Increasing Brand Awareness
Do you find that despite your best efforts it is hard to get your brand recognised? Maybe you are in a highly competitive market with lots of established players?
You will be reassured to know that you aren’t alone, a great many website owners face the same predicament.
Thankfully, this blog will give you some important insights into how you can increase your brand awareness. This will in-turn raise the profitability of your business.
How to increase brand awareness with Google Ads
A number of factors can affect levels of brand awareness. Examples being;
- customer loyalty
- Volume sales figures
- The right promotion strategy
- Trust in the brand
These communicate brand value to the consumer. Which of course can be an important component of brand positioning in the market.
Branding campaigns have a singular objective:
- To raise awareness and the visibility of your business or product.
To help reach these objectives, we can create Google Ads campaigns using the “brand awareness & reach goal”. This helps to increase traffic to your website and encourages customers to interact with your brand.
This data delivers an opportunity to compare yourself with other similar brands, assessing the level of demand for your brand and its services.
If you've produced a video ad that you're using on your local TV channel, consider uploading it to YouTube - More to follow in a later Blog.
Analysis of brand awareness with Google Ads
Google Ads is a tool for managing ads in Search and Display Networks. While running advertising through it, analyse the statistics this is the basis for further conclusions on brand awareness.
Once you launch an ad campaign for brand queries, you can see how many impressions and clicks your ad receives. This will deliver strong indicators regarding users who are searching specifically for your company by its name.
As part of the research into the level of your brand's awareness, you can run ads on the Display Network and evaluate the click through rate. These graphics would use your logo and company name with your offer.
Google provides statistics collection tools. These tools are necessary in the process of analysing brand awareness.
To obtain a correct analysis, analyse statistics over time. Compare the results with the previous periods, winter against winter, year on year, etc. And compare yourself with an equal competitor.
This tool provides statistics on specific queries and demonstrates the level of existing user awareness of the brand. With the help of the Planner, you will understand whether users are searching for a brand by its name and similar words.
Compare the number of queries with a competing brand. Go back a step and enter the name of several brands separated by commas in the field "Find keywords".
Analyse the average number of brand queries in comparison with competitors and make a conclusion.
This is just a small example of what can be achieved with the Free Google Ads Keyword Planner tool. It’s likely we will cover this in more detail in a future blog post.
The Wrap Up - Increasing Brand Awareness
Remember, brand awareness is not about an immediate sales return, the goal is to ensure that a greater number of customers will be driven to you, when they are ready to buy.
We hope you now have a greater perception of the importance of brand awareness.
Even with these new skills however, you might not be ready to try this yourself and require some assistance. The Google Ads Center is here to help you, simply contact us with your questions.