Paid Social Ads Playbook for Liquor Brands Pt. 1

Why is investing in paid advertising crucial for brands? Primarily, it stands as the leading method for businesses to foster growth and generate revenue. Conversely, improper execution can also lead to significant financial losses.

It's essential to recognize that paid advertising isn't the sole avenue for business expansion. Before diving into paid campaigns, brands should engage their initial customer base through organic methods such as word-of-mouth, earned media, and direct engagement. This approach allows businesses to grasp their audience's motivations and preferences, laying a solid foundation for successful paid advertising strategies. From there, it’s much easier to make ad creative that you know will resonate with your audience. It’s easier to make visuals and messaging much more clear in a static ad or in a video script.

Key Metrics to Monitor

In managing advertising efforts, especially within Facebook's Business Manager, the following metrics are paramount:

• Cost per Mille (CPM) or the expense incurred per thousand impressions
• Click-Through Rate (CTR)
• Cost Per Click (CPC)
• Cost Per View (CPV)
• Cost Per Add to Cart (CPATC)
• Cost per Acquisition or Lead (CPA/CPL)
• Customer Acquisition Cost (CAC)
• Return on Ad Spend (ROAS)
• Profitable Return on Ad Spend (PRoAS)
• Media Efficiency Ratio (MER)
  
  

While other indicators might also be relevant, focusing on these metrics provides insights into potential funnel bottlenecks.

For example, a low CTR suggests issues with ad messaging or creativity. A bottleneck at the Add to Cart (ATC) stage indicates a less compelling offer. If customers hesitate at the Checkout phase, the benefits of the product may not be communicated effectively.

Essential Elements of Paid Media Success

Dispelling the myth that numerous software tools and complex strategies are necessary, effective paid media hinges on.

The Hook

Capturing interest through compelling angles.

Your Hook acts as the magnet to spark interest.

For a liquor brand introducing a new color-changing vodka that transforms with temperature, simply highlighting its unique feature may not fully capture the imagination.

However, marketing it as “Unveil the spectacle in every pour — the vodka that dances with temperature” could spark intrigue and draw enthusiasts eager to experience innovation in their glass.

The approach is often the overlooked secret sauce in ads. Established brands might skip this due to their existing market presence, but for newcomers, a unique approach is vital for capturing attention and carving out market space.

Target Audience

Precise targeting based on channel, interests, and the specific problems the product addresses.

This term refers to the specific group you aim to reach, including the platforms they frequent and their unique interests or behaviors. It's all about pinpointing and addressing a unique need they have, in line with your approach.

Creative Execution

The artistry of ad copy, design succinctness, and engaging content.

This element is the art of crafting your ad’s message, the succinctness of its design, and the skill of delivering the punchline in an engaging manner. The essentials of a compelling hook, addressing the problem promptly, showcasing the product soon after, followed by a call-to-action, are crucial. Yet, the ultimate test is whether your content stands out even without the ad spend. Failing this means starting at a disadvantage.

At this juncture, your goal is to build trust enough to earn a click. Remember, people turn to social media and television for entertainment, not ads.

User Experience

Optimizing the post-click experience through targeted landing pages rather than generic home or product pages.

This refers to what happens post-click. Typically, users might land on a homepage or product page, which are not always the best for converting traffic. Utilizing an approach that hooks and earns the click should lead them to a landing page that continues the narrative. For instance, a click on the sea moss cream ad should lead to a page that keeps discussing the benefits of itch-free skin.

A Product Detail Page (PDP) generally begins with selling the product, possibly offering more in-depth information. However, a challenge with PDPs is the lack of flexibility to tailor the product presentation to different visitor segments.

On a landing page, even a simple design focused on a hero product gives you the flexibility to adjust the narrative and visuals to meet the expectations and needs of incoming traffic.

The landing page should clarify:

• The product’s nature
• Its purpose
• The benefits to the consumer
• Comparison with alternatives
• Delivery timelines if ordered immediately

The Proposition

Tailoring offers and merchandising to entice new customers effectively.

Generally, this is a promotional offer that you’re presenting to entice new customers. While some brands may not need to offer discounts due to subscription incentives, others, especially in consumable sectors, might introduce trials. For instance, offering samples of snacks, beverages, or fragrances can help consumers decide their favorite, encouraging repeat purchases.

Practical Tips

If your click-through rate falls below 2%, it's a clear indicator that your ad creative needs improvement.

A Cost per 1000 Impressions (CPM) exceeding $20 indicates a deficiency in creative appeal. While higher-value products may justify elevated CPMs, compelling creative work often leads to lower advertising costs.

To avoid oversaturating your market, a daily advertising spend of up to $1,000 for every million individuals in your target audience is recommended. Thus, for an audience of 20 million, allocating $20,000 daily is appropriate.

If your advertising budget is under $100,000 per month, focus your initial efforts on Meta platforms, then consider expanding to other platforms.

With advertising expenditures of $500,000 a month, it's advisable to explore television advertising to enhance the effectiveness of your lower-funnel marketing strategies.

Adding branded search campaigns as an additional marketing channel is crucial, especially when extensive reach on Meta prompts consumers to look up your product on Google. This necessitates bidding on your brand and product names.

Manage comments diligently for ad spends between $1,000 to $20,000 daily. Tackle negative feedback in a structured manner by first hiding, then blocking, and if necessary, deleting such comments.

Actively engage with all comments on your ads. This practice not only builds a sense of community but also improves the efficiency and longevity of your advertising efforts by fostering positive interactions.