Branded search campaigns have become increasingly important in driving online-to-offline conversions. As Google continues to dominate search, it’s no surprise that Google’s paid search platform, Google Ads is a popular model for creating branded search campaigns. Google Ads is a powerful tool for driving traffic and conversions, but it also offers benefits beyond direct response advertising.
One of the most significant advantages of Google Ads is its ability to increase brand awareness and drive offline sales. In a study conducted by Google and Nielsen, branded search ads were found to be highly effective in increasing brand awareness and driving offline conversions.
What Are Branded Search Ads?
Branded search ads are Google Ads that target searches for your brand or branded keywords. These ads appear at the top of Google’s search results page when someone searches for your brand name or a related keyword. Branded search ads can help businesses increase visibility among their target audience and drive traffic to their website.
Branded search campaigns target users who are already familiar with your brand. When a user searches for your brand name on Google, your branded search ad will appear at the top of the search results. This gives you the opportunity to:
- Drive awareness of your brand
- Generate leads
- Drive traffic to your website
- Increase sales
Takeaways On Branded Search Ads from the Google and Nielsen Study
The study conducted by Google and Nielsen analyzed the effectiveness of branded search ads across several industries, including retail, finance, travel, and auto. The study found that branded search ads can significantly impact brand awareness and offline sales.
The Impact of Ad Positioning
The study also examined the impact of ad positioning on branded search ads. It found that the top position for branded search ads had the highest impact on brand awareness and offline sales. Ads in the top position had a 46% lift in brand awareness and a 32% lift in offline sales.
The Importance of Branding
The study highlights the importance of branding in driving business results. Branded search ads provide a unique opportunity to reinforce brand messaging and increase brand awareness. By targeting searches for your brand name or related keywords, you can ensure that your brand is visible to your target audience and increase the likelihood of offline sales.
The Benefits of Branded Search Campaigns
Branded search campaigns offer a number of benefits, including:
Increase in Brand Awareness
The study found that branded search campaign increased brand awareness by up to 80%. This means that even if someone doesn’t click on the branded search ad, they still become aware of the brand name or product. The study also showed that branded search ads are more effective at increasing brand awareness than organic search results alone.
Increase in Offline Sales
Branded search campaigns also had a significant impact on offline sales. The study found that branded search ads provided a 31% lift in offline sales. This means that people who saw the branded ad on search results were more likely to visit a physical store or make a purchase offline.
Increased Lead Generation
Your branded search ad can also be used to generate leads. By including a call to action in your ad, you can encourage users to visit your website or contact you directly.
Increased Website Traffic
A well-designed branded search campaign can help to increase website traffic. When users click on your ad, they will be taken to your website. This can help you to increase sales, generate leads, and build relationships with potential customers.
Maximizing the Benefits of Branded Search Campaign
To maximize the benefits of a branded search campaign, businesses should follow these best practices:
- Choose the Right Branded Keywords: Focus on keywords relevant to your brand with a high search volume.
- Use Compelling Ad Copy: Create ad copy that reinforces your brand messaging and encourages people to learn more about your products or services.
- Optimize Landing Pages: Ensure that your landing pages reflect your brand and offer a seamless user experience.
- Track And Measure Results: Use analytics tools like Google Analytics to track metrics like impressions, clicks, conversions, and offline sales.
How to Create a Branded Search Campaign
To create a branded search campaign, you will need to:
- Set up a Google Ads account.
- Create a campaign.
- Choose your keywords.
- Set your budget.
- Write your ad copy.
- Set your targeting options.
Harness the Power of Ads to Build Branded Search Campaigns and Drive Conversions
The study conducted by Google and Nielsen demonstrates the power of branded search campaigns in increasing brand awareness and driving offline sales. By targeting searches for your brand name or related keywords, businesses can ensure that their brand is visible to their target audience and increase the likelihood of offline sales. By following best practices for branded search ads, businesses can maximize the benefits of this powerful advertising tool.
Branded search campaigns are a powerful tool that can help you drive online-to-offline conversions. If you are not already using branded search campaigns, we encourage you to give them a try.
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