PPC Basics: Common Mistakes Fashion Brands Should Avoid
Are you struggling to get the most out of your pay-per-click (PPC) advertising efforts for your fashion brand? You’re not alone. Many brands have been working tirelessly to find the perfect formula, yet common pitfalls keep getting in the way. Inefficient PPC shenanigans can drain your budget faster than a one-day sale on your hottest item. That’s why it’s crucial to understand and avoid these common slip-ups if you want your digital marketing to pay back in dividends.
Before venturing further into the labyrinth of PPC management, you might want to explore some basics and industry-specific strategies. Runway trends alone won’t keep your brand alive in the fast-paced digital world. Here’s where Fashion Brands PPC strategies offer a lifeline. In this blog, we’re diving into the typical mistakes to dodge in order to make PPC a reliable ally for your fashion business.
Ignoring Mobile Users
If you’re ignoring mobile users, you’re leaving money on the table. By 2023, stats found that nearly half of e-commerce sales in the fashion world came from mobile devices. This trend only soared. What does this mean for your PPC strategy? Your ads should be optimised for mobile. Checking the performance of your mobile-specific ads and tailoring your message or offers to suit mobile users’ behaviours can make a substantial difference.
Using Default Settings
Relying on platform default settings might seem like the easy route, but they often aren’t tailored for fashion brands. For instance, automatically spreading your budget evenly across the day’s 24-hour cycle might not be the best use of your resources. Look back at your sales data to identify peak shopping times for your target audience, and adjust ad scheduling to maximise your budget during these hours.
Overlooking Negative Keywords
Negative keywords can become your secret weapon. Not long ago, fashion brands learned the hard way that failing to define these meant their ads were triggered by unrelated search queries. For instance, if you’re retailing high-end blazers, searches for “cheap blazers” could see your ad getting unnecessary clicks. Regularly update and evaluate your negative keyword lists to keep away such irrelevant traffic.
Poor Ad Copy & Dull Imagery
Your ad copy should be concise but compelling, just like a great tweet. No fluff, no filler. The last you want is for potential customers to scroll past your ad because the language doesn’t catch their eye. Your images and video content matter too. Make them pop! Good quality imagery that’s on-brand will retain attention longer. Think less catalogue and more street style shoots. Fashion is visual; make sure your ads reflect that.
Forgetting A/B Testing
Skipping A/B testing is an easily-made mistake that can be costly. Experimenting with different variations of your ads allows you to learn what truly resonates with your audience. A fashion brand that tried different styles, taglines, and colours in their ads found an unexpected tiger stripe design resonated most in late 2022. The lesson here? Test everything—timing was key in their success.
Misjudging Budget Allocation
Budget allocation can be a daunting beast but tackling it correctly is necessary to survive. Your competitors might be spending heaps, but that doesn’t mean you should too. Smart allocation based on product performance and your business goals is essential. For instance, when launching a new collection, consider pushing more budget towards it rather than spreading it evenly. Monitor your ROI to decide if more effort is required or if it’s best to pull back.
Neglecting Analytics
Relying on assumptions without data is like drawing sketchy outlines of a new design without accurate measurements. Analysing PPC performance metrics cannot be overstressed. In recent years, fashion retailers regularly checked their analytics to refine campaigns and were able to significantly stretch their PPC budget. Use these insights to learn what aspects of an ad work and what doesn’t.
In closing, it’s crucial to continually evaluate and learn from your PPC campaigns. Avoiding these common errors can save you precious pounds and drive your fashion brand towards greater heights. Remember, what worked yesterday may not work tomorrow, so stay agile and prepared to switch gears. Keep exploring, keep testing, and—most importantly—keep dressing your ads in their best.
For more hands-on guidance and expert strategies, visit PPC management for Fashion Brands. By investing in detailed, trend-sensitive PPC management, you can propel your brand to unprecedented visibility.
