Be visible: use paid search and social for brand awareness

Be visible: use paid search and social for brand awareness

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.

<img src = " "width =" 800 "height =" 533 "alt =" If greater awareness is your goal, this guide will get you started, covering:

  • 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
  • CTR
  • 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:

 Facebook brand awareness campaigns

When you create a campaign in the new Google interface Ads,.

 Awareness of the Google Ads Brand

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.

 Video Awareness Campaign

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 [19659010] 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.

 How to Increase Brand Awareness With Facebook Ads

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.

the relationship with YouTube and the Google Display Network, Facebook and Instagram live in the same platform and use the same targeting, authoring and tracking options. If your audience tends to be a bit younger and more mobile, Instagram ads could be a great option to go beyond the Facebook network while having the same targeting options.

for brand awareness

LinkedIn is a paradise for B2B advertisers. It is the first professional network of companies on the Internet and at this stage it offers the best B2B targeting in the market. Almost every aspect of a user's profile can be targeted from job title to industry, educational experience, company name, size of the company. 39, business, groups, skills.

with a large picture accompanied by a good amount of surrounding text.

 Brand awareness campaign on LinkedIn

The biggest disadvantage of LinkedIn is the high level of CPCs. On Facebook, I mentioned seeing campaigns with CPCs as low as $ 0.05. On the LinkedIn network, some of the lowest CPCs I've seen were $ 4, with averages approaching the $ 6 to $ 12 range, but do not be frightened. There are ways to get the most out of these high CPCs [19459040] and if your target audience lives in this B2B space, you can not beat the audience quality targeting.

Other Networks for Brand Awareness

This is only a small sample of the channels available for targeting. The list above should get you started because there are many targeting options and huge audience potential, but do not be afraid to get off the list if you know where your target audience is. Pinterest, Twitter, Snapchat, Spotify, Outbrain, Taboola and many others have some targeting options that might be suitable. In the end, the best place for you is where your target audience is.

Tracking the success of brand awareness campaigns

As an online marketing community in 2018, we continue to respond to the dilemma and find the best ways to give credibility to the efforts that lead to results. Brand campaigns are already a bit more difficult because results are less tangible than conversion campaigns designed to generate direct revenue. In the end, brand awareness campaigns should also generate revenue, but there could be a number of touch points after this first commitment and before the eventual conversion.

Although tracking awareness campaigns may be a bit more difficult, it is certainly feasible. First of all, although it should not be necessary to repeat it, it is imperative that you have all the appropriate tracking and analysis pixels on your site to conduct awareness campaigns. Be it the Facebook pixel, Google Analytics, Google ads, Bing Ads, etc., all active channels must be configured with the appropriate pixels, and this is never more important than awareness campaigns. Without them, you fly blindly.

Measuring Brand Search Traffic

Ideally, as your brand campaigns increase brand awareness, the volume of searches for your brand will increase. If you do not currently have a custom search campaign, it's time to create one.

While your campaigns are running, monitor the number of searches for your brand campaign. These should increase as your campaigns continue to work and increase brand awareness.

 How to Measure Brand Awareness Campaigns

Measuring the Influence of Layered Audiences

After setting up your awareness campaigns, spend some time creating audiences among these users. This can be as simple as creating URL rule audiences including the names of the campaigns you have configured, as shown here:

 Awareness of large-scale audiences

These audiences can then be integrated into your existing research campaigns as layers of observation. This will allow you to see how users, initially introduced to your brand through brand awareness campaigns, are looking for relevant keywords for your products or services.

The general purpose of a celebrity campaign is to generate a demand that it be immediate or later, which will allow you to see if these users then need of something sufficient to search for it.

In Conclusion …

Brand awareness campaigns can be incredibly powerful when you're trying to grow your business online, but it's important to target the right users with the right message and know your efforts are the most influential. With these pieces in place, you may be surprised at the type of value that they bring to your business.


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