Pay-per-click advertising can be very effective channel for increasing your brandâ€™s reach but PPC branding campaigns are often cost prohibitive. Bidding to top positions for your industryâ€™s core terms is an excellent way to expose your brand to new audiences but the “short term ROI be-damned” strategy is usually risky business. Below are 9 strategies to help you build your brand without burning through your spend.
- Start with the campaign structure and creatives. Separate your branded terms from your other terms so that your adsâ€™ creatives can be more easily controlled. Searches for your branded terms should always trigger ads with strong brand-based titles and messaging instead of your more traditional ads for industry terms.