Indie Brand Builder: discussions with creative entrepreneurs and industry experts on how to build a 7 figure product business.
About This Show
Each week Jeremy Interviews successful creative entrepreneurs and industry experts while reflecting on his own experience building 7-figure indie brand, SoYoung. Topics include selling products wholesale, e-commerce, manufacturing, retail, marketing and business management. Whether you’re just getting started in developing a product based brand, or are looking to build an existing brand, you’ll find a ton of useful, actionable information both in the podcast and at www.indiebrandbuilder.com.
Most Recent Episode
14: Google vs Facebook Advertising - Comparing the 2 Biggest Players on the Net
If your products have a proven audience and you are ready to start driving serious traffic to your site, the 2 biggest games in town are Google and Facebook. In assessing Google vs Facebook advertising for consumer product brands, I’m going to share my experience in marketing our line of lifestyle bags. Other products and businesses may experience very different results How and why we use Google and Facebook advertising We primarily rely on Google and Facebook for top-of-funnel activities. In other words, this is where we first lure a potential customer to visit our site. To align with this goal, we set up all of our campaigns to prioritize click-throughs to our products. For a full explanation of the marketing funnel and some examples of other techniques we use see the post:How to increase website traffic and conversions Some other context We do not have a good way to track the ultimate effectiveness of various types of traffic, since we assume that a first time visitor will make several more visits before actually purchasing a product. So, by the end of the sales funnel people may have come through one channel, been retargeted by another and then Googled our brand name to make their actual purchase. We also use a service called Criteo for retargetting, which does offer better tracking of purchase activity. However the majority of our “new” traffic comes through Facebook and Google. I will not be covering Criteo here but may in a future post. Google Advertising for Consumer Product Brands I’ll start with Google because they are the incumbent, and for many years have dominated the online ad space. The Pros of Google Advertising Search Intent Google’s unassailable advantage is that it owns the world’s most popular search engine, giving it the ability to target people as they seek a product just like yours. Someone who enters a search query tends to be a much more motivated buyer than one who happens to stumble upon an ad the you’ve served. Because of this, some businesses can build a very valuable stream of traffic off of just a few key search terms. Reach Google’s advertising products have the ability to reach 90+% of the sites on the internet. Accurate analy