Just last week, Justin Timberlake and Jessica Biel said “I Do” in southern Italy. As the photos and details unfold in the media, it’s been pretty difficult to avoid the juicy gossip. Paging through multiple articles got me to thinking how clever Justin Timberlake and Jessica Biel are, and how online advertisers could learn a some serious advertising strategy from their over the top, yet intimate wedding. Here’s the list of 5 lessons PPC advertisers can learn from the Justin Timberlake & Jessica Biel Wedding:
1. The Pink Dress: Whether the critics love it or hate it, nearly everyone has something to say about Jessica’s amazing pink wedding gown. The dress is untraditional, irregular, and eccentric, but according to Justin Timberlake, “It was so Jess.” Think about this when generating compelling ad creative. Design your ads to be innovative, eye-catching, and the talk of the town, yet completely true to your brand.
2. The Wedding Day Accessories: Something old, something new, something borrowed, something blue. Although I haven’t heard what Jessica’s something blue was, her “something new” was the pink Giambattista Valli Haute Couture gown. To add to this, her “something old” was on her custom veil, adorned with heirloom pearls that were from her grandmother’s wedding day tiara, while her “something borrowed” was a light pink pearl bracelet loaned to her by Justin’s mother. These added accessories complemented each other nicely and were consistent across her outfit, something online advertisers should do with their ad groups and landing pages as well. Ensuring that the keywords in your ad are in line with the keywords or placements that you’re targeting and the keywords on your landing page will result in an overall improvement in your ad’s relevancy, impacting click-through rate and Quality Score.
3. The Reported $6.5 Million Cost: There have been numerous rumors that the couple spent $6.5 million for their special day – sounds like a pretty amazing ad budget right? But, as you know, that money wasn’t just spent on one thing. There was the food, photos, entertainment, flowers, dresses, decorations, and many more elements that summed up to the total wedding budget enhancing the overall event. This is the same way you should plan out your ad budget. Separate your online ad campaigns into different segments, whether it’s by network, device targeting, geography or anything else that will help you increase relevancy for the audience and optimize your overall cost per acquisition.
4. The Small & Intimate Destination Wedding: The fancy affair took place in Southern Italy and has been described as an intimate wedding of 100 guests. Timberlake said, “It was a lot to ask of them to travel, so we figured we’d give our guests a good party!” This is a great example of what your landing page experience should bring to the table. It has to be worth visiting and staying on. If you’re shelling out $6.5 million on advertising to gain 100 new visitors, make sure you have the elements on your landing page that will give visitors a good time on your site, and convert!
5. The Last Ones Standing: The ceremony finally concluded around 5:00am, as Justin and Jessica were the last two on the dance floor. As an online advertiser, you can and should continually make optimization adjustments to your campaigns that will allow you to maintain a steady click-through rate or even outperform the competition. You want your ads to be the last ones standing at the end of the day, rather than miss out on any “dance floor time” or impressions share.
What are some examples of how you’ve exercised best practices from Mr. & Mrs. Timberlake’s wedding in your own ad campaigns? Have you had an ad that really resembled the pink dress? Or maybe you’ve used some sweet optimization tips worth sharing. Tell us in the comments below.