purplegator. This is what we do best – get your geo targeted, key word rich recruiting message in front of passive candidates and then send those candidates to you.
Here are a few more reasons to work with us on your Pay Per Click for recruiting:
Purplegator’s knowledge of the PPC landscape ensures that campaigns can be set up effectively to help support the many parts of the sales funnel and the path that your potential candidates take from awareness to a job offer
Results are easy to measure and track – Unlike traditional offline advertising, pay per click is easily measured and tracked; Purplegator offers the rare ability to test different strategies and tactics simultaneously across multiple digital platforms.
Works well with other marketing channels – When combining search with other digital marketing services, Purplegator can provide a clearer picture of your online presence, offering a complete digital recommendation for a truly robust marketing program.
If you’d like to learn more , please click HERE
How to Recruit Truck Drivers
Despite record pay increases of +11% last year, the trucking industry still suffers from a massive shortage of 51,000 drivers in the United States. So, if you want to keep your products moving, you have to attract passive candidates from competing companies. Advanced mobile location data can help you capture the interest of those candidates from competing companies and help you recruit truck drivers.
Truck Drivers are Mobile
Driving a truck is a hard job that makes recruiting drivers difficult even with a $90,000 salary. It’s a job done in isolation with a work week often in excess of 55 hours. Much of your personal time is spent away from home and family and staying connected is vital. For over 87% of drivers, the mobile phone has become the way of staying in touch with loved ones and what’s going on in the world. And, not surprisingly, the mobile phone has become the best way to find new drivers too.
Mobile device detection is the holy grail for truck driver recruitment. In an effort to identify truck drivers, geo-conquesting down to the address level becomes important. Since drivers are often not active on traditional business social media websites such as Linked In, finding drivers at specific locations where they might frequent is critical for the pinpoint targeting needed for recruitment. CDL-A drivers can often be found at truck stops, weigh stations, distribution centers, trade shows, and competing company locations.
When a driver goes online on his or her laptop of mobile device at one of these locations, that device is captured and can continue to be targeted with digital banner ads whether they are on the road or back home on their couch.
Most truck drivers are not actively seeking a new job, because they already have one. Therefore, reaching passive candidates and convincing them to move from another company to yours is the best way to fill your trucks with qualified CDL-A and CDL-B drivers. Mobile advertisements on the sites that drivers frequent is the best way to reach them. In general, we don’t care where we find them, we only care about the ability to place an advertisement on the device that has been recognized to have been at one of the geo-targeted locations that we have established.
Once a driver sees an ad, he or she will tap through (remember you can’t click on mobile) and go to a custom landing page which requests a minimal amount of information — just enough so your human resources department can quickly make personal contact with the candidate. Immediately after filling out the landing page information, we will send an email or a text message to the driver with your contact information. More importantly, it can also provide a link to your website where the candidate could fill out a longer application form, perhaps when it is more convenient to do so from a laptop or desktop computer.
The results are immediate. If you have trucks sitting vacant, leads can be coming your way as early as the same afternoon.
RECRUIT TRUCK DRIVERS – Learn More
Want to learn more about Purplegator’s strategy to recuit truck drivers? Click here to watch a video about how we do it.
Knowing the past and present location of a customer or prospect has long been regarded as one of the most important advantages of mobile location data. And, savvy marketers are beginning to take notice.
Enhanced Mobile Location Data Targeting Tools
Who we are as consumers can often be based on where we are. Not just at this moment, but at moments in the past. And, mobile, and only mobile, gives marketers the uncanny ability to target its best customers based on mobile location data. By using third party mobile location data, and device detection, marketers can target their best customers and prospects that are most likely to buy now.
Let’s take a deeper dive into the full extent of what mobile location data can do for your business. Here are some of the tactics we use at Purplegator in helping to maximize your dollars using various programmatic mobile marketing strategies.
Most mobile advertising campaigns start with geo-targeting. With geo-targeting, a retail business identifies its immediate trading area. For a restaurant, that trading area is normally limited to just two or three zip codes. For a specialty retailer, it’s often a much greater radius from the store location.
