By Zieliński Jerzy

Building brand awareness in Google Ads – 5 tips

Building brand awareness is a process that involves increasing the level of recognition and trust customers have in a brand. In the era of the Internet and increasing competition in the market, effective branding on the Internet is becoming extremely important. One way to increase brand awareness is to use
Google Ads
. I have collected tips and examples on how to build strong branding through PPC campaigns.

What is branding?

Branding is the process by which a company seeks to increase the level of recognition and trust customers have in its brand. The purpose of building awareness is to create a positive brand image, which translates into customers being more inclined to purchase the products or services offered by a particular company. Building brand awareness is a multi-step process that requires a proper strategy and effective marketing efforts.

Increasing brand awareness vs Google Ads

Google Ads is an advertising tool that allows companies to display ads on Google search results pages and hundreds of sites belonging to the ad network. Using Google Ads, a company can target its advertising to people interested in specific products or services. However, if a brand is just starting out, you may find that customers don’t buy because they don’t trust it. In such a situation, it makes sense to start by building a strong brand, and only secondarily focus on pure sales ads.

Building brand awareness in Google Ads – 5 tips

1. focus on the uniqueness of the brand

In advertising on Google Ads, it is worth focusing on the uniqueness of the brand and its values, which will attract the attention of potential customers and distinguish the company from the competition. It is worth thinking about what values are characteristic of the brand and what benefits they bring to customers.

2. use video

Google Ads video campaigns are becoming increasingly popular and allow for effective branding.
Video ads
allow you to present your products or services in a way that appeals to your audience. This gives potential customers a chance to learn about the brand and the products or services it offers. However, it is worth keeping in mind that video ads should be interesting and engaging for the audience.

3. take advantage of remarketing


Remarketing
is a tool that allows you to display ads to people who have already interacted with your brand. With remarketing, you can remind customers about your brand and increase the chance that they will purchase your products or services. It’s also a great way to build long-term relationships with customers and maintain a positive brand image.

4 Choose the right advertising channels

There are many different advertising channels in Google Ads, such as ads in search results, video, image ads, ads in mobile apps, etc. Choose the right advertising channels that best fit your company’s specifics and target audience. Not every channel will work equally well for every brand.

5. test different variations of ads

To increase the effectiveness of your Google Ads campaign, it’s worth testing different ad variations, such as different content, banners, or ad channels. This will help identify the best solutions and optimize the campaign for branding.

Examples of successful branding campaigns

1. nike

Nike’s Dream Crazier campaign focused on inspiring women and their achievements in sports. The commercial was aired during the Academy Awards ceremony and used the slogan If they think your dreams are crazy, show them what crazy dreams can do . The campaign helped to increase Nike’s brand awareness and sales.

nike brand awareness
https://www.youtube.com/watch?v=zWfX5jeF6k4

2. Coca-Cola

Coca-Cola’s Share a Coke campaign focused on personalizing products by printing customers’ names and nicknames on bottles and cans. The campaign helped increase customer engagement.

3. airbnb

Airbnb’s Live There campaign focused on the idea of discovering new places and experiences while traveling. The ads depicted different cultures and lifestyles, which helped increase Airbnb brand awareness and bookings.

4 Audi

Audi’s Think Faster campaign focused on showcasing advanced automotive technology. The ads used well-known athletes to answer automotive-related questions, and their answers were recorded while they were driving Audi cars. The campaign helped build the brand’s image as using advanced technologies.

5. ikea

Ikea’s Everyday Heroes campaign focused on presenting the brand’s products in the context of everyday situations and problems. The ads showed how Ikea’s products can help in everyday life, which helped popularize its products.

building ikea brand awareness
https://www.youtube.com/watch?v=lQboeEXHfHI

Even if you don’t have a budget like Nike or Coca-Cola, you can look for elements that will allow you to stand out from the competition and highlight the characteristics of your brand. A great way to increase brand awareness is through Google Ads campaigns, as this way you can show up not only on the search engine, but also YouTube, Gmail and other sites.

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