How to diversify ad spend when entering competitive verticals?

Looking for opportunities to add thrust to your brand popularity and gain a competitive advantage? Well, your thoughts to choose paid marketing strategies are exceedingly right, but its high time to maximize the budget efficiency to gain a significant advantage in tapping the market. While running paid search campaigns in highly competitive environments, brands face the heat challenge due to prohibitive CPC’s. Hence it is wise to rely on low CPC’s when thinking of brand visibility before intending to target brand conversations.

Social Ads and Brand Visibility

If the recent findings are to be believed, it was Huel, a food startup that has been the hailed as the highest in terms of social spending in the UK. The startup which has been operating in a competitive vertical (heath and fitness) attempted to create a demand for a product that the consumers didn’t even know whether they need it or not! Being a new entry into the market, Huel’s huge spend was justified and eventually, they succeeded to find space in the market through paid social media strategies.

Diversifying ad spends on social media are highly important in securing a strong foothold in the market. Social media is undisputedly hailed as the prime source of tapping customers and reaching them. There are several advantages to diverting ad spends on social media with the best digital marketing agency in San Francisco like,

  • Maximize visibility

  • Increase budget efficiency

  • Gain effective full-funnel coverage

Bespoke planning around user touchpoints

The thumb rule in PPC is that there is no specific strategy that fits universally. Every business vertical, campaign environment, marketing funnel etc demands custom-tailored approach in PPC. However, one user perspective remains the same – the end-user always expect immediate answers wherever they decide to search. Hence an ideal PPC expert should curate a strategy that taps all the touchpoints of the user.

Just like Huel did, new entrants are ideally supposed to align their PPC spends on brand awareness activities. It doesn’t mean that search campaigns need to be completely excluded. However, a major chunk of the spends should be parted for brand publicity as there are several recognized brands engaged in the competition. Without carrying out due diligence in the diversification of ad spends, new entrants risk themselves by spending too much on expensive search terms. Combining awareness and search on social media ads apparently becomes one of the safest strategies with valid impact.

Consider the example of the software industry. A user might make the initial search using informational type search queries, which might go like this – the best fin-tech software, best online food sharing application, etc. and much more. These queries or keywords are cheaper alternatives for gaining visibility in competitive markets. The same user will again browse social media platforms to reach out to his searches, which implies the importance of social media.

Full funnel strategy

For new entrants and novice marketing experts, here is a typical example of various steps involved in diversifying ad spend. Use this comprehensive strategy to target users while they are asking for queries or seeking assistance for products or services pertaining to your industry.

  • Awareness

  • Consideration

  • Conversion

  • Maintain

  • Expand

About SocialPulsar

Social Pulsar is one of the leading  AdWords management company in San Francisco that can seamlessly help you boost your brand conversations and increase revenue. We complement your search engine marketing with smartly curated PPC campaigns that will bring the market diaspora to you. Our gamut of operations includes PPC, SEO, conversion rate optimization, web development and all the peripherals of digital strategy. Our experienced marketing pundits perform well from a project management perspective and deliver the utmost value to your money. We combine marketing strategies with sales technology and automation to generate the intended leads within the speculated window. Get a quote from us today itself and transform your digital growth with marketing intelligence.