Branding success: Four ways PPC can amplify your brand
Many businesses underestimate the importance of marketing when it comes to amplifying your brand. Having an excellent product or service is simply not enough to attract the right audience – especially if you’re looking to develop an international business.
That’s why it’s vital that companies utilise all aspects of marketing to promote brand awareness. This includes the use of pay-per-click (PPC) advertising. Not only does PPC marketing produce quicker results, but it also lets you:
- Monitor ad spend
- Test ad campaigns
If you’re new to the world of PPC, we’ve written a blog explaining the top four ways PPC can amplify your brand. Learn more about its benefits, and how you can use it to position your brand alongside your competitors.
What is PPC in digital marketing and how can it amplify your brand?
What Is PPC?PPC in digital marketing is where businesses pay the publisher platform a fee each time an ad of theirs is clicked; known as a cost-per-click (CPC). To ensure companies reach the right audience with their marketing campaigns, they bid on specific keywords and keyword groups. Usually, they’ll form bidding strategies in order to do so.
This helps them secure their ads within the top placement of search engines such as Google. Google also assigns businesses and their PPC ads with a quality score, which is based on the relevancy of their ads and keywords. The higher the quality score, the cheaper the CPC becomes for the business.
There are several ways you can amplify your brand through PPC marketing, such as testing your ad campaigns to see what works and what doesn’t. Let’s take a look at some others in more detail.
1. Targets customers via location
One way PPC can amplify your brand is by targeting prospective customers via location. Meaning, that you can localise your ads, messages, and offers to specific customer areas.
For example, if you offer services in a particular region – targeting customers in this area will increase the likelihood of them engaging with the ad, as it will be more relevant to their needs. As a result, it increases their loyalty to your business and ultimately, the recognition of your brand.
2. You can use a variety of channels
With PPC marketing, you can promote your ads on a variety of platforms. From Facebook advertising to Google, no matter the demographics of your audience, you can get your ads in front of them.
And as your ads start reaching an audience that seeks the product or services you provide, the levels of engagement will likely increase. With high levels of engagement comes high levels of customer loyalty, and subsequently, a higher awareness of your business.
3. Convey your brand through ad copy
Businesses often underestimate the importance of ad copy, as well as marketers themselves. But without compelling messaging and a clear tone of voice, customers will fail to associate your brand with anything – let alone the market you want to dominate.
With PPC marketing, you can test your ads, so you can take note of what copy leads to higher click-through rates and conversions. You’re able to see what leads your prospective customers to engage with your ads. Therefore, you can make informed decisions on your future PPC campaigns to ensure brand awareness increases.
PPC Executive at Embryo, Dimitris Lykos, says:
“Outside of ensuring your ad copy contains keyword-relevant headlines and descriptions, you can use the other headlines and descriptions to promote your brand’s core messaging, best USPs, offers, reviews, or quality-guarantees to users.
Adding these messaging variants gives Google’s automated bidding and ad testing rotation more to play with.
Running a competitor analysis on ad copy using tools like Google Ads Transparency Center is an effective way to identify opportunities for your own ad messaging.”
4. Measure your successes and identify improvements
Even the most successful marketing campaigns have something they can improve on. But in some aspects of organic marketing, what these improvements are can be difficult to identify. Not to mention, your successes can be hard to measure too. As a result, it can be tricky to gauge your audience’s awareness of your brand.
Fortunately, in PPC marketing, you can measure the performance of campaigns via multiple insights and metrics. For example, if you’re looking to increase brand awareness, you can measure the volume of your brand’s searches before and after your campaign. These are key indicators of customer loyalty and ultimately, brand recognition.
Turn to our experts for help with your PPC campaigns
A dedicated PPC Team can take the weight of marketing off your shoulders. We’re more than happy to share how your own PPC campaigns might benefit from an in-depth review & action plan. We’ll even see it through to demonstrate how you can dominate the market.
Interested? Get in touch today.
FAQs
Answered by Tom McGuigan
Why is brand awareness important?
Brand awareness is important for several reasons. Not only does it make people aware of what your business offers and its overall message, but it also builds trust among your audience and familiarity with your brand. So in the future, those customers have positive associations with your company and are likely encouraged to purchase your products and services.
What are the stages of brand awareness?
There are four stages of brand awareness that represent a customer’s journey; recognition, recall, top-of-mind, and brand preference. Identifying which one your audience lies under can ultimately inform your marketing strategies. For example, if they’re in the recognition stage, you’ll need to establish yourself as an industry expert by crafting thought-leadership pieces on the topics they’re searching for.
How do I make sure my ads reflect my brand?
Titles and ad copy need to match the overall tone of voice of the brand. Most importantly there needs to be a clear link between the ad and the landing page.
What scope of people can my brand reach with PPC ads?
There are no limitations to who your ad has the potential to reach. PPC is a great way to try and expand your reach and try to get the attention of potential customers.
