Friday, February 19th, 2021

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How to Use PPC For Brand Awareness

Brand awareness can seem intimidating and complicated, but it’s just a matter of getting your brand in front of the right people.

When you come up with a great idea or launch a new business, how do you get your name out there? How do you help people become more aware of what you’ve created or are trying to sell?

The options are varied, from billboards and bumper stickers to word of mouth and cold calls.

However, sometimes it can be simpler than that. You can boost brand awareness with PPC (pay-per-click) campaigns that show your ads to people across the internet, including on SERPs, social media sites, in-app ads, banners on websites, and more.

What Is Brand Awareness, and Why Is it Important?

In many ways, brand awareness is about how recognizable you are. Of course, in a noisy world online, where brands compete for attention all the time, it may seem impossible to build brand awareness.

Brand awareness isn’t out of reach for a new brand or one whose target market is smaller. Think about the last time you listened to a podcast and heard the name of a new tech company, and then you listened to another podcast and heard it again.

After a while, the name of that company started bouncing around in your head. Maybe you began to get curious about what they did and looked them up online.

That’s building brand awareness. You know who they are. They didn’t have to set up a sales call and introduce themselves, but you are now aware of their brand.

How Do PPC and Paid Social Campaigns Increase Brand Awareness?

You can use PPC ads to increase brand awareness by introducing your brand in ads that your target market can see. By creating ads that show off what your brand is about, including a memorable name or logo, you can start to be a bug in the ear, or eye, of your potential customer base.

You can even think of it as an introduction. Your ad is your name tag. “Hi, my name is…” This is your opportunity to say hello and explain what you do.

If all you’re worried about is large groups of people actually seeing your ads, the impressions rather than the clickthrough rates are going to be more important to you. You can continue to run a PPC campaign while watching two goals.

First, you would see how many impressions it’s getting. Then you would see how many are actually clicking on your ad.

In fact, Google recommends switching over to a pay-per-impression option to build brand awareness.

Paid Ad Brand Awareness Campaign Goals

Building brand awareness can take many forms. From just hearing your name or seeing your logo to clicking through, exploring your website, and learning more, your target audience may experience your brand in a variety of different modes.

What should your brand awareness campaign goal be?

Before we talk about the specifics, let’s ask some questions about your brand:

  • Is your product or service already on the market?
  • If not, when are you going to market?
  • Are you trying to increase sales, or is brand awareness enough for now?
  • Do you have marketing objectives such as newsletter sign-ups or social media followers?

Let your timelines and your bottom-line goals drive the target goals you set up for your brand awareness campaign. You could choose to observe the following metrics:

  • Impressions: This is how many people see the ad you are posting. They may just scroll by, or they may take a moment and read your ad. Either way, they see it.
  • Clickthroughs: When it comes to general awareness, you may be less inclined to care about how many people are clicking through to your site.
  • CTR: This is a simple formula to find out how many people are clicking through, in relation to how many are seeing your ad.
  • Video views: If your ad is a video, on social media, in another video, or embedded on a website, you may want to know how many see your video.

Again, consider whether this campaign is about people passively starting to become aware of your brand or about people actively engaging with it.

Tips for Growing Brand Awareness With PPC and Paid Social Campaigns

Growing brand awareness can come with many creative opportunities, but you want to keep in mind your ultimate goal is to build your reputation and eventually drive sales. Focusing on those can help you make strategic decisions moving forward.

Know Who Your Target Market Is

Do you know who buys your product or service? Do you know exactly who you are trying to build your brand awareness campaign for?

This can get a little tricky if you’re trying to break into a new market or switching your focus a bit. Your target market may not be who you’ve always sold to.

Get specific. Even create a customer avatar, if you can. Who is this person? How old are they? What do they do?

Understand Your Target Market Habits

Once you know who your target audience is, you can figure out what they do on a daily basis. Where do they hang out online? What apps or tools do they use? Which social media sites are they on?

Focus your efforts on areas where you know your target market will be. It’s a waste of time and money to showcase ads to groups of people outside your target market.

Don’t forget to think about their emotions and psychology too. What are their ambitions? Who do they want to emulate? How are they spending their time and energy to evolve or grow?

While you’re researching this, look for niche opportunities. The more you know exactly who your target market is, the more you can zone in on particular places to showcase your ads.

Look for favorite apps or online tools that sell ad space. You can also look at favorite blogs or news sites for ad opportunities. Getting specific will help you get more out of each view.

