3 Ways To Protect Your Brand With Digital Advertising
Updated: April 4, 2018
Type anything into the search bar of your favorite search engine and you are instantly inundated with a hundred different ads. Search engine results pages have become a veritable battlefield full of competitors all vying for the same thing, an all-powerful click. In this type of environment, it is essential to be able to protect your own brand from your competition who are always trying to impede your progress by poaching your hard-earned customers. While things may seem dire, fear not, here are three ways to protect your own brand through digital advertising and be sure that no one else is taking the business you work hard for every day.
Build a Branded Pay-Per-Click Campaign
When talking about a branded pay-per-click, or PPC campaign it’s important to start at the beginning and ask, “What is a branded PPC Campaign?”. Running a branded PPC campaign means creating a paid campaign, through AdWords, and targeting your company’s own name and other different versions of it. Although paid campaigns are usually targeted around specific services, offers or products running a campaign around your company name, or brand, can be a powerful tool to protect your brand. Here are a few ways in which branded campaigns will help protect your brand.
Buy Up the Neighborhood
By running paid ads that target your company name alongside your organic ads it provides more links on the search results page and gives the searcher more opportunities to click on your ads. Running ads targeting your company name will help you dominate these results pages.
Write Your Own Story
Organic ads are an excellent way to generate traffic to your site; they’re listings in the search results that are generated from SEO and don’t require bidding so any clicks you get on those ads don’t take a bite out of your budget. However, these organic ads automatically take content from the site and lead customers to your homepage. With paid ads you can write your own headline, so you can target anything you want and lead customers through to your own predetermined destination for whatever your goal may be. By running paid ads targeting your company name you can tell your own company story through the medium of the search engine results which is something organic ads simply cannot do.
Defend the Wall
If you’re not bidding on your own company name, then someone else is. Your competitors can also run ads targeting your own brand so if a prospective customer searches for your company name your generic organic ads can be preceded by custom, flashy ads from competitors. This can drive would be customers away from your site and into the open arms of the competition. By running your own branded ads, you can be sure that you capitalize on all the potential traffic to your own site and keep your competitors off your own results page.
Run A Remarketing Campaign
Have you ever been on a website and you can’t help but notice ads on the side of the site for other companies whose sites you’ve previously visited? Well that’s not on accident and it’s another way to protect your brand. Remarketing is a tactic that can be used to reconnect with visitors have been on your website. By running a remarketing campaign, you can position your ads in front of customers who have already been on your site as they browse other places around the internet. Here are a few of the benefits of a remarketing campaign.
Forget Me Not
Perhaps a customer was on your website doing a little research about a specific service you offer but wasn’t ready to take the desired action. By using remarketing, you can place your ads in front of the same customer wherever they go on the internet so that way your company will always be on their mind and when they do decide to act your company will be the first place they go to.
Build Brand Recognition
One of the cool things about remarketing is that uses display ads, this gives you the opportunity to spice up your ads with a picture instead of just using text. You can include your company logo and slogan in a well put together graphic and use that as the ad for a remarketing campaign. By putting these ads in front of customers everywhere they go across the internet it helps build the recognition of a brand because people will become much more familiar with it if they see it everywhere they go. When it comes time to make a purchase or schedule a service, customers are going to go with the brands they recognize. Ensure that your brand is easily recognizable by using remarketing to place that brand in front of people no matter where they are on the internet.
Relevant & Focused Targeting
Remarketing campaigns target people who have been to your website before, one of the benefits of this is that you can create highly relevant ads and display images designed to drive them back to your site and complete whatever desired action you had in mind. This is especially useful for companies with a multitude of service offerings. With remarketing you can create specific ads to highlight each type of service you offer and design the campaign so that people who visited the drain cleaning page of your site, for example, will see your company’s drain cleaning ads when they travel elsewhere around the internet.
One place where you can run your remarketing campaign is on the Google Display Network, or the GDN; this is a network of websites that includes, according to Google, 2 million websites and has an expanse of over 90% of global internet users. Users on the Google Display Network aren’t always in shopping mode per se, they’re checking the weather, reading the news, and going about their daily lives. This makes the GDN the perfect place to build brand awareness and let customers familiarize themselves with your brand you’ve worked so hard to develop. The expansiveness of the GDN provides endless opportunities to engage with prospective customers. Better yet, running your remarketing campaign through this network means that people who have previously visited your site will rarely if not ever get lost in the expanses of the internet because 90% of the time they’re using the web the site that these people are on is part of the GDN which means that if you run your remarketing campaign through this network the it has the opportunity to reach people at any of these 2 million sites.
You can also run remarketing campaigns on YouTube as well, by adding an audience list on YouTube through AdWords you can run ads alongside any video people watch on YouTube. This has huge potential as YouTube continues positioning itself as a major player in the content world. As YouTube continues creating its own custom content combined with their new foray into the world of television providers traffic to the site is only going to continue growing. Running your remarketing campaign on YouTube will grow your own brand awareness in concert as YouTube’s brand continues to grow.
Remarketing campaigns run the same way through Facebook. To run remarketing through Facebook you simply need to get a pixel code through the ads manager on Facebook. When you install this code on your website it tracks anyone who visits your site and if they navigate off your site they can see your display ads while they’re scrolling through their timelines on Facebook. Remarketing on Facebook runs very similarly to remarketing on Google. You can target people who visit specific pages within your site and then show them the most relevant ads to ensure that they are given the best opportunity to convert.
Develop a Remarketing List for Search Ads Strategy
The final component of defending your brand through digital advertising is developing a strategy for the Remarketing List for Search Ads, or RLSA. The RLSA is a feature in Google Ad Words that lets you customize your search ads for people who have already visited your website. The major difference between RLSA and regular display remarketing ads is that you can RLSA ads directly through the Google search engine. You can target specific keywords so if somebody has previously visited your site and then finds themselves searching for the same term you can target these people on the search network. This can be extremely helpful in defending your brand in the way that it protects clicks you’ve already paid for. That way if someone clicks one of your ads (which you paid for) and then doesn’t convert on your website you can get them back onto your site through remarketing on the search network to be sure they convert on your page and not someone else’s.
Defend your brand
You work very hard to increase the equity of your brand through a whole host of business practices. Don’t let other companies cash in on all your hard work by scavenging leads off your brand name. Using these three techniques detailed above you can put your brand to work for you and keep your competitors from taking the clicks, leads and conversions you deserve.