Post #5: Displaying my love.... for the product!

Breaking off from analyzing L’Oréal Paris USA (hereinafter shortened to L’Oréal Paris), we shift our focus to mock digital advertising plan. In recent years, online advertising has been rising, almost exceeding the effectiveness level of physical advertising. Not only is it the company creating online advertising through social media posts or videos, but many advertisers and marketers are teaming up with social media influencers to reach wider audiences and generating a higher profit just by association. For this blog post, we will be creating a pretend advertising plan for display ads of the L’Oréal Paris website and their latest product, the Air Volume Mega Mascara. On a budget of $1,000, we must find out what ads, platforms, and versions are the most effective for all of the audiences, new and old.

Display ads are the simplest forms of advertisements, as they are the images or videos of the brand and/or product that appear on websites. Our first area would be online and websites, as that’s where most of our audiences will be exposed to the brand and the promoted product, so we would set up a plan with Google Ads. Utilizing Google’s display networks on sites relating with cosmetics, beauty, lifestyle, and fashion, we would strategically have displays ads promoting our Air Volume Mega Mascara and other popular products, also coupling this with remarketing/retargeting ads for those who have previously visited the L’Oréal Paris website.. This display plan would be based on cost-per-click (CPC) where pricing starts at $0.29 per click for e-commerce, limited at 1,000 clicks. As our potential customer could be searching for their new mascara on their smartphone or tablet, it is essentially to convert these ad images into mobile display ads, as we do not want to drive off any customer due to failure in loading or the image not converting into mobile.

Now that we have our set up with Google Ads, we move to our display ads on social media, specifically YouTube and Twitter. Each of our target social media has their own advertising plan that we can purchase depending on our bid type per month. Twitter’s cost-per-engagement (CPE) pricing is at $1.35 and the CPC is at $0.38; however, we will go with the CPC type as our main objective is to drive traffic to our website and to our Air Volume Mega Mascara, limited at 1,000. YouTube’s cost-per-view (CPV) is at $0.25, which is perfect for our vision plan as we are spreading awareness and hype of the new Air Volume Mascara by posting to first-time customers and long-time customers, limited to 1,320. The reason we are using these two platforms is due to budgeting reasons, as Instagram would be one of the ideal platforms since the beauty industry thrives there and it is more likely to reach our target audience. As our budget expands, we would like to include Instagram into the plan, perhaps based on the CPC or cost-per-like (CPL), and also promote limited edition items on our social media using cost-per-action (CPA) plans.

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References:

W. (2020). How Much Does Social Media Advertising Cost in 2020? Retrieved December 05, 2020, from https://www.webfx.com/how-much-does-social-media-advertising-cost.html

Larson, J., & Draper, S. (2020). Chapter 7: Analytics. Digital marketing essentials. Rexburg, ID: Edify.