Branding is more important to businesses today than ever. Why? Because the sheer number of companies selling their products and services online makes it more of a challenge for enterprises to register alongside their biggest competitors. For this reason, building a strong brand is crucial.
Your brand tells customers what to expect when they see your logo or name on a product or website. They should recognize that your goods will have certain advantages over rivals’, and ultimately be instilled with immediate confidence that your business is the better option.
It can take a long time to reach this point, sure, but think how powerful brands like Coca-Cola, Microsoft, Apple, Google, and Facebook are. Each of these has its own values, its own style, its own voice, its own reputation. You know what you can expect when you buy a bottle of Coke or an iPhone, while six new Facebook profiles are created each second.
That’s the power of branding. For businesses in their early days, the prospect of building a brand that achieves even a fraction of what these global giants have is pretty overwhelming. However, you can boost your visibility and help yourself stand out from the competition with the right strategies – and effective PPC ads have a big part to play.
Addressing Customers’ Needs in Your PPC Ads
One great way to encourage clickthroughs is to provide a number of sitelinks to key pages on your site.
Think about the goods and / or services you sell, and what searchers might be looking for. If you sell shoes, for example, could they be looking for footwear made in Italy but shipped to the USA (like yours)? Could they want to find vegan-friendly shoes made with synthetic materials (like yours)?
Include sitelinks to pages focused on the latter points, and you can relate key information through links alone.
The Power of AdWords’ Seller Ratings
Google AdWords’ seller ratings present key feedback on your products and / or services, visualized as gold stars and an average rating.
These seller ratings show potential customers how valuable your brand is, build trust, and provide real incentive to offer the highest quality of service you can. This is particularly important for local businesses, such as salons, restaurants, bars, and independent stores: when a customer in your area searches for providers, a high rating can make all the difference between yourself and competitors.
Don’t Be Afraid to Be Yourself
The old adage ‘just be yourself’ is as true in PPC as on a first date. Your PPC ads are your introduction to potential customers, so don’t be shy about showing a little personality.
This doesn’t mean you have to waste precious characters on puns, but do whatever you can to stand out from those competitors using blander PPC ads. Something as simple as addressing readers directly or using a punchy tone can make a big difference.
NettSolutions PPC is an Orange County digital marketing agency with an expert team dedicated to helping businesses like yours build your online visibility through effective PPC. Want to know how we can help? Just give us a call!