Consumers have varying appetites as to how far they will travel to visit a retail location. This is primarily based on whether the store location is urban, suburban, or rural. Take the big box stores such as Lowe’s and Home Depot, for example. Rural consumers that visit big box stores account for a whopping 30% of all visits. Country folk are also more willing to travel longer distances to shop with more than half of this market segment willing to travel 10-25 miles to visit a big box store retailer. Not so with suburban residents. By contrast, 60% of suburbanites won’t venture greater than five miles to visit a big box store. (Source – Mobile Marketing Association)
This data suggests that geo-targeting is not a one distance fits all factor. No matter how terrific your store is, suburban consumers are unlikely to drive by several competitors just to get to your location. Rural consumers may have no other choice, but to drive a long distance to find you.
Think of geo-fencing as a smaller sub-set of your overall geo-targeting area. This may be a geo-fence of an entire zip code where its wealthy household incomes make its residents more likely to purchase your high-end kitchens. It could be a geo-fence of a large construction project on the south side of town where many professional architects, builders, construction workers, painters, or floor covering employees are working now.
Geo-conquesting with mobile location data has been around for a while now. (In fact, we made a video about it several years ago.) Geo-conquesting involves the ability to use device detection to target consumers that have visited a specific location down to the address level. Many of our suppliers say that it is the exact geographic address, while others suggest it’s an address location plus about 70 meters. That said, technology is constantly improving in this area and the most important thing for us is to help define the best vendors to work with for your specific situation.
So, how should you use geo-conquesting? The obvious way is to target devices that have visited a competing store. But, it shouldn’t just end there. You can also target key influencers such as your suppliers who might be in a position to recommend a retailer. Geo-conquesting a professional trade show, such as your local home show, is another great way to find those consumers that are most likely to be in the market to purchase your products and services regularly–and often be in the market to make a purchase now.
It’s not just about where we live and where we work, but the route that we take to get between the two places where we spend most of our time. Ask Alexa in the morning and she’ll tell you the best route to your work place. At the end of the day, your iPhone, or the WAZE app, will send you the most advantageous route home. But, since we all normally leave for work and return home at about the same time, we’ll usually be commuting along the same route most days.
The average commute time for Americans who drive to work is 26 minutes, ranging from a high of 31 minutes in Maryland to a low of 16 minutes in South Dakota. Geo-commuting aims to take advantage of that geography between our homes and our places of employment. It’s just another great way that mobile location data can target a consumer who drives by, or near, your retail location on the way home. If the consumer drives 30 miles each way, your retail location that is 15 miles away from both is likely to be targeted via traditional geo-targeting. But, if he’s driving by your location during his commute, he is a prospect for your store regardless of it not being in the immediate trading area for your business.
With geo-commuting, you can enter into a consumer’s life at just at the right, and most convenient, moment. On his or her way home from work.
Most of us are presented with online cookies every day at work and at home. Consumers visit a particular website and are then “cookied,” often for retargeting programs later. That’s why if you visited a website and looked at a pair of shoes, doesn’t it seem like those same darn shoes are following you from ESPN’s app to The Weather Channel’s desktop forecast.
Geo-cookies are similar, except they are based on visiting a specific location, not to the visit of a particular website. By using geo-cookies, you can retarget consumers based on a history of past and present visits to physical locations. One of our vendors promises that it can even go back in time and find those consumer devices that have visited a specific location as far back as six months ago!
Geo-interest targeting is more about specific interests and purchase intent. For example, if you know that your best DIY customers have a keen interest in football, you could target the NFL stadium in your area and target those consumers who are season ticket holders, hawking beer inside the stadium, or just tailgating in the parking lots.
Facebook has been providing interest targeting based on user data and input for many years. Much of it is very accurate, but certainly not all of it is. That’s why geo-interest targeting is a great advantage to effectively enhance the targeting your mobile advertising audience.
Ever wonder why there’s a flashlight app in the App Store? There’s no charge to download it and it doesn’t have any advertising within it. So, why would somebody go to the trouble of creating a flashlight app?
Data is the reason why. When you downloaded the flashlight app, of course you read all the terms and conditions, right? Well, if you were the one person that did, you’d understand that the reason flashlight apps exist in the first place is to determine what other apps you have on your mobile phone! And, then market that information. The 80+ apps you have on your smartphone say a lot about you and who you are. Gain insight to targeting the best prospects for your business by targeting consumers that have particular apps on their devices. That’s marketing gold.
