Build Brand Awareness With Pay-Per-Click Advertising

March 30 / Clare J. / filed under Pay-Per-Click

Brand awareness refers to how much the general public knows about your brand, what it stands for, and what type of products or services you offer, and it is a crucial aspect of establishing your brand in the market. Building brand awareness is essential for a business to increase its market share, expand its customer base, and ultimately increase revenue.

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Pay-per-click (PPC) advertising is an important tool for building brand awareness. However, successful brand awareness campaigns require thoughtful strategy. Here are our tips for growing brand awareness through digital marketing campaigns:

  • Customize Your Metrics to Meet Your Goals

As with any marketing campaign, it is vital to carefully consider your brand awareness goals and determine the best metrics for evaluating your progress. The goal of brand awareness may not be to drive a specific conversion action like a purchase or phone call. Any metric or customer action that helps drive engagement with your website, furthers awareness of your mission and piques customer interest is worth measuring. Some examples of these key metrics include impressions, clickthrough rate, and landing page engagement. It is also important to accurately track and analyze your metrics to ensure that your marketing efforts are driving the desired results. By using tools such as Google Analytics, you can gain valuable insights into your audience’s behavior and preferences, which can inform future marketing decisions and help you continually improve your campaigns.

  • Identify Your Ideal Audience

Even when your marketing campaigns are not working to drive sales, enrollments, or quotes, you still want to ensure you are targeting the right audience for your business. In the case of brand awareness, you will likely want to target people who are in need of your product or service (or will be soon), but haven’t heard much about your brand. If you have market research completed, this can be a great starting place. Considering common customer demographics, in-market groups, and internet research patterns can help you narrow in on your target audience. In addition, intent-based audiences like custom intent audiences on Google, or audiences that resemble current customers, like lookalike audiences on Facebook, are good starting places for reaching the right people.

  • Utilize The Right Ad Platforms

Tying into the importance of reaching your ideal audience is the importance of showing ads on the right platforms. Since brand awareness is all about creating familiarity with your brand, ad platforms that enable the use of video, creative graphics, and eye-catching imagery are ideal for brand awareness campaigns. Instagram, Youtube, and the Google Display network are excellent platforms for brand awareness campaigns. It is also important to keep in mind who is using different platforms. For example, LinkedIn is an ideal place to reach professionals, Facebook is popular with parents, and Instagram is ideal for reaching the young adult audience. In most cases, a mix of these platforms is ideal.

  • Keep Search Campaigns In Your Back Pocket

An important note when it comes to brand awareness is the value of also maintaining well-funded and optimized search campaigns. Brand awareness is invaluable, but it is only the beginning of the customer journey. Search campaigns make your organization easy to find down the road and enable you to complete the digital sales cycle. It is typically best practice to run brand awareness and search campaigns simultaneously for excellent full-circle results.

Thoughtfully targeted brand awareness campaigns can help move your brand from being simply recognized, to being top-of-mind for relevant audiences. This can make all the difference when that person decides to start their search to continue their education. Partnering with an experienced higher education digital agency is vital to the success of your awareness marketing campaigns.

 At Chair 10 Marketing, our experts know the ins and outs of the whole customer journey, and can help customize a strategy to help you meet your goals. Interested in learning more? Contact us today!