Marin Software's official blog

How to Use PPC to Amplify Your Brand Message

Katie Sullivan Porter
April 29, 2022

Businesses often go to great lengths to build their brand, decide on a brand message, and craft a narrative around that brand message. This time and effort are only rewarded when that narrative is effectively communicated to a brand’s target audience. Businesses spent over $238 billion on internet advertising in 2021 and this number is projected to grow significantly in the coming years. 

Targeted advertising is the best way to ensure that the brand message reaches the right customer—but how do you make sure that you are paying a fair price to reach those customers? Pay-Per-Click (PPC) advertising allows business leaders to spread their message far and wide but only pay when engagement is registered. Here is how you can use PPC to amplify your existing brand message online. 

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What is PPC and how does it work?

Pay-Per-Click marketing refers to an advertising practice where advertisers pay a fixed fee each time their ad is clicked by a visitor. This helps businesses to direct visitors to their website in a cost-effective manner. Companies typically use this method of advertising to drive visitor traffic to their website or social media page through search engines and social media share pages.

Why you should use PPC for your business

Improved brand recognition and recall

One of the major reasons to advertise on the platforms where your target audiences spend the most time is to improve brand awareness. PPC advertising on the appropriate platforms ensures that the advertising brand is always top of mind for the customer when it is time for them to make a purchase.

Search engine ads that appear on generic product searches can encourage customers to associate the advertising brand with the products that they search for, making it easier for them to remember and search for the brand the next time they wish to make a purchase. 

Works in tandem with existing brand material 

To ensure that marketing campaigns are effective across every platform and channel, marketers must create ad copy that amplifies the brand message consistently. PPC advertising allows brands to amplify existing marketing material such as posters and infographics on social media and search engines. 

Can attract new customers to the brand

Almost 60% of shoppers research a future purchase online before pulling the trigger. However, search engine results and social media pages are often saturated with marketing messages from competing brands. Successful brands can use PPC to ensure that their ad rises above their competitors’ by appearing at the top of their customers’ search results.

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5 tips to help your business manage a successful ad campaign

  1. Consider the keywords you want to optimize for and set your budget accordingly

The popularity of PPC advertising has led to numerous brands using the strategy to make their presence known online. To rise above the crowd and reach the right audiences efficiently, brands must choose the right optimized keywords to direct customers to the appropriate ad. 

Once these keywords are decided, brands must choose the right budget for their marketing efforts. Brands should consider increasing the frequency or reach of ads that serve a general audience to ensure that the ad receives the airtime that it deserves ahead of competing brands. 

  1. Use ad extensions like sitelinks, location, callouts, etc., to make your ads more appealing

Ads should always be designed with the customer in mind. This is why it is important to make online ads as engaging as possible. This can be done by adding extensions to your ads. Extensions can come in many forms ranging from sitelinks to store locations and more. These extensions increase the likelihood of a customer engaging with the ad once they have read the accompanying copy or viewed the accompanying graphic. 

  1. Include a clear CTA in your ads so people know what action you want them to take

In addition to extensions, brands should make it as easy as possible for a customer to continue engaging with the brand. Call-to-actions (CTAs) are a crucial part of this engagement. Clear CTAs allow brands to control the way customers interact with their ad by directing them to the appropriate platform or site that can help them receive a cohesive experience across marketing channels. 

  1. Create different ads with different CTAs based on the audience you are targeting

A common mistake that marketers tend to make when drafting ad copy is creating generic CTAs that are copied across different ads and platforms. However, customer actions can differ greatly from platform to platform. For example, customers who click on a search engine ad are more likely to visit a website that is related to their search. On the other hand,  a customer who interacts with a social media ad might need more incentive to interrupt their browsing and interact with an ad. 

  1. Track how well each ad is performing to stop or change ads that aren't working as well

Online advertising is a dynamic activity and businesses must be prepared to react to changing customer preferences promptly. Brands can track each online ad using a variety of engagement metrics and adjust ads that fail to generate the expected response from key customer demographics. Consistent evaluation of ad performance also allows marketers to optimize ad spend on ads that seem to resonate more with the appropriate target audiences. 

How MarinOne can help you effectively spread your brand message online

MarinOne helps businesses keep track of how each PPC advertisement is performing and presents this information through an easy-to-understand graphical interface. Businesses can receive a bird’s eye view of how their ads are performing across platforms or highlight individual ads to assess their effectiveness in reaching their target audience.

If you would like to learn more about how you can use software to reach your customers more effectively, contact us. We will be happy to schedule a no-strings-attached demo of our solution for you.

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