Branding Success: How to Use PPC to Amplify Your Brand
Posted by purna_v
Here’s a question for you:
Do you think a brand can influence your behavior outside of purchase preference? Put another way, will seeing the North Face logo make you want to take up hiking in the snow?
A few years ago, researchers at Duke University conducted an experiment with 341 students. Their goal? Studying what makes a brand powerful and how we’re influenced by brands. As part of this study, the students were asked to complete what they were told was a visual acuity test.
During this test, either an Apple logo or IBM logo flashed on the screen for a second, so quickly that the students were unaware they had been exposed to the logo. The participants then completed a task designed to evaluate how creative they were, listing all the uses they could think of for a brick.
Are you surprised that students exposed to the Apple logo came up with not just more uses, but more creative uses? The experiment was also done using the Disney Channel logo and the E! logo – and the students were tested on their degree of honesty and dishonesty. Which logo exposure led to more honesty? If you thought Disney, you’re right.
This is evidence that subliminal brand exposure can cause people to act in specific ways. Branding matters.
For those of us who work in paid search, this whole “branding” thing, with its unintuitive KPIs, can seem nebulous and not something for us to worry about. We PPC-ers have specific goals and KPIs, and it’s easy for us to be seen as only a bottom-funnel channel. But we’re far more powerful than that.
Here’s the truth: Brand advertising via PPC does impact the bottom line.
I’ll share three key ways to build a framework for branding:
- Make choosing you easier.
- Show your customers you care.
- Make it easy to be a loyal customer.
Chances are you’re taking some of these steps already, which is fantastic. This framework can guide you to ensure you’re covering all the steps of the funnel. Let’s break down how PPC can support all three of these key points.
1. Make choosing you easier
Top brands understand their audiences really well. And what’s true of pretty much every audience right now is that we’re all looking for the fast fix. So if a brand can make it easy for us to find what we need, to get something done – that brand is going to win our hearts.
Which is why getting your ad messaging right is critical.
Something I notice repeatedly is that we’re so focused on that next advanced tactic or the newest feature that we neglect the simple basics. And that is how we get cracks in our foundation.
Most accounts I look at perform brilliantly with the complex, but routinely make avoidable errors with the basics.
Ads are one of those places where the cracks aren’t just visible, they’re also costly. Let’s look at a few examples of ads with sitelink extensions.
Example 1: What not to do
What do you think of this ad?
It’s …read more
Source:: Moz Blog