Once you have defined the objectives of your branding campaign, you can choose the best sites on which your ads will show, and then evaluate their performance by monitoring impressions, conversions and other statistics. You probably want your ads to reach the largest number of users possible within your target audience.
Most advertisers whose objective is focused on branding seek above all to increase brand awareness. Usually those advertisers wish to track conversions such as the number of pages viewed, and not the number of purchases. For example, an advertiser who is launching a new football tennis shoes wishes to be known by the greatest number of sports fans as possible. It does not necessarily seek to sell its sportswear online.
Which Networks should you use on your branding campaign?
Google ads can be broadcast on two networks: the Search Network and the Display Network. The Search Network broadcasts text ads, while the Display Network broadcasts text ads, image ads and multimedia ads (video or animation, for example). These can be particularly effective for presenting branding messages to users. Display ads can create an emotional connection with graphics and audio and video can tell a story.
On the Display Network, you can target your ads very effectively. You can choose specific sites and Web pages to show your ads and you have the opportunity to create ads with a strong visual impact.
Imagine that you work for a producer of premium computers. You can create a video ad to showcase the features of the new model and choose to publish your ad on a website which audience is composed of IT specialists, as they correspond to your target demographic.
How to evaluate brand awareness?
Here are some important statistics that will let you know if your branding campaign is being effective:
- Impressions: It is important to track impressions in all campaigns, regardless of your goals. However, they may be particularly important in branding campaigns because they represent the number of users who actually saw your ad. You probably do not worry about not knowing if they have made a purchase on your site. You just want them memorize the new catchy slogan for which you have spent a lot of money.
To give priority to ad impressions, you can create a campaign based on the cost per thousand impressions bidding system (instead of a pay per click campaign). In this case, you will pay based on the number of impressions your ads get, not the number of clicks on them.
- Customer interest: if you focus your work on branding, you can use the click-through rate (CTR) to evaluate the interest that users had on your ads. You can also consider other statistics such as the number of conversions of ads on the Display Network.
You can also determine if your ads are driving behavior of visitors in terms of branding. For example, you can track registrations and page views. After all, it’s always very useful to know the number of users who have registered to your mailing list after watching your video ad.
- Reach and frequency: the audience is the number of users exposed to an ad. Measuring the reach can let you know how many users did your ad reached comparing with the total number of users, which can help to measure brand awareness. The Frequency is the average number of times a user has been exposed to an ad over a given period.