Fashion Advertising for Fashion Brands:
As of 2020, 69% of Americans have shopped online on at least one occasion. And 59% of these shoppers bought clothing items, a fact that should excite any fashion and apparel business owner. For small fashion companies attempting to compete with big-name brands, there are some things to consider when first putting together a fashion advertising campaign.
Because people have an overwhelming amount of choices when it comes to shopping for clothing, advertising costs are a major consideration. On average, you will pay about $1.50 – $2.00 for a fashion specific keyword. Utilizing clothing ads on social media platforms, especially Facebook, can effectively reach target audiences, enhance brand awareness, and drive sales through engaging visual content and precise targeting capabilities. Given an average conversion rate of 2%, meaning that 2 out of every 100 people who visit your site will buy a product from you, you’ll pay an estimated $75 – $100 to acquire a new customer.
Ready to explore fashion advertising strategies to best first your business? Jump over to our fashion and apparel SEO page or read on to see examples of fashion Google ads, Facebook ads, learn about costs, and explore keywords to target for SEO.
Fashion advertising policies
It is important to be aware of the Personalized Advertising Policies that are explicitly listed by Google. Clear restrictions about advertising to minors, people of a certain sexual orientation, or religious groups are outlined and need to be followed under all circumstances.
There are also clear details surrounding Google’s Shopping Ad policies that are specific to fashion ads. There is no room for controversial fashion ads on Google. Not abiding by these rules and regulations can lead to Google removing your ads altogether, ultimately hurting your business’s health. Correctly implementing the Facebook pixel for tracking user behavior and optimizing ad performance is also crucial for increasing return on ad spend (ROAS) and overall brand growth through targeted advertising strategies.
Examples of Fashion Google Ads
Google Ads are widely popular within the fashion and apparel industry because it puts items in front of people at the exact moment when they want that product most. If someone searches for “hot pink high heels,” and an ad comes up for a company selling hot pink high heels, the chances for that person to turn that search into a transaction are high.
Here are a few examples of fashion ads on Google and why they work:
Why it works: “women’s dresses” is a rather vague search phrase, but this ad does a good job of having links for two kinds of dress styles that someone might be looking for: casual and party dresses. This eliminates the need to do an additional search for the kind of dresses this person is looking for once they get to the website.
Why it works: Any time you can advertise a sale, do it! Besides helping lure a consumer’s attention, deals and coupons play a large role in what consumers decide to buy. Surveys have found that nearly three-fourths (74%) of Americans say offers are the top factor when deciding where and what to buy online.
Why it works: The first link that catches people’s attention is the “Store Locator” button on the bottom far left. While getting an online sale is the goal, having a customer come in and try something on before purchasing results in the same outcome. Letting customers know where you are located is always a wise idea!
Why Fashion Brands Should Invest in Facebook Ad Campaigns
Investing in Facebook ad campaigns is a crucial step for fashion brands within the competitive fashion industry looking to increase their online presence, drive sales, and establish their brand identity. With over 3 billion monthly active users, Facebook offers a vast and diverse audience for fashion brands to target. This platform provides an unparalleled opportunity to reach potential customers where they spend a significant amount of their time.
Facebook ad campaigns offer a range of benefits for fashion brands, including:
- Increased Brand Awareness and Reach: By leveraging Facebook’s extensive user base, fashion brands can significantly boost their visibility and reach a broader audience.
- Targeted Advertising: Facebook’s advanced targeting options allow brands to tailor their ads to specific demographics, interests, and behaviors, ensuring that their message reaches the most relevant audience.
- Measurable ROI: With detailed analytics and tracking tools, brands can measure the performance of their ads and calculate their return on investment (ROI) accurately.
- Retargeting Capabilities: Facebook allows brands to retarget users who have previously interacted with their content, increasing the chances of conversion.
- Diverse Ad Formats: From image and video ads to carousel and collection ads, Facebook offers a variety of ad formats to showcase products in engaging ways.
By investing in Facebook ad campaigns, fashion brands can stay ahead of the competition, increase their online presence, and drive sales.
