Building brand awareness in a competitive niche is an ongoing battle. But effective PPC ads can help boost your business’s visibility and reinforce your branding, even considering the parameters in which your ads have to work.
Fortunately, it is still possible. Let’s explore your options.
Positioning Your Brand as the Right (or Only) Solution
You have to get your messaging spot-on to make your paid ads as impactful as they can be. This means using the right words for an ad’s goal and audience.
Think carefully about your business’s voice and target demographic(s). Who are you aiming for with each ad, and what terms do they expect to see? This isn’t just about keywords. It’s about being specific to your core customer base and making your ad irresistible.
Look at your competitors’ ads. Ask:
- How do they position themselves?
- What promises do they make to prospects?
- Why is anyone likely to click through?
Once you know the answers to these questions, you should find building brand awareness with your PPC ads simpler.
Take Advantage of Sitelinks to Deepen Your Ads
Implementing sitelinks into your ads helps you reveal more of your site’s content, features, products, and services. Prospects will gain a clearer idea of what they can expect when they click through to your landing page at a glance.
Organize your sitelinks based on your target audience’s most likely interests and customer journey. For example, if you’re aiming for buyers looking to purchase women’s vegan’s clothing, your sitelinks could direct prospects to different lines from big-name brands.
The potential visitor would see your site carries products from recognizable companies, which can add credibility to your business. They can click one of these sitelinks to reach the page directly, rather than wading through your product catalog.
Be Careful with Your Remarketing Ads
Setting remarketing up in your PPC campaign empowers your brand with wider, longer reach after prospects leave your site.
Remarketing can increase conversion rates over time, as prospects are continually reminded of your brand. But check your end dates and frequency capping to prevent people becoming fatigued of your business showing up a ridiculous number of times each day.
You want to keep your brand visible and remind customers to return to your site. You don’t want to become an intrusive nuisance.
Try Social Media Ads
Facebook, Twitter, and Instagram offer their own paid ads for businesses of all sizes. You can refine your targeting carefully and incorporate different media to boost engagement.
Advertising on social media makes an effective addition to your PPC campaign, and can bring your brand to the attention of new prospects across diverse demographics. Focus on creating ads that stand out on user feeds and encourage them to share with others in their networks.
Actually putting these tips into practice can be difficult if you’re not sure who you want to reach or which options work best for your brand. But don’t worry: our Orange County SEO team is here to help you take your PPC to the next level.