Search ads don’t just drive conversions – Search ads play a vital role in brand awareness.
And if you’re not running brand awareness search ads, you’re missing out on a fantastic opportunity.
They can become the most cost-effective brand awareness tool available, when used in the right way. Increasing ROI for brand awareness is all about selecting the best targeting method. And that is precisely what brand awareness search ads do. Keywords are highly relevant and provide high level brand awareness. If your products or services have decent search volume on Google Search, then search ads are something you need to start running right now.
Some evidence…
A Study by Google and Opsos Media CT in 2013 found that an average of 14.8% of people in a test group recalled the test brand, which was placed in top ad positions, compared to 8.2% in the controlled group – That’s a 6.6. percentage point increase or an average of 80% lift in top-of-mind awareness.
Brand awareness search ads are a must have!
A bit of explanation…
Put simply, search ads reach people who are already in a highly receptive mindset. They are actively searching for something. Their minds are focused on that. If your ads tell them that your landing page has the answer, they will click and if your landing pages are good enough, people will become customers. And if not, we always follow up with remarketing campaigns.
Your landing page content is extremely important. Many of the people clicking on brand awareness search ads aren’t ready to buy yet – The search terms for these campaigns aren’t transactional. Send them to a page of products and prices and they’ll probably turn away. Instead, send them to a page with a video that demonstrates your product and tells them about the benefits of your product. Make them think, and you’ll be one of their top options when they’re ready to purchase.
What brand awareness search ads need to do…
- Introduce your brand / product / service to a wider audience that is still relevant.
- Direct traffic to a landing pages that tells them about the benefits of your product / service.
- Create strong remarketing opportunities.
How do we track the effectiveness of brand awareness search ads?
While most people tend to measure reach and frequency, and some also look at conversion rates, we take things a step further by looking at the following.we take this a step further by looking at the following.
- WE TRACK BRAND RECALL – We look for increases in the percentage of new website visitors reaching your website via brand search campaigns. These are people who searched specifically for your brand and have never visited your website before. We always aim to increase the number of new visitors. This tells us that brand awareness campaigns are working.
Here at Rocco Doulgas, we test which type of ads work best for brand awareness and focus on the campaigns that get results (sales / conversions).
We know how to put together Google Search campaigns that work at every level. We have flat-rate pricing starting from $200 per campaign. We don’t charge by keyword, ad group or ads. We use as many as required to get the job done.
And, we don’t have contracts – We believe in earning the right to work with our clients each month.
Recent Comments