Optimizing Ad Targeting and Budget
Optimizing ad targeting and budget is crucial for ensuring that fashion Facebook ads reach the right audience and drive sales. Here are some tips for optimizing ad targeting and budget:
- Advanced Targeting Options: Use Facebook’s targeting options to reach specific demographics, interests, and behaviors. This ensures your ads are seen by people most likely to be interested in your products.
- Lookalike Audiences: Use lookalike audiences to target users who are similar to your existing customers. This can help you reach new potential customers who share characteristics with your current audience.
- Retargeting Ads: Implement retargeting ads to target users who have previously interacted with your brand. This keeps your brand top-of-mind and encourages users to complete their purchase.
- Clothing Brands: Clothing brands can effectively utilize custom audiences and social proof to enhance brand visibility and conversion rates.
- Budget Alignment: Set a budget that aligns with your marketing goals and objectives. Monitor your ad spend and adjust as needed to maximize ROI.
How much do fashion and apparel keywords cost on Google?
Here are 10 average keywords relating to fashion and apparel on Google (and their average cost per click):
- Custom T shirts – $5.00/ click
- Cocktail dresses – $1.30/ click
- Silk blouse – $2.00/ click
- Summer dresses – $1.40/ click
- High heels – $1.20/ click
- Mens suit – $1.70/ click
- Skinny jeans – $2.00/ click
- Denim jacket – $1.60/ click
- Dress shirt – $2.50/ click
- T shirt – $3.00/ click
While most of these keywords are under $5, keep in mind that this is the price you will pay every time someone clicks on your Google Ad. This doesn’t guarantee the visitor will purchase anything on your site either.
Creating Effective Fashion Facebook Ads
Creating effective fashion Facebook ads requires a combination of compelling ad creative, optimized ad targeting, and a well-planned budget. Here are some tips for creating effective fashion Facebook ads:
- Use high-quality images and videos to showcase your products.
- Utilize ‘photo ads’ to specifically filter and identify effective clothing advertisements on Facebook, focusing on engagement metrics such as reactions and comments to inform your own ad creation process.
- Write clear and concise ad copy that highlights the unique features and benefits of your products.
- Include a strong call-to-action (CTA) to encourage users to take the desired action, such as visiting your website or making a purchase.
- Test different ad formats and placements to see what works best for your audience.
Crafting Compelling Ad Creative
Compelling ad creative is essential for grabbing the attention of potential customers and driving sales. Here are some tips for crafting compelling ad creative:
- High-Quality Visuals: Use high-quality images or videos that showcase the product in a lifestyle setting. This helps potential customers visualize how the product fits into their lives.
- Clear and Concise Language: Use clear and concise language that communicates the value proposition of the product. Highlight key features and benefits that set your product apart.
- Eye-Catching Headlines: Use eye-catching headlines and descriptions that grab the attention of potential customers. Make sure your headline is relevant and enticing.
- Social Proof: Incorporate social proof, such as customer testimonials or reviews, to build trust and credibility. Seeing positive feedback from other customers can significantly influence purchasing decisions.
Additionally, evaluating the effectiveness of a Facebook clothing ad is crucial. Check for elements like the ‘Sponsored’ label and brand reviews to ensure legitimacy and effectiveness.
Examples of Facebook Ad Campaigns for Fashion
Facebook has 2.60 billion active users a month. This massive audience is hard for marketers of any industry to ignore. Utilizing advertising features to create Facebook clothing ads is a great way for fashion brands to share their products with the masses and build their brand identity.
Various examples of fashion campaigns demonstrate successful branding and marketing strategies in the fashion industry, showcasing the impact and creativity involved.
Here are a few examples of fashion ads on Facebook and why they work!
Why it works: The vast majority of people shopping for clothing are looking to get a deal. They want high-quality apparel at an affordable price. This Facebook ad appeals to the masses with the phrase, “… at amazingly low prices.” With enticing verbiage like that coupled with an easy “Shop Now” call to action, this ad seems like it would be very effective.
DPA Facebook ads retargeting is also highly effective in driving substantial results for fashion brands. These ads can remind users of abandoned visits and strategically offer discounts to entice purchases, utilizing features like dynamic product displays and carousel ads to enhance engagement.
Why it works: To put it simply, any time the word “free” appears in an ad, it usually gets people’s attention. Making “free shipping” the focal point of this ad was a great strategy.
