As social media channels continue to develop their digital advertising platforms, boutique brands are gaining access to powerful tools traditionally limited to big business. Here, we look at two of the best.
With 75% of all global searches conducted on Google, the advertising potential of the world’s favourite search engine is staggering. A well-designed AdWords advertisement could lead to a significant increase in traffic, leads and sales.
That said, coming to grips with Google’s online advertising platform takes some time. Those who use the Keyword Planner for SEO research have a distinct advantage, but running a profitable pay-per-click (PPC) campaign will require some serious research for most boutique brand owners.
Advantages of AdWords
Google is a whiz at collecting data, so it should come as no surprise that you can track almost any aspect of your campaign. It can get a little confusing if you’re new to the platform, which is why we recommend focusing on three key measures:
- Click Through Rate (CTR): Divide clicks by impressions to get a measure of how well your advertising content is working, and whether people are interested enough to click on it.
- Conversion Rate: Divide clicks by conversions to find how many of the people who follow your advertisement end up making a purchase. This is a key metric for determining how much you should spend per click.
- Cost per Click (CPC): This is your total cash outlay for each click made. Simply divide the dollars you spend by the number of clicks your advertisement received to find it.
If this all sounds a bit complicated and you’re not sure where to start, then check out our content marketing packages and let the experts at Mindspin set up, write and manage your campaign for you.
While PPC provides exposure to a wide array of motivated buyers, social media advertising offers the opportunity to target a very small demographic.
Facebook Advertising is one of the best platforms there is for this. It represents a great way to introduce your premium brand to warm leads.
Advantages of Facebook Advertising
Facebook advertising comes into its own targeting specific demographics. There are a number of tools on the platform that are invaluable for this:
Lookalike audiences: Use the likes and interests of people on your current mailing list to find and target similar users.
Targeted Individuals: If your knowledge is more advanced and you’re familiar with the pixel feature (a tracking device), you can choose to advertise to just those users who have had specific interactions with your brand — i.e., people who have downloaded your app or who have visited your site recently.
Connections: One of the best ways to narrow your reach is to display your advertisement to friends of people who have already liked your page. The advertisements include a “person x and y like this page” notification, which adds instant appeal and social proof to your advertising efforts.
Paid online advertising can introduce your brand to an entirely new audience. With the power to drive traffic to your website, enhance brand awareness and increase conversions, AdWords and Facebook advertising platforms both offer significant SEO and digital marketing benefits.
Used together, these channels offer huge advantages to boutique and premium brands. Contact Mindspin today and discover the difference an effective cross-channel advertising campaign can make to your business.