Importance of Branding in Digital Marketing Campaigns

Generally, it has been noticed that digital marketing experts who manage pay-per-click search ads and contextual ads, at companies which spend huge amounts of money on brand advertising, very rarely consider the impact of search on brand building. According to various digital marketing research agencies, the brand impact of search, and its inherent capability to influence the attitude of people browsing the web, will soon be factored into the KPIs used to optimise online PPC digital marketing campaigns.

Correct branding of your company, may sometimes be just as vital as generating a sale. Almost every digital marketing professional conducting a PPC search campaign, will use pure direct response metrics and KPIs, to manage their campaigns, and optimise it as well. This would be satisfactory, if your company is one of those businesses, which only believes in harvesting existing demand for products/services, rather than influencing business buyers and prospective customers to generate future sales.

Generally, search engine marketing is usually given full credit for a sale, mainly because of the fact that for a large number of digital marketing keywords, the last behaviour exhibited before a person buys a product, is their visit from a search engine. This may be true, but it is also important to consider the fact that other online media tactics may sometimes motivate a user to search for a product. In fact, many purchasers who visit a website through a search engine do not convert within the same session. They may sometimes come back an hour, week or even months later to make a purchase.

To get visitors to return to your website, it is important to offer them a highly engaging, immersive branding experience. If you are looking for a way to intelligently include brand impact into your PPC bidding strategy, here are some tips on how to go about it:

. Analyse the key phrases, which you think are likely to be early funnel keywords. Such digital marketing keywords usually include generic one-two word phrases, which show that the user does not have a definitive idea of what he/she wants. For example, bicycle, television set or laptop.

. Make a list of keywords, which will give you an idea about the demographics of the searcher. For example, if you have a page that ranks well for a digital marketing key phrase like 'lose weight', you will know that there are many overweight people who access that page. In short, you would benefit by placing a feature allowing people to purchase weight reduction products, from your page.

. You now have two options. You could widen your CPA, CPO, ROI, or ROAS targets for those key phrases, by taking a guess at the engagement/ branding level that will be delivered. Else, you could fix branding and engagement proxy success metrics and behaviours, on your website, to enable you to later analyse how the clicks are comparing.

When the management of your company begins factoring in the importance of online branding, you will be able to put forward a stronger case for an increased marketing budget.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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