he help of paid advertising. We think that this exposure does not affect us, but they do. According to a study conducted at Duke University, even fleeting glimpses of logos or brand names can have a significant impact on consumers’ behaviour. This study is evidence that supports the statement that branding matters. Below we talk about how brand advertising through PPC does in fact impact the bottom line. Give us a shout if you’re looking for a PPC agency.
Table of Contents
1. Know your audience
Big brands out there know their audience. Like really, really well. Consumers want simplicity and ease when they are trying to purchase or do some research on a product of service online, therefore, why not help potential customers make the process of finding and purchasing your products more seamless. That will surely win their hearts. This just amplifies the importance of Ad copies and how they can affect your brand’s image. Let’s take a look at the make-up brand, Clinique. If you Google them, their Ad copies are organised by links to their websites that is based on the customer’s stage of interest. Clinique understand their customers so well, that they know that people come on their site to buy makeup (duh), check out new products and look for discounts and offers. So this is what their sitelinks focus on. PPC for branding makes it easier for users to find exactly what they are looking for, before they even get onto the website. It shows customers that you care as a brand about making it experience quicker and easier.
2. Showing customers you care
How can you show customers you care through PPC for branding? Well, being there for your customers when they have a complaint or issue is one way of doing this. If you search for complaints or issues of a brand that has a strong positive sentiment, like Disney, many complaint sites or reviews will pop up. What they could do is run ads on these keywords with the message that they are very persistent on making things right for their customers and possibly add a number or email to get customers to get in contact with them to resolve the issue as quickly as possible. Professor Andrew Ehrenberg from London’s Southbank University has said that customers tend to forgive mistakes more easily if you have a strong brand. By anticipating possible issues or complaints your customers might have, you can show them that you care by catering to them as quickly as possible through PPC.
3. Make it easy for customers to be loyal customers
Loyal customers are what all businesses want. And you’d be lying if you said this isn’t what you are aiming for. Smarter remarketing can help you with making it easier for customers to become loyal customers. If you propose your customers more of what they like over a period of time, they will become more receptive to picking your brand over the competition, given that you have served them well. Amazon does this really well as they send customers emails suggesting other similar products that they might be interested in. As a result of this remarketing and PPC for branding, people will keep coming back to Amazon to buy products, even if they might not have the best deals online in comparison to competitors.
