Friday February 19, 2021 By Dave
How to Use PPC For Brand Awareness

How to Use PPC For Brand Awareness

Model consciousness can appear intimidating and complex, nevertheless it’s only a matter of getting your model in entrance of the precise individuals.

If you give you an ideal thought or launch a brand new enterprise, how do you get your identify on the market? How do you assist individuals grow to be extra conscious of what you’ve created or try to promote?

The choices are different, from billboards and bumper stickers to phrase of mouth and chilly calls.

Nevertheless, generally it may be easier than that. You can boost brand awareness with PPC (pay-per-click) campaigns that present your advertisements to individuals throughout the web, together with on SERPs, social media websites, in-app advertisements, banners on web sites, and extra.

What Is Model Consciousness, and Why Is it Necessary?

In some ways, brand awareness is about how recognizable you are. In fact, in a loud world on-line, the place manufacturers compete for consideration on a regular basis, it could appear inconceivable to construct model consciousness.

Model consciousness isn’t out of attain for a brand new model or one whose goal market is smaller. Take into consideration the final time you listened to a podcast and heard the identify of a brand new tech firm, and then you definately listened to a different podcast and heard it once more.

After some time, the identify of that firm began bouncing round in your head. Perhaps you started to get interested in what they did and seemed them up on-line.

That’s constructing model consciousness. who they’re. They didn’t need to arrange a gross sales name and introduce themselves, however you are actually conscious of their model.

How Do PPC and Paid Social Campaigns Improve Model Consciousness?

You should use PPC ads to increase brand awareness by introducing your model in advertisements that your goal market can see. By creating advertisements that showcase what your model is about, together with a memorable identify or brand, you can begin to be a bug within the ear, or eye, of your potential buyer base.

You’ll be able to even consider it as an introduction. Your advert is your identify tag. “Hello, my identify is…” That is your alternative to say howdy and clarify what you do.

If all you’re frightened about is massive teams of individuals really seeing your advertisements, the impressions fairly than the clickthrough charges are going to be extra vital to you. You’ll be able to proceed to run a PPC marketing campaign whereas watching two targets.

First, you’ll see what number of impressions it’s getting. You then would see what number of are literally clicking in your advert.

In truth, Google recommends switching over to a pay-per-impression choice to construct model consciousness.

Paid Advert Model Consciousness Marketing campaign Targets

Constructing model consciousness can take many types. From simply listening to your identify or seeing your brand to clicking by way of, exploring your web site, and studying extra, your target market could expertise your model in a wide range of completely different modes.

What ought to your model consciousness marketing campaign objective be?

Earlier than we speak in regards to the specifics, let’s ask some questions on your model:

  • Is your services or products already available on the market?
  • If not, when are you going to market?
  • Are you attempting to extend gross sales, or is model consciousness sufficient for now?
  • Do you may have advertising and marketing targets equivalent to publication sign-ups or social media followers?

Let your timelines and your bottom-line targets drive the goal targets you arrange on your model consciousness marketing campaign. You could possibly select to look at the next metrics:

  • Impressions: That is how many individuals see the advert you might be posting. They could simply scroll by, or they might take a second and browse your advert. Both approach, they see it.
  • Clickthroughs: Relating to normal consciousness, you might be much less inclined to care about how many individuals are clicking by way of to your web site.
  • CTR: This can be a easy components to learn how many individuals are clicking by way of, in relation to what number of are seeing your advert.
  • Video views: In case your advert is a video, on social media, in one other video, or embedded on a web site, you might wish to know what number of see your video.

Once more, think about whether or not this marketing campaign is about individuals passively beginning to grow to be conscious of your model or about individuals actively participating with it.

Suggestions for Rising Model Consciousness With PPC and Paid Social Campaigns

Rising model consciousness can include many artistic alternatives, however you need to remember your final objective is to construct your status and finally drive gross sales. Specializing in these may also help you make strategic selections shifting ahead.

Know Who Your Goal Market Is

Are you aware who buys your services or products? Are you aware precisely who you are attempting to construct your model consciousness marketing campaign for?

This could get a bit difficult if you happen to’re attempting to break into a new market or switching your focus a bit. Your goal market is probably not who you’ve at all times bought to.

Get particular. Even create a buyer avatar, if you happen to can. Who is that this individual? How outdated are they? What do they do?

Perceive Your Goal Market Habits

As soon as you already know who your target market is, you may work out what they do each day. The place do they hang around on-line? What apps or instruments do they use? Which social media websites are they on?

Focus your efforts on areas the place you already know your target market can be. It’s a waste of money and time to showcase advertisements to teams of individuals exterior your goal market.

