Paid Digital Advertising Strategy

Sho Fairy’s Social Media Channels

In order to establish our paid digital advertising strategy, we will be advertising on five channels. The first that we selected is Google. We selected Google due to the fact that it is one of the largest search engine tools in the world. It is an efficient outlet that allows you to push traffic to your website when the public is specifically searching for your types of products, business or industry. Furthermore, you are able to track the success. It is also great for us because there is no minimum payment needed to buy advertisements allowing your budget to be flexible. Most importantly, your advertisements will show up in the perfect place.

The next is outlet we will use paid advertising on is Facebook. This is because it is extremely flexible with different promotion methods. It also allows us to track the success of our advertisements and gives us the ability to target the public based on demographics. We will use it for:

• Promoted Posts: This will increase the views of our statuses
• Website Links: Advertisements that link to our website
• Website Conversations: Identify target costs per conversion and send it to our website
• Offers: Create offers and promote them for in-store redemption

We will also use paid advertising on Instagram. This is because it:

• Provides promoted posts, accounts, and stories
• It is linked with Facebook allowing easier use for the public
• Has similar targeting as Facebook because it is owned by Facebook
• Provides the ability to target customers

YouTube is another outlet we will be using paid advertising on. Because while some users some ignore advertisements, we will use influencers to push them and associate them with because these are people that the public turns to when they are searching for information and products. Therefore, they are more likely to pay attention to advertisements when they come from these individuals. We will also be targeting customers using key words, demographics, placement, and remarketing.

Twitter is the last medium to use paid advertising. We will be able to target based on the public’s interests, keywords, followers, likes, and gender. Twitter uses a system of charging users per click which increase the reach of an advertisements. This outlet is very helpful for:

• Click to follow – Promoted accounts
• Click to engage – Promote tweets, hashtags, and trends
• Click to a website – Send users to your website
• Direct conversions – Include an e-mail capture right in your advertisement

Sho Fairy’s Target Audience

• Age: 18-24 and 28-34
• Race: Caucasian, Black, Hispanic
• Gender: Female
• Education: College level education
• Profession: Student, stay-at-home mom, working woman
• Income level: Full-time student or $30,00 to $55,000
• Social Class: Middle Class
• Marital Status: Single or married
• Location: Big cities
  • New York, New York
  • Dallas, Texas
  • Los Angeles, California
  • Detroit, Michigan
• Interests: Shoes, fashion, clothing, style, online shopping

Sho Fairy’s Keywords

• High heels
• Women’s fashion high heels
• Women’s high heel brands
• Unique fashion shoes
• Women’s fashion high heels with ankle strap
• Women’s high heels and knee pain

Advertisement Concept Ideas

Our first advertisement concept will be about our high heels with ankle straps. This will direct users back to our filtered page on our website with only high heels with ankle straps. Our advertisement will show four images of our high heels with ankle strap and will include a call to action by asking users to click on the link below to see more of stylish shoes like these.

The next advertisement concept will be about women’s work high heels. This will show off our best styles that are fit for any work occasion. This will push users back to our website page that filters on work occasion high heels. This advertisement will include a call to action by asking users to click on the provided link that will bring them to a page with all of these types of shoes that we offer.

The last advertisement concept will be about women’s date night shoes and will feature a series of pictures showing our best styles being worn on a night out. This will help drive users back to our website to a filtered page with only shoes of this style. The advertisement will also include a link that will bring users to a page on our website that has all of our date night inspired styles.

Paid Media Budget

Paid social advertising is so important because almost every one in two people in the world has an account on a social media platform. For our advertising, we will spend roughly $60,000 on paid adverting. A portion of this budget will be used to help create the content in the advertisements. This includes things such as photography and graphics, videos, production costs, and models. We will also use some of this budget to research keywords, and analytics tools to track the campaign. Next, we will spend money on advertising on the five social media outlets discussed earlier. The last part of the budget will be used for research to better manage our advertising.

Our Paid Advertising Goals

• Increase Website Visits
• Increase Purchases
• Increase Views of Advertisements