Why it works: The pink cami being worn in the Facebook ad is priced below the picture with a button to go right to that product page. This eliminates people having to search for an item they saw in an ad on the website, leading to a higher chance of purchasing the item.
Why it works: The vast majority of people shopping for clothing are looking to get a deal. They want high-quality apparel at an affordable price. This Facebook ad appeals to the masses with the phrase, “… at amazingly low prices.” With enticing verbiage like that coupled with an easy “Shop Now” call to action, this ad seems like it would be very effective.
Scaling Fashion Facebook Ads
Scaling fashion Facebook ads requires a combination of leveraging user-generated content, optimizing ad targeting and budget, and using Facebook’s advanced ad features. Here are some tips for scaling fashion Facebook ads:
Leveraging User-Generated Content
User-generated content (UGC) is a powerful way to showcase products in a lifestyle setting and build trust and credibility with potential customers. Here are some tips for leveraging UGC in fashion Facebook ads:
- Encourage Customer Participation: Encourage customers to share photos or videos of themselves wearing or using your products. This not only provides you with authentic content but also engages your community.
- Incorporate UGC in Ad Creative: Use UGC in your ad creative to showcase the product in real-life settings. This helps potential customers see how the product looks and feels in everyday use.
- Build Trust and Credibility: Use UGC to build trust and credibility with potential customers. Authentic content from real users can be more persuasive than traditional advertising.
- Utilize Facebook’s UGC Features: Take advantage of Facebook’s UGC features, such as customer testimonials and reviews, to highlight positive feedback in your ads.
By leveraging user-generated content and optimizing your ad targeting and budget, you can effectively scale your fashion Facebook ads and drive greater engagement and sales.
Collaborating with Influencers for Wider Exposure
Collaborating with influencers is a powerful strategy for fashion brands looking to expand their reach and increase brand awareness. Influencers, with their large and engaged followings on social media platforms, can help you tap into new audiences and showcase your products in an authentic and relatable way.
When considering influencer collaborations, it’s essential to choose influencers who align with your brand values and target audience. This alignment ensures that the influencer’s followers are more likely to be interested in your products. You can use influencer marketing platforms or social media listening tools to identify influencers who are relevant to your fashion brand.
Once you’ve identified potential influencers, reach out to them with a collaboration proposal. This could involve sending them free products, offering a commission for each sale made through their unique referral link, or paying a flat fee for promoting your brand. Clear communication is key—provide influencers with high-quality product images, detailed product information, and specific messaging or hashtags to use.
By collaborating with influencers, you can significantly increase your brand’s visibility, drive traffic to your online store, and ultimately boost sales. Influencers’ authentic endorsements can build trust and credibility, making their followers more likely to become your customers.
Measuring Success with Facebook Ads
Measuring the success of your Facebook ads is crucial for understanding their effectiveness and making data-driven decisions to optimize your campaigns. Facebook provides a range of metrics to help you gauge the performance of your ads, including:
- Reach: The number of people who viewed your ad.
- Impressions: The number of times your ad was displayed.
- Click-through rate (CTR): The percentage of people who clicked on your ad.
- Conversion rate: The percentage of people who completed a desired action, such as making a purchase.
- Return on ad spend (ROAS): The revenue generated by your ad campaign is divided by the cost of the ad spend.
To measure the success of your Facebook ads, utilize Facebook’s built-in analytics tools, such as Facebook Insights and Facebook Ads Manager. These tools provide detailed metrics and insights into your ad performance, allowing you to track your progress and make necessary adjustments to your campaigns.
In addition to Facebook’s analytics tools, third-party tools like Google Analytics can also be used to track the performance of your Facebook ads. These tools help measure the impact of your ads on website traffic and sales, providing a comprehensive view of your campaign’s effectiveness.
Tracking and Analytics Are Simple
Tracking and analytics are essential components of any successful Facebook ad campaign. By monitoring your ad performance and analyzing the data, you can gain valuable insights into what’s working and what’s not, enabling you to make data-driven decisions to optimize your campaigns.
