How to increase brand awareness with Google Ads
It is important to bear in mind that conclusions based on Google Ads cannot be called a full assessment of brand awareness. Rather, it is an opportunity to compare yourself with other similar brands and assess whether there is a demand for your brand and its services.
Let's see how to measure brand awareness with Google tools and set up advertising campaigns to increase it.
Analysis of brand awareness with Google Ads
Launching ad campaigns for brand queries, you will see how many impressions and clicks your ad will receive. This way you will understand whether there are users in the Search Network who are searching specifically for your company by its name.
To research brand awareness, run banner ads on the Display Network and evaluate the CTR. In the banners, use your logo and name with a standard offer. The results will be relative, and can only be taken into account in combination with other performance metrics that you get during the analysis.
For more information or to increase awareness, launch advertising campaigns.
Launching an advertising campaign
Launch an advertising campaign and analyze the data. To get telling statistics, plan your budget to get at least 1 thousand clicks. When the campaign is over, look at the level of user engagement. In the admin panel, it is CTR. A high CTR in the Display Network (> 1%) indicates awareness, trust in the brand and its promotional offers.
To get correct analysis:
- identify key metrics that indicate awareness: the presence of brand queries, the rise or fall in their number, CTR, the attractiveness of advertisements;
- collect statistical information regularly;
- analyze statistics over time. Compare the results with the previous periods;
- compare relevant periods: winter with winter, year with year, etc .;
- use different tools, but collect information of the same type;
- compare yourself with an equal competitor.
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