Utilizing PPC for Model Consciousness
Brand awareness can seem intimidating and complicated, but it's all about getting your brand out to the right people.
How do you get your name when you have a great idea or start a new business? How can you help people become more aware of what you've created or want to sell?
The options are many, from billboards and bumper stickers to word of mouth and cold calling.
However, sometimes it can be easier. You can increase brand awareness with pay-per-click (PPC) campaigns that serve your ads on the Internet, such as: B. on SERPs, social media websites, in-app ads, banners on websites and more.
What is brand awareness and why is it important?
In many ways, brand awareness is about how recognizable you are. Of course, in a noisy online world where brands are constantly competing for attention, increasing brand awareness seems impossible.
Brand awareness isn't out of reach for a new brand or a brand whose target market is smaller. Think about the last time you heard a podcast and heard the name of a new tech company. Then you listened to another podcast and heard it again.
After a while, the name of this company started jumping around in your head. Perhaps you've started getting curious about what they did and looked them up online.
That strengthens brand awareness. You know who you are. You didn't have to set up a sales call and introduce yourself, but you now know your brand.
How do PPC and paid social campaigns increase brand awareness?
You can use PPC ads to increase brand awareness by introducing your brand in ads that your target market can see. By creating ads that show what your brand is all about, including a memorable name or logo, you can become a flaw in the ear or eye of your prospective customer base.
You can even think of it as an introduction. Your ad is your name tag. "Hello, my name is …" This is your opportunity to say hello and explain what you are doing.
If you're just worried that large groups of people will actually see your ads, impressions, not click-through rates, are more important to you. You can still run a PPC campaign while pursuing two goals.
First, you'd see how many impressions it gets. Then you would see how many actually click your ad.
In fact, Google recommends switching to a pay-per-impression option to increase brand awareness.
Paid Brand Awareness Campaign Goals
Brand awareness building can take many forms. Just hearing your name or seeing your logo, clicking your way through, exploring your website, and learning more will allow your target audience to experience your brand in different modes.
What should your brand awareness campaign goal be?
Before we go into the specifics, let's ask a few questions about your brand:
- Is your product or service already on the market?
- If not, when are you going to market?
- Are you trying to increase sales, or is brand awareness enough for now?
- Do you have marketing goals such as newsletter subscriptions or social media followers?
Let your timelines and bottom line outcomes dictate the goals you've set for your brand awareness campaign. You can observe the following metrics:
- Impressions: This is how many people see the ad you post. You can just scroll by or take a moment and read your ad. Either way, they see it.
- Click through: When it comes to general awareness, you may be less prone to worrying about how many people are clicking on your website.
- CTR: This is a simple formula for finding out how many people click through and how many see your ad.
- Video views: If your ad is embedded in a video, on social media, on another video, or on a website, you may want to know how many are watching your video.
Think again whether this campaign is about people passively taking notice of your brand, or people who are actively engaging with it.
Tips for increasing brand awareness with PPC and paid social campaigns
Growing brand awareness can bring many creative opportunities, but you want to keep in mind that your number one goal is to build your reputation and, ultimately, increase sales. If you focus on these, you can make strategic decisions for the future.
Know who your target market is
Do you know who is buying your product or service? Do you know exactly who you want to build your brand awareness campaign for?
This can get a little tricky when trying to break into a new market or change your focus a little. Your target market may not be who you always sold to.
Get specific. Even create a customer avatar if you can. Who is this person? How old are you? What do you do?
Understand your target market habits
Once you know who your target audience is, you can find out what they are doing on a daily basis. Where do they hang out online? What apps or tools are they using? What social media sites are you on?
Focus on areas where you know your target market will be. It is a waste of time and money to serve ads to groups of people outside of your target market.
Don't forget to think about their emotions and psychology too. What are your ambitions? Who do you want to emulate? How do they spend their time and energy developing or growing?
While researching, look for niche opportunities. The more you know exactly who your target market is, the more you can focus on specific places to showcase your ads.
Look for favorite apps or online tools that sell ad space. You can also search for advertising opportunities on favorite blogs or news sites. As you get specific, you can get more out of each view.
Diversify your ads
Since this is brand awareness, make sure you get your brand known in multiple locations or through different ad streams. For example, you can use Google Ads, as well as Facebook and Instagram, or any other equation that makes sense for your brand.
You can also try running some retargeting ads through Google to keep driving your brand towards those who have visited your website or social media pages.
Use the correct keywords and phrases
It's tempting to include some obvious or general keywords in your Google ads so you know they "work". Yes, people will see your ads, but remember that brand awareness is about getting the right people to see your ads. Furthermore, it can also be about getting the right people to see your brand at the right time.
By using precise keywords and phrases, your ads will be more likely to serve your target market when the problem you are solving is in their minds.
Perhaps you're selling a product that will soothe a colic baby. Anyone who has ever tried comforting a colicky baby and sees your ad will likely relate to it, and they will be more brand aware if they ever meet another colicky baby in their life.
How much more powerful would it be for a mom or dad actively seeking colic medicines to see your ad?
The next time they see your ad or product somewhere, they may remember that nightly rock session and think, "Oh, that's right. You can help with colic."
Be in front of the eyes of people who want your brand, even if they don't know it, at exactly the time when they need it most. This is the power to increase brand awareness through PPC and paid campaigns.
Get creative with keywords
The nice thing about building brand awareness through PPC campaigns is that you can get really creative with your keyword targeting and show up in unlikely places. Here are some ideas to get your creative juices flowing:
- Your competitors' keywords
- Current Events Keywords
- Trending Keywords
- misspelled keywords
- Keywords your target market is looking for outside of your industry
The key to this tactic is to use creative ads that state why you're there, with either a pun or a light-hearted introduction. It could be something that makes you relevant to this space even if you don't seem like it. See some examples below.
Provide the correct information
It's tempting to get super creative with ads and miss out on the obvious. Remember, the goal here is to increase brand awareness. You want people to know your brand and for your brand to become synonymous with the industry you are in or the problem you are solving.
All of this can be lost if you forget about the basics of your brand, including:
- Your logo or a variant of it
- Your tagline or tagline
- Your location (if you are a location-based brand)
- Your website (if it's not easy to browse)
Case Studies: Brands That Increase Customer Awareness With PPC And Paid Social Ads
Would you like to see some real-world examples of how paid ads can help you build brand awareness? Here are some case studies:
LifeLock
The first is LifeLock, which bids on trending Google search terms regarding an Equifax privacy breach. They were able to show their brand in a moment of hero's rescue to those who were desperately googling how to deal with the situation.
Here is a related example of a company that offers data breach testing:
This is an example of using current events and trending keywords to be in the right place at the right time.
Fiat
Fiat took a different approach by creating a few different ads and testing different keywords to see how they could increase brand awareness. They used specific keywords like their brand names as well as broad keywords like “small car” to find out more about the performance of their ads.
This is an example of the use of keywords that your target audience is looking for and helping them find.
Conclusion
Is it time to start building brand awareness using PPC and Paid Social Search? Using Google Ads and other advertising tools can help ensure your brand is featured in searches.
If you're looking for a way to get your name out there with the public, PPC campaigns can be a powerful way to do it. If you're not sure how to get started, hiring a Google Ads advisor can help.
Which brands did you notice through advertisements?
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