Facebook offers a range of tracking and analytics tools to help you measure the success of your ads:
- Facebook Pixel: A piece of code that you can add to your website to track conversions and retarget users who have visited your site. This tool is crucial for understanding user behavior and optimizing your ad spend.
- Facebook Ads Manager: A comprehensive platform that allows you to create, manage, and track your Facebook ad campaigns. It provides detailed metrics and insights, helping you monitor your ad performance in real time.
- Facebook Insights: A tool that offers in-depth metrics and insights into your ad performance, including reach, engagement, and conversion rates.
By leveraging these tools, you can effectively track your ad performance, measure the success of your campaigns, and make data-driven adjustments to optimize your results. This approach ensures that your Facebook ad campaigns are cost-effective and deliver the best possible return on investment.
Why it works: To put it simply, any time the word “free” appears in an ad, it usually gets people’s attention. Making “free shipping” the focal point of this ad was a great strategy.
Why it works: The pink cami being worn in the Facebook ad is priced below the picture with a button to go right to that product page. This eliminates people having to search for an item they saw in an ad on the website, leading to a higher chance of purchasing the item.
Fashion and Apparel Advertising Alternative: SEO (Search Engine Optimization)
So how does a small fashion and apparel company compete in the competitive world of advertising? The answer is SEO.
SEO drives traffic to your site by optimizing content to be discovered through a search engine’s organic search results and can be broken down into three parts: Clicks, Costs, and Conversions.
An estimated 90% of clicks for a search related to “clothing near me” go to only organic search results while 10% go to paid ads.
Source: Ahrefs
Nordstrom spent 299 million U.S. dollars in advertising worldwide in 2019.While paid ads on Google and Facebook are not overly expensive, small fashion and apparel companies will never be able to afford to beat out big-name brands fighting for Google and Facebook ad space.
Due to the search intent of keywords surrounding fashion and apparel, if your company comes up on the first page of Google for someone searching a specific clothing item, the chances are that their search will lead to a sale of the item they are looking for, it’s that simple!
Okay, so it might be that simple, so if you are interested in seeing how well your fashion and apparel website is optimized for SEO, you can conduct a free SEO audit.
Fashion and Apparel Advertising Alternative: SEO (Search Engine Optimization) for Clothing Ads
So how does a small fashion and apparel company compete in the competitive world of advertising? The answer is SEO.
SEO drives traffic to your site by optimizing content to be discovered through a search engine’s organic search results and can be broken down into three parts: Clicks, Costs, and Conversions.
An estimated 90% of clicks for a search related to “clothing near me” go to only organic search results while 10% go to paid ads.
Source: Ahrefs
Nordstrom spent 299 million U.S. dollars in advertising worldwide in 2019. While paid ads on Google and Facebook are not overly expensive, small fashion and apparel companies will never be able to afford to beat out big-name brands fighting for Google and Facebook ad space.
Due to the search intent of keywords surrounding fashion and apparel, if your company comes up on the first page of Google for someone searching a specific clothing item, the chances are that their search will lead to a sale of the item they are looking for, it’s that simple! An effective digital marketing strategy can drive significant traffic to your online store, optimizing ad performance and capturing customer demand.
Okay, so it might be that simple, so if you are interested in seeing how well your fashion and apparel website is optimized for SEO, you can conduct a free SEO audit.
Answering the main question… how do I get more sales?
Let’s circle back to your original reason for visiting: what’s the best way to grow my business? Is that through Google Ads? Facebook Ads? SEO?
We’re biased, but if we were running a fashion and apparel company, we’d invest in SEO. We believe search engine optimization is the best way to grow a business, especially as a small business sustainably. Advertising for a clothing line on platforms like Facebook and Instagram can also be highly effective, reaching a wider audience and leveraging influencers to enhance visibility.
If you’d like to avoid high advertising costs and drive more sales, contact us to schedule a consultation. We will schedule an initial 15-minute call to learn about your practice. We will then conduct a free SEO audit on your website, keywords, and competitors. If it makes sense to work together, we will propose one of our SEO solutions.
SEO is not for the faint of heart, but when done right (by an experienced SEO agency!), it converts to sales and saves you money on recurring paid advertising expenses. With a saturated industry like fashion and apparel, SEO is your best bet.
