Shopify Pay Per Click Advertising (PPC) Agency

The following is a transcript of the video by Jeff Finkelstein, founder of Customer Paradigm:

Hi, I’m Jeff Finkelstein. Founder of Customer Paradigm. If you need help with pay per click marketing, we’re here to help. I’d love to talk to you on the phone, and see what we can do to convert more of your site visitors into paying customers.

I’ve been working with Google Adwords and other Pay Per click campaigns since they started back in 2002. I’ve served as an expert witness in the largest federal trademark court case that revolved around Google Adwords – basically it was two companies badmouthing each other using Google Adwords. I’m not trying to toot my own horn too much, but the New York Times has called me a Web Guru, and my company in Boulder, Colorado has completed more than 12,600 web marketing and design projects since 2002. I’ve run eCommerce sites, and know how pay per click (used to be called cost per click) marketing can really make a difference.

For me, Pay per click marketing is amazing. What it allows you as a business owner to do is to connect to someone who has an urgent need for what you do.
You probably got to this page, or are watching this video after doing a quick Google search on Shopify Pay Per Click help, or something like that. So, it works.
What it allows businesses to do is micro target to people based on need, instead of bombarding an entire stadium full of people with your message. For example, if I go to a Broncos football game, there’s probably 30 people in the group of 75,000 fans in the stadium that might be a good fit for work with me.
It’s a huge waste of money and resources to try to advertise to all 75,000 using mass marketing. Yes, it’s great for the ego, but less effective than spending that money on a great PPC campaign.
Unfortunately, PPC marketing can be a great way to waste a ton of money if you don’t do it right. I know. I’ve made all of those mistakes in the past.
I’d love to connect with you and see how we can help you drive more paying customers to your Shopify site using PPC marketing.
My favorite part of the day is talking to Shopify site owners like you to discuss your digital marketing goals, and see if there’s anything I can recommend that may make your Shopify site or your brand more successful.
When it comes to PPC, there’s no ambiguity. At the end of the day, it all comes down to your ad budget, clickthroughs to the site, your quality score, and conversion rate.
My passion is helping businesses leverage the power of the Web to aggregate customers according to interest, and not geography. 12,600 projects later, I still love what we’re doing, and I love that the premise of the company – customer-centric thinking – is still just as valid and relevant today as it was back in 2002.

Back then (before Facebook, Twitter, YouTube, the iPhone, Amazon Prime, Gmail or Shopify), I saw that the companies that were succeeding online were the ones that were focused on the end customer experience.

The name of the company, Customer Paradigm, was based on the assumption that end customers increasingly have control over their purchasing experience. Buying online, interacting with people based on interest instead of geography – all of this was made possible by the Web.

In 2002, we helped businesses with three things: Acquiring new customers, retaining existing ones, and interacting with them online.
Today, the underlying goals are the same, but strategies and tactics are in many cases radically different.
But basically, we do three things for our customers. Help you acquire new customers, retain existing ones, and interact via the Web.
For Acquiring New Customers – we help through search engine optimization, Pay Per Click advertising, social media and more, we can help you reach your customer in an efficient way. We can help you reach people when they are searching for a solution to their problem, as well as use demographic and psychographic targeted to get your site’s products in front of your ideal customers.
Retaining Existing Customers. We can help you keep your existing customers engaged with your Shopify store, products and brand, using social media marketing, retention email and PPC retargeting advertising. The goal: you’ve spent a ton of time, money, blood sweat and tears getting people to your site. Let us help you stay in touch, and amortize the investment you made in customer acquisition and get these people back to your site as paying customers.

Finally – Interact via Shopify Site. We can help you increase the level of engagement for your Shopify site, including adding new design elements, more content, and producing compelling video and images for your Shopify store. Need a new design? Need help with product photography or an API integration? Our team of front end and back end developers can help.
Everything we do is transparent. We’re happy to tell you exactly what we’re doing to help boost site traffic to your site, and help engage them when they arrive. We’re happy to train you, too, if you’d like to learn how to do ongoing digital marketing for your Shopify site. There’s no secrets here. Just a lot of experience, propriety tools and a lot of knowledge based on past successes and past mistakes.

