Monitor and optimize variable costs to maintain profitability. Focus on reducing the cost of goods sold (COGS) by negotiating with suppliers and streamlining production processes. Analyze and refine customer acquisition costs (CAC) by optimizing furniture advertising campaigns and targeting high-LTV customers. Control operating expenses (OPEX) by regularly reviewing fixed costs and identifying areas for cost-saving measures.
The key to using furniture store advertising profitably lies in understanding the fundamental difference between paid social and paid search. The distinction can be summed up in one word: intent.
Search advertising thrives on user intent. When people use search engines, they have a specific intention or need in mind. They actively search for something, whether it's a product, information, or a solution to a problem.
Social advertising, such as Facebook ads, operates in a different way. It is not driven by user intent but by curiosity, browsing, and open-mindedness. Social media channels create an opportunity to reach potential customers who may not be actively searching for your products or services. This approach aligns with the Attention and Interest stages of the AIDA framework for marketing furniture and advertising.
While ads can provide a jump-start in the early stages, content marketing becomes a sustainable and effective marketing strategy for home furniture to drive organic traffic and build a loyal customer base over time.
Once you've invested in creating awareness and generating demand, it's crucial to have a furniture store digital marketing plan in place to capture that demand through paid search.
Branded search refers to showing ads on Google Search for your own brand terms. In the case of your marketing strategy for furniture business, the terms include:
By targeting these branded search terms, you can ensure that your ads appear prominently when customers search for your brand, thereby increasing the likelihood of capturing their attention and driving visitors.
Keep in mind that the search is limited by the number of people seeking specific furniture items. And the more specific the search (i.e., the more detailed the keywords), the lower the overall search volume.
For instance, if you specialize in "handcrafted farmhouse dining tables," it's crucial to have a prominent presence on Google. However, relying solely on searches for this specific item may not be enough to achieve your overall business goals.
Expand your keyword targeting: In addition to targeting niche keywords like "handcrafted farmhouse dining tables," broaden your reach by including more general furniture-related keywords. For example, target terms such as "custom dining room furniture," "rustic farmhouse tables," or "rustic wood furniture." This approach allows you to capture a wider audience searching for various furniture items.
Use long-tail keywords: Incorporate longer, more specific search phrases to capture users with higher intent. Therefore, instead of focusing solely on "dining tables," target keywords like "handcrafted reclaimed wood dining tables," "farmhouse-style furniture for large families," or "custom-built farmhouse dining tables with bench seating." Although these long-tail keywords may have lower search volumes, they attract users who are more likely to be interested in your unique offerings.
Optimize your ad copy and landing pages: Craft compelling ad copy and landing pages tailored to the specific furniture keywords you are targeting. Highlight the craftsmanship, materials used, customization options, and unique design features of your furniture pieces. For example, showcase phrases like "exquisite hand-carved details," "sustainably sourced hardwood," or "customize your dream dining table." By addressing the needs and desires of potential customers, you can entice them to choose your furniture brand.
Unlike regular search furniture advertising campaigns, Google Shopping campaigns don't rely on specific keyword targeting. Instead, they target ads based on the data provided in your product feed. Google has specific requirements regarding the data they need and the format in which it should be provided.
Although there are various fields, you can include in your feed, not all fields hold equal importance. Among them, optimizing the product title holds the highest significance.
Shopping campaigns have lower cost-per-click (CPC), allowing you to reach more potential customers and maximize your budget. This means more clicks and potentially more conversions, leading to a higher return on investment (ROI).
With lower CPCs, you can acquire a larger volume of clicks for the same budget. This increased click volume can lead to higher website traffic, exposure, and potential conversions.
Google Shopping campaigns feature visually appealing product listings with images, prices, and brief descriptions. This visual representation helps potential customers get a quick overview of your furniture products, making them more likely to engage and click on your ads. The visual nature of shopping campaigns can be particularly advantageous in the furniture industry, where customers often seek aesthetically pleasing and visually distinctive products.
While text-based search ads and Google Shopping ads are commonly known, the platform provides more diverse options. We'll provide a brief overview of what you can do with each one.
Furniture Store PromotionCreate visually appealing banner ads that showcase your furniture collections or specific pieces. Highlight promotions or unique selling furniture points like free shipping or eco-friendly materials.
Use remarketing campaigns to target users who previously visited your website but have yet to make a purchase. Display dynamic ads featuring the specific products they showed interest in, reminding them and encouraging them to revisit your site.
Collaborate with popular home decor or lifestyle blogs, affiliate networks, and media outlets to display your banner ads on their websites. With Google Display Ads, you can go beyond the limitations of site-specific targeting and reach a broader audience that aligns with your target market. By leveraging Google's advanced targeting options, you can tailor your ads to specific user segments based on their interests, ensuring that your message reaches individuals who are likely to be interested in your products or services.
Create engaging video ads that showcase the unique features and benefits of your furniture products. For example, you can demonstrate the versatility of a modular sofa or highlight the craftsmanship of a handcrafted dining table.
Utilize YouTube's targeting options to reach users actively searching for home improvement or interior design-related content. Place your ads before or during videos that align with your target audience's interests.
Create visually captivating advertisements that seamlessly blend into the user's browsing experience on platforms like Google Discover, YouTube, or the Gmail promotions tab. Showcase your furniture in different room settings or highlight seasonal trends to capture users' attention.
Leverage machine learning algorithms to optimize your ad delivery and target users likely to be interested in furniture or home decor. Provide personalized recommendations based on their browsing history or past interactions with your ads.
Leverage machine learning algorithms to optimize your ad delivery and target users likely to be interested in furniture or home decor. Provide personalized recommendations based on their browsing history or past interactions with your ads.
Facebook ads combined with Instagram's visual nature create a powerful combination for furniture marketing. Here's how to make the most of these platforms:
When organizing your consolidated account structure for planning and executing the best furniture marketing campaigns on Facebook, you may have three options: SKU-based campaigns, offer-based campaigns, and audience-based campaigns. These structures can be mixed and matched to fit your business needs as long as you have the budget to support them.
Let's say you run an online furniture store that offers various furniture categories, such as sofas, tables, and beds. Organizing your advertising campaigns by SKU allows you to focus on specific product lines or collections:
Native in-feed ads: Create visually appealing videos showcasing furniture designs for users to engage with by liking, sharing, or following the brand.
Sponsored hashtag challenges: Brands can sponsor a dedicated hashtag around a specific theme and encourage users to participate by creating their own videos related to the challenge.
Video shopping ads: These ads focus on product discovery and purchases. Advertisers can tag products featured in a video, providing relevant information and linking back to specific SKUs in the in-app shop or an online store.
Dynamic showcase ads (DSA): Personalized ads based on user activity and interests. If users have interacted with your TikTok profile or visited your brand website, they may be shown your content through dynamic showcase ads.
One such example is Luonto Furniture, which gained over 4 million likes and 100k followers within three months of starting on TikTok.
Pinterest offers a visually-oriented platform for furniture industry marketing, allowing you to tap into an audience seeking inspiration. Consider these furniture advertisement ideas: