For any business, the best way to survive competition is by creating a brand that customers relate to and continue to use. Brick and Mortar businesses tend to have an easier time with creating brand awareness as customers are able to visit and interact with the business. Online businesses have a much harder time to create a great and recognizable brand. Competition is so fierce online and many businesses can go unnoticed without quality search engine marketing. Great online brand awareness starts out with brand exposure. While customers may visit a website, will they come back again and again? Customers have to be continually exposed to a website/brand in order to start remembering and referring others to the brand. There are different ways to increase brand exposure online, but only a few are effective. One of the most effective ways to create and maintain brand awareness is to use Google Adwords.
The Google Adwords pay per click advertising platform is the most widely used online advertising medium. Pay per click advertising can be costly for companies, but costs can be kept in line with a properly maintained account. Anyone can setup a Google Adwords account, but time and effort is necessary to setup for brand exposure. Google usually provides free coupons to start advertising on their network, like $100 worth of clicks. These coupons are a great way to start advertising on Google to increase brand awareness. Since this form of brand exposure is pay per click, advertisers need to be aware of what is happening within their account. Specific campaigns should be setup in order to maximize exposure while decreasing spend. This can be achieved by a campaign revolved around just the brand that needs exposure. This is usually just the website/brand name with keywords that are focused. When users search for any term that might contain the website name, then it is necessary to be in front of that user. Though it might not be as targeted depending on the search term, it will still show up in front of a potential customer. Businesses should always be in the number one advertising spot for their brand/website name. This is often overlooked by many, but it easy to fix.
The number one way to increase brand awareness in Google is to create compelling ad text. Ads are the face to potential customers. They are created to grab the attention of searchers and cause them to click to visit the website. Without quality and attention-grabbing ads, businesses cannot expect to achieve a wide brand awareness campaign. Businesses should include powerful supporting text within their ads such as promotions or coupons that are offered. Customers respond to great promotions and are 3 times more likely to follow through on a purchase. All campaigns and ad groups built for brand exposure should have quality written ads that will win the customers attention from competitors.
Google offers a great way to increase brand awareness with the addition of their content network advertising options. Google’s content network is the largest in the world and can have powerful effects on branding and the addition of new customers. Any campaigns setup in Google can also be placed on their content network to expand any businesses advertising. Professional paid search analysts recommend that advertising on Google’s content network should be created within a separate campaign. The reason for this is content network advertising can get out of control quickly if not managed properly and advertisers should have the ability to pause campaigns just based on the content network. CPC rates for content network advertising tends to be less than the search network, so having the ability to monitor and change content network bids is a giant plus. If a business is advertising on both the search network and the content network, breaking these campaigns out into separate campaigns will yield the best results. With the vast exposure that the content network can provide, brand campaigns should be targeted to web properties that are related to the advertiser’s website. This will ensure that the advertising campaign is only bringing in qualified visitors. Bringing in qualified visitors tends to increase conversion rate from initial click to purchase. Google Adwords allows advertisers to target their content campaigns to specific participating web properties. While the list may be extensive, it is often suggested that advertisers take the time weed out inappropriate web properties from the list. No brand awareness campaign will succeed if the ads are showing up on an unrelated, inappropriate website. Customers tend to look down on this and that can affect the exposure that a business may be looking for.
A combination of advertising on Google’s search network and content network tends to be the optimal way to succeed with brand exposure. When a customer clicks on an ad in Google and taken to the respective website, they may not initially like what they see or find what they are looking for. If a customer sees what they want, they usually do not go through the purchase cycle at first. Many customers will take additional time to check the legitimacy of the website before going back to finish the purchase cycle. One way to combat this problem is by having quality ads show up on Google’s content network. Advertisers have a very good chance that a customer visiting their website will go to a website participating on Google’s content network. If this is true, then they could see your ad again and this leads to an increased chance that they will return. This is the ultimate way to increase brand awareness. Using Google to hit potential customers from every advertising angle is how some of the most successful companies achieve their brand awareness goals. Since Google makes advertising easy, any sized business can create and maintain an effective brand exposure campaign.