For a successful PPC marketing, there’s a few things to keep in mind:
– How competitive your space is. For example, personal injury lawyers have one of the most competitive spaces out there. Some of them are spending tens of thousands of dollars a month, or more, in ad spend. On the other hand, a successful case could net them hundreds of thousands of dollars or more. So from a cost per customer acquisition, it’s expensive, but the ROI is there.
– What you can afford for a cost per customer acquisition rate.
Do you have a good handle on what your current cost per customer acquisition is right now? It’s important to understand how this is calculated. If you’re advertising a keyword for your Shopify site, for example, and it costs you $5.00 per click, that’s where you start. Let’s say you have 100 people click through on your ad, at the rate of $5.00 per click. That means you just spent $500 to get 100 people to your site. If your conversion rate is 5%, then that means you got 5 new customers, for a rate of $100 per customer. That’s your customer acquisition rate.
If you’re selling something that’s a few thousand dollars, then a $100 customer acquisition rate is justifiable.
If you’re selling something at an average price point of $50, then you need customers to buy twice at $50 in order to just break even.
Depending on how competitive your space is, we can help you find long tail keywords that are a lot more affordable, so that we can keep your customer acquisition rate as low as possible.

– Quality Scores. Which leads me to say that if you want to have a lower cost per customer acquisition rate from your PPC campaigns, you need to make sure that the keywords, ad copy and your site – especially the landing page – is deemed high quality in the eyes of a search engine like Google.

What Google did many, many years ago was put in an interesting feedback loop. In the past, if you wanted to advertise your green octopus plus toy with an advertiser, you could put your ad in front of people, and a company like MSN would let you bid for a top spot.

Google came in and said, long term, we want our search results for ads to be as solid as possible for end users. So, they built in a feedback loop that accounts for the site in question. If your site is deemed relevant to the keywords you’re advertising, that’s something that you get rewarded for.

In essence, you can get a lower cost per click if your site is more relevant that a competitors. And that’s something that we can help with as well. We have proprietary tools that allow us to let you know what keywords your competitors are spending money on, and how much they are spending each month.

When it comes to pay per click marketing, small, tiny things can add up. I’ve run eCommerce sites in the past, as have many people on my team. I’ve helped hundreds of clients over the years optimize their sites to increase conversions.

Did you know that an increase of just 0.5% of your conversion rate can often dramatically increase your profit margin on the site. That’s where we can help, too.

There’s a ton of tips, tricks and strategies that I’ve seen over the years that make a big difference.

I can help you identify common mistakes to avoid.

For example, are you using the right negative keywords in your PPC advertising? That will help prevent the do it yourself crowd or job seekers or non-targeted traffic to see your ads.

That’s where we can help. Sometimes it’s small things, like how keywords, ad campaigns and landing pages are organized. Sometimes it comes down to the quality of images in a display campaign.

Sometimes it comes down to page load times, confusing content, or even the messaging around how fast you ship products out after someone places an order.

And then, if you’d like, we can use pay per click marketing data – those golden keywords that we know actually convert into purchase, and help you identify places to bolster your SEO content. So that eventually, you can wean yourself off of PPC and have a more balanced mix between organic SEO and pay per click.

So, let’s talk on the phone. We charge on an hourly or project basis, and we’re pretty affordable. In some cases, we can work with you on a performance basis, or on a percentage of ad spend or revenue. We won’t lock you into a long-term contracts, and we don’t mark up your ad spends.

Let me know – I can meet with you here in our office here in Boulder, Colorado, or over the phone – 303.473.4400.
Thanks! – Jeff

Not ready to talk yet? Not a problem. Here’s a little bit more about our process.

We relentlessly test our assumptions and overlay our customer-centric process to gain critical insight into your target customers.

Over the years, we’ve refined our Six Step Process for Pay Per Click for Shopify Merchants:

1. Customer Discovery / Brand Alignment & Competitive Research.

We’ll meet (on the phone or in person in Boulder, CO) to discuss your Shopify site, target audience, and customer profile.

We’ll want to know why your customers like buying from your Shopify storefront. We’ll explore what matters to them, including pricing, customization, eco-friendly matters, or if they love working with you because of your customer support, shipping.

We’ll delve into your backstory – why your company is in business to serve your customers. And use that positioning to help guide our digital marketing efforts.

Our goal is to explore why your customers buy from you, as well as evaluate your competitors in the marketplace. We’ll look at other sites, and examine how others in your space market and position themselves. And we can figure out how much your competitors are spending on PPC marketing, and even what keyword terms they are bidding on.

2. Site Audit & Recommendations for Your Shopify Site.

Before we spend ad budget sending prospective customers to your site, we want to make sure that your site can best convert them.

We’ll conduct an internal and external site audit to find any show-stopping issues that a search engine might have when indexing your site.

Search engines like Google crawls the pages of your Shopify website, checks for broken links, meta data, content issues, image and links issues, semantic structure and more.

Our site audit us insight to actionable areas where we can improve the performance and quality of your Shopify site.
And before we help you spend time and energy (and money) driving new and existing customers to your Shopify site, we want to make sure that the site is ready to catch them.

