PPC is a great way to generate online sales, collect leads or any other goal you have for your business. It can also be a great tool to help generate brand awareness and increase brand affinity . Whether your business is just started or more established and looking to reach new audiences, paid search and paid social ads are great ways to reach these new users and introduce them to your brand.
- Setting goals for your awareness campaigns
- Finding the Right Audience and the Right Channels
- Measuring the Results of Your Campaigns
Start with the first step, setting the goals for your campaign
Setting Campaign Objectives
We are starting awareness campaigns for the campaign brand, as for any other, asking: what result are we looking to generate? Campaign goals for branding are much higher in funnels than in conversion campaigns because we do not stimulate sales, we just try to get a ma in front of a new audience of users.
- Volume of Printing
- Click Volume
- CPC / CPM
- Video Views
- Social Page Likes
- Social Shares
- Post commitment
wrong answer for the KPIs you choose, but chances are some metrics have more influence than others. Typically, website clicks indicate higher engagement and meaning for a specific audience, but many platforms also charge for cost-per-click. (Unfortunately, this is not a real measure we can follow, but ideally this is the result we're looking for.)
Many channels can now help your campaigns automatically optimize some of the KPIs you need . On Facebook, for example, a number of campaign goals can help you achieve your goal:
When you create a campaign in the new Google interface Ads,.
One thing to note: in Google, when you choose one of these goals, other features can be removed in the campaigns. If you want to have total control over all aspects of your campaign, I suggest you do not select anything to start with (the "Create a campaign without goal" option). If you simply need a quick setup and you do not plan to manage campaigns, one of the goals might be a better option for you.
Finding your target audience in the appropriate channels
We have identified our goals and we can use this information to determine our target audience and the channels we should target those users on.
If your goals are about social sharing, the Google Display Network is not the ideal channel. If you're looking for a lot of video views, YouTube is a great option, but you can also find success on social channels like Facebook and Instagram. It is important to keep in mind your goals while choosing the channels and your target audience.
Given the many iterations of brand awareness campaigns available and thousands of business types, I'm not able to answer everyone should use, so I'll go through the platforms to speak briefly strengths and targeting capabilities of each.
Using the Google Display Network for Brand Awareness
The Google Display Network has the largest reach of our self-service platform team. As mentioned above, there are certain types of predefined campaigns that you can choose to achieve certain goals within the campaigns they suit you.
The GDN offers many ways to reach your target audience with two main categories: Contextual and Public Targeting. Contextual targeting means that you can target the content on the site that the person is viewing. Topics, placements, and keyword targeting can help you reach these pages. Contextual targets are a great way to present your brand when the user is viewing relevant content for your business. If you sell women's clothing, for example, you could advertise for someone while they were reading a fashion blog. If you are a subcontractor, you can contact users as they read information about residential maintenance projects.
But do not limit yourself to the elements directly related. There is a good chance that you know your audience well enough to know what are the things that interest them and are tangentially related. What other content can you target based on this knowledge?
Audience Targeting is the second way to reach users of the global network. In this option, you target the individual user, regardless of the content displayed (unless you group the contextual targeting and the audience). There are many options for audience targeting:
- Market Audiences: People whom Google considers to be actively searching for a particular product or service and likely to buy .
- Custom Audiences: User groups based on groups of keywords that have searched or are likely to be interested in certain key phrases.
- Affinity and customs affinity: These are very broad and reach users interested in a wide variety of subjects.
- Similar audiences : According to your remarketing lists users who behave in the same way as users in one of your retargeting lists.
Each of these types of targeting has its advantages and disadvantages. So I encourage you to try out those who apply to your business and test those who meet your key performance indicators.
Finally, the Google Display Network has many options comes to creativity. You can take advantage of Reactive Text Ads or Image Ads to reach your target audience, but the space they have is quite limited. With regard to creating bulky and impressive brand messages, the GDN does not have an impressive list of offers. For this, we will need to access its partner network: YouTube.
Using YouTube Brand Awareness Ads
YouTube relies on the same set of targeting options as the Google Display Network, but with a creative option: videos. On the GDN, your message is sent back to Responsive Ads or an Image Ad banner, but on YouTube, you can create a video to tell the story of your brand exactly as it should.
can be as short as 6 seconds for outstanding commercials or up to an hour, although 3 minutes is the longest video that you should use  The biggest disadvantage of YouTube is also its greatest strength: videos. They're more expensive than banner ads and take a lot more time than responsive text ads, but they're worth it for the right message. Not to mention that YouTube's bidding options can be an added bonus for advertisers. With TrueView ads, advertisers only pay if someone is watching 30 seconds or more of the ad. This means that any view of less than 30 seconds is actually free of charge apart from production costs.
I recommend at least reviewing a video component for awareness campaigns because it allows you to master your message. potentially free video views (and the brand's exposure) on YouTube, not to mention the number of other video benefits can be provided .
Using Facebook Ads for Brand Awareness
Facebook is an excellent platform for brand awareness campaigns. The above campaign types are a plus but the other is pretty obvious: there are literally billion people on Facebook . The advertising platform itself has many ways to reach the target audience that will make the most sense for you: age, gender, interests, behaviors, page tastes and similar audiences. Also, depending on how you set up campaigns, Facebook has the potential for very low CPCs – some campaigns were $ 0.05 or less.
. Advertisers can choose from a single image, a carousel, slideshows and video ad blocks in a brand awareness campaign.
Each of these types of ads allows you to control an image (or a number of different types). images) and a good amount of text around this image. . Compared to the GDN, Facebook ads offer a world full of space. Like YouTube, you can use video ads on Facebook (by shooting even more video production costs), but here you get the same textual text on video and subtitles. securities. your message stick.
One last advantage of Facebook for brand awareness is the added benefit of shares. On Facebook, you only pay when someone in your target audience communicates with your ad. If these users click and come to your website, that click will be charged. But if they share your ad with their network, you do not pay any of these additional views (or any additional commitments). In this way, engagement campaigns on Facebook can be very powerful in boosting your brand message by engaging your audience to engage and then letting their network do the rest of the heavy work for you.