Increasing Product Brand Awareness Using Web Search Engine Marketing
When shopping on the internet, 76% or more consumers utilize search engines to research and locate products and services to consider for purchase. A big benefit of implementing search engine marketing is to “cash in” on this percentage by having your website link appear in the results for these shoppers when they search specifically for something online.
Online businesses have experienced increased levels of sales and expanded their market share during the past ten years utilizing search engine marketing. Product brand awareness can also be increased using search engine marketing techniques, including PPC (pay-per-click) advertising and SEO strategies.
There are other benefits to be obtained from search engine marketing that cannot be accomplished through the use of some other online marketing methods. The best strategy for increasing brand awareness online is to use specific methods when putting SEO marketing campaigns into place.
Pay Per Click Advertising
The typical goal of PPC advertising is to increase product/service sales in line with the amount budgeted for this purpose. PPC is a great way to receive great ad exposure from potential clients, and you only pay for actual ad performance (hence the term “pay per click”).
The goal you are attempting to achieve is increased sales, but here are other things to consider when using the PPC method to build your product brand awareness on the internet.
Qualified or targeted traffic is what you hope to gain in your PPC campaigns, so it is essential to focus on maximizing impressions using the right keywords along with negative qualifiers
The product or service brand message must be prominent in your search engine advertisements
The major appeal of pay per click advertising is the speed at which your ads begin to display (within 48 hours), so your ads are getting quick exposure from millions of potential customers and you only pay when these shoppers actually click on your ads.
Organic Search Results
SEO (search engine optimisation) is a brand promotion strategy that requires more time than PPC. The goal is to appear in the top of the organic search engine results to gain more traffic which in turn will bring more sales.
Having your business appear in the top Google slots of search engine results for sought after keywords enhances and empowers your brand reputation. It also establishes your business as a leader in your product industry.
To effectively utilize SEO as a tool to increase brand awareness, it is essential to maximize the scope of the marketing campaign. This is best achieved by targeting numerous keywords with high volume potential.
It will take some time to achieve this goal and the expense required will depend on the product market and level of competition, but it is an excellent way to build market stability and increase brand awareness.
Long Tail Keywords
Successful online entrepreneurs also know the value of using long tail keywords in their online marketing strategy. These are longer keywords of four or more words that are much more specific than the high volume phrases.
A customer’s search may be much more defined than “vehicle” or “vintage auto.” Some individuals may be searching for “restored vintage autos Ford Mustang,” for example. While these long tail keywords may only be used in searches very few times per month, they do usually offer higher conversation rates because they are so specialized.
Google website analytics is a great way to check the effectiveness of a long tail keyword marketing campaign. Depending on the specific industry, longer tail keyword phrases sometimes account for more than 50% of any industry’s search engine volume.
When optimizing for the search engines, it is important to include your branding message in the meta and title tags for your website because this is what potential clients will see when your site is returned in the search engine results.
One important thing to remember about online marketing is that there are numerous ways to promote brand awareness online. You should not limit your strategy to only one method. Both PPC and SEO can send qualified traffic to your website while building your product brand at the same time. Using multiple strategies will produce the best results.