This will help us understand what campaigns are likely to need help from a quality score perspective.

We can identify any of the following issues that impact your bounce rate for your Shopify site, and fix them quickly.

3. Shopify Site Changes / Design Updates.

Once we identify areas for improvement we’ll work with you and your team to update the site so that it’s ready to drive traffic and convert people into paying customers.

Again, our digital marketing process for Shopify store owners is transparent. We’ll tell you what needs to be done, and we’re happy to do some (or all) of the work for you and/or train you and your team on best practices for digital marketing.

We have a full team of front end designers, content writers and backend programmers that can help take your Shopify site to the next level.

4. Demand Generation for your Shopify Site, including Pay Per Click Advertising

Once the Shopify site is ready to “catch” visitors, our team will work with you to drive more targeted traffic to the site.

This is often a combination of PPC (Pay Per Click) marketing and Social Media adverting and outreach.

We’ll build a strategy to help you achieve success. And again, we’re transparent.

We’ll tell you what we’re going to do, and you’ll have full access to the Google pay per click metrics and dashboard. As well as other PPC systems, too, like Bing, Facebook, and others. We’re happy to work with you collaboratively on your Shopify site, so that we can help you achieve success.

If you have an existing PPC account for your Shopify site, we can evaluate and advise on what is working, how to improve, and what next steps to take to optimize your PPC campaigns. Once you’re ready to move forward, we manage all the elements of your PPC campaigns in conjunction with your SEO strategy.

There’s two ways we can work with you to help drive targeted customers:

First, when people are searching for a specific need, we can make sure your ads are right there. One of our clients in a auto-repair / transmission repair company. If an end user is on their phone, and searching for “transmission repair near me” that’s a keyword that is worth quite a bit of money to our client. We’re matching the client with the ad, right at their key moment of need.

Second, you can use PPC campaigns as more of a branding platform. So if people are searching for your company name, for example, you can make sure that your site shows up… especially if there are other similar players out there. We have a client that is a law firm, with the name of the firm based on the two last names of the partners. Unfortunately, there’s also a plumbing company in another part of the US that has those two same last names, but reversed. In case someone in the Denver geographic area searches, we can make sure that our client’s law firm shows up properly.

Third, you can use PPC campaigns as a way to get your message in front of the right demographic / psychographic audience. For example, if you’re selling spots at a youth summer campaign focused on theatre, we can help you create a series of PPC campaigns that will put your company in front of the right target audience. We can use existing customers as a guideline, and test our assumptions. For the camp audience, it’s likely to be moms between the age of 35-50, who are married, own their own home, in a middle to higher income bracket, have kids and show an interest in theatre.

As crazy as that seems, we can help you get your message in front of that group of people. Getting back to that Broncos game example, instead of blasting out a message to all 75,000 fans in the stadium – which is probably way too expensive anyway. And will annoy most of the 75,000, we can help you get in front of them at a fraction of the cost.

Which reminds me. PPC is amazing, but it can be expensive. Long-term, you need to also create good content for your site, so that you can rank organically for your search terms.

And in this case, a good PPC campaign can be an amazing place to start. We can help you identify the gold keywords – keywords that we know convert – and help you build an organic SEO strategy.

5. Retention Marketing for Shopify Sites.

Once you’ve spent blood, sweat and tears to get great clients to make a purchase from your Shopify site, we can help you reach back out to past customers and prospects to get them to purchase again.

That’s where PPC retargeting campaigns – pay per click – can re-engage with people who have visited your site, but not actually made a purchase. We can do this for all of your site visitors, or micro-target this just to people who have visited a specific product page. Remember – this is not just for people who clicked on an ad. This is to reach out to end users who have visited the site, and then are on a different site – such as a news site. You remarketing ads can show up and follow your end users around. Making you seem like you have a national advertising campaign.

6. Measurement, Tracking and Results.

You can only control what you measure. We will work with you to review what’s working, what’s not, and what changes we need to make to better drive more sales through pay per click marketing to your Shopify site.

You’ll work with a dedicated project manager, who will be able to answer any questions about your account.
We’re transparent. So what we see, you see. We won’t hide behind secret formulas. The only formula that works for your Shopify site is the one that best engages with your customers.

For more information, or a free Web marketing strategy review, please call us at 303.473.4400

Okay… I think I’ve talked now for quite a while. I hope the passion that I have for helping Shopify owners with PPC and digital marketing has come through. I’d love to help. Let’s talk! My phone # is 303.473.4400 or contact us through our site – www.CustomerParadigm.com.

Thanks for watching. I’m Jeff Finkelstein, founder of Customer Paradigm. I do love this stuff. Thanks!