Luxury Advertising Holiday Woes: How Ad Targeting Will Save You Money

A lot of our clients have really upped their media guy game this year and it’s a tricky minefield to navigate through. While the big brands just seem to turn the tap on and spend exuberant amounts of capital, a lot of luxury brands just don’t have the budget for run of the mill branding ads. Even still, it seems even the largest of the large in the luxury world can still make some silly mistakes within their ad targeting.

The inspiration from this post came from my Facebook feed today in the form of a sponsored post from Cartier. The targeting options for these posts are set to a specific audience and I quickly was confused with this ad that showed up.

bad cartier holiday ad

There are a few things wrong with this ad and the first thing that comes to mind is that the copy is geared towards women. The last time I checked I was of the male persuasion but at least they got the Canadian part right eh? It looks like I’m not the only one who wasn’t quite targeted correctly as every single comment was making fun of them or something completely unrelated.

I have a few tricks and tips to make your audience targeting a little more fine tuned, especially those new to Facebook ads and other media buys. My focus will also be more so on Facebook and Instagram since they’re popular platforms, and highly effective within the luxury vertical.

These ads are displayed while a user is scrolling around so you really need to capture their attention in literally a split second.

1) That Image Needs To Pop

Looking back again at the Cartier ad you can see that the image doesn’t really jump out at you. A couple of watches sitting at what looks to be the north pole isn’t exactly exciting. Cartier has put out tens of thousands of brilliant ads since their conception so I can understand some are just going to miss. From one of their previous campaigns an image like this more than likely is going to catch some eyes.

Mise en page 1

2) Target Affluent Cities & People Only

While you can target just about any areas on the globe you don’t want to miss the mark by excluding locations that are just simply not going to work. The location data for these cities is obvious as well for places you’re not familiar with, the answer is a Google search away.

facebook affluent targeting uhnw

While I wish you could target by household income more easily it just isn’t there with Facebook yet. However, you can see there are a few options that will help you really focus on a specific type of person. As with anything in marketing, it will take some time and money to get enough data to start breaking down what’s working for your brand.

3) Utilize The CTA

Having a call to action in your ad will without a doubt provide a better response and there’s one specific way I use most. Ask your followers to tag a friend who would be interested in what’s in your ad and they will do it. For example, Cartier could ask their followers to tag a friend who would look good with this ring on. Even though they didn’t you can see other people naturally tagging their friends to take a look.

Cartier Insa Tagging

How’s Your Holiday Media Buy Doing?

Got something to say or add to the conversation? Let us know in the comments below how your experiences are going this year and what’s working or not.

Ryan Clark
[email protected]

Ryan Clark is celebrating 10 years consulting for luxury brands across the globe helping them reach UHNW individuals online and off. He specializes in luxury digital marketing, SEO, PR and luxury viral marketing. Connect with me to talk about your luxury marketing strategy and how our services can help you achieve more this year. I offer a luxury gaps audit to determine where you're falling flat and where I see you can improve in your marketing efforts.   To connect with him online you can follow on Twitter @LuxuryBranded, connect on LinkedIn Ryan R Clark and read his column on Luxe Getaways Magazine where he covers the world of luxury.

No Comments

Leave a Reply