Google is the largest advertising platform currently, making it a fantastic place to build awareness for your brand. Their ad platform also gives many tools to help you reach your target audience on their search engine and display network.
Display
Google display ads are a great way to get your brand in front of a lot of eyes, with over 2 million websites being a part of the display network. It is also a very cost-effective option because of the massive reach you get.
Display ads show text, images, or videos on websites within the network based on your targeting choices. You can also use responsive display ads. These ads use images, text, and logos that you upload to create ads the program thinks will perform the best. This also helps make sure your ads will fit into as many placements as possible.
Search
While search ads tend to be used to bring more people to your site, they can also be good for brand awareness. Getting your brand in front of new people, regardless of if they click the link, will make them more likely to buy later. Make sure to bid on the right keywords to appear in front of the right people. This includes relevant services, products, or popular competitor brand names. This will work well if you include a compelling offer.
Targeting
Google provides many ways you can reach your target audience. To start, you can target demographics like marital status or parental status. You can also target interests and habits like shopping or beauty and wellness, which is called an affinity audience. In-market and life events such as intent to purchase a car or get married are also great targeting options. You can also create a Custom Intent audience, which will target browsing activity related to topics, keywords, and websites. This is perfect for targeting traffic from your competitors or similar brands. These targeting options will help you get your brand in front of a relevant audience that may not be familiar with your brand.
This includes retargeting audiences and similar audiences. For brand awareness, similar audiences will get your ads in front of people who behave similarly to those who have already visited your website. This means they are likely to be interested in your brand.
Google is a great place to build brand awareness. There are so many tools to help you create effective ads for both search and display networks. Additionally, Google’s targeting tools can help you get those ads in front of people who will be interested in your brand.
This isn’t magic, but it requires the ability to assemble and manage hundreds of moving parts while making real-time optimization decisions. We can help ensure every effort is moving you closer to your strategic goals. You can pioneer the Next Level, we’ll be your mission control.
