What is Wayfair?
Why Advertise With Wayfair?
Wayfair might not be the first name that comes to mind when you think of digital advertising, but if you’re in the business of home goods and furniture then maybe it should be. Here are three reasons why Wayfair advertising is growing in popularity throughout the industry.
Wayfair’s Significant Growth
Improved Ad Features
In recent months, Wayfair has overhauled its platform with some new updates and features that showcase its continuous effort into development on the advertising side. On April 15th, 2021, the company increased ad-specificity with keyword targeting, improving your ability to connect directly to interested consumers. The April 15th update also included the release of a new ad type: Sponsored Shops. This gives you more power and control over your brand’s messaging on the platform.
Less Market Competition
Wayfair Advertising Tips
Speaking of the competition – although we’ve mentioned Amazon, Google, and other platforms a few times already in this article, it’s important to realize that Wayfair is a unique advertising ecosystem. Here are a few platform-specific tips for success.
- Do Your (Keyword) Research
- Bid Wisely & Track Your Spending
- Seek Outside Help
The right keyword can make a huge difference to your advertising ROI and the overall success of your campaign. Wayfair is an established e-commerce business with significant search traffic, but its advertising platform is relatively new. This allows savvy business owners to bid on popular (and profitable) keywords without exceeding their budget or breaking the bank.
In addition to keywords, you also want to do in-depth market research into your customers, your competitors, and the platform itself. It’s important to make sure that your advertising strategy is customized to Wayfair, and not just a repurposed Amazon campaign.
With that said, it is still important to track the ROI on each of your campaigns to make sure you aren’t overspending to reach sub-optimal traffic. Casting a wide net is expensive. In many cases, it pays to narrow your scope and double down on your target audience with laser-focused ads. This is particularly true when dealing with niche products.
Having trouble understanding Wayfair Advertising or any of its specific features? Before pulling out your hair in frustration, consider reaching out for clarification and assistance. There are several businesses out there that can help assist with your Wayfair advertising strategy, including us!
Unlike big players like Google and Amazon, there is no online cottage industry of advisors and consultants dedicated to Wayfair – companies that offer Wayfair-specific services tend to know what they are talking about.