In today’s world, it seems that the most important thing for any business is brand awareness. Branding has become necessary because of the growing number of competitors in nearly every market. It is no longer enough to have a great product and good customer service; you need to stand out from your competition to survive in this day and age.
Nowadays, businesses are finding new ways to increase brand awareness of their products and services. With the rise of social media, it’s now easier than ever to connect with customers through Facebook Ads, Instagram Ads, or Twitter Ads.
But what if you don’t have an ad budget?
You can still use PPC and paid social ads on Google Ads or other platforms like LinkedIn to drive traffic back to your blog or website, where you can try to convert them into a customer.
In this post, we’ll discuss some tips that will help get your brand in front of more people without breaking the bank!
What Is Brand Awareness?
Brand Awareness refers to recognizing that a brand is different from all other brands in a particular industry and an understanding of what it offers or can do. To put it in today’s context, it’s the knowledge that one has about which company makes what product. It is not liking or disliking something. But instead an overall consciousness of who and where these products originate from.
For example, if I ask you to Google your favorite pop star, maybe you will say Beyoncé because she has been all over social media lately, as people are aware of her.
Why Is Brand Awareness Important For Businesses?
Brand awareness is one of the keys to business success. It can increase market share and profitability and decrease the cost of acquiring new customers.
The value or significance of any brand is dependent on understanding its perceptions among a group of potential consumers.
Simply put, brand awareness is how well known a brand may be with customers who are currently not using the product or service as their first choice for comparison among other brands in that category.
It helps companies develop new products based on what they learn about consumer preferences for similar existing products and services. It also leads to a better understanding of its strengths and vulnerabilities within that segment of consumers. It will help to tailor the future messages more accurately to target this specific audience.
Increase Brand Awareness with PPC And Paid Social Campaigns
You can increase your businesses’ brand awareness by introducing them in ads that your target market sees. Your ads should include a memorable name or logo, so you can become familiar to potential customers and start building an audience.
While running paid ads, always remember, impressions are more critical than click-through rates when it comes to large groups of people seeing your ads. You should continue running a PPC campaign while keeping in mind the two goals: the number of impressions and how many clicks you’re getting on each ad.
Even Google recommends switching over to an option where pay is based upon impression to build brand awareness.
5 Tips To Increase Brand Awareness with PPC & Paid Social Campaigns
Good Brand Awareness means that the customers can recognize your company and shop with you.
With this in mind, any creative endeavors should be strategic, so they ultimately drive sales and build reputation rather than distract from those things.
Here is an example: If someone asks you, “Do you know Mercedes Benz?”, and you don’t have any knowledge of cars or don’t watch any news related to the car industry, then there is no chance that you’ll not be able to answer this question. But if you happen to read the news regularly, then there is a big chance that you might answer these types of questions correctly like this one – “Mercedes Benz unveiled its new models X class” or something similar.
So by now, it must be clear what brand awareness is, but even if it is excellent, you will not get high conversion rates. There are many other aspects which you should take care of.
Following are some strategic tips to increase brand awareness of your business with PPC and Paid Social Campaigns. Read on!
Find Out Who Your Target Audience Is
When it comes to building brand awareness, do you know who exactly your business is trying to target?
It can get tricky if you tend to switch your focus or try breaking into new markets. You may have different target markets and need more specific details for each one of them.
Suppose you attempt to advertise your product when you are unsure of the target market. Then, your efforts will be wasted and when your money could’ve been spent better elsewhere.
So, build customer avatars such that it is easier for you to visualize who the product/service will benefit most, even though they might not already exist in your pre-existing list of customers you’ve had before.
To do so, keep in mind the following questions:
- Where are they located geographically?
- What are their interests?
- What problems frustrate them the most?
- How do they make decisions (ex.: by going with their gut or considering all the different possibilities)?
- Which topic or problem could you help them solve in a meaningful way?
- How would your product help them take some action towards solving that particular problem in an even more efficient way than it is currently being done at present?
These questions will help you better know your potential audience and build their avatars.
Also read: How to Select the right Digital Marketing Company for your Business?
Deeply Understand Your Target Audience’s Habits
Understanding your target audience habits is crucial to marketing effectively. Your goals should always be centered around the people you know will want what you have to offer, including where they go online and their emotions and psychology.
You need to put yourself in your customers’ shoes and try to think about what they think, feel, like, need, etc.
As an example, if you sell to children:
- What is their favorite video game?
- What is their favorite color?
- Do they prefer digital or physical purchases?