Diversify Your Ads

Because this is about brand exposure, you’ll want to make sure you are getting the word out about your brand in more than one location or through different ad streams. For example, you can use Google Ads as well as Facebook and Instagram or another equation that makes sense for your brand.

You can also try some retargeting ads through Google to continue to drip your brand onto those who have visited your website or social media pages.

Use the Right Keywords and Phrases

It’s tempting to throw some obvious or generic keywords into your Google Ads so you know they’ll “work.” Yes, people will see your ads, but remember that brand awareness is about the right people seeing your ads. Not only that, but it can also be about those right people seeing your brand at the right time.

Using precise keywords and phrases means your ads are more likely to show up for your target market, just when the problem you solve is on their minds.

Maybe you sell a product that soothes a baby who suffers from colic. Anyone who’s ever tried to comfort a colicky baby and sees your ad will probably relate to it, and they’ll be more aware of your brand if they ever encounter another colicky baby in their lives.

How much more powerful would it be for a mother or father who is actively searching for colic remedies to see your ad?

The next time they see your ad or your product somewhere, they may remember that middle of the night rocking session and think, “Oh, that’s right. They can help with colic.”

Being in front of the eyes of people who want your brand, even if they don’t know it yet, at precisely the time they most need it. That’s the power of building brand awareness through PPC and paid campaigns.

Get Creative With Keywords

The fun thing about building brand awareness through PPC campaigns is that you can get really creative with your keyword targeting and start to pop up in unlikely places. Here are a few ideas to get your creative juices flowing:

  • your competitors’ keywords
  • current event keywords
  • trending keywords
  • misspelled keywords
  • keywords your target market is searching for outside your industry

The key to this tactic is using creative ads that tie in why you are there, either with a pun or a light-hearted introduction. It could be something that makes you relevant to that space, even when you don’t seem to be. You’ll see some examples below.

Include the Right Information

It’s tempting to get super creative with ads and miss the obvious. Remember the goal here is to increase brand awareness. You want people to start knowing your brand and for your brand to start becoming synonymous with the industry you’re in or the problem you solve.

All of that can be lost if you forget the basics of your brand, which include:

  • your logo or a variant of it
  • your slogan or tagline
  • your location (if you are a location-dependent brand)
  • your website (if you aren’t easily searchable)

Case Studies: Brands That Increased Customer Awareness With PPC and Paid Social Ads

Do you want to see a couple of real-life examples of how you can use paid ads to increase brand awareness? Here are a couple of case studies:

LifeLock

The first is LifeLock, which bid on the trending Google search terms regarding an Equifax data breach. They were able to showcase their brand, in a hero-to-the-rescue kind of moment, to those who were frantically Googling how to handle the situation.

Here’s a related example from a company offering data breach testing:

data breach brand awareness example

These are an example of leveraging current events and trending keywords to be at the right place at the right time.

Fiat

Fiat took a different approach by creating a few different ads and testing out different keywords to see how they could build brand awareness. They used specific keywords, such as their brand names, as well as broad ones, such as “small car,” to learn more about how their ads were performing.

fiat brand awareness ad example

This is an example of using keywords your target audience is looking for and being there when they search.

Conclusion

Is it time to build brand awareness using PPC and paid social search? By leveraging Google Ads and other ad tools, you can ensure your brand is there when people are searching.

If you’re looking for a way to just get your name out there in the public mind, PPC campaigns can be a powerful way to do so. If you’re not sure how to get started, hiring a Google Ads consultant could help.

Which brands have you become aware of through ads?

The post How to Use PPC For Brand Awareness appeared first on Neil Patel.

How to Increase E-Commerce Sales Through Paid Search & Social Media Campaigns

The move from brick-and-mortar retail shopping to e-commerce sites has continued steadily over the last decade.

Between 2014 and 2023, global retail e-commerce sales are expected to increase by $5.2 billion. As online shopping integrates seamlessly with search and social platforms and as UX improves, more users are inclined to make their purchases online.

This shift has made retail brands rethink their marketing and advertising strategies, allocating more of their budgets toward SEO and paid search campaigns. In 2020, advertisers spent almost $200 billion in paid search ads, with retail spending over $15 billion, and this number is expected to increase moving forward.

If you’re behind in your paid search and social ad spend, don’t worry. Paid ads for e-commerce sales are pretty easy to jump into, and you’re likely to see faster results than you would with SEO.

In this article, I’ll discuss everything you need to know to increase e-commerce sales for your retail brand through paid search and social ads.

How Can Paid Ads Help You Reach Your E-Commerce Sales Goals?

