Google is the world’s #1 search engine. It has a vast range of tools to help you increase traffic and leads to your business. Did you know that Google’s Network can raise brand awareness for your business?
The goal of a brand awareness campaign isn’t necessarily to generate leads or sales but to capture the audience’s attention and make your business more memorable. Here are some ways that Google can help boost your business’ visibility online:
Be found where people search:
Get your ad in front of the right audience. Find out if they watch YouTube videos. Do they browse generic brands and businesses on Google search? Do they ask for people’s opinions on forums or review sites?
For clients who are just starting out, we recommend that they begin with Search Ads and Display Ads. Search covers general searches on Google, while Display allows you to target specific audiences and websites.
If you have an online store or app, you can use other ad options. Check out the five types of ads that Google offers.
Google has other useful tools such as Ad Planner to help you determine which sites will reach your target audience.
Find your audience:
It doesn’t matter whether you have a vast and varied audience or a niche market, Google’s network can help you find and target the right audience for your ads.
Different ad types will target different audiences. The table below shows you some of the options available in the Google Network. Find out which one will be most beneficial for you:
- Keyword targeting: Targets an audience who are searching for websites containing your chosen keywords or phrases.
- Location targeting: Targets an audience in the locations you’ve specified. This could be as broad as a country or as specific as a suburb.
- Language targeting: Targets an audience in the languages you’ve selected.
- Device targeting: Targets an audience who use a particular device.
- Demographic targeting: Targets an audience based on gender and age.
- Topic targeting: Target audiences based on topics and website content.
- Placement targeting: Targets specific websites that may interest your target audience.
- Affinity audiences: Targets an audience who have shown an interest in a particular topic.
- In-Market audiences: Targets an audience who have previously searched for products/services related to your brand.
- Remarketing: Targets an audience who have visited or had a level of engagement on your website.
Capture attention with your headlines and images:
Consumers love great ads. Think of the most memorable ads you’ve seen on radio, TV or billboard. What makes you remember them? Was it the catchy tagline? The narrative?
Google offers various platforms to display your creativity. Whether its punny headlines, Wes Anderson styled videos or Van Gogh style graphics, you have the opportunity to get creative with your creative. There are endless ways to capture your target audience’s attention and engage them with your ads.
Whatever ad type you decide to go with, make sure that your ad is memorable. Your brand should stand out from your competitors. Emotionally charged ads work well as they resonate longer with the viewer and help them associate those feelings/situations with your brand.
Measure the right data:
Unlike traditional methods of advertising including billboard, magazines, TV or radio, Google allows you to measure ad engagement. You can find out how many times your ad was viewed, the number of people it reached, number of clicks and how long the visitor stayed on your website after they have clicked on your ad. When you do a brand awareness campaign, these are some of the metrics to keep tabs of:
- Reach & Frequency: Reach is the number of unique viewers who are exposed to the ad. Frequency is the average number of times the viewer is exposed to the ad over a period of time. An increase in reach means that the ad is viewed by more potential customers, which results in an increase of brand awareness.
- Impressions: Impression is the number of times the ad is displayed. If the audience has seen the ad multiple times, this may lead to better exposure.
- Customer Engagement: This may be either clicks or conversions. If you run a brand awareness campaign, ‘clicks’ may be your goal. You can also track conversions, which are more valuable, as they include behaviours such as newsletter sign-ups, enquiries or purchases.
This data is valuable as it tells you if people are interested in your brand and how likely they are to engage with your business. You can edit your targeting or ads based on this information.
When you plan your brand awareness campaign make sure that your slogans, images, the tone of voice, colours and your advertising material is consistent across all channels. This consistency reinforces brand recognition and ensures that people know who you are. Research shows that even if a consumer doesn’t click on your ad, being exposed to your ad improves top-of-mind awareness. Next time someone is looking for the product or service you sell, they could be thinking of your brand and business.