Male Skincare Ecommerce PPC Strategies
Male skincare is experiencing significant growth, with an increasing number of retailers and brands striving to boost their visibility on Google. As the market becomes more saturated, business owners and marketing managers must stay ahead of constant updates from Google, all while navigating fierce competition to maintain a strong presence in Google Shopping Ads. This dynamic landscape requires continuous attention and adaptation to ensure sustained visibility and success. In this guide, we’ll explore key marketing strategies to help you optimise your ecommerce and ensure your brand stands out to consumers.
Changing Attitudes: Perspectives on Male Beauty
Nowadays, perspectives on male beauty standards have shifted, with increasing acceptance of the idea that men can care for themselves and improve their appearance. The rise in mental health awareness, particularly regarding men, has sparked important conversations in recent years.
Through competitor analysis, keyword research, and audience insights, we achieved a 159% increase in ecommerce revenue for Noble Panacea.
Many men have come to realise that prioritising self-care, looking and feeling refreshed, can bring greater balance to their lives, boost their outlook, and enhance their confidence. As a result, numerous brands have expanded their offerings to include products specifically tailored to men, particularly in the skincare industry. Even Dwayne Johnson (aka The Rock) has embraced this shift and launched his own skincare line for men, called PAPATUI, reflecting his commitment to self-care and wellness. The brand underscores the growing trend of male celebrities entering the skincare market, further normalising the idea that self-care isn’t just for women but a vital part of men’s well-being too.
Growth of the Global Men’s Personal Care Market
According to statistics from Grand View Research (published February 2022), the global Men’s Personal Care market in the US is projected to grow at a compound annual growth rate (CAGR) of 8.7%, increasing from $32.9 billion in 2022 to $67.2 billion by 2030. This growth is largely fueled by the rising influence of smartphones and social media, which have made self-care and wellness a mainstream priority for men. The increasing demand for men’s skincare products has prompted a wider variety of brands to enter the market, making these products more accessible than ever. Today, it's not only luxury brands offering skincare lines for men, high street retailers and affordable brands are also tapping into this expanding market.
Keyword Search Demand for Men’s Skincare in 2024
This table presents keyword search demand data for searches related to 'men's skincare' and similar terms in both the UK and US markets, covering January to December 2024, based on Google Ads Keyword Planner data. The most popular search terms include 'men’s skincare,' 'skin products for men,' and 'best facial moisturiser for dry skin,' each with an average of 27,100 monthly searches. There are thousands of other keywords that can be targeted in your ad campaigns, with the option to bid on those offering a lower cost per click. This table displays the top of page bid ranges (low and high), indicating the potential cost per click for each of these keywords if you want to appear at the top of the page on Google’s search results page.
Ecommerce PPC Strategies to Boost the Visibility and Sales of Your Men’s Skincare Products
Product Title Optimisations
One effective way to optimise your Shopping Feed is by refining your product titles. Start by conducting keyword research using Google Ads Keyword Planner to identify high-volume keywords that aren't overly competitive. Next, use incognito mode in Google to search for these keywords and check if your product appears in the Shopping Ads. If it doesn't, consider adjusting your product titles to better align with these search queries. This can increase the likelihood of your product ad being displayed when users search for relevant terms.
Product Landing Page
The information in your Shopping Feed must match the details on your product page, or Google may prevent your ads from being shown. Once a user clicks on your Shopping Ad, it's vital that the landing page aligns with their expectations based on what they saw in the ad, such as the product image, title and price. Make sure the page clearly displays all relevant product information and offers an easy path for users to add the item to their cart or complete the purchase.
Attributes in Shopping Feed
It’s crucial to provide accurate information for all mandatory attributes when uploading your Shopping Feed to Google Merchant Center (such as id, title, description, link etc). To enhance your product visibility and help Google's AI machine learning prioritise your men's skincare products in search results, consider adding custom attributes. You can include up to five custom attribute columns to provide additional product details, which will help better categorise your products and improve targeting for your ecommerce PPC campaigns.
Performance Max
An often-overlooked strategy is running Performance Max campaigns alongside your Shopping Ads campaigns. Within these campaigns, you can include products that will be displayed in Google Shopping Ads. This approach allows you to segment your products into asset groups, enabling you to personalise your copy and creative assets for each product category. Additionally, you can leverage audience signals to further optimise targeting and performance. This process involves selecting predefined audiences to increase the likelihood of reaching high-value users. Combine this with adding search themes of relevant terms and topics, for example “best skincare for men.” Regularly review and monitor both to help identify your potential customers based on their behaviour and demographics, as well as specific topics you want to trigger your ads.
Emulate the Strategies of Successful Brands
Medik8 is an excellent example of a brand that successfully has a range of skincare products appear in the Google Shopping results for search terms catered towards the male market, as shown in this screenshot. They secured first place position in the Shopping Ads results for the search term “men’s skincare retinol” by utilising strong brand recognition and implementing effective PPC strategy best practices. Examining successful brands like Medik8 is a brilliant starting point for generating ideas to improve your ecommerce results and exposure. Other brands excelling in targeting men’s specific skincare products include Male Skin and Kiehls.
At our digital marketing agency, ThoughtShift, we’ve had the privilege of working with renowned beauty, skincare & cosmetics brands such as The Body Shop, Noble Panacea and TempleSpa. Through our strategic initiatives, we've helped these brands' visibility on Google, leading to notable gains in both awareness and ecommerce revenue. You can discover more about how our experts achieved a 448% increase in brand visibility and 159% increase in ecommerce revenue for a luxury beauty brand specilising in skincare in our beauty PPC, SEO and Social Media Ads case study.
Observing and learning from what others do well is always beneficial, as it provides valuable insights and can inspire new ideas for improvement. By understanding their strengths and strategies, we can adapt and apply similar approaches to achieve better outcomes.
Conclusion
Men’s skincare is gaining significant popularity, and many marketers are now mastering the best strategies to stay ahead of this growing trend. We hope the techniques we've shared will help enhance your presence in Shopping Ads results.
If you'd like assistance or prefer us to manage your ads, don’t hesitate to reach out to our team. We specialise in PPC for skincare brands, so you can trust that we know exactly how to drive results. Let us help you elevate your brand and make the most of the opportunities within the men's skincare space.