Very often advertisers that need to build brand awareness will first think about Display Advertising. Of course it makes perfect sense. Display allows a broad reach with the possibility to accurately target the audience based on your offer and on your positioning. It allows you to visually communicate on your brand in a unique way.
Why doing Branding in Search?
You need to capitalize on other kinds of keywords to first make users aware of you and second to make them consider you as a potential supplier. What kind of keywords could you buy to increase your brand visibility?
- Generic Keywords directly linked to your offer. Let’s say you’re a new low cost electricity supplier. No doubt it would make perfect sense for you to buy keywords such as “electricity supplier”, “low cost electricity”, etc
- Out-of-scope Generic Keywords. Now let’s think about your audience and about when they would be the most likely to change electricity supplier? What about buying keywords around moving? Or about renovations? Or even about solar panel installations?
5 Best Practices for a good “Search Branding Campaign”
- Understand your audience and properly identify their “purchase/lead moments” in order for you to generate good Generic Keywords lists.
- Quality score and thus positioning: as mentioned above performance of such generic keywords might be poorer vs. other keywords. As you certainly know 3 factors will impact your quality score: Click rate, Relevance and Landing Page. How can you optimise on those factors? Make sure your ad text is adapted to the “purchase/lead moment” you’re targeting. Make sure your site is adapted as well. Don’t hesitate to create new landing pages that are directly related to those moments. And in case you really don’t want those keywords to impact your whole account you can buy them in a specific account.
- Visibility: don’t forget your initial goal: generate brand awareness. To do so your ad needs to be visible. But as mentioned above visibility is a challenge. It requires a thorough work on ad texts, landing pages, etc. That’s why it’s clearly recommended to be present only on keywords categories that really matter to you. Maximize and optimise your presence on those keywords instead of spreading yourself on too many topics with in the end very poor results. Using all possible Ad Extensions in AdWords will help you to achieve a higher visibility. Adding this extra and relevant information will enable you to use more space in the Search Engine Result Page.
- KPI’s: accurately select your campaigns KPI’s and as mentioned above don’t expect direct leads/sales or a 100% impression share but rather assisted conversions and a rational impression share given your investment and your relevancy level for the keywords you’ll purchase.
- Competition: a recurring question when discussing branding is “should I buy my competition brand/product names”? It’s a very touchy topics. Despite it might be tempting it’s usually not recommended to do so. Why?
- Your competitor could decide to do the same. In this case you’ll start paying a lot for your own brand keywords and the only winner will be Google or Bing.
- Based on our experience such keywords generally give very poor results in terms of click rate unless you have an adapted ad text and a dedicated landing page (with an offer comparison for instance).