On the advertising side, we at Türk SEM keep working on “store” advertising. We can turn your physical store into the most visited store in its own location. Advertising is certainly not a flat road with one correct route running through it. Physical retail and online retail are in no way separate and independent of each other. Quite the opposite: success online feeds straight into the success of the physical store and the visits it gets. What this calls for is not a simple advertising model; it is a complicated system of systems that requires every alternative to be put to work.
In advertising that works, coincidence and luck count for zero.
Social Media Advertising and Your Physical Store
Facebook comes first here; it is one of the advertising channels where the audience is unusually easy to see. Customizing your audience and advertising to it produces good results and makes reaching your first tier of customers easier. Facebook, like Google and the other ad systems, hands you automated setups that get you spending at the highest budgets. Which is why the “Boost” style advertising offered inside the site itself runs about 50% weaker in quality of return. That is what makes working with an agency the sensible route.
Facebook and Instagram are where the audience shows itself most plainly, and where you can even see the exact size of that audience. That earns them an important place in a combined “physical store + online store” advertising setup. But; this is work that has to be run from start to finish by a professional advertiser.
You open with CPA, teach Facebook exactly where your audience intersects, and then carry the same system on with CPS. Within the customization you have set, the best fitting audience has to be picked out by Facebook itself. Facebook and Google part ways at a few points here. Facebook makes many of the fine adjustments on the ad by itself, while Google gives you the right to reach into nearly all of them.
Facebook Ads Got 19 Times More Expensive in 4 Years
Facebook advertising, where placing an ad has come down to a couple of clicks, arrived with ready made ad packages built to make you spend more, and its unit costs are now 19 times what they were 4 years ago. That climb holds, of course, where the audience is a working one that can afford a product at a high price. In ads aimed at the 18-30 bracket, we can say the rise has stayed more partial.
Facebook is never a starting point for your physical store to reach new customers, and on its own it is certainly not enough. There are far better suited advertising models to run your promotion through. Advertising is the product of a whole, and it carries a harmony inside it. To begin with, serious academic research puts Facebook + Instagram at an 18% slice of internet commerce. The figure moves from sector to sector, but the general average sits there.
In Facebook advertising the audience has to be pinned down clearly first, and the ad best suited to that audience built afterwards. Plenty of advertisers go through the audience definition step only after the ad is already prepared. That is not the right order.
What YouTube Does for Physical Store Advertising
YouTube, being built on video, carries taking in and handing out information in its nature. Facebook and Instagram are centered on interaction; YouTube is centered on absorbing information. Facebook alone, or YouTube alone, is not enough. In this harmony each of them has a job to do. Once you have used the Pixel to define the common set of your audience for Facebook’s AI system, you have to show that audience your presence in a systematic way. On YouTube it works differently. Its users resemble the same crowd, and they still diverge from it considerably. The exact shape of that divergence is where we start.
To advertise on YouTube, get in touch with our agency.
On the road from physical store advertising to becoming a brand, being seen carries serious weight. You will need to reach the brand identity you hold in the minds of everyone across your own geography. For that, YouTube sits in first place. Success is the product of consistency, and only the companies that keep moving toward their targets consistently stay successful. However large your audience happens to be. You have to put your ads in front of that audience over and over, in a way that starts fresh each time.
Whether that audience is 500 thousand or 5 thousand. You have to keep coming in front of them with ads on a set pattern and a set schedule. The road to a brand fanatic runs through what sits in people’s minds. YouTube, content marketing, social media posts, SEO and the other advertising derivatives are the material that lets you create the brand fanatic customer, and nothing else will.
YouTube’s presence here is a delicate thing. A good ad that moves people supports the whole process strongly.
The Most Important Stop: Google
Like the headline act taking the stage last, we saved the heart of it for the end. Google is really a subject that breaks into 5 stages, each one able to fill a book of its own. But; it has to be said at the outset that it is the right place to begin. In the Visitor > Engaged Visit > and finally Customer progression, this is where the first test groups get drawn from.
Say you have decided to invest in a business. You want to see every component of that sector inside 10 days. From there we can work out the investment amount, the company targeting and whether the investment holds up. So first you brought 100 visitors (users with a 100% chance of becoming your customer) to your site or to the page where your products are listed. I am assuming your products are acceptable in their features, their price and their complaint to satisfaction ratio. Once we have brought 100 users to the site across 10 days, some clear mathematical figures have to come out of it.
At the end of roughly 50 different measurement charts, whether that line of business is worth investing in online becomes clear. The main aim here, measuring what online success does to physical retail, runs on a different calculation system.