Remember that consumers often think and make decisions differently depending on who they are. That’s why it is essential to know about them before communicating with them.
Whether the person in question prefers physical purchase over digital, prefers console games over PC games, has played a particular game recently but not others.
All of this information will help tailor your marketing message when looking for other people like them. In addition, age matters too – both because habits and opinions change from adolescence through adulthood.
So, if you want others to connect with you and understand what your company is all about. In that case, it’s essential to see things from other people’s perspectives before getting too involved in doing anything else.
Do Not Stick To One Ad, Diversify Them
To effectively introduce your brand to new audiences, you need to utilize multiple advertising streams. It would help to keep your branding consistent with everything else that the user is seeing.
Instead of using one platform to advertise your brand, you should take advantage of all available resources that can help boost exposure. For example:
- Use Google Ads as well as Facebook and Instagram.
- Take advantage by retargeting people who have visited the website or social media pages.
Also read: 4 Ways To Make Money From Google AdSense Without A Website In 2021
Always Use Right Keywords And Phrases
It can be tempting to throw in some generic keywords or whatever you know would work so that your ads show up. Sure, people might see them, but then again, do they really care?
It’d only matter if the right people saw your ads at the perfect time, and guess what that means using specific phrases for a more precise strategy where ad content is relevant to who needs help when they need it most!
The more targeted the ad, the less money it will cost to target a specific audience. The optimal goal is to create ads that will be more cost-effective because of lower competition for clicks from the right demographic.
It makes sense because you’re not competing with as many brands when you target your ad to a smaller niche. You’ll get higher returns on investment (ROI) since people who visit your site are more likely to stay and browse through your content and follow through with actions relevant to what they want or need.
Think And Get Innovative With Keywords
There are many ways to build brand awareness through PPC campaigns that give you the opportunity for some fun. Here are a few ideas:
Your competitors’ keywords, such as misspelled or trending words, they would prioritize having the top of mind.
Current events and how your business relates to them can be funny topics in ads.
For example, if an event related to food trucks occurs soon, use this keyword phrase on Google Ads so people who search for it will see your ad!
It is because the search engine interprets it as a type of word that targets a “long tail” search. In other words, searches for misspellings or creative keywords are usually not found in the popular searches on Google, Bing, or Yahoo.
This strategy crowds out competitors that rely solely on the popular keyword to appear their ads in search engines with less competition.
5 Ways To Measure Brand Awareness Of Your Paid Ad Campaigns
Cumulative Views
This is a very effective way to measure the increase in brand awareness, and it can happen only if you are publishing posts on Facebook, LinkedIn, or Twitter. You must always try to increase positive interactions as much as possible because it helps increase conversions too. If you are doing all these things accurately, then an increase in cumulative views will increase, which will lead to an increase in brand awareness.
Cost per Click (CPC)
CPC can help improve your ad position and increase traffic towards your website. It also helps increase brand awareness manifolds, so make sure that you are focusing on this while increasing your budget for PPC campaigns. An increase in CPC will boost the chances of the increased number of leads, sign-ups, increase in brand awareness, etc.
Cost per Thousand Impressions (CPM)
This will boost the chances of increasing impressions. An increase in cost per impression might increase your ad position as well, so make sure that you are focusing on CPC and CPM simultaneously.
Blog Traffic
Every blog requires some money to run its advertisement campaigns and increase traffic. So always try to increase your campaign’s budget because if you do not increase your budget, then an increase in interactions or bounce rates can’t be expected either. Apart from this, increasing blog traffic will also help improve your website’s ranking at SERP, which helps generate more leads, sales, etc., which increases brand awareness.
Branded Search Traffic
A branded search campaign can increase awareness of your brand name. So when your brand campaigns are building awareness around your company, there should be an increase in searches for that specific campaign. Monitor these numbers to ensure they’re going up as you continue running and marketing this project.
Summing Up!
There is no doubt that brand awareness has an impact on a business’s bottom line. The success of your marketing campaign will be measured by the results it generates, and this includes how well you can build up your company’s name in the minds of potential customers.
For brands to achieve their goal, they need to focus on advertising, customer service, and product quality.
And, if you’re thinking of bringing your brand awareness campaign to the next level, then I must tell you, it is not an easy task. It requires a lot of strategies, time, and resources.
So, why waste time in all of this by doing this paid campaign hectic task by yourself?
I am here. You just focus on your business operations, and I will take care of everything. Contact me today to book a FREE consultation session with me!