Even if you’ve never heard of PPC, or pay-per-click advertising, you’ve seen it. It’s a brand identity strategy and brand-building strategy used by corporate brands to build awareness and boost internet traffic and sales.
When you use search terms to find a product or service that you’re wanting, you’re likely to notice the search results that take precedence – the ones at the top of the first search results page. Most often, these are paid placements, the outcomes of paid search or sponsored search. When you include a pay-per-click advertising campaign in your brand identity strategy, you, too, can get these sponsored search results.
Depending on which search engine you contract with, your site may be shown at the top of the first page of search results or, less conspicuously, it may be integrated with other first-page results. If you’ve studied your target audience, you might be able to predict which placement method would be most attractive to them; if not, experimentation and click analysis will provide answers.
Should You Include PPC in your Brand Identity Strategy?
Pay-per-click advertising can be a viable option for inclusion in your brand identity strategy. Few searchers will look past the first page of search results. If you’re part of a highly competitive market, the chances of your brand appearing, organically, on any search engine’s first page are slim. Pay-per-click can solve this problem, and maybe even contribute greatly to your effort to build your brand.
In a recent Marketing Sherpa study, marketers were asked about their most commonly used marketing tactics. Email marketing, SEO, social media, website management, and content marketing topped the list, followed by paid search (a.k.a. PPC). One might think that these would be the most highly effective forms of online marketing; however, when asked about actual results, marketers divulged that the most successful forms of online marketing were SEO in first place, followed directly by PPC.
This tells How to Build a Brand (and now you) that PPC is an underused form of online marketing and that you can leverage its power for use in your brand identity strategy. Remember that high effectiveness coupled with low usage means there’s probably a surplus of space within that marketing platform, just waiting for your brand.
Of course, social media marketing should be a significant contributor to any brand identity strategy, but PPC should not be overlooked. Proof of this can be found in a poll conducted by PPC Hero, in which respondents weighed in about the spending habits of their biggest customers…and guess what? 52% said Facebook was their biggest source of income, whilst 64% said they realise their most lucrative sales through search networks. If that’s not proof that a PPC campaign should accompany social media marketing in your brand identity strategy, we’re not sure what is.
PPC can be a bit confusing to navigate at first, but with some branding advice from an online marketing expert, you too can start to realise the profit potential of pay-per-click advertising. If you’re interested in learning how to integrate it into your brand identity strategy, don’t hesitate to contact us.
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