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: