The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Therefore it makes sense to understand that branding is about getting your prospects to have you in mind as the first choice when providing a solution to their problem. A strong brand is priceless as the battle for loyal customers intensifies every day. People without a brand need to concentrate their resources in finding new customers. At the end of the day, it is all about trust. People buy with confidence from those brands they trust.
Pay per click advertising enables a company to accomplish lead generation and online branding at the same time. Impressions without achieving a click are in itself considered a branding game plan.
Bidding on brand keywords is not only about bidding on your branded terms but also on slogans and all their variations, including the name of the company itself. While most companies bid on their own branded terms, few organizations remember to bid on slogans. If your company was nominated for an award or just won an industry prestigious honor, bidding and drawing attention to the achievement can be beneficial to corporate branding.
Online branding through PPC advertising will depend on both the frequency the ad appears on the Search Engine Result Pages and the number of times your target market has been exposed to an ad. The idea behind PPC branding is that your potential clients, even when they don’t click on an ad, will be able to see your ad again and again achieving top-of-mind positioning. The latter has the goal of reaching the customer at the time of decision making so that you can inform them about your product at that point in time.
Is your brand on your target market’s top-of-mind?