There’s a reason Gucci doesn’t do infomercials for tiger print duffels. That Equinox doesn’t offer a discount for January first’s newly health-obsessed. That anthropomorphic Hamsters break dance in front of Kia Souls instead of Range Rovers.
Advertising x Branding x Luxury
Advertising for luxury brands tends to focus on, well, luxury. The happiness they inspire. The quality. The sheer opulence that becomes a piece of one’s life when he or she buys free-range leave-in conditioner infused with dolphin tears, or an ornate bottle of some top-shelf botanical cordial.
Whether you’re storyboarding a TV spot or building out an ad group in Google Ads (the artist formerly known as AdWords), your target audience needs to feel as though your product or service is a physical manifestation of luxury.
Check out this text ad for Rolex, arguably the world’s most recognizable luxury watch company:
Notice the language used. “Timeless” and “luxury” and “performance” and “prestige.” There’s an undeniable sense that a Rolex is opulence incarnate and an implication that if you manage to wrap one around your wrist, you are elite.
Now, you may not be as recognizable as Rolex, but we can show you how to leverage the same tactics and then some so that you can use PPC to grow and market your luxury brand.
Here are the top five strategies for advertising luxury brands in brief:
1. Exclude unqualified audiences using words like "cheap" and "free" from viewing your ads
2. Advertise on Bing to capture their older, more affluent user base
3. Attract the right customer with elevated ad copy
4. Target ads based on user income level
5. Use dynamic remarketing to lure prospective buyers back
This, my friends, is the difference between regular Remarketing and Dynamic Remarketing. Simply put, Dynamic Remarketing is a way for you to show prospects who have visited your site exactly what they looked at. While this is a strategy employed by many brands in even more markets, I find it’s especially useful if you’re selling a product or service at a high price point. It creates a high level of familiarity with the consumer (and provided you don’t go nuts with impressions, it does so in a way that isn’t creepy).
The lesson here? Dynamic Remarketing is the perfect complement to your paid search efforts (and a cost-effective way to build brand awareness).