Paid search across social, as well as through Google Ads and Bing Ads, gets a lot of attention and helps pull leads through the sales funnel.

For example, Facebook accounts for about 80 percent of U.S. social referral share to e-commerce sites.

Meanwhile, Instagram can reach 1.16 billion users. Over on Pinterest, 58 percent of women use Pinterest to make shopping and purchasing decisions.

SEO takes time to build awareness and pull people down the marketing funnel. Your content may not appear right away, or it may not target the right audience.

Paid search, on the other hand, gives you more immediate results by targeting the right audience right away. You can use it for any number of goals, from awareness to subscription sign-ups to conversions.

When it comes to e-commerce sales, paid search gives you a lot of flexibility, too.

Think about all the various platforms out there and all the different ways to reach your audience. Take, for example, Instagram Shopping. According to Instagram, 60 percent of users they surveyed discover new products through Instagram.

Using Instagram Ads, you can create posts with product tags that link directly to a product details page, helping boost conversions.

I’m not just talking about simple product features. Brands are creating drops: exclusive, limited-time product launches on Instagram that link directly to a shopping page.

McDonald’s Taiwan created a drop for their jet-black burger, a collaboration with designer Apujan.

McDonald's Taiwan ran a paid social media campaign on Instagram called a drop.

Marketers are creating product guides through Instagram Guides that link to product pages, as well.

Sephora created Your Guide to JLo Beauty, featuring seven products to help users get the same look.

Instagram Guides feature products linked directly to Instagram Shopping and can be part of a paid social campaign.

Each product links to a shopping page that allows users to purchase products from JLo’s beauty line via Sephora.

jlo beauty example ecommerce ads

In instances like this, paid ads become part of the shopping experience. They blend seamlessly with your site to make it that much easier to convert leads, increase your e-commerce sales, and retain repeat customers.

Differences Between Optimizing for Organic Traffic and Paid Ads for E-Commerce Sales

Organic and paid search are two different animals that require completely different approaches. Here are some of the main differences.

Keywords

Paid ads take the guesswork out of keywords. With organic search, you’re making educated predictions on keywords that you think will do well for your brand, and then you’re building content against them. From there, it’s a waiting game to see if your content picks up traffic.

With paid search, you see much more immediate results because you’re paying for keywords that are already relevant to your target audience.

One-third of people surveyed by Clutch said they click on paid search ads because it answers their search query directly.

Of course, the more search traffic a keyword gets, the more you’ll need to pay to get your content to show up for that keyword.

Audience

With organic search, you’re targeting an audience across relevant platforms. However, with paid ads, each of those platforms allows you to focus on very niche audiences. You can target not only a particular demographic or psychographic but also a location or customer intent.

You can even go so far as to target people who went to your site but didn’t make a purchase, as you’ll see in the case studies below.

Effort

Both SEO and paid search and social ads require time and effort. With SEO, you monitor your content over time to see how it performs, and then you adjust your content as necessary.

With paid, the need for attention is more immediate. Paid search and social ads give you a lot of data. The key to a successful campaign is to monitor that data constantly. Marketers pore over click-through rates and cost per conversion (CPC), conducting A/B tests on different iterations of the same campaign to see which gives them a better ROAS.

Tips for Creating Great Paid Search and Social Ad Campaigns for Retail Marketers

First things first: Before you create anything, take a deep dive into your target audience. Understand who they are, how they search and shop for items, and where they hang out online.

Next, choose the platforms that will serve your brand and your sales goals best. For example, AdEspresso points out that Google Ads generally drives higher sales conversions, while Facebook is better used for raising brand awareness.

Create a buyer persona that includes not only who your audience is but what their pain points are. What are the problems your product can solve for them? Your ads should address those problems directly.

Marketers, for example, may see an ad like this one from Hotjar in their Facebook feed:

Paid social ads on Facebook link directly to product landing pages through CTAs.

Notice the tagline at the top. It directly addresses a pain point many marketers feel: the overwhelming amount of data we get.

Next, include a high-quality, engaging image (or two) or a video. No matter what platform you’re working with, you’ll need images or videos that capture your audience. On Google Ads, that means product images that appear in Google Shopping.

If you're doing paid search, good product images are key for Google Shopping Ads.

Finally, paid social ads include a CTA. In this example, Hotjar has included a CTA and a sign-up button.

How you create a great ad depends very much on the platform you choose. I’ve discussed different tactics you can use on Instagram, Facebook, and Google Ads, but every platform has a unique set of features to boost conversions.

