As an ecommerce brand it is important to acknowledge that your customer is no longer confined to a single ad platform. Delivering a digital strategy across multiple ad platforms has never been so important in making impact across a buyers journey. This is a strategy we refer to as ‘omni-channel’ marketing and it’s causing a significant shift in how consumers engage and convert.
Having rolled our Snapchat, TikTok and Pinterest advertising into some clients marketing mix earlier this year, the results have been quite remarkable.
Here’s what we have learnt.
Costs on these platforms are up 5x cheaper than Facebook or Google. Not only are we seeing CPMs below $2, but CPC’s are the cheapest we have seen in some time. Reduced CPMs and CPCs across many accounts that receive high traffic costs on Facebook. This can happen on FB for a number of reasons including: small target audience, competitiveness in the market or a product sector which FB charges higher CPMs for (supplements, food and drink, skincare etc.) For example, one client has seen a reduction on CPC from $3.50 to $0.68 by diversifying spend across Tik Tok and Snapchat
Targeting is broad, however it’s equally as effective. We were surprised to learn that these channels are not just for Gen Z, but millennials too. One client has been able to scale their ad spend and reach new audiences, while driving sales with a Female 35+ audience on Snapchat.
Diversifying your spend across digital ad platforms is not only the most efficient way to vertically scale your budget, and reach new audiences, but it is becoming more essential as Facebook begins to tackle the iOS14 update (read more here).
Putting your product and brand in front of more eyeballs across new audiences and sectors not only delivers extended reach but allows for additional data capture that can be built into high value retargeting audiences.
If you’re looking to reduce your acquisition costs and extend your brand reach, get in touch with our team. We would be happy to discuss these learnings in more detail.
