Improving Your Content with Brand Awareness & Conversions

Monday, June 1, 2020 | Google Ads

The brand providing engaging content inspires awareness. With a valuable branded experience, a company or a brand can inevitably lead to a positive association with its products or services. Companies are identifying the techniques to interact with their consumers. Mostly, it is not the brand or the company doing anything to promote themselves, it is the interactions or the word of mouth with other clients regarding their experience with the service or the products of the brand.

Thus, by generating opportunities for consumers to indulge them positively is one of the things that businesses need to learn. Consider it or not, it extends to PPC campaigns as they encourage traffic to the sites and lure in more customers. It is stated, brand awareness is vital for a business, but conversion is the bottom line of a company. So, it concludes that the two key objectives are necessary to head your PPC campaign: brand awareness and conversion-focused campaigns.

Brand Awareness:

Structure: With a well-structured Google Ads campaign, you can make or break the reputation of your brand. The methods like not winding up keywords together, separating terms per ad group, and managing all similar types in separate groups can be beneficial for the performance of the company.

Research: Search Engine Optimization is a strong method for advertisers to utilize. Staying on the top of SEO, new features, and trending practices in your industry can help you go a long way in getting your brand in front of the right people.

For example- Attaching link building on your website and creating enriching content can provide fresh information to your target audience along with satisfying SEO triggers.

Copy: Attaching an ad copy can make all the difference for your brand. An example of this would be writing your display URL in capital letters to increase visibility and places your brand name on the map.

Conversion Focused:

Audiences: Concentrating on your customers is necessary. The strategy is vital to narrow down who are the people who are receptive and are eager to contribute to your bottom line. The brand can utilize retargeting to generate lookalikes as the feature will help you to expand your reach to similar audiences. The people are known as lookalikes because they are audiences targeted by using their similar interests and traits. It is a conversion-based practice that you must implement into your campaign as it can be done by focusing on the clicks by paid search activity.

Negative Keywords: The method is often overlooked to increase conversions. The words are crucial as they keep the wrong traffic out and saves the advertisers money so that the budget is not wasted on unnecessary clicks. Thus, by applying negative keywords effectively will improve click-through rates and lead to higher conversions.
Testing: A/B testing is common as two versions perform against each other. The dynamic reveals which ads or landing pages perform best and brought in more customers. The variant can include your headlines, CTAs, images, and more. The tip is to slow down the changes, pinch specific over time so that it manifests which of the element were influential for the conversion of the brand.


Building opportunities for consumers is necessary but, the way you go about engagement may change it. In the end, the objective should be focusing to help you reach your goals. Thus, to read more about how to handle your PPC campaign, consult to the PPC papa blogs for continuous updates on trends and optimizations for your campaigns about advertising on google and its significance.

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