It may appear difficult and complicated to raise brand awareness, but all it takes is putting the company in front of the right people.
How do you get your name out there when you have a brilliant idea or start a new business? How do you get people to notice what you’ve made or what you’re trying to sell?
Billboards and bumper stickers are just a few of the choices, as is the word of mouth and cold calls.
However, it is also easier than that. PPC (pay-per-click) promotions will help you raise brand awareness by displaying your advertisements around the internet, including on SERPs, social networking platforms, in-app ads, website banners, and more.
What is Brand Awareness?
In certain cases, brand awareness refers to the ability to be recognized. Of course, in today’s noisy online environment, where brands fight for attention all the time, building brand awareness can seem impossible.
Brand awareness is not impossible to achieve for a new brand or one with a smaller target market. Consider the last time you listened to a podcast and heard the name of a new tech venture, only to hear it again on another podcast. A person’s ability to recognize recognizable features of a company and its marketing materials is referred to as brand knowledge. This may include remembering a slogan, recognizing a logo, or recalling a marketing message. It also entails instilling positive feelings and beliefs about a business, as well as developing a brand image that encourages customers to talk openly about it. When consumers see your logo or hear your jingle on the radio and immediately associate it with your business, you’ve achieved strong brand awareness.
Why is Brand awareness Important?
Brand awareness is critical because it is the first step in the marketing funnel and lays the groundwork for acquiring consumers. Brand awareness refers to a person’s ability to remember and recognize a company. Building and increasing brand recognition are critical for a variety of reasons.
You can use brand awareness to accomplish a variety of company objectives and goals. It will help you reach a wider audience, increase website traffic, foster brand loyalty, and generate leads.
Brand recognition is crucial to your company’s growth. You will sell more if customers are aware of your brand, its logo, and other ads. People are more likely to buy from a familiar brand or visit a familiar brand’s website. In reality, brand recognition and brand affinity can increase click-through and conversion rates by up to three times in online ads. Building brand awareness takes time, but once you reach a point where people are familiar with your brand, you will gain their confidence, which will lead to increased sales and loyalty from your customers.
Using PPC(Pay-per-click) for Brand Awareness
PPC is a great avenue for generating online sales, gathering leads, or just about every other goal you have for your company. It can also be a useful tool for raising brand awareness and strengthening brand loyalty. Paid search and paid social advertising are great ways to attract new customers and introduce them to your brand, whether your company is just getting started or is already known and looking to expand its reach.
How Do PPC Campaigns Increase Brand Awareness?
We begin brand awareness campaigns the same way we do every other: by asking ourselves, “What outcome do we want to achieve?” We’re not trying to increase sales; instead, we’re trying to get a brand in front of a new generation of customers, so branding campaign goals are far higher up the funnel than conversion campaign goals.
Here are some common goals for brand awareness:
- Impression volume
- Click volume
- Video views
- Social page likes
- Social shares
- Post engagement
There is no right or wrong response when it comes to the KPIs you choose, but it’s likely that some would be more influential than others. Clicks to a website typically signify higher interaction and meaning for a particular audience, but since many sites charge per click, impressions can still result in a lower cost per brand message received.
Know Who Your Target Audience Is?
Do you have any idea who purchases your product or service? Do you have a clear idea of who you’re trying to reach with your brand awareness campaign?
If you’re trying to break into a new market or shift your focus, this can be challenging. It’s possible that your target market isn’t who you’ve always sold to.
Make an effort to be precise. If possible, create a customer avatar. Who is this mysterious figure? What are their ages? What exactly do they do?
You will find out what the target group does on a regular basis because you know who they are. What websites do they frequent? What applications or tools do they employ? What social media platforms do they use?
Concentrate your efforts in places where you anticipate finding your target market. It’s a waste of time and resources to screen advertisements to people who aren’t in your target demographic.
Look for niche markets when you’re doing your analysis. The more you know about your target market, the more you can focus on specific locations to display your advertising.
Use the Right Keywords
It’s tempting to fill your Google Ads with obvious or generic keywords in the hopes that they’ll “fit.” Yes, people can see your advertising, but brand recognition is all about getting the right people to see them. Not only that but having the right customers see your brand at the right time is also important.
If you use precise keywords and phrases, your advertisements are more likely to appear when your target market is thinking about the issue you solve.
Introduce the Correct Information
It’s easy to get carried away with ad creativity and overlook the obvious. Keep in mind that the target is to raise brand awareness. You want people to recognize your name and for it to become associated with the business you’re in or the problem you’re solving.
All of that can be lost if you forget the fundamentals of your brand, which include:
- your slogan or tagline, or a variation of it
- your current position (if you are a location-dependent brand)
- your website(If you aren’t easily searchable)
Is it time to use PPC to increase brand awareness? You will guarantee that your brand appears while people are searching by using Google Ads and other ad tools.
PPC promotions can be a strong way to get your name out there in the public mind if you’re only looking for a way to get your name out there. If you’re not sure where to begin, a Google Ads consultant might be able to assist you.
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