Paid advertising is an effective way to introduce your brand to new audiences that you haven’t reached before. Whether investing in social media advertising, search engine tools, outdoor billboards, or any other platform, strategically placed advertisements with a relevant message can help expand your customer base. To gain more insight into converting additional customers through your paid efforts, consider how Procter & Gamble consistently succeeds with its advertising investments across its product portfolio.
According to Ad Age, Procter & Gamble, or P&G, spent about $4.7 billion on advertising in the United States in 2020, making it one of the largest advertisers in the country. This substantial investment comes from the renowned consumer goods corporation with a range of household products such as Tide, Pampers, Charmin, Gillette, and Tampax. What’s particularly effective about their paid communication strategy is its flexibility and resilience.
In terms of flexibility, P&G is becoming increasingly adaptable in its approach by managing multiple partners directly and shifting a significant portion of advertising in-house. Instead of letting agencies handle their campaigns, P&G is training its teams to take more ownership with the paid strategy and reducing the number of partners they work with to cut costs. This approach helps them better control where their ads appear online, especially due to concerns related to appearing near low-quality or inappropriate content. The lesson for your organization is to become more flexible in how you manage your programs by continuously reassessing your approach to find cost-saving opportunities.
Next, P&G‘s strategy is resilient as it emphasizes reaching a large array of customers rather than targeting the same repetitive audience with advertisements, an issue of rigidity the company faced in the past. This is part of an ongoing effort to improve brand safety, reduce ad fraud, and diversify the audience by offering more thoughtful choices regarding how and where they advertise.
For instance, P&G‘s Widen the Screen program is an effort to create opportunities for creative artists of African descent and encourage investment in media owned by people of African descent. The goal is to address systemic inequality in the creative supply chain by elevating new talents, allocating their budget to a variety of media brands, and serving ads that resonate with consumers who may have previously been overlooked. You can emulate this by investing in paid positions across a variety of channels, identifying advertising opportunities on both established and emerging platforms. Additionally, it’s crucial to ensure that your advertising content is clearly targeted to reflect their unique perspectives, challenges, and opportunities.
To enhance your paid advertising strategy and reach new audiences, remember Procter & Gamble‘s approach of being results-oriented, flexible, and thoughtful.
Author Ho Duc Duy © All rights reserved.
