PPC (Pay-per-Click) advertising is a cost-effective way to generate viable leads and boost sales for your business. The general approach is to use PPC campaigns to drive traffic to your website.
PPC is very effective because it creates awareness about your company and builds your brand visibility.
Your brand can leverage this enhanced visibility in many ways. You can use it to:
- build a strong identity for your business,
- keep loyal customers and
- attract the right audience.
It can also allay the fears of people who wonder if your brand is legitimate or not. This article will cover how PPC can boost your brand visibility, including four practical ways to use it.
How can PPC Boost Your Brand Visibility?
According to a Google and Ipsos Media CT study, you can increase your brand visibility and recognition through search ads.
Here are some of the ways through which Pay-Per-Click advertising can boost brand visibility.
● Audience Reach
You can use PPC ads to reach consumers interested in your products or service (target audience). These consumers actively search for services, products, or information within your industry that can add value to their lives.
Therefore, you can connect to these searchers from the search engine results page through PPC and introduce your brand’s offerings. If they find something of value, they will remember your brand the next time.
● Audience Targeting
Paid search allows you to focus on a specific set of words. As such, you can be sure that anyone seeing your ad is already interested. You can also run different versions of the same ad at different audience segments to provide personalized ads for each segment.
Pay-per-click ads allow you to see how many impressions your ads get. This info gives you a clear idea of your audience reach and how many people are learning about your brand.
What Are the Different Types of PPC Advertising?
Search Engine advertising is the poster child for PPC ads. However, there is more to PPC advertising than Google and other search engine advertising.
Other types of pay-per-click advertising that you can use for your business include:
- Facebook sponsored posts
- Display ads on Google partner sites (AdSense advertisements)
- Google Shopping Ads
- Sponsored promotions on Gmail
- Instream ads on YouTube
- Social ads (Facebook, Instagram, LinkedIn, or Twitter)
Four Effective Ways to Build Your Brand’s Visibility with PPC Advertising
PPC advertising is a marketing tool and not a magic wand. To get the most brand visibility with it, you have to apply it correctly. This section covers four effective ways to build your brand’s visibility with PPC (Pay-per-Click)
1. Focus on Making Life Better
The best way to make your audience remember your brand is to provide solutions, products, or information that improves their lives. You can do this by solving a problem or improving their everyday lives.
So, when advertising your brand, focus more on how your offerings can help them overcome or avoid pain. What qualifies as pain depends on your audience. Each audience segment has issues that they struggle with on a day-to-day basis.
Your goal is to show them how your offering can help relieve some of those pains. This approach is slow as it doesn’t apply the usual hard-selling technique of most marketers.
But, it is the most profitable because it builds an emotional connection with your audience. They will look for ways to reach your business when they need the solutions you promised.
2. Leverage Audience Segmentation and Targeting
Before starting your PPC campaign, you need to identify your target audience. This step will make your campaigns effective and ensure you are not wasting money.
You can create your PPC marketing strategy and choose the best type and platform based on your findings.
Here are some tips to help you define and segment your market:
- Look at the campaigns and target audiences of your direct competitors. Dig deeper to know what makes them effective.
- Research your audience’s age, gender, location, income and education level, occupation, and interests.
- Streamline your research by including the psychographics, such as their attitude, personality, values, behavior, and lifestyle.
- Analyze your target audiences’ online and offline purchasing behaviors.
- Make sure your advertising materials and parameters zero in on a niche audience. You can run different versions of your ads for different audience niches.
By being specific in your advertising campaigns, you will be able to reach people interested in what you offer. These individuals will most likely pause their scrolling to read your ad. If it provides value to them, they will consider visiting your sites, and you can convert them into viable leads and, ultimately, lifelong customers.
3. Use Long-Tail Keywords on Your Ads
Long-tail keywords are no longer a buzzword; it is the rule for all forms of search engine advertising. When you use long-tail keywords on your PPC campaigns, you increase your chances of brand recognition.
You can employ long-tail keywords in your ad copy by adding adjectives like make, color, size, materials, and models.
For instance, instead of saying “shirts for men,” you can say “extra-large black shirts for men.” Your ad might reach fewer people, but those people would be looking for the same thing.
Long tail keywords work well because those who use them already know what they are looking for when they use those keywords.
In most cases, they are willing to make a purchase or urgently seek helpful information. They are in dire need, and you have an excellent opportunity to make a long-lasting impression by effectively meeting their needs.
Aside from the brand recognition benefit, long tail and niche keywords often cost less to bid for compared to other short generic keywords. So, you can get the right audience for your brand and make a long-lasting impression by meeting their needs without spending too much.
4. Create Accurate, Catchy Ad Copies
Most people will learn about your brand for the first time from your PPC ads and since first impressions are everything, you want to pay attention to what you put in your ads.
If you are making claims, add proof to make people trust you. Make them know that your content is accurate and that your brand is an expert in your industry.
The ad copy should be free of grammatical errors. The content should be accurate and simple to read/understand. You may need to validate your words if you are going against mainstream ideas or methods.
Furthermore, your image should be high-quality and catchy. If it contains text, the text should be able to be read.
All these will improve your audience’s first impression of your brand and increase the chances that they will remember your brand and want to learn more.
PPC Management Tools to Use
If you don’t have the money to hire a full-time PPC specialist, you can use any of the following SEO tools to help you stay on top of your game.
- Google Analytics (GA): GA is a one-stop shop for website visitor data. It will tell you where your web traffic comes from, visited pages, and how long they stay. You can use it to track your performance and identify what pages are making you lose visitors.
- BuzzSumo: BuzzSumo is a beneficial tool for doing keyword research. It’s one of the top SEO tools and offers all the critical information you need for every keyword, such as keyword difficulty and search volume.
- Databox: This tool helps businesses measure their ad campaigns’ performance based on key performance indicators (KPIs). It also provides predictive analytics to give you a good guess of how your ad campaigns will perform in the near term.
- Mangools: Mangools is a comprehensive suite of tools will help you get the best keywords to focus your PPC advertising on.
PPC advertising can help boost your brand visibility regardless of whether you run a start-up or an established company.
However, to get the most out of it, you need to target the right audience, offer value, and make an excellent first impression.