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December 7, 2005 |
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By: Louise Rijk - Bio - Blog |
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| Building Your Brand Online:
| | 5 Ways to Build Your Brand Through PPC Advertising
Pay-per-click (PPC) advertising is becoming more expensive these days. Imagine if your PPC campaigns worked double duty, both as a traffic builder and a brand builder. You'd certainly get more for your money - from a sales and marketing standpoint.
Most online advertisers use a PPC search advertising campaign primarily as a direct-response marketing tool to drive traffic to a Web site or specialized landing page. Studies, however, have indicated that Web users often do read and focus on text ads in search results, even the ones they don't click on. That means that PPC ads offer an excellent opportunity to generate an additional brand lift that is often ignored in the performance analysis of the campaign.
The Why and How of Branding
 The purpose of branding is to create a long lasting impression of an entity or product in the mind of the viewer through repeated exposure in association with a problem or industry they address.
Within a PPC search advertising campaign, branding occurs each time an ad appears in one of the top positions in the search results. When the ad is not clicked, the branding lift comes without any cost to the advertiser.
Brand lift also occurs when searchers change their search criteria from a single keyword to a multi-keyword search. For instance, a typical user may start a search query with iPod, and then refine the search from Apple Computer iPod to Apple Computer iPod Nano. When the advertiser runs a broad keyword campaign with many keyword variations, it is very likely that the same ad appears in the search result listing.
Recognizing that the brand lift of a PPC search advertising campaign goes beyond the search results page will only increase your results. If a landing page is properly designed so that it reinforces the theme of the ad, advertisers will receive additional branding exposure after their ad is clicked on.
Planning for Brand Lift
Advertisers can increase the likelihood of a brand lift by using the following strategies when planning a PPC search advertising campaign:
- Campaign keyword selection. Use your own brands as keywords in the pay-per-click campaign, the text ads, and the landing pages. By choosing keyword phrases that reflect your branding position and company name, you will reinforce your brand when the ads show up in the search results listings.
- Keyword bidding. To receive any brand lift from your ads, they need to appear in the top-ranking positions in the search results. This means that you need to bid aggressively for the top spots. In addition, if your text ad does not appear under your major company keywords, potential consumers might not consider you a leader in your industry.
- Display URL. Ideally you want your brand name, product name, or company name reflected in the display URL of your text ads. For instance, if your company name is MetroWest Company, the most appropriate display URL would be metrowestcompany.com.
- Ad copy. Make sure your company name, brand name(s), or product name(s) appear in the copy of the ad and landing pages.
- Landing pages. Online advertisers must consider the post-click branding aspect of the landing page. The landing page must become an extension of the text ad in the search listing.
By paying more attention to the branding aspects in the planning phase of a pay-per-click search advertising campaign you can generate upward brand lift without paying for impressions.
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Copyright © 1999-2005. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Natick, MA 01760, USA
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