There are many approaches you can to increase brand awareness for your company via pay per click.
However, you must actively work to brand your product. Remember that you are trying to some extent to be in the same league as commercial giants, such as Nike, whose phrase “just do it” immediately brings the word “Nike” to mind for almost any consumer interested in quality athletic footwear.
One good way to test the waters to see if you can make branding work in your pay-per-click advertising is to set up a separate ad campaign with branding as its ultimate goal.
This is not necessarily going to be all easy process, given that to some extent you are prevented by the search engines from using precisely the type of terminology that tends to build brand awareness.
Wording such as “the world’s best” or “number one in the United States” in a PPC ad description is quite often banned.
Therefore, you must craft your ad so that the description includes, at the very least, the name of your company (prominently displayed).
The addition of a logo (if allowed) is also a good idea. At this point in time, only a few pay-per-click search engines allow you to include a logo in ads.
There is a fair amount of discussion currently about whether or not a unique selling point (USP) is a significant factor in helping to brand online.
Some analysts feel it is essential to draw visitors to your website by stating in your ad’s description area that you offer something that no one else does.
Other analysts, however, think that a unique selling point is not critical to branding, because consumers are looking for an overall satisfactory consumer experience, not just being thrilled by the fact that you are the only company that gives away a free magazine subscription with every order over $100.
A study just completed by Millward Brown using 600 researchers in 16 countries used the rather extreme question of, “Which company’s brand name would you be willing to have tattooed on your body?”
Although the first three answers are not too surprising (Harley Davidson, Disney, and Coca-Cola), the surprise fourth finisher was Google (at 6.6%, just one percent lower than Coca-Cola).
Given that there are other online markets as large and prominent as Google (e.g., Yahoo, AOI, Netscape, eBay, Hotmail), the researchers speculate that people included Google in the list because they felt that Google, of all the online entities, has been the most responsive to customer needs.
Further, it has been the most open to revealing future plans via beta versions of a number of imaginative tools.
Again, this goes to prove something that can’t be emphasized enough-customer service is key, especially online, where your potential customer cannot visit your location in person and must rely on what you reveal of yourselves to them.
Google was perceived as being very open with consumers-their goals, their works in progress, their plans to go public-well before they were required to.
All of this worked to their favor and increased their brand awareness beyond the Google partner network.