Snapchat, for example, has 265 million active users every day. Their ad platform allows brands to create, launch, and monitor ad campaigns right from the platform. By installing a Snapchat Pixel, marketers can track their ads in real-time.

A unique aspect of Snapchat is that 64 percent of users view content with the sound on. So, while ads with captions work well for Facebook, marketers should pay attention to their audio track in their Snapchat ads.

How to Ensure Your Paid Ads Convert New Customers and Drive E-Commerce Sales

Here are some other tips for creating great paid search and social campaigns to increase your e-commerce sales:

  • Link to a product landing page for specific product ads: Landing pages should be optimized, with an easy UI that drives users to buy your product.
  • If conversions are your goal, aim for keywords with high buyer intent: This is especially true for Google Ads. Keywords such as purchasing an electric car can help convert more leads than electric car, for example.
  • Use retargeting tools: Google Ads, Facebook, and many other platforms provide retargeting to send highly targeted ads to users who acted, such as clicking an ad, but weren’t considered a conversion.
  • Target cart abandonment: Build custom ads for targeting users who abandoned their carts.
  • A/B test: Don’t just settle on one ad or one campaign. Test videos against images, one CTA against another, one type of ad placement against another, and so on.

Case Studies: E-Commerce Companies That Increased Sales Through Paid Ads

I’ve given you the steps to create great paid ad campaigns for retail marketing and some tips on how to optimize. Now, let’s look at some case studies to see how brands are putting those steps and tips into practice to boost their e-commerce sales.

Roller Rabbit: Creating an Integrated Marketing Campaign

roller rabbit integrated marketing ecommerce sales ad campaign

Clothing and bedding company Roller Rabbit had a problem. They needed to create awareness and grow revenue with a budget that had been cut by 25 percent while having difficulty tracking revenue data. So, they hired digital marketing firm Major Tom to create an integrated marketing campaign that included paid ads across search and social.

The goals were to reach a ROAS of 400 percent while matching their holiday season revenue and transaction goals.

First, Major Tom conducted a full audit of their data from analytics and CRM to refine their reporting strategy.

Next, they came up with an integrated paid media strategy that targeted high-impact channels, including Facebook, Google Ads, and Microsoft Ads. With reporting issues fixed and ads in place, Major Tom began to identify previously unknown audiences for the Roller Rabbit brand.

This new data allowed them to focus their targeting by expanding into smaller, more targeted ad groups and shift focus to the highest-converting categories. They also took the following steps to reach Roller Rabbit’s goals:

  • filled in missing opportunities
  • removed overlapping targeting
  • focused on special promotions and sales
  • separated dynamic search ads into their category to better control spending and targeting

As a result, Roller Rabbit saw a 95 percent increase in paid media-generated revenue, and their e-commerce conversion rates increased by 176 percent. They exceeded transaction goals by 98 percent. Their ROAS on Google was 775 percent, while their Facebook ROAS was a staggering 1124 percent.

BeautyMNL: Using Dynamic Facebook Ads

BeautyMNL used dynamic Facebook ads to run a paid social media campaign.

BeautyMNL is a women’s lifestyle company in the Philippines that offers everything from cosmetics and skincare to wellness and fitness products. They wanted to scale their marketing efficiently to boost brand awareness and online sales.

To achieve that goal, they turned to Facebook’s dynamic ads and created a single test campaign. With Facebook’s dynamic ads, brands upload several products from their catalog, and Facebook automatically places each one in relevant newsfeeds.

BeautyMNL chose to use the collection functionality, which features a hero image and several smaller images underneath. Instead of an image, BeautyMNL placed a video in the hero spot.

They targeted their campaign to people who had been to their e-commerce site but hadn’t made a purchase, which marketers can do using Facebook Retargeting.

From that campaign, which ran for three weeks, they saw a 38 percent lift in purchases and an 18 percent lift in sales compared to a similar period with no ads.

Conclusion

Investing in a killer paid ad campaign not only raises awareness of your brand but can also pull users to your e-commerce site and make the shopping experience easier than ever for them.

That translates into more conversions and higher sales for you.

With so many options across platforms, now is the time to get creative and put together ads for paid search and social that delight your audience and speak directly to their pain points.

Want my team to do your paid search and social ad campaigns for you? Fill out our consulting form.

What kinds of paid ads do you think would work best for your brand? How can you capture those leads and convert them to paying customers through paid search and social?

The post How to Increase E-Commerce Sales Through Paid Search & Social Media Campaigns appeared first on Neil Patel.

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