A 5-Step Plan to Increase Brand Awareness Using the Google Display Network

things-to-doWhen it comes to increasing brand awareness, AdWords can be a great medium that is often overlooked by marketers who defer to social media and other channels.

Gone are the days were "buzz" and "hype" were unquantifiable and impossible to tie back to ROI.

You can use the following simple five-step plan to create a brand awareness campaign on the Google Display Network.

1. Identify your goal(s)

Identifying your goals is always a good starting point.

  • Are you looking to increase the brand loyalty of your existing customers? 
  • Are you hoping to have more of your target audience engage with your brand? 
  • Are you trying to create more positive affiliation with your products? 
  • Is it all the above?

Whatever your goals are, always start by identifying them as clearly and specifically as you possibly can. From that point on, every action you take, every ad you write, and every penny you spend should aim toward achieving your predefined goal(s).

2. Define your Metrics

Next, you'll want to define the main metrics to focus on for your brand awareness campaign. Generally, those are:

  • Impressions: How many searchers actually saw your ad.
  • Reach: The number of searchers exposed to the ad
  • Frequency: The number of times they saw the ad.
  • Interactions: What searchers did with the ad, including things like clicks or conversions.

your-ad-impressions-interaction-reach-frequency

3. Find Your Target Audience

Placement targeting on the Google Display Network can be very powerful, allowing you to reach your target audience all across the web. Tools like AdWords Placement or the Google Ad Planner allow you to expand your reach to sites where you're most likely to reach your target audience based on topics of interest, as well as demographic segmentation.

4. Get Creative With Your Creative

Goodbye boring text ads, hello rich media. One of my favorite things about rich media ads is experimenting and testing which format works best with which message. Whether you choose to use text, images, animation, or video, you've got endless creative ways to capture your target's attention and engage them with the content of your ad.

5. Budget for Success

Last but not least comes the money. Generally speaking, it's best to stick with CPM bidding if your goal is maximum exposure. If, however, your "interaction" goal is to drive searchers to your site, you should be using CPC bidding instead. If you're unsure what to set as CPM max, start at what you would pay if you were using CPC and start gradually increasing it.

Remember, your CPM can either be set at the ad group or placement level. Start at the ad group level, then as you get to know which sites are performing better for you, you can increase your placement bid there.

Summary

So there you have it. A simple five-step plan to increase brand awareness using AdWords.

Have you had much success with that strategy in display versus search? Are there any other channels you find more effective in building or increasing brand awareness? Share your thoughts and comments below.

About the author

Named one of the top 20 most influential PPC experts by PPC Hero, Noran is a digital marketing consultant, columnist, speaker and instructor. She is a board member of the local Los Angeles chapter of SEMPO, as well as an Associate Instructor of the Master Certification in Conversion Optimization Course at Market Motive.

She specializes in analyzing the PPC customer journey, creating buyer momentum and optimizing their experience from click to conversion. Her passion for understanding today's customer is a key driver to her analysis of industry trends and keeping up with the latest in PPC, voice of customer, analytics, and conversion optimization.

In addition to writing for publications such as SES Magazine and ClickZ, Noran is also a frequent speaker at the SES conferences, the Internet Marketing Conference and the Online Marketing Summit.

When Noran is not online, she is either traveling or diving with sharks in the Red Sea.