Why is investing in paid advertising crucial for brands? Primarily, it stands as the leading method for businesses to foster growth and generate revenue. For alcohol brands specifically, paid social represents one of the most effective channels for reaching new customers and driving online sales.
Metrics to Monitor
Before launching any paid campaign, establish your key performance indicators. Track cost per acquisition (CPA), return on ad spend (ROAS), click-through rate (CTR), and conversion rate. These metrics will tell you whether your campaigns are profitable and where to optimize.
Campaign Setup
Start with clear campaign objectives. Are you driving brand awareness, website traffic, or direct purchases? Each objective requires different campaign structures, bidding strategies, and creative approaches. Do not try to accomplish everything with a single campaign.
Testing Strategies
Always be testing. Run A/B tests on creative, copy, audiences, and placements. Start with broad tests to identify what works, then narrow down and optimize your winners. Budget allocation should follow performance data, not gut feelings.
Budgeting
Start with a budget you can sustain for at least 90 days. The algorithm needs time to learn and optimize. A common mistake is spending too much too fast, panicking when results are not immediate, and cutting budget before the campaign has had time to optimize.
Audience Building
Build custom audiences from your email list, website visitors, and past purchasers. Use these as the foundation for lookalike audiences that help you find new customers who share characteristics with your best existing ones.