Fashion Ads: Examples of Google and Facebook Ads

July 23, 2020
Posted in Industries
July 23, 2020 Alexis Orth

Fashion Advertising:

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. 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.

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:

womens dressesWhy 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.

mens jeansWhy 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.

mens clothing

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!

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.

Examples of Facebook Ads 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 ads for fashion is a great way to share your product to the masses.

Here are a few examples of fashion ads on Facebook and why they work!

nordstrom rack sponsoredWhy 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.

lululemon sponsoredWhy 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.

anthropologieWhy 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.

 

clicks march seventh

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.

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.

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.