PPC for Luxury Brands

Luxury brands and the products they sell are unique — and their marketing campaigns should be too. Pay-per-click (PPC) advertising is an enormously effective marketing strategy luxury brands should take advantage of.

PPC ads mean a company pays for the targeted visits to its website or product pages. As the name suggests, companies pay for every click their ad receives. When a PPC campaign is well-executed, the cost per click on that ad should be negligible since the user will ideally convert by purchasing a product or service.

What’s different about marketing for luxury brands?

If you own a luxury brand, you want to stand apart from other businesses by your exclusivity. For many companies, this exclusivity pertains to a certain price point, which means the products they sell are not necessarily accessible to the average consumer.

Exclusivity for luxury brands may also pertain to scarcity. Some companies create extremely limited product releases, so only a handful of individuals receive that product. Think of a classic car — if there were as many 1965 Aston Martin DB5s as there are Ford Explorers, they would be less desirable of a classic car.

Marketing for luxury brands is unique because many of these companies do not target the average consumer. Looking to maintain your branding, your luxury company may seek to maintain a certain level of sophistication and exclusivity in its marketing.

Targeting PPC for luxury buyers

Buyers of luxury brands are important to keep in mind whenconstructing your PPC campaign. Most consumers who purchase luxury items tend to seek them out because they are exclusive, high-quality, and limited in quantity.

Sim卡ilar to the classic car example above, a mass-produced handbag has less perceived value than one handcrafted by a company known for quality and craftsmanship. Buyers recognize this distinction, making it an optimal point to target in PPC campaigns.

Today, luxury consumers tend to be younger than they were before, representing a unique challenge for luxury brands to shift their marketing focus. PPC ads might center more on social media sites in the future, and search engine advertising will also shift to target this younger demographic.

Benefits of PPC for luxury brands

In the past, luxury brands tended to focus on offline marketing efforts, even as digital marketing was growing in popularity. However, online revenue shares for luxury brands are growing, accounting for aprojected 25% of the global marketby 2025.

There are many benefits luxury brands can glean from using PPC:

1. It’s measurable and trackable: Since you pay for every click, you want to track your PPC campaign’s success. Tools like thoseprovided through Google Adslet you track and measure your PPC ads so you can optimize them for the best results.
2. You can see results quickly: While othersearch engine optimization(SEO) efforts tend to take considerable time to develop and realize, PPC ads let you see results quickly.
3. There’s plenty of flexibility: On top of enormous budget flexibility, you can also take advantage of a wide range of campaign options. You can scale up if you see positive results or scale back on your spending if you want to shift focus. You can also halt spending immediately, which isn’t possible with other types of advertising.
4. It works well with other marketing efforts: Other strategies like content marketing and SEO work well with PPC campaigns. PPC ads can also be a great avenue for remarketing, or targeting users who have already interacted with your brand.
5. You can cast a wide net: PPC is a great marketing tool for targeting users outside your typical audience pool. Since the face of luxury brands is changing rapidly, casting a wide net with PPC ads is an enormously effective strategy.

PPC strategies luxury brands can adopt in 2023 and beyond

If you want to take advantage of all the benefits of PPC ads for luxury brands, consider the following strategies to adopt in your future campaigns:

Advertise on multiple platforms

While Google Ads is a popular and effective platform for PPC ads, luxury brands can benefit most from using multiple platforms. Social media networks are a great avenue to reach younger audiences — because of its visual nature,Instagram is a popular platform佛r advertising luxury clothing and accessories.

Take advantage of remarketing opportunities

Just one remarketing campaign increase conversion rates byas much as 161%. You can use Google Analytics with your Google Ads account to create PPC campaigns that retarget users that have already interacted with your website or previous PPC ads.

Create mobile-friendly landing pages

Most internet traffic goes through mobile devices these days, meaning mobile-friendly landing pages are more important than ever. Many companies forget to optimize for mobile when creating landing pages for their PPC content, missing out on valuable benefits. A landing page optimized for mobile will help ensure users have the best experience when they click on a PPC ad.

Use compelling copy and images

To incite users to click on your PPC ads, you need to construct compelling copy that draws them in. Stylistic images are also important visual elements that can convey the type of manicured or exclusive image your luxury brand represents. Things like typos and grammatical errors are a big red flag for consumers, but they also look for things like a distinct brand voice and image that conveys who you are.

PPC ads for luxury brands from WebFX

Are you a luxury brand looking to increase your digital marketing reach with PPC ads? The expert strategists at WebFX can work with you to construct effective, compelling PPC ads. We can also help you with your other digital marketing efforts to complement your PPC campaign, like SEO,content marketing, and social media advertising.

For more information on how we can help you increase conversions and expand your reach as a luxury brand,contact our team for a proposal today!