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A Brand campaign is one of the most powerful forms of digital (or paid) advertising. It has lots of benefits and downsides. If you’re like most marketers, you’re probably wondering if a brand campaign is the right fit for your business. Well, you will discover all these and more in this guide. You will also see some branding campaign examples to help you create the right campaign for your business.
In this blog, you’ll learn the following:
Your business name is typically used during brand campaigns. It’s the kind of campaign where your actual company gets to be fully represented. If you’re running a branding campaign, your brand elements or main assets will be included. These could be your key services, features, or products. Slogans and logos are also considered brand elements.
Branding campaigns are of two types — branded search campaigns and branded display campaigns. Branding campaigns usually generate a higher conversion rate than regular traditional campaigns. They also tend to generate more returns for the business.
A common branding campaign example is Nike’s “Just Do It” campaign. Any sports enthusiast must have come across the campaigns, and it’s most likely to yield good results.
Here are why you should consider branding campaigns.
Ads usually appear on the first page of search engine results. These ad slots are paid for by advertisers, and lots of people tend to see them. By running a paid ad for your business, you will position your brand in front of lots of people. Since paid ads appear above search results, millions who use the Google platform will likely come across your ad.
Branding campaigns help people to associate your product offering with your business. This way, people will most likely know what your business can do for them. Here are some things you should include in your branding campaign:
Branding campaigns help your audience associate your business offering with your brand. This way, you will appeal to both new and returning customers. If your audience is receptive to your business offering, you will most likely have increased sign-ups, downloads, registrations, sales, and other kinds of conversions.
If you have a good grasp of who your target audience is, then you may consider using a branding campaign. With branding campaigns, you get to expose your audience to a wide range of your product (or service) offerings. Most times, they may not be aware of all the products (or services) you offer — but branding campaigns expose these offerings to them.
Previous customers who were satisfied with your service delivery may likely patronize your brand again. Upon seeing your branding campaign, they will be reminded of the good times, and will probably consider buying from your brand. Potential customers who are on the verge of buying from your brand will probably take your desired action after seeing your branding campaign.
If you’re looking for an affordable way of advertising your product (or service) offering, then a branding campaign is for you. With a branding campaign, there will be a high relevance between your ad content, keywords, and landing pages. After all, all these marketing elements will be specifically designed to fit your brand.
Have you searched for your brand using search engine platforms? If your competitor’s ad opts up, then they may have been bidding on your brand keyword. You can curb that by using branding campaigns.
With a branding campaign, your brand ad will pop up when people search for your brand online. This will, in turn, help you secure your online presence from competitors in your industry.
Branded keywords help in attracting people who are interested in what you’re offering. Therefore, when compared to other campaign types, branding campaigns will most likely generate high-quality traffic for your business. People who click on your ad will most likely convert into loyal paying customers.
Long-tail keywords with your brand name can be the difference in your ad targeting. Long-tail keywords that do not have your brand name could be used by other companies within your industry. However, with brand keywords, these ads will pop up when someone is making a search query about your brand.
Here are tips to help you create a branding campaign.
Stating your brand identity and messaging is the first step toward the creation of a successful branding campaign. Figure out what differentiates your brand in the marketplace. You also need to create brand messaging that resonates with your target audience.
A robust understanding of your target audience will help you create the right message. One way of knowing your target audience is by performing comprehensive research to pinpoint their interests, behaviors, and demographics. Using the information gathered from your research, proceed to create a message that addresses their needs and pain points.
Which platform is your target audience most active on? The platform could be the ideal platform for your business. Alternatively, you could opt for a platform that aligns with your business values and ethics. Instagram, Facebook, and other social media platforms are ideal for branding campaigns. That’s not to say that display ads and search ads are not important.
Focus on creating content that resonates and engages with your audience. Your content could be images, videos, or text-based. But visual elements like logos that reinforce your brand identity should be inserted into your content.
As a marketer, you need to keep optimizing and testing your branding campaign. You could experiment using different messaging, ad formats, landing pages, and targeting options. Consider using A/B testing to check multiple variations of your campaign. Keep adjusting your campaign until you generate your desired result.
To build brand loyalty, you need to interact with your audience and engage with them on various social media platforms.
Your visuals, messaging, and other branding elements need to be consistent across various platforms and campaigns. It helps reinforce your brand identity and build brand recognition in the marketplace.
To measure your results, you need to consider using analytics tools. With analytic tools, you will easily pinpoint what’s working and what’s not. The information generated from your analysis should be used in refining your campaign.
If you’re like most marketers, you will probably run your campaign through PPC platforms. Tracking and monitoring your campaign may be an issue — and that’s why you need a reliable tool.
Let’s say your campaign is generating about 1,000 impressions with 100 clicks. That may get you worried especially if your campaign has been running for about one month. Your desired results are not being generated, and that may translate to a loss of time and resources.
However, you can curb the situation by using tools like PPC Signal. With the tool, you get to monitor your campaign from all sides — and that includes monitoring the metrics, geo-location, device type, and other things. Information gathered from the tool will help you save resources and time.
Here’s what the PPC Signal dashboard looks like.
From the image above, you get to see information about your campaign. You will also notice the anomaly between your impressions and clicks. To get more details about your campaign, you have to click on the “Explore” button.
Before starting your brand campaign, you need to:
You can promote your brand campaign using channels like:
A common branding campaign example is Coca-Cola’s Share a Coke campaign. The “Share a Coke” tagline helped to increase the brand’s awareness in the marketplace.
A brand campaign helps your business to build and rebuild its image in the mind of the target audience.
A good branding campaign helps to increase brand recognition in the minds of the target audience. With a good branding campaign, you can easily:
Having a clear, consistent, and compelling message across several channels will help you build brand equity. This will, in turn, help you achieve success in the long run. Before building a successful branding campaign, you have to:
But that’s not the end of things. You have to analyze your branding campaign — and that’s where tools like the PPC Signal come in. The tool helps you gain more insight into your branding campaign. PPC Signal will help you detect any anomaly and make the necessary changes.
Now you know what it takes to launch a branding campaign, what things will you put in place when launching your next campaign?
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