Paid Search (PPC)

Generating brand awareness is tough, particularly when you are trying to reach a particular target audience. It's here where Google Adwords can help.

Google Adwords allows you to reach the users you want to target by placing your ad where they will see it.

You can use Google Adwords to increase your brand awareness in a number of ways:

The Display Network

The traditional and arguably the best way to use AdWords to generate brand awareness is by using Google’s Display Network. The display network allows you to target users with specific interests.

You can advertise your products and services across a variety of sites around the internet, as either a text or a banner ad. Because you can use images in banner ads, it’s easier to get your brand’s personality across more clearly.

The real key to using the display network lies in how you target those users. There are a range of options available. These include choosing specific websites to place ads on, targeting certain topics or keywords, or even just following around a specific audience wherever they go.  The clincher is that these various targeting options can be mixed and matched with inclusions and exclusions. This allows you to show your ads to the people you want in the places you want.

Brand Awareness Display Network Targeting Methods

A breakdown of three of the most heavily used targeting methods for brand awareness.

That is not to say that the display network is perfect. Any campaign using anything grander than specific placements will need frequent checks. You need to ensure that your ads are not being featured alongside some of the less credible pieces of content that can be found on the web.

The Search Network

Many people think the search network is just used to drive traffic to your site but having your ad appear within the results can also be great for building brand awareness. Even if your ads don’t get clicked, the visibility of your brand name will bias users towards selecting your product or service in the future. Not to mention you can use clever techniques such as placing your ads on searches for competitor brand names. Or you can use remarketing to target search ads to people who are similar to your current customers. However, bear in mind that it’s much more costly to receive clicks on the search network than it is on the display network. However, those clicks that you do get tend to come from more engaged, more interested users who are actively looking for the services you offer.

Measuring Brand Awareness

When measuring the success of a brand building campaign, one of the best things to do is look at the reach and frequency of the campaign. To do this, add custom columns to your Adwords account to view “unique cookies” (reach), and “Avg. impr. freq. per cookie” (frequency).

How to use PPC for brand building display ads reach and frequency

The number of unique cookies shown demonstrates the number of users that have seen your ad at any point when browsing the internet. Meanwhile, the average impression frequency per cookie shows the number of times each of those users has seen the ad.

As you can see in the example above, both of our display campaigns have served different purposes. The first reached much fewer people but it reached them more frequently. The second was seen by much more people but less frequently.

Unfortunately, the reach and frequency columns are only available at the campaign level and only for the display network. In order to assess the success of a branding campaign on the search network, or to look at relative performances within the campaign, we must look at impressions. Impressions outline the number of times your ad has appeared on a page but it does not shed any light on the number of unique views, or how often a browser has seen the ad.

The other metrics you may want to consider are the engagement metrics provided by Google Analytics, such as Avg Session Duration or Bounce Rate. These can tell you whether people are engaging with your site after they click on the ad, or if they’re not interested. Poor engagement metrics could be indicative of mismatches between the messaging in your ads and your landing pages. This leaves a user with an unsatisfied experience when engaging with your brand. The opposite of your actual objective.

Brand Awareness Measurements

You’ll need to link your Analytics & Adwords accounts together to be able to get these metrics. If you need help doing that, check out this blog post.

To conclude, Google Adwords can be a great tool for getting your brand seen by your target demographic – and with the tracking available in Adwords, the success of your campaigns can be quantified very easily.

For more information about Google Adwords, or any other aspect of PPC, simply get in touch to find out how we can help.

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