Does Brand Awareness Affect PPC Results?

Short Answer: Yes.

Brand awareness may be the biggest marketing advantage in business. Having worked with many clients who have built up their brand awareness the evidence is always in their analytics accounts.

Once a brand breaks into popular culture – that is, once the brand has become a household name – there will be a much higher rate of direct traffic and a large portion of search engine traffic that comes from people typing in a keyword like “Target” or even (and surprisingly not all that rarely) “www.target.com” into a Google, Bing or Yahoo search engine rather than directly into their browser.

Target shopping cart

How Brand Awareness Relates to PPC

One of the main factors that plays into pay-per-click (PPC) advertising in Google AdWords is the Quality Score.

Quality Score, the measure of an ad’s relevance according to Google algorithms, directly impacts in which position each PPC ad is displayed in search results (ad Rank is never just about paying more currency). Thus, this score can be the difference between a profitable campaign and a negative ROI.

This is more reason to increase your AdWords quality score because one of the main factors Google takes into account to determine quality score is click-through rate (CTR).

The connection between Quality Score (which directly affects a PPC ad’s ad rank in search results) and brand awareness is this: I would venture to guess that, for any given search query, people are more likely to click on something they are familiar with (ad retargeting, anyone?). 

So, why does brand recognition help business? In a semi-anonymous environment like the internet, branding gives a company like Target a clear advantage over something like “www.MaAndPa.com” – did you even know they offered your favorite pattern of duvet?

Of course, ad position will also have a bearing on the CTR of any given ad, but there should be no denying the power of a brand. If effective branding does give an additional advantage in PPC, then the bar to entry is raised in the online advertising game giving more advantage to those companies that have found success in building brand awareness.

How to Improve Brand Awareness with PPC

There are a few ways you can improve brand awareness with PPC, including using targeted keywords, graphics, and ad copy. Brand awareness is about being seen, remembered, and recognized.

gif: it's called brand awareness

Start by defining your target customer, and thinking about things like demographics, interests, and online behavior. This helps define your ads to the right people, maximizing impact and minimizing wasted spend.

When looking for keywords, explore long-tail keywords and specific phrases that reflect your brand and target audience’s search intent. This increases relevance and attracts users who are genuinely interested in what you offer.

Creating intriguing visuals and compelling ad copy is essential. Highlight what’s unique to your brand and use strong calls to action (CTAs) to encourage curiosity and engagement. 

PPC is all about data-driven optimization. Experiment with different ad formats, keywords, and targeting options. One way to measure brand awareness- track metrics like impressions, click-through rates, and engagement to see what sticks with your audience. Then adjust your strategy accordingly.

FAQ:

What is PPC branding?

PPC branding refers to using pay-per-click (PPC) advertising to increase awareness of your brand, rather than just focusing on direct conversions. It involves bidding on keywords and running targeted ads to potential customers across search engines and digital platforms. 

While conversions are often the primary goal of PPC, building brand awareness through these campaigns can set the stage for future success.

Is PPC good for brand awareness?

Yes, PPC can be good for brand awareness. PPC can allow you to target a specific audience who are actively searching for products or services related to your brand. PPC also allows for high visibility for your brand to be seen at the top of search results, and creative ad copy can showcase your brand identity.

Can digital ads increase brand awareness?

Yes, digital ads, including PPC, can increase brand awareness. Digital advertising offers various formats like display ads, search engine ads, social media ads, and video ads, allowing you to reach diverse audiences across different platforms. The key is to tailor your message and targeting to match your brand and audience.

How do I use Google Ads for brand awareness?

There are a few ways you can use Google Ads for brand awareness. One way is by bidding on your own brand name and variations to ensure you appear when users search for you. You can create engaging video content for YouTube ads, or implement targeting options like demographics, interests, and geographic locations to reach your ideal audience. You can also set up remarketing campaigns to re-engage with people who have previously interacted with your website or shown interest in your products or services.

Set brand awareness goals, monitor campaign performance, and optimize your ads, targeting, and bidding strategies to build brand awareness on Google’s advertising platforms. 

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