家庭和花园营销商,从您播下的广告中获得更多成功

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感觉到周围的每个人最近都参加了一个家庭项目?看来您到处都是,有人在重做石墙,画梳妆台或设置窗户盒以种植西红柿。

Perhaps it’s due to an increased amount of time at home these days, or perhaps it’s the ever growing popularity of HGTV and at-home life hack videos, but no matter what the impetus behind it is, now is a great time for home & garden marketers to put some elbow grease into advertising.

当然,您将要确保将所有肘部油脂都放入频道中,从而为您带来最大的回报。您可能已经尝试了搜索和社交,但是有未开发的观众在等待开放网络上的本地广告发现您。

That’s our area of expertise, and we’re here to set you up for success with creative best practices, targeting & bidding techniques, and some examples you can draw inspiration from.

Build Creatives That Align With Home & Garden Consumers

Achieving real performance means enticing consumers with creatives that are proven to resonate with them, and the attention you capture with your ads’ headlines and images is too important to leave to guesswork.

Using the millions of ad creatives that run through our network each week, we surfaceTaboola Trendsthat help lay out what visual elements and keywords are increasing CTRs (click-through rates) for advertisers.

家庭和花园消费者对特写,彩色照片containing food. This is in contrast to other verticals where black & white photos see clicks, as well as photos taken from a distance or illustrations.

当然,您的形象并不孤单。在为广告制定标题时,仔细考虑关键字很重要。我们能够分析我们知道目前正在执行哪些垂直特定关键字,那些遇到创造性疲劳的关键字以及表明成功潜力很高的关键字。

这些关键字可以帮助您定制头条新闻,以了解目前与家庭和花园消费者共鸣的事物。基于这些关键字趋势,以下是一些头条新的想法,这些想法可能会获得高点的直接率:

  • The Simple Way to Start an Herb Garden Inside
  • Decorating Your Bedroom? These Pieces Are Worth The Investment
  • 8 Signs You Need to Call a Professional For Your Weeds
  • Classy Decor Must-Haves Without The High Price Tag
  • The Tile Trends You Need to Know Before Decorating Your Kitchen or Bathroom

As always, A/B testing your headlines is key. Our handy predictive标题工具makes it easy to stack your titles up against one another and will rank them depending on which our algorithm thinks will be the top performer in terms of CTR for you. Here’s how the above example headlines stacked up:

Put all of these trends together and you’re bound to wind up with creative that drive clicks among a home & garden audience. Here are a few examples of how these trends could be put into action:

目标家庭和花园消费者在他们最能接受的设备上进行目标家庭和花园消费者

最近,我们看到了家庭与花园消费者如何以及何时响应广告客户的内容的一些变化。这可能归因于世界的变化方式,更多的人在家中度过了时间,并且可能会比他们通常专注于家庭装修或园艺项目的时间更多。

As a result, we’ve identified some key new opportunities for marketers in this vertical.

To determine the best opportunities for advertisers when it comes to targeting, we look at two things: click-through-rate (CTR), or demand for content (if someone is clicking on content, we assume that means they want to see it), and spend % across our network, or supply of vertical-specific content available to consumers. Anywhere that there is a low supply of content, and high demand for that content, that’s the biggest opportunity for advertisers.

Mondays, Tuesdays,Thursdaysshow up as strong days for home & garden marketers to reach consumers.

9pm, 10pm,11pm都是到达家庭和花园消费者的理想时间。

关于内容类型,选择video landing pages.

How about devices to reach home & garden audiences on? All signs point totablet.

Once you’ve got your targeting strategy down, use relevant data segments like these to find the right audiences:

  • Interest > Home and Garden
  • Behavior > Shopping > Home and Garden
  • 兴趣>家里和花园>床和浴室> Bedroom

Maximize Your Bid

如果您刚刚开始在发布者网站上广告,我们建议您在广告系列的前几天招标很高,以捕获尽可能多的流量和数据,然后确定如何更有效地定位目标。

Across the board, here are our recommendations:

  • Pause every ad with low conversions if it has served 300-500 clicks
  • 如果您的CPA很高,请在完全阻止特定站点之前调整每个站点的出价
  • Only bid down on a site entirely after delivering 500 clicks with no conversions
  • Increase bids by 25%-50% for top-performing sites to increase their competitiveness

OurSmart Bidfeature automatically bids for you based on your goals, allowing advertisers to rest assured that they’re getting the best rate for every click.

真正的鼓舞人心的家庭和花园活动例子

HomeAdvisor

HomeAdvisor speaks to an audience of people looking to work on at-home projects and highlights that it may be best to leave some things to the pros.

他们的广告导致了这个着陆页,这使得开始为消费者所考虑的任何项目找到合适的家庭专业人员的过程。

To help clearly lead consumers to a resource on seeding and fertilizing, Lowe’s keeps their ad clear and to the point.

They also ensure that their landing page is educational, and opt for a content marketing approach to provide consumers with as much information as possible.

Pancake Pillow

Pancake Pillow takes a direct, product-focused approach to their ads.

Their landing page dives into content marketing to help build some buzz around their product and tell more of a story.

Keep Your Finger on the Home & Garden Pulse

家庭和花园空间中的营销人员现在有机会与可能比过去更多的家庭项目进行交谈。

That means it’s important to get it right and focus on creative strategies, targeting techniques, bidding best practices, and what others in the space are finding success with.

有了这些趋势和洞察力,您的工具包中的下一个广告系列肯定会成为一个run.

Create Your Content Campaign Today!