Don’t overlook to consider their feelings and psychology too. What are their ambitions? Who do they wish to emulate? How are they spending their time and power to evolve or develop?

When you’re researching this, search for area of interest alternatives. The extra you already know precisely who your goal market is, the extra you may zone in on explicit locations to showcase your advertisements.

Search for favourite apps or on-line instruments that promote advert area. You may also take a look at favourite blogs or information websites for advert alternatives. Getting particular will assist you to get extra out of every view.

Diversify Your Adverts

As a result of that is about model publicity, you’ll wish to ensure you are getting the phrase out about your model in multiple location or by way of completely different advert streams. For instance, you should use Google Adverts in addition to Fb and Instagram or one other equation that is smart on your model.

You may also attempt some retargeting advertisements by way of Google to proceed to drip your model onto those that have visited your web site or social media pages.

Use the Proper Key phrases and Phrases

It’s tempting to throw some apparent or generic key phrases into your Google Adverts so you already know they’ll “work.” Sure, individuals will see your advertisements, however keep in mind that model consciousness is about the precise individuals seeing your advertisements. Not solely that, nevertheless it can be about these proper individuals seeing your model on the proper time.

Utilizing precise keywords and phrases means your advertisements usually tend to present up on your goal market, simply when the issue you clear up is on their minds.

Perhaps you promote a product that soothes a child who suffers from colic. Anybody who’s ever tried to consolation a colicky child and sees your advert will in all probability relate to it, they usually’ll be extra conscious of your model in the event that they ever encounter one other colicky child of their lives.

How way more highly effective would it not be for a mom or father who’s actively looking for colic cures to see your advert?

The following time they see your advert or your product someplace, they might keep in mind that midnight rocking session and assume, “Oh, that’s proper. They may also help with colic.”

Being in entrance of the eyes of people that need your model, even when they don’t comprehend it but, at exactly the time they most want it. That’s the ability of constructing model consciousness by way of PPC and paid campaigns.

Get Artistic With Key phrases

The enjoyable factor about constructing model consciousness by way of PPC campaigns is that you could get actually artistic together with your key phrase focusing on and begin to pop up in unlikely locations. Listed below are a couple of concepts to get your artistic juices flowing:

  • your rivals’ key phrases
  • present occasion key phrases
  • trending key phrases
  • misspelled key phrases
  • key phrases your goal market is looking for exterior your business

The important thing to this tactic is utilizing artistic advertisements that tie in why you might be there, both with a pun or a light-hearted introduction. It may very well be one thing that makes you related to that area, even whenever you don’t appear to be. You’ll see some examples under.

Embody the Proper Data

It’s tempting to get tremendous artistic with advertisements and miss the plain. Keep in mind the objective right here is to extend model consciousness. You need individuals to start out figuring out your model and on your model to start out changing into synonymous with the business you’re in or the issue you clear up.

All of that may be misplaced if you happen to overlook the fundamentals of your model, which embrace:

  • your brand or a variant of it
  • your slogan or tagline
  • your location (if you’re a location-dependent model)
  • your web site (if you happen to aren’t simply searchable)

Case Research: Manufacturers That Elevated Buyer Consciousness With PPC and Paid Social Adverts

Do you wish to see a few real-life examples of how you should use paid advertisements to extend model consciousness? Listed below are a few case research:


The primary is LifeLock, which bid on the trending Google search phrases concerning an Equifax knowledge breach. They have been capable of showcase their model, in a hero-to-the-rescue form of second, to those that have been frantically Googling methods to deal with the state of affairs.

Right here’s a associated instance from an organization providing knowledge breach testing:

data breach brand awareness example

These are an instance of leveraging present occasions and trending key phrases to be on the proper place on the proper time.


Fiat took a different approach by creating a couple of completely different advertisements and testing out completely different key phrases to see how they might construct model consciousness. They used particular key phrases, equivalent to their model names, in addition to broad ones, equivalent to “small automobile,” to be taught extra about how their advertisements have been performing.

fiat brand awareness ad example

That is an instance of utilizing key phrases your target market is on the lookout for and being there after they search.


Is it time to construct model consciousness utilizing PPC and paid social search? By leveraging Google Ads and different advert instruments, you may guarantee your model is there when individuals are looking.

When you’re on the lookout for a technique to simply get your identify on the market within the public thoughts, PPC campaigns could be a highly effective approach to take action. When you’re undecided methods to get began, hiring a Google Ads consultant might assist.

Which manufacturers have you ever grow to be conscious of by way of advertisements?

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