Branded campaigns can help increase awareness to your product and services and capture the demand generated by your upper funnel campaigns. Through the process of Brand Building, you can help strengthen your brand and enhance the performance of your campaign. If you’re not sold on the idea of paying for your branded terms, read what happened when one of our clients paused their branded campaign.
What is Brand Building?
Brand building is the process of building a strong identity by setting your brand apart from your competitors and ensuring customers can recall your product or service. You can build your brand using the following techniques:
- Brand Differentiation
- Competitive Analysis
- Awareness and Engagement
If you have multiple competitors appearing in the search landscape under your brand name, it’s important to differentiate your brand from your competitions. You can increase trust and recognition to potential customers by controlling your messaging in your creative and your landing page.
If your company has won any awards, now is not the time to be modest. Show it off! Add the badge to your landing page and to your copy. Positioning yourself as an industry leader will help customers recall your brand later down the customer journey. Another way to customize your messaging to appeal to your customers is to adjust your sitelinks relevant to searches. This means you’ll have to break out your ad groups into branded terms and long-tailed branded terms. For example, in searching for “Aveeno”, you can see they’ve listed their products. However, when you search for “Aveeno baby products”, they’ve adjusted their sitelinks and copy to match the long-tailed branded search.
Performing a competitive analysis will help you with step 1 and help you understand what your competitors are saying about themselves. There are several tools out there that can help you with this process, free ones like Google Ad’s own Auction Insights or paid ones like SEM Rush and SpyFu. After initially performing a competitive analysis it’s important to keep an eye on the search landscape to see if any new competitors have entered the auction and if they’re showing above your ad.
Awareness and Engagement
After you’ve found the right message that helps distinguish your brand, the next step is to build awareness and engagement to your business. You can easily do this through the Google AdWords networks, programmatic, social and YouTube campaigns. These platforms make it easy to target your ideal audience based on interests, websites they’ve visited, retargeting users when they reach different paths in the customer journey.
In conclusion, by following these three techniques, you can help build your brand and start establishing it as an industry leader. It will take time especially if you’re a new business, but the payoff in conversions, high CTR and inexpensive CPC’s will be worth it.