Mobile and desktop advertising offers the same traditional demographics that traditional media has promoted for decades, only better. While a rock station may predominantly target that valuable male demo, with mobile we know so much about the target audience that we can almost guarantee that the only consumers we will reach are men. There’s no guess work involved. And, therefore, NO WASTE!
MAKING IT WORK FOR YOU
We often hear about how easy it is for advertisers today to operate their own mobile and desktop advertising programs. And, without a doubt, Google and Facebook properties have made it extremely easy and convenient to do so. Faced with stagnant growth, even the local cable company and radio reps are hoping to stem their inevitable advertising decline by selling digital advertising today.
While traditional geo-fencing continues to have lots of value, by considering the other mobile location data options provided in this article, you can greatly enhance the store traffic and inquiries to your retail location. It’s time to expand on the geo-location options you’ve worked with in the past and answer deeper questions about what enhanced mobile location data can do for your retail store.
About the Author
Bob Bentz is president of mobile-first agency Purplegator. He is also the author of RELEVANCE RAISES RESPONSE: How to Engage and Acquire with Mobile Marketing and an adjunct at the University of Denver where he teaches the graduate level course in mobile marketing.
Mobile Marketing Success stories
Bob Bentz, president of mobile-first digital agency PURPLEGATOR, and author of RELEVANCE RAISES RESPONSE: HOW TO ENGAGE AND ACQUIRE WITH MOBILE MARKETING, gives a 55 minute webinar presentation about mobile marketing success stories. The presentation was sponsored by Convirza.
Bentz takes you through his book which is used as a textbook at several universities including the University of Denver and West Virginia University. Bentz is an adjunct at the University of Denver where he teaches the graduate level course in mobile marketing in the Communication department. At WVU, Bentz’s alma mater, the book is used as a textbook in the IMC (Integrated Marketing Communications) department.
The presentation goes along with the nine chapters of RELEVANCE RAISES RESPONSE, including:
- Introduction to Mobile
- Advantages of Mobile
- Mobile-Optimized Websites
- Text Message Marketing
- Social Media
- Mobile Advertising
- Mobile Apps
- Mobile Commerce
- The Future of Mobile
The mobile marketing presentation provides many statistics about mobile marketing and also gives tips that can use immediately to maximize their benefit of their mobile marketing program. In addition, the presentation provides informative and entertaining videos from some of the best mobile marketing campaigns of the past decade, including businesses such as:
- Dunkin’ Donuts
- Citi Trends
There’s also a special appearance by the very lovable Minions.
AN INTRODUCTION TO MOBILE ADVERTISING TARGETING
When it comes to effective targeting, programmatic mobile advertising enjoys the superpower of context. Mobile’s uncanny ability to send the best message to the right person in the optimal location at the time when that person is most likely to buy is unsurpassed. Mobile advertising via apps and mobile websites allows for precision targeting that no other medium can match. Marketing pros can target their audience with the following strategies:
- Geotargeting — It usually starts with geotargeting which is the overall trading area that your business has.
- Geofencing — Pinpoint certain zip codes ,a specific radius from a business location, a college campus, or draw a unique boundary around a certain target area so that there’s absolutely no waste.
- Geoconquesting — Target the competition down to the address level and a certain distance from it.
- Demographic Targeting — Only want to reach college-educated women, ages 25-34? Mobile can do that.
- Interests — Specific interest groups can be easily targeted with mobile, especially when using social media advertising. Baseball fans attending spring training games in Florida or Arizona that like sunflower seeds? No problem.
- Email Targeting — Your email list represents your very best prospects, because they’ve shared this valuable information with you. They’ve indicated to you that they WANT to receive your advertising. Mobile can take an email list and send advertisements to them.
- Retargeting — This should be an evergreen effort for your business or organization. Once a potential customer visits the landing page, a business can continue to target them by sending advertisements for your business through other publishers.
- Dayparting — Reach consumers when they are most likely to buy by advertising to them at the opportune time. For a restaurant, this is likely just before the traditional lunch and dinner hours. Mobile offers narrower focusing on dayparting than traditional media. It’s one of mobile’s strongest targeting attributes.
Targeting People, Not Places
Bob Bentz is president of mobile-first digital agency Purplegator. He is also an adjunct at the University of Denver where he teaches the graduate level course in mobile marketing. His book RELEVANCE RAISES RESPONSE: How to Engage and Acquire with Mobile Marketing is the textbook for the class.